Fan engagement is now an omnichannel experience, combining in-person and digital moments. Connecting these moments and sustaining engagement beyond high-spectacle events is a key challenge for teams and operators, as is navigating the shift in the digital media landscape towards influencer lead marketing, increasing DOOH advertising and dynamic personalisation and creative. As an opportunity for developing winning marketing and deep retention strategy, the 2026 World Cup presents a pivotal moment for sportsbooks.