The LA28 Olympics are shaping up to be more than just a celebration of athletic excellence; they will be a testbed for the next generation of fan engagement. With 5G fully embedded in the stadium infrastructure, AI-powered video creation, and cloud-powered UGC, the Games will provide a real-time, immersive fan experience that redefines how global audiences interact with the event. For the first time in Olympic history, AI personalization and data collaboration will enable brands, broadcasters, and fans to co-create content at scale, pushing the boundaries of participatory content in 2028.
This blog will explore what these technologies mean for LA28 fan engagement, and how 5G for live fan content, interactive Olympic content, and immersive fan experiences will reshape the way fans engage with the Games, both in-stadium and at home. Whether you’re a brand looking to leverage fan-generated content or a fan eager to participate in real-time Olympic moments, the future of sports fan content is here, and it’s data-driven, AI-powered, and fueled by 5G.
5G = Real-Time Fan Content at Stadium Speed
At LA28, 5G will be a game-changer, allowing fans to capture, upload, and share fan-generated content (UGC) in real-time with zero lag. This technology will enable fans to interact with the Games in ways never before possible. For example, during Paris 2024, Samsung’s collaboration with the IOC and OBS allowed to showcase how 5G can provide instant streaming, allowing fans to broadcast Olympic moments from anywhere in the stadium or on the field. This innovation is just the beginning, and LA28 will take 5G-powered fan engagement to new heights.
With 5G, the upload speed will be lightning-fast, enabling fans to share reactions, behind-the-scenes footage, and unforgettable moments instantly. Imagine capturing a victory and posting it on TikTok, complete with the event’s brand tag, all within seconds. This technology will allow fans to become creators, turning each moment into interactive Olympic content that can be amplified by brands in real-time.
Implication for brands: By embedding UGC calls-to-action within the event itself, brands can seamlessly integrate with the content being shared, driving more engagement and visibility during LA28. For example, a brand like Coca-Cola could encourage fans to upload their reactions during key moments, then instantly showcase those videos on digital billboards or social media feeds. The ability to leverage 5G to instantly broadcasting and interacting with live fan content will redefine how brands connect with the global audience. To streamline this process, brands can use BrandLens to efficiently capture, moderate, and curate fan-generated content, ensuring it aligns with their marketing goals and resonates with their target audience.
Cloud Infrastructure = Seamless Co-Creation & Moderation
With cloud-powered UGC, LA28 will enable fans and brands to co-create content seamlessly. BrandLens-style platforms will facilitate the real-time moderation of thousands of clips, allowing fans to upload, tag, and share their personal experiences as they happen. Whether it’s tagging a video by event, seat, sport, or sponsor, this cloud infrastructure will empower brands and broadcasters to collaborate directly with fans and curate brand-safe content in real-time.
The ability to remix and redistribute content instantly means that Olympic moments will no longer be confined to a broadcaster’s schedule. Instead, they can become global fan content that gets instant replays, remixing, and fan-driven commentary. The cloud-powered UGC system ensures that brands have access to this content for future marketing initiatives, ensuring ongoing fan engagement long after the Games are over.
Implication for brands: With instant global fan content and the ability to remix content with a fan voiceover, brands can create dynamic, personalized experiences that capture the heart of the Olympics in real-time. This will let you experience the true power of co-creation.
AI: The Scalable Storyteller Behind UGC
AI is set to become the silent but powerful storyteller behind fan-generated content at LA28. Machine learning will automatically tag content for sentiment (joy, surprise, team spirit), while AI tools will help with stabilizing shaky fan footage, extracting highlights, and cleaning up audio for clearer sound. This technology will make the editing process smoother, enabling AI-powered video creation that can seamlessly transform fan clips into broadcast-ready content.
Further, AI personalization will allow content to be customized and localized, including AI voiceovers, subtitles, and translations to make global stories accessible to every fan. For brands, AI can automate the creation of “fan recap montages” or sponsor-ready vertical videos, increasing efficiency and relevance. Imagine a fan’s raw content being turned into a polished campaign piece within hours, ready for social media or broadcast.
Implication for brands: By 2033, it’s projected that roughly four out of every five pieces of online content (about 78%) will be user-generated, highlighting a massive shift toward community-driven creation and participation. Brands can use AI to turn UGC into powerful, on-brand content that speaks to the specific interests and passions of diverse audiences, all while maintaining authenticity. For example, a brand like Nike could use AI-powered video editing to transform fan videos of their sportswear in action into personalized ads that align with the brand’s values and resonate with niche communities.
From Spectators to Co-Creators: The New Rules of Fan Engagement
LA28 represents a shift in how fans interact with the Olympics. Fans won’t just be spectators; they’ll be co-creators of content. The power dynamic is shifting, and fans now expect to be invited into the campaign. For brands, this means rethinking how to involve fans in participatory content.
Co-creation challenges like “Show us your reaction to this win!” and QR-powered capture points throughout the stadium will incentivize fans to contribute content directly, whether it’s a reaction video, a fan art submission, or a personal story. Offering incentives, badges, recognition, replays, and community reposts will further drive engagement and participation, fostering a sense of community.
For brands, this participatory shift offers a unique opportunity to build deeper connections with fans and create content that feels organic and aligned with fan passions. The future of sports fan content is about fans becoming part of the story, not just consuming it.
Implication for brands: The most successful brands at LA28 will be those that invite fans into the campaign, turning them into content creators and brand ambassadors. For example, a brand like Adidas could encourage fans to share videos of themselves wearing the latest sports gear during the Games, then feature the best content on their official channels. With BrandLens, brands can seamlessly capture, moderate, and amplify fan-generated content, ensuring it aligns with the brand’s message and engages a global audience.
How Brands Can Start Preparing
Brands need to start building their fan participation strategies now to dominate the LA28 fan engagement landscape. Investing in QR-enabled merch, running branded fan storytelling contests, and forming partnerships with micro-creators and AI remixers will ensure brands are ready for the influx of fan-generated content. All these efforts will mean that these brands will be able to enhance their content strategy with the use of UGC.
Brands should treat participatory content as a core media channel, not just an afterthought. By starting now, they can position themselves to lead in the LA28 fan feed, creating authentic engagement with fans that resonates far beyond the games.
By preparing early and embracing cloud-powered UGC and AI-powered personalization, brands can scale fan engagement efforts and dominate the interactive Olympic content landscape in 2028.
UGC is the Olympic Torch of 2028
LA28 will be remembered not only for its gold medals but for the fan-generated gold moments that will define the event. Thanks to 5G, cloud technologies, and AI, the Olympics will have the most participatory content ecosystem in sports history. These technologies will empower fans, brands, and broadcasters to co-create content that celebrates the spirit of the Games.
