This week, we’re taking you behind the scenes of our time at the Sports Events & Tourism Association (Sports ETA) Symposium.
For those unfamiliar, Sports ETA Symposium is a powerhouse gathering: four days of sharp minds, industry leaders, and interesting conversations about the future of sports events and tourism. It’s where people building the future of sports events meet the people who host those events.
We showed up, we listened, we spoke—and we left even more convinced that youth sports is on the brink of massive transformation. From AI-powered scheduling to the enduring value of human connection, here’s what stood out to the Fastbreak team.
Technology Is No Longer a “Nice to Have”
Let’s start with the obvious: technology is transforming the youth sports space.
One of the most energized panel sessions we attended was “Smarter, Faster, Better: How AI and Emerging Tech Are Transforming Sports Events,” featuring Kyle Jordan, John D'Orsay, and Robert de Wolff, moderated by industry veteran Amanda Shank.
The consensus? AI isn’t coming. It’s here.
Robert, our GM of Fastbreak Connect, put it plainly:
“If you’re a youth basketball organizer, you may spend your entire Wednesday putting together a schedule. With our technology, you can schedule a 300-team tournament in under 10 minutes. That’s eight hours back in your day to focus on what really drives your business—relationships, revenue, and the athlete experience.”
Ben Knosby, VP of Sports at HotelPlanner, noticed a similar theme at the Symposium, stating:
“The theme at Sports ETA was all about AI. Everyone wants to know how to use it but very few organizations actually are. We are at an interesting phase in the AI lifecycle where it's clear that it will transform industries but most feel behind the growth curve. Companies that figure it out will be the ones that dominate the market in the future.”
This idea hit home with a lot of people in the room. Nearly everyone raised their hand when asked if they’re using AI in some capacity—but few felt like they were using it well. That’s where the opportunity lies.
The AI Moment Feels a Lot Like the Digital Camera
There was an undercurrent of urgency throughout the week, especially around the risk of falling behind. One of our favorite comparisons came from a conversation about Kodak.
You probably know the story: they invented the digital camera, but didn’t pursue it because it threatened their film business. Other companies have embraced the future, but Kodak didn’t, and filed for bankruptcy in 2012.
AI is today’s digital camera. The legacy tools we’ve all relied on? That’s the film. The question is whether tournament organizers and CVBs will adapt now or be too late.
Will they still spend hours on manual scheduling when AI can optimize in minutes? Will they keep writing recap content by hand when AI can analyze game footage and generate highlight reports? Will CVB’s rely on manual surveys or use realtime mobile data and AI-powered modeling to accurately measure event impact?
Let’s Be Clear: Relationships Still Matter More Than Ever
For all the tech talk, one thing never changed throughout the week: relationships are still the heartbeat of this industry.
If anything, the rise of AI and automation makes the human side even more valuable. We didn’t fly to a symposium, sit through sessions, or network over breakfast because Zoom is broken. We did it because face-to-face connections build trust, and trust builds partnerships.
The best use of AI isn’t to replace people. It’s to remove the repetitive tasks that drain your time and energy, so you can focus on what matters most: serving your teams, your fans, and your partners better.
We’re Still Thinking About This Question from Duluth Trading Co.
One of our customer success managers shared a great moment from the week. Duluth Trading Co. — a national consumer brand exploring on-site activations through Fastbreak Connect — asked this:
“Can you better outline the customer journey and how users discover and engage with the partner page in the app? What are the success metrics associated with this page?”
It’s a great question, and one we think more brands will be asking. Because at Fastbreak, the brand activation experience isn’t a surface-level sponsorship. It’s a full-funnel strategy — starting at the event and extending through interactions back at home through our mobile app.
Here’s how it works:
- The brand is introduced on-site, through signage, sampling, and direct promotion
- Attendees download our app to access free event photos and resources
- To unlock their content, users complete a branded CTA (survey, video, offer, etc.)
- They’re then connected to a brand page—a digital hub with offers, products, and content.
- We reinforce that visibility with push notifications, micro-banners, and in-app placements
- And we measure every step: impressions, clicks, unlocks, survey completions, and more.
It’s a brand activation model that does more than build awareness—it builds brand equity.
Where This Is All Headed
The big picture? Youth sports events are still operating on a fragmented stack of tools — and that’s holding the industry back.
That’s why Fastbreak is bringing everything under one roof: scheduling, registration, ticketing, travel, and sponsorships. A single platform, powered by a unified data model, so operators can run better events, monetize smarter, and deliver a better experience for families.
We’re already trusted by some of the biggest names in sports—NBA, WNBA, NHL, MLS—and we’re applying the same mindset to youth sports. Not to complicate it. To simplify it. To make it more profitable. And to make it more connected—for operators, families, and sponsors alike.
Final Thought: See You in Vegas
If you haven’t attended the Sports ETA Symposium, put it on your calendar now.
You won’t find a more dynamic mix of CVBs, rightsholders, facilities, tourism boards, and tech leaders in one place. The conversations are real, the ideas are bold, and the energy is high. The 34th annual event in Las Vegas is already shaping up to be even bigger.
The Fastbreak team will be there—and we hope to see you, too.
Until then, we’ll keep pushing the boundaries of what’s possible in youth sports. And we’ll keep showing up to build long lasting relationships and help rightsholders and CVBs with advanced technology that will help move the industry forward.
