Info-Tech Research Group, a global authority in IT research and advisory, has partnered with the Sports & Entertainment Alliance in Technology (SEAT) to empower technology, marketing, and operations executives across the sports and entertainment landscape. The collaboration aims to combine Info-Tech’s research expertise with SEAT’s influential network of North American sports teams, venues, and league leaders.
The partnership focuses on innovation in fan engagement, digital experiences, and live event operations, providing executives with the tools and insights needed to navigate a rapidly evolving industry.
Merging Research with Real-World Experience
SEAT is a global alliance of technology decision-makers from professional and collegiate sports, entertainment venues, and tech partners. Its members collaborate on innovations shaping fan and guest experiences, from smart stadium builds to omnichannel digital engagement.
“Advanced technologies are elevating the fan experience year-round while requiring seamless, always-on IT performance,” said Larry Fretz, Managing Partner at Info-Tech. “By combining SEAT’s network of venue and technology leaders with Info-Tech’s research frameworks, this partnership empowers organizations to make confident, data-driven decisions that transform operations and deliver unforgettable experiences—inside the venue and across every screen.”
Thought Leadership and Strategic Guidance
As part of the collaboration, Info-Tech will contribute research-backed insights, frameworks, and analyst-led guidance to SEAT’s content and events throughout the year. Sessions will cover digital modernization, cybersecurity, AI strategy, data governance, and organizational leadership, helping executives align IT capabilities with fan expectations, partner demands, and operational realities.
“SEAT thrives on collaboration, shared learning, and innovation,” said Josh Barney, CEO of SEAT. “Partnering with Info-Tech adds a powerful layer of research and strategic insight, helping our members not only adapt to change but lead the industry.”
Spotlight at Info-Tech LIVE 2026
The partnership will be highlighted at Info-Tech LIVE 2026 in New Orleans, where attendees can join a SEAT industry roundtable titled “Sports & Venues IT Roundtable: AI Priorities, Tight Budgets, and the Microsoft Squeeze.”
The session will explore AI initiatives, constrained IT budgets, and evolving software licensing pressures, offering peer-driven discussions and actionable strategies for doing more with less in 2026.
By bridging research with industry practice, the Info-Tech and SEAT collaboration aims to equip technology leaders with the clarity, tools, and confidence to reshape the sports and entertainment experience for fans, partners, and stakeholders worldwide.
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