Executive Summary As the sports technology market grows in influence and maturity, the terms that bounce around more established tech sectors become relevant. One, in particular, is that of "prophets" and "wizards". TEAM WIZARD "Wizards" refer to experts thoroughly versed in capabilities of tech-led OR TEAM PROPHET? innovation. They enable the rest of us to navigate our respective landscapes using current, relevant tech, conjuring up code and widgets into solutions the rest of us consequently take in our stride. "Prophets", on the other hand, are the visionaries who anticipate the future. While they may not be able to alchemize in the manner of wizards, they lead thinking and guide sport towards new digital trends. What are these? It is impossible to ignore AI, which is impacting sports as much as every other aspect of life. In its summary of US market trends, Sports Tech HQ – the body responsible for Indiana’s vibrant sports tech ecosystem - describes it as ‘the single biggest innovation during this generation’. Similarly, award winning architects, HOK, looks at how AI is revolutionizing live sports and entertainment. This chapter considers the issue of ‘deep fake’ and authenticity in the realm of live sports, as well as the opportunity to attend events virtually or experience entertainment very differently; just think what the ABBA Voyage virtual concert model could achieve in sport. Both HOK and the DP World Tour celebrate live sports in their chapters and, whether you were supporting Europe or the US, the spectacle of The 2023 Ryder Cup was one of the year’s sporting highlights. The DP World Tour have written an indepth case study on exactly how they brought the event to life.