This book chapter explores the changing trend in sports consumer behavior from traditional sports venues to digital spaces. Building on the main theories like “Uses and Gratifications Theory”, motivational models, the Psychological Continuum Model, Social Identity Theory, and the Experience Economy, it describes how digitalization and globalization have reformed motivational factors of sports fans, their engagement patterns, and the development of commitment. Digital spaces, streaming channels, and communities have extended access to sports consumption, allowing hybrid behaviors where physical and digital experiences coexist. These changes have affected key motivations, including information seeking, entertainment, social belonging, and identity expression. The chapter discusses how sports organizations and clubs should adapt to this changing setting by developing strategic, data-driven, and engagement-focused approaches. Finally, it underscores that while experiences in traditional sports venues remain valuable, contemporary sports fandom is increasingly characterized by hybrid, interactive, and digitally enhanced consumption.