Technological innovations in soccer

Although Brazilian soccer is undergoing intense digitalization, there is still little evidence of the real impact of these innovations on value creation for clubs and fans. This article aims to critically analyze recent trends in sports innovation, focusing on Brazilian soccer, and to determine whether these initiatives align with fans' concrete needs and organizations' strategic objectives. Based on a systematic literature review on the CAPES Journal Portal, the research investigates the relationship between technological innovation and the fan experience, contrasting advanced digital solutions with user-centered approaches. The results indicate a significant disconnect between the resources invested in emerging technologies and the concrete benefits perceived by sports organizations, suggesting that true innovation depends more on transforming institutional processes than on indiscriminate adoption of tools. As a contribution, the study presents a framework for evaluating innovative sports initiatives that solves real fan problems, simplifies the consumer journey, and defines clear conversion metrics.