Info-Tech Research Group Partners With SEAT
Rapid advances in AI, analytics, and immersive technology are redefining fan experience and operational excellence across sports and entertainment organizations. However, the industry continues to face challenges in aligning technology investments with business goals, and technology leaders are seeking structured guidance to translate innovation into measurable value. Through a new partnership with the Sports & Entertainment Alliance in Technology (SEAT), global research and advisory firm Info-Tech Research Group is set to deliver research-driven insights and strategic frameworks to help leaders modernize operations, enhance fan engagement, and navigate transformation with clarity and confidence.
Info-Tech Research Group, a global leader in IT research and advisory, has announced a new partnership with SEAT, the Sports & Entertainment Alliance in Technology, to empower technology, marketing, and operations executives across the global sports and entertainment industry. The collaboration will bring Info-Tech’s expertise to SEAT’s influential community of North American entertainment venues, sports teams, and league leaders who are driving innovation in fan engagement, digital experience, and live event operations.
SEAT is the alliance of technology executives and decision-makers from professional and collegiate sports, entertainment venues, and tech partners worldwide who together explore the innovations shaping the future of fan and guest experiences. Through its annual forum and year-round community initiatives, SEAT provides a trusted space for leaders to collaborate, share insights, and exchange strategies for turning technology into a strategic enabler of value and connection.
“Innovation in live sports and entertainment is accelerating globally, driven by a wave of smart venue builds and remodels. Advanced technologies are elevating the fan experience year-round while requiring seamless, always-on IT performance,” says Larry Fretz, Managing Partner at InfoTech Research Group. “By combining SEAT’s global network of venue and technology leaders with Info-Tech’s strategic research and frameworks, this partnership empowers organizations to make confident, data-driven decisions that transform operations and deliver unforgettable fan experiences, inside the venue and across every screen.”
As part of the partnership, Info-Tech will contribute research-backed thought leadership, strategic frameworks, and analyst-led guidance to SEAT’s content, events, and member engagements throughout the year. These engagements include expert-led sessions on digital modernization, cybersecurity, AI strategy, data governance, and organizational leadership, all aimed at helping technology and business executives align IT capabilities with the evolving demands of fans, partners, and stakeholders.
“SEAT has always been about empowering the leaders behind live experiences,” says Josh Barney, CEO of SEAT. “Our community thrives on collaboration, shared learning, and innovation. Partnering with Info-Tech Research Group adds a powerful layer of research and strategic insight that will help our members not only adapt to change but lead the industry.”
The partnership builds on Info-Tech’s expanding role in connecting global technology communities through strategic collaborations, including upcoming initiatives tied to the firm’s Info-Tech LIVE series of international conferences. Both organizations share a vision of equipping technology leaders with the clarity, tools, and confidence to transform the industries they serve.
Upcoming Collaboration at Info-Tech LIVE 2026 in New Orleans
Registration for Info-Tech LIVE 2026 in New Orleans is now open, and all attendees will have the opportunity to join a SEAT industry roundtable hosted by Josh Barney and Larry Fretz, titled Sports & Venues IT Roundtable: AI Priorities, Tight Budgets, and the Microsoft Squeeze.
This interactive session explores how organizations are prioritizing AI initiatives, navigating constrained resources, and responding to evolving licensing and pricing pressures, providing a forum for peer-driven discussion and practical insight on how technology leaders can do more with less in 2026.
Info-Tech and SEAT are thrilled to extend a special invitation to Info-Tech LIVE NOLA, where the two organizations have partnered for an exclusive roundtable at our flagship global event designed for IT leaders navigating today’s most pressing technology challenges.
Info-Tech LIVE brings together thought leaders, industry experts, visionary speakers, and senior IT professionals for an immersive multi-day experience filled with actionable insights, peer collaboration, and practical takeaways.
LIVE conference attendees have the opportunity to:
- Hear from world-class keynote speakers on the future of technology, leadership, and innovation.
- Participate in breakout sessions and workshops that deliver practical, research-backed guidance.
- Connect with analysts and peers in meaningful discussions.
Info-Tech LIVE 2026 in New Orleans
February 3-4, 2026
The Roosevelt New Orleans, 130 Roosevelt Way