At this year's South by Southwest (SXSW), a distinguished panel gathered to delve into the evolving world of customer engagement in the sports industry. The session, titled "Bridging the Gap Between In-Game and Digital Engagement," brought together Myles Kleeger, President and Chief Commercial Officer at Braze, Lisa Leslie, Hall of Fame former Women's National Basketball Association (WNBA) player, Paul Liberman, Cofounder and President of DraftKings, and Andrew Yaffe, Executive Vice President, Head of Social, Digital & Original Content at the National Basketball Association (NBA). They discussed the transformative strategies reshaping how fans connect with their favorite sports, teams, and athletes in an increasingly digital world.