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Key Takeaways Sweetwater is betting that future fan experiences will rely on sound, feeling and emotion, not just views.
Premiumization succeeds when technology disappears, and fans simply feel part of the game.
Sports are one of the few unifiers left in today’s heated, divided world. It doesn’t matter what race, religion or political affiliation you come into the arena with. It doesn’t even matter if you know anything about the game. The beauty of sports is that an avid fan and a first-time viewer can both walk out feeling they have experienced something uniquely special.
That magic goes beyond the action on the field. It lives in the details. The crack of the bat on a home run, the buzzer following a game-winning shot, the roar of the crowd after a touchdown. These moments are about more than athleticism. They’re about atmosphere. And behind much of that atmosphere is Sweetwater, a quiet but powerful force shaping how fans experience live sports.
Setting the tempo
Sweetwater is the leading U.S. retailer of musical instruments and professional audio equipment. A significant focus of the company is live experiences — everything from cruise ships and theaters to sporting venues.
The company has been around for nearly 50 years, serves roughly 13 million customers, and is valued at about $2 billion.
“We’ve watched these trends evolve for years, especially how audio and video shape sports,” CEO Mike Clem tells Entrepreneur. “Right now, we’re at a unique intersection of two major forces: the premiumization of sports and the increasing integration of technology into live events.”
Clem believes one of the most compelling developments within that intersection is immersive sound.
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