Fans engagement has become an increasingly important focus for brands, social and digital media. Therefore, sports industry needs digital innovation, through new digital technologies. An extensive review (nearly 300 references) of Italian and international Literature on this issue is here presented, together with a personal survey on 325 subjects regarding their direct match-day experience and their remote experience of enjoying sports shows. Finally, Italy's candidature to the next 2026 winter Olympic and Paralympic Games is discussed, and possible ways of communicating the main themes of "Milano Cortina 2026" (that is, sustainability, inclusion, Olympic heritage and legacy) are presented, looking forward those Games.