The sports event market is undergoing a transformation, driven by the growing integration of advanced technologies such as artificial intelligence (AI), cloud computing, and robotics. The recent National Games of China and the FIFA World Cup 2026 illustrate this trend, with major players like Alibaba Cloud, Samsung, and Lenovo leading the way in transforming the spectator experience and optimizing event management. This analysis delves into the strategic implications of these innovations for market players, focusing on opportunities and risks for SMEs.