ADWEEK sits down with Brittany Hershkowitz, Chief Marketing and Brand Officer at IRCODE, and Braxton Berrios, NFL wide receiver for the Miami Dolphins and entrepreneur, to explore how technology is reshaping live sports. From real-time interactions during broadcasts to immersive in-stadium experiences, they discuss the power of fandom in creating a future where consumers are invited to explore and engage—enhancing the connection between fans, their favorite teams, and the action they love.