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...When it comes to making any decision as a sports fan, though, rationality gets tossed out the window. How else would I explain sitting in the exact same position all day while watching V.V.S. Laxman and Rahul Dravid lead India’s famous fightback at Eden Gardens, or making sure I always have my favourite jersey on during certain matches? Sports fans are so much more than traditional consumers; sport is passion and is sometimes linked to our very sense of identity. And marketing to these sports fans requires a very different mindset from marketing to a typical consumer. New-age technology is changing the way in which leagues, teams, broadcasters and brands are tapping into this avidity to create compelling fan experiences. Here are four emerging technology trends that are changing the way marketers can excite and engage sports fans. Data-driven storytelling: Technology, ranging from optical tracking to wearables, is giving us data like never before. ...Live Mint on March 9, 2017, 1:01 a.m.