Sport is losing relevance — especially among Gen Z, who consume fewer live events and prefer short, interactive content on social media. Media and sponsorships are under increasing pressure to innovate. The paradigm shift is clear: sport must evolve into an entertainment platform. And the LED glass floor by ASB GlassFloor becomes an integral part of this — a dynamic, interactive surface that enables new forms of storytelling, amplifies emotions, and redefines commercial opportunities. Whether in the NBA, college events, the BBL, or the EuroLeague: early best practices show how fan engagement can be increased and new revenue models unlocked. For arenas, federations, and sponsors, this creates a wide range of advantages: greater appeal for younger audiences, more flexible usage concepts, and additional economic potential.