Introduction: Recent advances in digital technologies have transformed sport fan experiences from purely physical attendance to hybrid interactions combining physical and digital environments. This transformation has facilitated the emergence of immersive sport events that enhance fan engagement and interaction. Therefore, the present study aimed to design and test a phygital (physical–digital) fan experience model in immersive sport events and examine its consequences on fan loyalty.

Methodology:This research was applied in terms of purpose and descriptive–explanatory using a survey approach. The statistical population consisted of sport event fans who had experience interacting with digital platforms related to sport events. Data were collected using a structured questionnaire based on a seven‑point Likert scale. A total of 287 valid questionnaires were obtained. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS‑SEM) with SmartPLS 4.

Results: The findings revealed that the phygital fan experience has a significant positive effect on perceived value, fan satisfaction, and fan loyalty. Furthermore, perceived value and satisfaction play significant mediating roles in the relationship between phygital experience and fan loyalty. The results also indicated that fan identity moderates the relationship between phygital experience and fan loyalty.

Conclusion:Overall, integrating physical and digital elements in immersive sport events can enhance fan engagement, increase perceived value, and foster long‑term fan loyalty. These findings provide practical insights for sport event managers and sport marketers to design more engaging fan experiences.