San Jose Sharks fans are experiencing a new sound at SAP Center this season, and it’s not a familiar chart-topper. The team has moved away from traditional goal songs, opting instead for an original track generated with the help of artificial intelligence. The shift, first noted by online hockey communities, marks a unique approach to arena atmosphere and has sparked discussion about the future of sports entertainment.
The change came after 11 years of using “Secure Ready For This” by 2 Unlimited as their goal song, with some interruptions in the 2019-20 and 2021 seasons. The Sharks sought a sound that would resonate with their youthful roster and create a distinctive experience for fans at the “Tank,” as SAP Center is known. To achieve this, the team collaborated with BVRNOUT, a music producer with over 138 million streams worldwide and previous experience working on Sharks-themed music projects, including a custom ice projection song in 2022 and a holiday rap instrumental in 2024.
The process wasn’t simply about commissioning a song; it involved leveraging AI to create a range of options. According to a team announcement on October 2, 2025, BVRNOUT initially produced a set of songs, which were then refined in collaboration with Sharks players. Sharks365 members will vote on the final selection, ensuring fan input in the new sonic identity of the team. The chosen song will debut when the Sharks score their first goal of the season.
A New Era for Goal Songs
The decision to use an AI-generated goal song is a departure from the norm in the National Hockey League. Traditionally, teams have relied on popular, recognizable songs to energize the crowd after a goal. The Sharks’ move reflects a growing trend of teams seeking greater control over their in-arena experience and exploring innovative ways to engage fans. By owning the rights to the song, the Sharks can utilize it beyond the arena, on digital platforms, and through remixes.
The use of AI in music production is rapidly evolving, and the Sharks’ experiment could pave the way for other teams to explore similar strategies. Even as some fans may prefer the familiarity of a classic anthem, others are embracing the novelty and potential of a custom-designed soundscape. The Reddit discussion highlighted the surprise among fans who discovered the song wasn’t a pre-existing track.
The team is also introducing a new “Shark Tank Scent” on Opening Night, aiming to create a fully immersive experience for fans. The fragrance features notes inspired by the Pacific Ocean and a subtle saltwater undertone, designed to evoke the team’s coastal location, and identity.
The Collaboration with BVRNOUT
BVRNOUT’s involvement was crucial in bringing the AI-generated goal song to life. The producer’s background in electronic dance music and remixing, including being a two-time EDMA “Remixer of the Year,” made him a natural fit for the project. His previous perform with the Sharks demonstrates a pre-existing relationship and understanding of the team’s brand.
The collaborative process with Sharks players ensured that the final song options aligned with the team’s energy and personality. This input was vital in refining the AI-generated tracks and creating a sound that resonated with the athletes themselves. The final selection will be determined by a vote of Sharks365 members, further solidifying the fan connection to the new goal song.
Sharks365 Membership and Fan Engagement
The Sharks are leveraging their Sharks365 membership program to engage fans in the selection of the new goal song. Members will have the opportunity to vote on their favorite track, giving them a direct say in shaping the in-arena experience. Sharks365 offers a range of benefits and premium experiences for fans, and the goal song vote is just one example of the team’s commitment to fan engagement.
Beyond the goal song, the Sharks are introducing other upgrades to SAP Center, including new partnerships and technology enhancements. These initiatives are designed to improve the overall fan experience and create a more immersive atmosphere at games. The introduction of “Shark Tank Scent” is another example of the team’s efforts to engage multiple senses and create a memorable experience for attendees.
What In other words for the Future of Sports Entertainment
The San Jose Sharks’ embrace of AI-generated music represents a broader trend in sports entertainment: a desire for greater control over the fan experience and a willingness to experiment with new technologies. While the success of this initiative remains to be seen, it could inspire other teams to explore similar strategies. The ability to own the rights to a custom-designed song offers teams greater flexibility and branding opportunities.
The fan vote on the final goal song selection is a crucial element of this process, ensuring that the chosen track resonates with the Sharks’ fanbase. The team’s commitment to fan engagement is evident in its efforts to involve members in key decisions, such as the selection of the goal song and the introduction of new in-arena experiences.
The Sharks’ next confirmed checkpoint is the debut of the new goal song when they score their first goal of the season. Fans can also look forward to experiencing the “Shark Tank Scent” on Opening Night. Further details about the Sharks365 membership and upcoming events can be found on the team’s official website.
What are your thoughts on the Sharks’ new AI-generated goal song? Share your opinions and predictions in the comments below, and don’t forget to share this article with fellow hockey fans!
