This study investigates two prominent sports tourism events of global significance: the Swedish Vasaloppet and the Norwegian Birkebeineren. Originally rooted in historical skiing competitions in Sweden and Norway, these events have evolved into year-round spectacles encompassing skiing, cycling, and running activities. Notably, both events adapted to the challenges posed by the COVID-19 pandemic by implementing digital strategies aimed at sustaining athlete engagement. In the wake of the pandemic, an exploration of the post-COVID-19 digital landscape reveals intriguing insights into the continued evolution of these events. By scrutinizing materials from the official websites of the respective event organizations and conducting interviews with key representatives, this study seeks to unveil the intricacies of the technological frameworks supporting the virtual dimensions of these renowned sports gatherings. The investigation is framed within a theoretical context that encompasses concepts such as sportification, prosumption, quantified self, and gender. These conceptual lenses are applied to interpret the symbiotic relationship between technological advancements, digitization, and the aforementioned sports-related phenomena. Through an academically rigorous exploration, this study aims to contribute nuanced perspectives to the discourse surrounding the intersection of sports, technology, and event management.