News & Insights
AI, Data, and the Future of Fan Engagement in Sport
Sport has always been driven by emotion: loyalty, anticipation, and shared moments that extend well beyond the game itself. But as sport becomes more digital, the relationship between fans, teams, leagues, and live events is changing. Artificial intelligence is emerging as a key force that shapes how those connections are formed and sustained.
At the centre of this transformation is data. Teams, leagues, and venues are increasingly focused on improving the fan journey by better understanding who their fans are and how they engage. AI that captures fan identities, preferences, and behaviours across touchpoints allows organisations to move beyond one-size-fits-all engagement models toward experiences that actually feel personal.
According to the Capgemini Research Institute, over 50% of sports fans have shifted from Google to AI tools to access sports information, while 25% are willing to pay more for AI-enhanced viewing experiences that offer real-time statistics and predictive insights. When executed well, these capabilities translate into higher return attendance, longer engagement, and increased per-fan value.
AI allows organizations to move beyond one-size-fits-all engagement models toward experiences that actually feel personal.
Changing How Fans Engage
Global research commissioned by IBM highlights just how quickly fan expectations are evolving. Across 20,000 sports fans in 12 countries, the majority agreed that AI-powered features will significantly influence how they consume sports content. More than half expressed interest in AI-driven commentary and insights spanning past, live, and future events.
In particular, mobile applications are becoming central to the in-venue experience. Fans increasingly expect real-time information, contextual content, and seamless digital services while attending live events.
Fans increasingly expect real-time information, contextual content, and seamless digital services while attending live events.
This reflects a broader shift in sports media consumption. Fans no longer engage solely during game time. Instead, engagement is continuous, fragmented across platforms, and increasingly community-driven. Highlights, analysis, social commentary, and behind-the-scenes access now shape how fans relate to sport just as much as the game itself.
AI and the Rise of Personalised Fan Experiences
AI is playing a growing role in helping sports organisations respond to these expectations. By analysing behaviour patterns and individual preferences, AI-driven platforms can deliver tailored content, recommendations, and interactions at scale. Fans might receive personalised highlight reels, curated news, or merchandise suggestions based on their interests, keeping them engaged long-term.
AI is also transforming how sports are broadcast and experienced. During the 2024 Paris Olympics, Olympic Broadcasting Services deployed AI to enhance storytelling, streamline production workflows, and generate automated highlight packages. These AI-powered highlights were customised across multiple sports based on the needs of media rights-holders, helping content travel faster and more effectively across platforms.
Enhancing the Athlete While Supporting the Ecosystem
While fan engagement sits at the forefront of AI adoption, its impact on athletes and performance cannot be overlooked. AI-driven analytics now provide athletes and coaches with detailed insights into performance, movement patterns, endurance, and recovery.
Coaches can also assess opponent tendencies and team dynamics with greater precision, supporting smarter decision-making during competition. All of these advancements don’t exist in isolation. Enhanced athlete performance, clearer storytelling, and deeper insight ultimately feed back into the fan experience, making sport more engaging and immersive.
Looking Ahead
AI has the potential to strengthen emotional connection and accessibility, particularly at the intersection of digital and live experiences. As sports organisations navigate this next phase, new tools and innovations will be looking to respect the integrity of sport while meeting modern expectations. Bridging the gap between data, technology, and the physical moments that define sport will be a defining opportunity in the years ahead.