July 19, 2025 • 17 mins
AI-Powered Sports Engagement: Beyond the GameThe episode does a deep dive into Capgemini's "Beyond the Game" report and "The Intelligent Future of Sports Fandom" article explore the evolving landscape of sports engagement, primarily driven by artificial intelligence (AI) and generative AI (Gen AI). They highlight a significant shift in fan behavior, noting an increase in live stadium attendance spurred by younger generations and a growing demand for data-driven and personalized experiences. While fans are readily adopting AI tools for sports information and are willing to pay for enhanced viewing, the sources also address crucial concerns regarding data privacy, misinformation, and the potential for technology to diminish the authentic live sports experience. Ultimately, both sources underscore the necessity for sports organizations to ethically leverage AI to foster deeper fan engagement, protect athletes, and ensure the integrity of the sport.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome. Welcome, deep divers.
Today we're plunging into something really fascinating.
It's all about how technology, especially, you know, this huge
wave of AI is completely changing the game for sports
fans that our mission really is to unpack these shifts, the ones
happening right now, transforming how you experience
sports. Just think about it for a
second. Sports, it's not just something
(00:21):
you sit back and watch anymore, is it?
It's turning into this, this incredibly immersive thing,
super personalized, and it's allpowered by some genuinely
amazing tech. It's quite the change.
You're absolutely right. And look, this isn't some far
off future prediction. We're talking about this whole
transformation. It's happening like right now in
real time fan behavior, It's already shifted a lot.
(00:42):
It really proves that this era of, let's say, intelligent,
immersive AI powered fandom, well, it's already here.
You're living in it. OK, So what does this massive
shift actually mean for you, thelistener?
Whether you're, you know, right there in the stadium feeling the
roar or maybe cheering just as hard from your sofa, we're going
to dive into the surprising facts, the implications, all of
(01:03):
it. Let's maybe start with some
trends that might raise an eyebrow.
All right, let's kick off with something that feels, well,
almost counter intuitive, doesn't it?
The comeback of live attendance.We heard for ages that streaming
would kill the stadium vibe, butguess what?
Life attendance isn't just stable, it's actually growing
again. And get this, it's being pushed
by younger fans. We saw attendance jump from what
(01:26):
34% of fans in 2023 projected tohit 37% by 2025.
People still want to be there. And what's really interesting
about that, that trend is who isdriving it?
It's overwhelmingly Gen. Z and millennials.
They aren't just turning up. They're actively looking for and
really appreciating these new tech enhanced stadium
experiences. It suggests, you know, maybe a
different way of valuing in liveevents.
(01:47):
They're prioritizing these unique moments, maybe investing
in memories more than just looking at the cost.
Yeah. And that connects directly to
this idea of some people are calling experience inflation or
funflation. The reality of ticket prices
going up. I mean, admission for sports
events shot up. What was it, 22% year on year
back in May 2024? That's huge.
But the demand still incredibly strong.
(02:09):
And Gen. Z, they seem to be leading the
way in spending on entertainment.
Actually, something like 13% of adults.
Yeah, they're even willing to put it on credit just to go to a
live game. That's just a lot about how much
they value it. Exactly.
So why are they willing to pay more?
Well, it's because stadiums are changing.
They're becoming smart stadiums.They're being designed
specifically to meet these higher expectations.
And this isn't just about, you know, sticking in a bigger TV
(02:32):
screen. It's a massive market shift, The
global smart stadium market. It's expected to grow from
around $19.6 billion in 2024 to a huge $41.7 billion by 2029.
That's serious investment in theexperience itself.
And you can already see this happening all over, like Levi's
Stadium out in California. Their app has this augmented
(02:54):
reality feature AR right. It overlays stats, player info
right onto the field view on your phone.
Imagine seeing Sprint speeds popup live, or Prince Malay
Abdullah Stadium in Morocco. They're using smart tech just to
manage the crowds, keep things safe and smooth.
And big events like the Paris Olympics, the venues were packed
with IoT sensors, tiny devices collecting data, plus high speed
(03:17):
Wi-Fi, 5G, all making sure fans could get stats, replays,
whatever they wanted instantly on their devices.
And the visuals, they're gettingscaled up dramatically too.
Sofi Stadiums got that insane 70,000 square foot Jumbotron
Mercedes-Benz Stadium with its 360° Halo board.
I mean, these aren't just screens.
They're part of the whole immersive feeling.
Even just finding your way around these huge places is
(03:37):
getting smarter. Tools like Mapstead, that indoor
navigation platform, they used it in guitar for the World Cup
back in 2022, helping fans find their seats, concessions,
everything. And what's really enabling a lot
of this, this enhanced in stadium experience, It's an AI
and generative AI fans seem to be really embracing it because,
well, it makes things easier, richer.
About 53% say apps for tickets and schedules are super useful.
(04:01):
Makes sense. Then there's facial recognition
for entry, 49% like that for seamlessness.
The Cleveland Browns, actually, they use it over 10,000 fans a
game, opt in and another 49% really value.
Apps that help with, you know, stadium layout, parking, finding
amenities. The demand for tech that smooths
things out is definitely there. It really is all about making it
frictionless, isn't it? Like you mentioned,
(04:22):
Mercedes-Benz Stadium letting you order food and drinks right
to your seat. You don't miss any action
queuing up. It's a huge plus for any fan.
OK, but what about the rest of us, The millions watching from
home For the remote fan AI is it's completely changing the
game. It's like having the ultimate
sports concierge turning your living room into this
personalized hub just for your specific interest.
(04:42):
Yeah, and the speed people are adopting this is, frankly, quite
striking. Get this, 54% of fans say
they've already switched from using things like Google search
to using AI tools for sports info.
And maybe even more surprising, 59% say they actually trust the
sports content generated by AI. That's a massive shift in how
people get their information. Shows they see real value in
(05:04):
what AI offers. Wow. 54% ditching traditional
search. That's incredible.
So why are they doing it? What's the draw?
Well, it sounds like they reallywant these personalized content
hubs. A huge 67% want AI or Gen.
AI to just pull all their sportsstuff together one place,
simple. And 64% specifically want
personalized content tailored just for them, their teams,
(05:25):
their players. No more wading through stuff
they don't care about. And this is exactly where
generative AI really shines. It can look at your history,
what teams you follow, games youwatch, players you track, and
then it can craft custom contentjust for you.
Personalized updates, maybe gamesummaries focused on your
interests, even fantasy league tips.
It's delivering content that speaks directly to the
individual fan in a way that just wasn't possible before.
(05:47):
But it's not just about getting information better, is it?
What seems to really excite fansabout AI?
It's the interactivity. Imagine this, 63% of fans said
they'd love to actually compete against a real player virtually
during a live game. We saw a taste of that with a
lap of Legends, right? We're a real F1 driver raced
against AI avatars of past legends.
(06:08):
That's mind blowing. Interactivity blurs the lines
and it keeps going. 58% are interested in replaying finished
games with different strategies.You know the ultimate what If
machine. Right, like tools used by pros
hurdle sports code for instance,allow that kind of deep analysis
now making it accessible. Exactly, and 56% want AI to
create personalized highlight reels for them in real time.
(06:31):
There are platforms like MagnifyAI that spots key moments, crowd
reactions literally within a minute of them happening, and
then pushes those personalized highlights straight to you
almost instantly. And you know, besides these
completely new things, AI is also making existing tech better
tech fans already like. So 54% find VAR, the video
assistant referee useful. We all know that 153% value
(06:53):
things like goal line tech or court line tech for accuracy.
Then you have apps for game data, 51% find those useful for
deeper insights, and 52% appreciate being able to choose
customized camera angles like being your own director.
These aren't just dimmicks, theygenuinely improve the viewing.
And it's not just for stadiums or indoor arenas either.
AI is even making its mark on huge open air events like
(07:16):
cycling. The Tour de France for example,
they had this generative AI powered digital twin of the
race. It gave real time rider data
streams from sensors on the bikes, made it incredibly
immersive. Plus there's this AI platform
Cycling Central Intelligence CCI.
It feeds insights to commentators in real time, makes
the commentary much richer as a whole new dimension.
Which brings us neatly to this idea of the monetization shift
(07:38):
happening in sports media. What's really compelling is that
27% of fans say they are willingto pay extra, about 8% more on
average for these kinds of AI boosted viewing experiences.
And maybe unsurprisingly, younger fans, Gen.
Z, Gen. Y, they show an even higher
willingness to pay that premium.They clearly see the value add.
OK, let's shift gears a bit. Let's talk about data.
(07:59):
It feels like data itself has become the new MVP of sports
consumption. Fans now seem to crave stats,
real time data almost as much asthe actual game action.
It's about understanding everything.
Absolutely, and fans are pretty specific about what data they
want most. 70% want real Time Team and player performance
stats during the match. Makes sense. 69% are looking for
(08:22):
detailed breakdowns of team and player strengths, 67% want easy
access to past performance records, and another 67% are
interested in things like playing conditions, wins, speed,
track temperature, that sort of thing.
It really shows this deep desirefor context, for insight, that
goes way beyond just the final score.
And we see hard evidence of thishunger for data, right?
(08:43):
Just look at how much mobile data people use during big
games. Wimbledon IN202364 terabytes of
data consumed. That was up 37% from the year
before and the Super Bowl down in New Orleans, Verizon users
chewed through 93.5 terabytes. That's just a staggering amount
of information being accessed. Shows how plugged in fans are to
(09:04):
the data side. And it's not just random
browsing either. Fans consume this data at
specific times. Mostly it's before the match for
analysis, predictions, fantasy league stuff.
Then crucially during breaks andplay for quick updates and
insights, and of course after the game for that deeper post
match analysis. It fuels their passion, their
understanding, makes them feel more connected, more informed.
OK, but this brings us to a really important question, one a
(09:26):
lot of people are asking. How much tech is too much tech?
We've heard all these amazing innovations, but is there a
tipping point, A point where allthis technology starts to maybe
dilute the authenticity, that raw human feeling of live
sports? That's a critical point, and
fans have pretty strong feelingsabout it.
About 57% agree that overusing technology could compromise that
(09:47):
authenticity we just talked about.
Another 53% think it might actually diminish the fun of
watching live, and 46% worry it could undermine traditional
sports values. You know, pure skill, the
unpredictable human element. There's a great quote from Siren
Sundby, the Olympic sailor. She said something like
technology should enhance the game and not over shadow it.
The soul of sport lies in the human spirit, not just the data.
(10:11):
It really is about finding that that right balance, and it's
probably always shifting. And that balance concern extends
to some really serious issues too, like misinformation and
harassment. Almost 2 thirds, 66%, of fans
are worried that bad info on AI platforms could lead to athletes
getting targeted, getting harassed online and 57% worry
about just plain false content being generated. 54% worry about
(10:34):
AI impersonating players, deepfakes, false quotes, things
like that. It's a major integrity challenge
for everyone involved. Yeah, it really is.
But what's encouraging is seeinghow sports bodies are trying to
get ahead of this proactively. The IOC for the Paris Olympics,
they rolled out an AI system specifically to monitor social
media across loads of languages,like 35 Plus.
(10:54):
The goal was to flag abuse directed at athletes, ideally
before they even saw it. And the NFL, they partnered with
Net App, the data company focusing on data security partly
to help prevent misinformation by making sure the official,
verified info is secure and prioritized.
And beyond the misinformation risks, there's the whole data
privacy angle, which feels huge.It's kind of alarming how little
(11:16):
awareness there seems to be among fans about their own data.
Only 47% say they're even aware of what data is being collected
from them, and even fewer know if they actually consented or
how long that data gets kept. Apparently older fans might be
particularly vulnerable here, maybe just less aware of the
digital footprint they leave. Right.
And that trust issue is paramount.
Organizations know this, so you see proactive steps.
(11:38):
The Atlanta Hawks and the NBA, they partnered with Acronis, A
cybersecurity firm, to lock downtheir systems.
Atletico to Madrid and football.They use Google Clouds backup
and recovery services, protecting operational and fan
data. And over in India, JSW Sports
put in place some really comprehensive data protection
policies, even using tools to assess risks before collecting
sensitive data. It shows the industry recognizes
(12:00):
that safeguarding fan trust is absolutely essential moving
forward. OK, so we've covered a lot.
Smart stadiums? AI acting as a concierge.
The data explosion, The ethical tightrope.
So what does all this mean for the actual sports industry?
The teams, The league's, the broadcasters?
What's their playbook look like for this future?
Well, if we break it down by who's involved, for stadium
operators, the path seems prettyclear.
(12:21):
They have to invest in that smart infrastructure.
We're talking top tier 5G, Wi-Fieverywhere, IRT sensors embedded
throughout. They need those fan friendly
apps, easy navigation, mobile tickets, those cool AR features.
We talked about. Making things frictionless is
key. So facial recognition entry,
cashless payments, anything to cut down queues and hassles,
personalization on site, using data smartly, maybe targeted
(12:45):
offers for merch or food based on your history.
And crucially, they need to remember not everyone wants the
high tech experience. Offering Tech Lite options is
important for inclusivity. Right.
And then for the sports teams and the franchises themselves,
their focus seems to be much more on that deeper year round
fan connection. They should be using AI for
really personalized interactions, like smart chat
(13:06):
bots on their apps or websites, answering fan questions,
instantly pushing out about custom content.
Building that one stop digital hub you mentioned earlier seems
vital. Fans really want everything
aggregated in one spot. And there's definitely a chance
to monetize some of this. Maybe premium subscriptions for
exclusive AI content or advancedinteractive features.
And finally, keeping fans engaged beyond just game days,
(13:27):
gamification, fantasy leagues, interactive polls, maybe even AR
or VR experience is linked to the team.
Exactly. Now sporting associations and
leagues, they have this unique position, right?
They can drive tech adoption across the board at scale.
They can set the road map, maybeprovide shared platforms to
ensure everyone benefits and there's some consistency.
What's really compelling though is their role in setting the
(13:48):
rules, defining clear ethical guidelines for using tech,
ensuring a fair play, protectingathletes online, combating
misinformation. They also need to think about
sustainability, standardizing privacy practices across the
league, maybe a unified framework and promoting
inclusion. Think multi language AI
commentary to reach global audiences.
(14:08):
And they could actively fight misinformation too, maybe with
official fact checking bots or verified info channels.
Become that trusted source. OK.
And the last piece of the puzzle, broadcasters and media
platforms, they have a huge opportunity especially for those
remote fans. They need to build unique
digital experiences, things likeAI powered alternative
(14:29):
commentary, maybe tactical analysis or even fun speculative
ones, or truly immersive VR or holographic broadcasts.
Delivering interactive broadcasts is key, letting you
choose camera angles, decide which data overlays you want to
see. But you in control using Gen.
AI for that. Personalized content, custom
highlights, notifications about key moments for your team.
(14:49):
They also have a responsibility to integrate social media and
fan content safely. That means active moderation and
transparency. Being clear about when AI is
being used, maybe using AR graphics to explain complex
plays or stats, but not just overwhelming viewers with data
noise. It's one thing to talk about all
this in theory, but let's groundit.
Let's look at some real world examples where this tech is
already making a difference. Making the invisible visible, as
(15:11):
they say. Yeah, some really cool stuff is
already happening. Take Rugby for example.
They've got an interactive matchpredictor app.
Fans compete against each other and against an AI bot testing
their prediction skills. They also have a digital stats
hub. It pulls together historical
data and live game data to offermuch deeper insights during the
broadcast, gives context to everything and for pure
(15:32):
immersion, they've even experimented with VR penalty
kicks. You put on a headset and feel
like you're in a virtual stadiumtaking the kick.
It's about bridging that gap between watching and
experiencing. Wow, and we saw something
similar in golf, didn't we? At the Ryder Cup in 2023 they
had that AI tool Outcome IQ, right?
Calculated wind probability in real time changing with every
(15:53):
single shot. Apparently it got massive
engagement. 500 million home page views broadcast showing in
160 countries. It really helped fans track the
momentum shifts, understand the strategy, make golf feel much
more dynamic, I think. Absolutely.
And then there's the challenge of visualizing things that are
inherently invisible, like wind in sailing.
How do you show that There's this amazing technology called
(16:14):
Windsight IQ. It uses Lidar, that laser
scanning tech combined with datafrom lots of other sensors, plus
heavy duty computation. And what it does is create these
Arkansas and VR graphics that literally show the wind patterns
on the water. So commentators and viewers can
see how the wind is affecting strategy in real time.
It's incredible insight. And you can see how that kind of
(16:35):
tech might transfer, right? Maybe visualizing wind effects
on a golf balls flight or aerodynamic forces in
Motorsports. Huge potential.
What an incredible journey we'vebeen on today.
It's clear, isn't it? Sports fandom is undergoing this
profound shift, moving away fromjust passive viewing towards
really active, engaged participation, and it's all
being driven by this wave of intelligent, immersive and
(16:59):
really interactive technology. It's a totally different
landscape. It really is, and I think the
key take away the core insight is that this can't just be about
throwing cool tech at the problem.
It has to be about building for the fan experience,
understanding the deep emotion, that tribal loyalty, even the
beautiful irrationality sometimes of being a fan.
The technology needs to enhance all of that, connect people to
(17:20):
it more deeply. But it should never, ever over
shadow the human spirit, the passion that's really at the
heart of sport. That's the tricky balance.
So looking ahead, as everyone involved, the leads, the teams,
the broadcasters, continues downthis path, how will that balance
play out? That balance between the cutting
edge tech and that raw, authentic human experience?
(17:41):
And maybe, just maybe, what currently seems impossible with
new moments might we see emerge at that finish line where
technology and human spirit combined to create something
truly special for everyone. Something definitely worth
thinking about until our next deep dive.
Welcome. Welcome, deep divers.
Today we're plunging into something really fascinating.
It's all about how technology, especially, you know, this huge
wave of AI is completely changing the game for sports
fans that our mission really is to unpack these shifts, the ones
happening right now, transforming how you experience
sports. Just think about it for a
second. Sports, it's not just something
(00:21):
you sit back and watch anymore, is it?
It's turning into this, this incredibly immersive thing,
super personalized, and it's allpowered by some genuinely
amazing tech. It's quite the change.
You're absolutely right. And look, this isn't some far
off future prediction. We're talking about this whole
transformation. It's happening like right now in
real time fan behavior, It's already shifted a lot.
(00:42):
It really proves that this era of, let's say, intelligent,
immersive AI powered fandom, well, it's already here.
You're living in it. OK, So what does this massive
shift actually mean for you, thelistener?
Whether you're, you know, right there in the stadium feeling the
roar or maybe cheering just as hard from your sofa, we're going
to dive into the surprising facts, the implications, all of
(01:03):
it. Let's maybe start with some
trends that might raise an eyebrow.
All right, let's kick off with something that feels, well,
almost counter intuitive, doesn't it?
The comeback of live attendance.We heard for ages that streaming
would kill the stadium vibe, butguess what?
Life attendance isn't just stable, it's actually growing
again. And get this, it's being pushed
by younger fans. We saw attendance jump from what
(01:26):
34% of fans in 2023 projected tohit 37% by 2025.
People still want to be there. And what's really interesting
about that, that trend is who isdriving it?
It's overwhelmingly Gen. Z and millennials.
They aren't just turning up. They're actively looking for and
really appreciating these new tech enhanced stadium
experiences. It suggests, you know, maybe a
different way of valuing in liveevents.
(01:47):
They're prioritizing these unique moments, maybe investing
in memories more than just looking at the cost.
Yeah. And that connects directly to
this idea of some people are calling experience inflation or
funflation. The reality of ticket prices
going up. I mean, admission for sports
events shot up. What was it, 22% year on year
back in May 2024? That's huge.
But the demand still incredibly strong.
(02:09):
And Gen. Z, they seem to be leading the
way in spending on entertainment.
Actually, something like 13% of adults.
Yeah, they're even willing to put it on credit just to go to a
live game. That's just a lot about how much
they value it. Exactly.
So why are they willing to pay more?
Well, it's because stadiums are changing.
They're becoming smart stadiums.They're being designed
specifically to meet these higher expectations.
And this isn't just about, you know, sticking in a bigger TV
(02:32):
screen. It's a massive market shift, The
global smart stadium market. It's expected to grow from
around $19.6 billion in 2024 to a huge $41.7 billion by 2029.
That's serious investment in theexperience itself.
And you can already see this happening all over, like Levi's
Stadium out in California. Their app has this augmented
(02:54):
reality feature AR right. It overlays stats, player info
right onto the field view on your phone.
Imagine seeing Sprint speeds popup live, or Prince Malay
Abdullah Stadium in Morocco. They're using smart tech just to
manage the crowds, keep things safe and smooth.
And big events like the Paris Olympics, the venues were packed
with IoT sensors, tiny devices collecting data, plus high speed
(03:17):
Wi-Fi, 5G, all making sure fans could get stats, replays,
whatever they wanted instantly on their devices.
And the visuals, they're gettingscaled up dramatically too.
Sofi Stadiums got that insane 70,000 square foot Jumbotron
Mercedes-Benz Stadium with its 360° Halo board.
I mean, these aren't just screens.
They're part of the whole immersive feeling.
Even just finding your way around these huge places is
(03:37):
getting smarter. Tools like Mapstead, that indoor
navigation platform, they used it in guitar for the World Cup
back in 2022, helping fans find their seats, concessions,
everything. And what's really enabling a lot
of this, this enhanced in stadium experience, It's an AI
and generative AI fans seem to be really embracing it because,
well, it makes things easier, richer.
About 53% say apps for tickets and schedules are super useful.
(04:01):
Makes sense. Then there's facial recognition
for entry, 49% like that for seamlessness.
The Cleveland Browns, actually, they use it over 10,000 fans a
game, opt in and another 49% really value.
Apps that help with, you know, stadium layout, parking, finding
amenities. The demand for tech that smooths
things out is definitely there. It really is all about making it
frictionless, isn't it? Like you mentioned,
(04:22):
Mercedes-Benz Stadium letting you order food and drinks right
to your seat. You don't miss any action
queuing up. It's a huge plus for any fan.
OK, but what about the rest of us, The millions watching from
home For the remote fan AI is it's completely changing the
game. It's like having the ultimate
sports concierge turning your living room into this
personalized hub just for your specific interest.
(04:42):
Yeah, and the speed people are adopting this is, frankly, quite
striking. Get this, 54% of fans say
they've already switched from using things like Google search
to using AI tools for sports info.
And maybe even more surprising, 59% say they actually trust the
sports content generated by AI. That's a massive shift in how
people get their information. Shows they see real value in
(05:04):
what AI offers. Wow. 54% ditching traditional
search. That's incredible.
So why are they doing it? What's the draw?
Well, it sounds like they reallywant these personalized content
hubs. A huge 67% want AI or Gen.
AI to just pull all their sportsstuff together one place,
simple. And 64% specifically want
personalized content tailored just for them, their teams,
(05:25):
their players. No more wading through stuff
they don't care about. And this is exactly where
generative AI really shines. It can look at your history,
what teams you follow, games youwatch, players you track, and
then it can craft custom contentjust for you.
Personalized updates, maybe gamesummaries focused on your
interests, even fantasy league tips.
It's delivering content that speaks directly to the
individual fan in a way that just wasn't possible before.
(05:47):
But it's not just about getting information better, is it?
What seems to really excite fansabout AI?
It's the interactivity. Imagine this, 63% of fans said
they'd love to actually compete against a real player virtually
during a live game. We saw a taste of that with a
lap of Legends, right? We're a real F1 driver raced
against AI avatars of past legends.
(06:08):
That's mind blowing. Interactivity blurs the lines
and it keeps going. 58% are interested in replaying finished
games with different strategies.You know the ultimate what If
machine. Right, like tools used by pros
hurdle sports code for instance,allow that kind of deep analysis
now making it accessible. Exactly, and 56% want AI to
create personalized highlight reels for them in real time.
(06:31):
There are platforms like MagnifyAI that spots key moments, crowd
reactions literally within a minute of them happening, and
then pushes those personalized highlights straight to you
almost instantly. And you know, besides these
completely new things, AI is also making existing tech better
tech fans already like. So 54% find VAR, the video
assistant referee useful. We all know that 153% value
(06:53):
things like goal line tech or court line tech for accuracy.
Then you have apps for game data, 51% find those useful for
deeper insights, and 52% appreciate being able to choose
customized camera angles like being your own director.
These aren't just dimmicks, theygenuinely improve the viewing.
And it's not just for stadiums or indoor arenas either.
AI is even making its mark on huge open air events like
(07:16):
cycling. The Tour de France for example,
they had this generative AI powered digital twin of the
race. It gave real time rider data
streams from sensors on the bikes, made it incredibly
immersive. Plus there's this AI platform
Cycling Central Intelligence CCI.
It feeds insights to commentators in real time, makes
the commentary much richer as a whole new dimension.
Which brings us neatly to this idea of the monetization shift
(07:38):
happening in sports media. What's really compelling is that
27% of fans say they are willingto pay extra, about 8% more on
average for these kinds of AI boosted viewing experiences.
And maybe unsurprisingly, younger fans, Gen.
Z, Gen. Y, they show an even higher
willingness to pay that premium.They clearly see the value add.
OK, let's shift gears a bit. Let's talk about data.
(07:59):
It feels like data itself has become the new MVP of sports
consumption. Fans now seem to crave stats,
real time data almost as much asthe actual game action.
It's about understanding everything.
Absolutely, and fans are pretty specific about what data they
want most. 70% want real Time Team and player performance
stats during the match. Makes sense. 69% are looking for
(08:22):
detailed breakdowns of team and player strengths, 67% want easy
access to past performance records, and another 67% are
interested in things like playing conditions, wins, speed,
track temperature, that sort of thing.
It really shows this deep desirefor context, for insight, that
goes way beyond just the final score.
And we see hard evidence of thishunger for data, right?
(08:43):
Just look at how much mobile data people use during big
games. Wimbledon IN202364 terabytes of
data consumed. That was up 37% from the year
before and the Super Bowl down in New Orleans, Verizon users
chewed through 93.5 terabytes. That's just a staggering amount
of information being accessed. Shows how plugged in fans are to
(09:04):
the data side. And it's not just random
browsing either. Fans consume this data at
specific times. Mostly it's before the match for
analysis, predictions, fantasy league stuff.
Then crucially during breaks andplay for quick updates and
insights, and of course after the game for that deeper post
match analysis. It fuels their passion, their
understanding, makes them feel more connected, more informed.
OK, but this brings us to a really important question, one a
(09:26):
lot of people are asking. How much tech is too much tech?
We've heard all these amazing innovations, but is there a
tipping point, A point where allthis technology starts to maybe
dilute the authenticity, that raw human feeling of live
sports? That's a critical point, and
fans have pretty strong feelingsabout it.
About 57% agree that overusing technology could compromise that
(09:47):
authenticity we just talked about.
Another 53% think it might actually diminish the fun of
watching live, and 46% worry it could undermine traditional
sports values. You know, pure skill, the
unpredictable human element. There's a great quote from Siren
Sundby, the Olympic sailor. She said something like
technology should enhance the game and not over shadow it.
The soul of sport lies in the human spirit, not just the data.
(10:11):
It really is about finding that that right balance, and it's
probably always shifting. And that balance concern extends
to some really serious issues too, like misinformation and
harassment. Almost 2 thirds, 66%, of fans
are worried that bad info on AI platforms could lead to athletes
getting targeted, getting harassed online and 57% worry
about just plain false content being generated. 54% worry about
(10:34):
AI impersonating players, deepfakes, false quotes, things
like that. It's a major integrity challenge
for everyone involved. Yeah, it really is.
But what's encouraging is seeinghow sports bodies are trying to
get ahead of this proactively. The IOC for the Paris Olympics,
they rolled out an AI system specifically to monitor social
media across loads of languages,like 35 Plus.
(10:54):
The goal was to flag abuse directed at athletes, ideally
before they even saw it. And the NFL, they partnered with
Net App, the data company focusing on data security partly
to help prevent misinformation by making sure the official,
verified info is secure and prioritized.
And beyond the misinformation risks, there's the whole data
privacy angle, which feels huge.It's kind of alarming how little
(11:16):
awareness there seems to be among fans about their own data.
Only 47% say they're even aware of what data is being collected
from them, and even fewer know if they actually consented or
how long that data gets kept. Apparently older fans might be
particularly vulnerable here, maybe just less aware of the
digital footprint they leave. Right.
And that trust issue is paramount.
Organizations know this, so you see proactive steps.
(11:38):
The Atlanta Hawks and the NBA, they partnered with Acronis, A
cybersecurity firm, to lock downtheir systems.
Atletico to Madrid and football.They use Google Clouds backup
and recovery services, protecting operational and fan
data. And over in India, JSW Sports
put in place some really comprehensive data protection
policies, even using tools to assess risks before collecting
sensitive data. It shows the industry recognizes
(12:00):
that safeguarding fan trust is absolutely essential moving
forward. OK, so we've covered a lot.
Smart stadiums? AI acting as a concierge.
The data explosion, The ethical tightrope.
So what does all this mean for the actual sports industry?
The teams, The league's, the broadcasters?
What's their playbook look like for this future?
Well, if we break it down by who's involved, for stadium
operators, the path seems prettyclear.
(12:21):
They have to invest in that smart infrastructure.
We're talking top tier 5G, Wi-Fieverywhere, IRT sensors embedded
throughout. They need those fan friendly
apps, easy navigation, mobile tickets, those cool AR features.
We talked about. Making things frictionless is
key. So facial recognition entry,
cashless payments, anything to cut down queues and hassles,
personalization on site, using data smartly, maybe targeted
(12:45):
offers for merch or food based on your history.
And crucially, they need to remember not everyone wants the
high tech experience. Offering Tech Lite options is
important for inclusivity. Right.
And then for the sports teams and the franchises themselves,
their focus seems to be much more on that deeper year round
fan connection. They should be using AI for
really personalized interactions, like smart chat
(13:06):
bots on their apps or websites, answering fan questions,
instantly pushing out about custom content.
Building that one stop digital hub you mentioned earlier seems
vital. Fans really want everything
aggregated in one spot. And there's definitely a chance
to monetize some of this. Maybe premium subscriptions for
exclusive AI content or advancedinteractive features.
And finally, keeping fans engaged beyond just game days,
(13:27):
gamification, fantasy leagues, interactive polls, maybe even AR
or VR experience is linked to the team.
Exactly. Now sporting associations and
leagues, they have this unique position, right?
They can drive tech adoption across the board at scale.
They can set the road map, maybeprovide shared platforms to
ensure everyone benefits and there's some consistency.
What's really compelling though is their role in setting the
(13:48):
rules, defining clear ethical guidelines for using tech,
ensuring a fair play, protectingathletes online, combating
misinformation. They also need to think about
sustainability, standardizing privacy practices across the
league, maybe a unified framework and promoting
inclusion. Think multi language AI
commentary to reach global audiences.
(14:08):
And they could actively fight misinformation too, maybe with
official fact checking bots or verified info channels.
Become that trusted source. OK.
And the last piece of the puzzle, broadcasters and media
platforms, they have a huge opportunity especially for those
remote fans. They need to build unique
digital experiences, things likeAI powered alternative
(14:29):
commentary, maybe tactical analysis or even fun speculative
ones, or truly immersive VR or holographic broadcasts.
Delivering interactive broadcasts is key, letting you
choose camera angles, decide which data overlays you want to
see. But you in control using Gen.
AI for that. Personalized content, custom
highlights, notifications about key moments for your team.
(14:49):
They also have a responsibility to integrate social media and
fan content safely. That means active moderation and
transparency. Being clear about when AI is
being used, maybe using AR graphics to explain complex
plays or stats, but not just overwhelming viewers with data
noise. It's one thing to talk about all
this in theory, but let's groundit.
Let's look at some real world examples where this tech is
already making a difference. Making the invisible visible, as
(15:11):
they say. Yeah, some really cool stuff is
already happening. Take Rugby for example.
They've got an interactive matchpredictor app.
Fans compete against each other and against an AI bot testing
their prediction skills. They also have a digital stats
hub. It pulls together historical
data and live game data to offermuch deeper insights during the
broadcast, gives context to everything and for pure
(15:32):
immersion, they've even experimented with VR penalty
kicks. You put on a headset and feel
like you're in a virtual stadiumtaking the kick.
It's about bridging that gap between watching and
experiencing. Wow, and we saw something
similar in golf, didn't we? At the Ryder Cup in 2023 they
had that AI tool Outcome IQ, right?
Calculated wind probability in real time changing with every
(15:53):
single shot. Apparently it got massive
engagement. 500 million home page views broadcast showing in
160 countries. It really helped fans track the
momentum shifts, understand the strategy, make golf feel much
more dynamic, I think. Absolutely.
And then there's the challenge of visualizing things that are
inherently invisible, like wind in sailing.
How do you show that There's this amazing technology called
(16:14):
Windsight IQ. It uses Lidar, that laser
scanning tech combined with datafrom lots of other sensors, plus
heavy duty computation. And what it does is create these
Arkansas and VR graphics that literally show the wind patterns
on the water. So commentators and viewers can
see how the wind is affecting strategy in real time.
It's incredible insight. And you can see how that kind of
(16:35):
tech might transfer, right? Maybe visualizing wind effects
on a golf balls flight or aerodynamic forces in
Motorsports. Huge potential.
What an incredible journey we'vebeen on today.
It's clear, isn't it? Sports fandom is undergoing this
profound shift, moving away fromjust passive viewing towards
really active, engaged participation, and it's all
being driven by this wave of intelligent, immersive and
(16:59):
really interactive technology. It's a totally different
landscape. It really is, and I think the
key take away the core insight is that this can't just be about
throwing cool tech at the problem.
It has to be about building for the fan experience,
understanding the deep emotion, that tribal loyalty, even the
beautiful irrationality sometimes of being a fan.
The technology needs to enhance all of that, connect people to
(17:20):
it more deeply. But it should never, ever over
shadow the human spirit, the passion that's really at the
heart of sport. That's the tricky balance.
So looking ahead, as everyone involved, the leads, the teams,
the broadcasters, continues downthis path, how will that balance
play out? That balance between the cutting
edge tech and that raw, authentic human experience?
(17:41):
And maybe, just maybe, what currently seems impossible with
new moments might we see emerge at that finish line where
technology and human spirit combined to create something
truly special for everyone. Something definitely worth
thinking about until our next deep dive.
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