Transformative power of AI in sports sector presented in new ‘SHARE 2.0 initiative’ report
The paper showcases how artificial intelligence tools can benefit grassroots and professional clubs, and bring fans a more immersive experience.
The SHARE 2.0 community of practice on innovation has released a paper to present the benefits and challenges of artificial intelligence in the sport sector.
The paper is addressed to all sport stakeholders who are curious about what artificial intelligence technologies can do. It offers a background on AI technologies and presents real-life examples for grassroots sport clubs, the professional sport sector and for fan engagement.
The paper also presents the challenges of AI as a set of technologies that offer great opportunities but that need to be used ethically and transparently.
Key findings and recommendations
- Grassroots sport clubs can set up groups to try out AI tools for their operations, then share what they learn. Volunteers can be trained on how to use AI, focusing on ethical practices and sport-specific uses, to ensure it is used purposefully and safely.
- The professional sports sector can set up central hubs within federations or across different sports to share AI knowledge. They can use AI tools, like platforms trained on elite athletes' data, to gain team insights or help athletes use AI to manage their performance.
- Clubs looking to improve fan engagement can see how AI fits into the entire fan journey, such as in marketing, social media, ticket sales. Clubs should provide clear policies so fans know when and how AI is used to enhance their experience.
Read the paper on artificial intelligence in the sport sector
Join the web streaming of the master class on artificial intelligence on 11 September 2025 at 13.30.
Background
The paper on Artificial Intelligence is the third paper from the SHARE 2.0 community of practice on innovation. The goal of the community is to help and inspire sport stakeholders with the theory and practice of how innovation can make the sector more competitive and resilient.
You can read its previous ideas papers on digitalisation and entrepreneurship of the sport sector.
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