Innovation in Sport: AI in the sports, fans and business ecosystem – Ahead of the Game: Sports Horizon Scanning 2026

AI has moved from a back-office tool to a central resource in sport, influencing event delivery, performance, fan experience and revenue generation. By the end of 2026, it will be embedded across the entire sport-fan-business chain - driving personalised broadcasts, smarter stadiums, real-time coaching support and new ways to enhance the experience for everyone involved.

Rights holders are no longer experimenting; they are reshaping tournaments and business models with AI at their core.

What’s happened in 2025?

AI adoption has accelerated across global sport. FIFA’s partnerships with Lenovo and Globant are set to make the 2026 World Cup the most AI-driven yet, with enhanced officiating technology, smarter stadium systems, improved broadcasts and a new integrated fan app.

Formula 1 has continued to develop its personalised viewing model, allowing fans to choose camera angles, data overlays and custom race feeds.

Meanwhile, the 2026 Winter Olympics plans to use AI for predictive simulations, interactive viewing layers and personalised storylines, pointing to a shift towards more dynamic experiences at major events.

Together, these examples show how quickly AI is becoming embedded in how competitions are run and how fans connect with them.

Key developments and predictions for 2026

The broadcast becomes ‘you-first’: Personalised feeds go mainstream

Commentary, graphics, camera angles and analysis can now adapt in real time to individual preferences. Features such as polls, shared watch-alongs and instant personalised highlights are becoming standard.

Recent innovations - including Amazon’s Champions League Prime Vision feed with live data overlays - show this shift is already underway. By the end of 2026, personalised feeds are likely to be the norm, pushing rights holders and broadcasters to rethink the traditional “one-feed-for-all” model.

AI support for performance, coaching and officiating 

AI is becoming a practical assistant across elite sport. It can predict performance, fatigue and injury risk, while real-time analytics support tactical decisions during play. Simulation tools help teams, referees and organisers model scenarios in advance, and officiating systems are becoming more automated in detecting incidents - with humans still making the final call.

Over the course of 2026, most major competitions are expected to use AI across coaching, refereeing and operations. Coaches will receive live tactical insights, referees will rely on semi-automated tools for key decisions and organisers will use AI to improve scheduling, crowd management and venue efficiency.

How AI is powering fan participation and revenue growth 

AI is transforming how sport engages with fans and drives revenue. Fans can now help create content and shape club identity, while personalised shopping, targeted sponsorship, dynamic ticket pricing and predictive betting tools are becoming key commercial levers. Digital layers across tournaments, leagues and esports keep fans connected across platforms and communities.

A recent example is FC Barcelona’s partnership with AI company Qloo, which helps the club tailor content, match-day experiences and communications to each fan based on their preferences and behaviour.

By the end of 2026, leading organisations will treat AI as core commercial infrastructure. Fan data and AI insights will shape products, engagement strategies and revenue models, creating a two-way relationship where fans don’t just consume content, they help shape it.

What’s the impact on sports organisations?

AI is reshaping how sport is produced, watched and commercialised. Organisations that act early will be best placed to benefit. Clients across the sports ecosystem should consider:

1. Preparing for personalised experiences: Assess whether your broadcast, digital and fan-facing products can support AI-led customisation.
2. Adopting AI-assisted tools: Explore technologies for coaching insights, officiating support, scheduling and venue optimisation.
3. Using fan data strategically: Build the capability to collect, analyse and apply insights responsibly.
4. Strengthening governance: Put in place clear policies around AI transparency, data protection and human oversight.
5. Experimenting with co-creation: Test formats that let fans participate in content, storytelling and digital experiences. 

AI won’t replace human expertise, but it will reshape expectations across the industry. Organisations that prepare now will define the next generation of competition, fan engagement and commercial growth.

To read the full report for Ahead of the Game: Sports Horizon Scanning 2026, click here.