New study suggests sports organisations who have embraced AI are finding it easier to make the most of their content.
Sports media companies who have already adopted artificial intelligence (AI) are three times as likely to find it easier to commercialise their content than those who have not invested in the technology, according to a report from Stats Perform.
Confirmed:
- 40 per cent of sponsors, brands and agencies agree AI is already helping them to commercialise their audience
- 35 per cent of digital media and apps and 33 per cent of betting platforms are already benefiting
- 20 per cent of sports industry professionals strongly believe AI will grow audiences in the next 12 months
Context:
Media and content is frequently cited as one of the most developed use case of AI within sport, with many organisations already benefiting from greater efficiencies and creative opportunities. Indeed, many leagues, teams, federations, as well as sponsors and broadcasters believe intelligent tech can drive engagement and unlock new revenue streams.
This argument is backed up by Stats Perform’s new study, which surveyed more than 700 sports media executives from companies including NBC, the National Football League’s (NFL) Denver Broncos, ESPN, City Football Group and Samsung.
Automation was the most frequently cited benefit of AI (67 per cent), followed by reporting analysis (60 per cent) and personalising experiences (39 per cent).
Comment:
“This report underscores a defining moment for the sports industry,” said Steve Xeller, chief revenue officer at Stats Perform.
“Deeper fan connections, powered by AI, innovation and cross-departmental collaboration, will determine which organisations thrive in an increasingly fragmented environment where the demands on content, media and commercial teams are greater than ever before.”
Coming next:
Beyond monetisation, the report suggested that personalisation, automation, and storytelling would be the biggest focuses for respondents in 2025.
Credit: https://www.sportspro.com/news/ai-sports-media-companies-stats-perform-tech-nfl-premier-league-nba-january-2025/