According to a PwC report, the sports industry is projected to grow significantly, driven by advancements in AI, which is expected to reach $29.7 billion globally by 2027. This technological integration not only enhances engagement but also generates substantial revenue through sponsorships, media rights, and ticketing.

Sports, by their very nature, embody the essence of human connection and communal spirit. In today’s era, technology has become the cornerstone of our social and economic frameworks, shaping the way we interact and conduct our daily lives. When it comes to sports, they serve as a means of expressing our physical prowess, fostering well-being, and nurturing community bonds.

Sports is evolving from mere physical activity into a technology-driven ecosystem. A transformation that includes areas such as data analytics, wellness-focused biometrics, and digital tools, allowing athletes to optimise their performance while engaging fans in unprecedented ways. 

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AI and advanced technologies are redefining sports by enhancing performance, improving fan engagement, and streamlining operations. The synergy between sports and technology has led to the development of what could be called the Sports and Wellbeing Economy, which incorporates elements of the digital economy to empower athletes, teams, and fans.

I have been working on a study on the sports economy and its increasing reliance on tech and AI. As we look at the sports industry’s integration of technology and AI, this impacts and affects the global sports industry size.

The Sports ABC of Technology and AI

A. Analytics, data and AI: Advanced sports analytics and data analytics are revolutionising how teams and athletes approach training, strategy, and performance optimisation. Machine learning algorithms are being used to analyse vast amounts of data from wearables, video footage, and historical performance metrics to identify patterns and insights that can give teams a competitive edge.

B. Biometrics and wellbeing: Wearable technology and biometric sensors are providing real-time data on athletes’ physiological states and improving and changing their wellbeing. This includes heart rate, muscle activation, sleep patterns, and more. This data is crucial for personalising training regimens and preventing injuries.

C. Computer Vision and spatial physical digital computing: AI-powered computer vision systems are being used for various applications, including:

• Automated video analysis for tactical insights
• Real-time player tracking
• Assist in officiating decisions (e.g., goal-line technology in soccer)

Sports and Wellbeing Economy: Key Challenges and Opportunities

The Sports and Wellbeing Economy is a research and society proposal concept that combines the best of the Gig Economy, Creative Economy, Digital Literacy, AI Literacy to empower each of us in a time when technology, robotics and AI are redefining what it means to be human, our work physical and digital bridges.

The incorporation of AI into sports brings both opportunities and challenges. Among the main challenges are data privacy and security concerns, costs of advanced technology, and resistance from traditionalists in the industry. However, opportunities abound:

• Performance Optimisation: AI-driven analytics allow athletes and coaches to delve deeper into performance metrics, revealing insights through wearables and advanced video analysis. For example, tennis organisations have adopted IBM’s Watson AI to analyse players’ movements and strategies in real time, leading to more strategic decisions and refined training.

   

• Injury Prevention: By analysing historical injury data, machine learning models identify early warning signs, helping prevent injuries and extend athletes’ careers. For instance, professional leagues like the NBA have adopted predictive injury analysis, which has helped reduce injury rates through personalised conditioning.

   

• Fan Engagement and Sports Broadcasting: AI-powered personalisation has revolutionised fan experiences. Platforms offer tailored game highlights, predictive analysis, and personalised content. At the Wimbledon Championships, IBM’s "Catch Me Up” AI feature provides fans with instant match summaries, making tennis more accessible to a wider audience. This has led to a 20% increase in engagement year-over-year​.

Sports Tech: A rising trend

The global sports technology market was valued at approximately $20.27 billion in 2023 and is projected to grow at a CAGR of 11.2%, reaching about $52.74 billion by 2032​​. Another report suggests the market could grow from $17.93 billion in 2023 to $21.17 billion in 2024, with an impressive CAGR of 18.1%​​.

The following are the key drivers of the rising sports economy and its share of the markets:

• Integration of Internet of Things (IoT), Artificial Intelligence (AI), and Augmented Reality/Virtual Reality (AR/VR) in sports.
• Increased demand for wearable devices and fitness trackers.
• Growing adoption of sports analytics for performance improvement and fan engagement​ (Technavio)​​ (Grand View Research)​.

Integration of AI in Sports: A Wimbledon IBM Case Study

IBM has been partnering with Wimbledon Championships for over 30-years since 1990. IBM has harnessed data analytics, AI, and cloud technologies to transform how fans experience Wimbledon, offering real-time insights and personalised features that deepen fan engagement. 

IBM’s AI-driven features include the SlamTracker, which analyses over 62 million data points to provide live match statistics, and the Power Index, which predicts match outcomes based on historical and current performance data. This has enriched fan experiences by providing accessible, detailed match information and personalised recommendations.

IBM’s “Catch Me Up” feature uses AI to summarise matches, allowing fans to stay updated even when unable to watch live. The use of hybrid cloud infrastructure during Wimbledon ensures seamless data management, capable of scaling up by 55,000% to handle peak traffic demands. AI technologies like natural language commentary and emotion recognition also create highlights, adding to the viewer’s immersive experience.

Digital Twin Technology: Enhancing Fan and Organisational Experiences

Digital twin technology—virtual models of physical stadiums and players—represents a breakthrough in fan engagement and stadium management. By mirroring stadium structures and environments digitally, organisations can simulate and predict crowd flow, weather impacts, and maintenance needs. 

This has been especially useful for smart stadiums, enabling seamless management of operations from visitor flow to environmental controls. Allegiant Stadium, home of the NFL’s Las Vegas Raiders, uses digital twins for visitor flow management, security, and energy efficiency. Real-time crowd simulations help optimise entry points, seating arrangements, and even fan exit times, creating a seamless experience on game day.

For fans, digital twins create immersive experiences, such as virtual seat previews and interactive AR features that bring the stadium experience into homes. This dual experience model not only boosts fan interaction but also provides valuable data on preferences and behaviours, helping teams tailor offerings for their audience.

Towards a technology-driven sports future

I try to elaborate a Sports Abc of technology and AI and its impact in sports and wellbeing.

Technology and AI are revolutionising sports across multiple dimensions, from athlete performance to fan engagement. Advanced sensors and wearables allow for precise tracking of athletes’ movements, vital signs, and biomechanics, providing coaches and trainers with invaluable data to optimise training regimens and prevent injuries. AI algorithms analyze this data to identify patterns and insights that human observers might miss.

In game strategy, AI-powered analytics are transforming decision-making. Teams use machine learning models to analyse opponent tactics, predict play outcomes, and develop optimal game plans. This has led to more data-driven coaching and scouting practices across many sports.

For fans, technology enhances the viewing experience through augmented reality, virtual reality, and interactive platforms. AI-driven personalisation tailors content and highlights to individual preferences, while chatbots and virtual assistants provide real-time statistics and answers to fan queries.

In officiating, technologies like VAR (Video Assistant Referee) in soccer and Hawk-Eye in tennis improve accuracy and fairness. AI is being explored to assist referees in making split-second decisions.

The sports equipment industry leverages AI in design and manufacturing, creating gear tailored to individual athletes’ needs and playing styles. 3D printing and smart materials are pushing the boundaries of equipment performance.

However, the integration of tech and AI in sports also raises ethical concerns. Questions about data privacy, the potential for technological doping, and the balance between human skill and technological assistance are ongoing debates.

As AI continues to advance, its role in sports will likely grow, potentially reshaping how games are played, watched, and managed. The challenge lies in harnessing these technologies to enhance the essence of sport while maintaining its human elements of skill, strategy, and unpredictability.