July 02, 2025
Can AI Make Sports More Exciting Without Ruining the Magic?
The future of sports fandom is here—and it’s powered by artificial intelligence. According to Capgemini research, fans are no longer just watching the game—they’re interacting with it in real time, fuelled by AI and generative AI technologies. Over half of global sports fans (54%) now rely on AI-driven tools as their go-to source for sports information, and 59% say they trust the content these platforms deliver.
Rather than passively consuming sports coverage, fans actively engage with highlights, match recaps, and statistics tailored to their interests. The demand is rising for a unified digital hub—67% of fans want one platform that brings together insights from across the internet, from news outlets to social feeds.
“The true power of AI in sports, and especially gen AI, lies in its ability to transform how fans connect with the game, with athletes, and with each other,” explained Pascal Brier, Chief Innovation Officer at Capgemini and Member of the Group Executive Committee. “As technology evolves, unlocking new ways for fans to curate their own unique experience, will be a blend of real-time data with immersive, interactive opportunities.”
Personalised, AI-Powered Sports Content Takes Off
The expectations for personalisation are sky-high. As many as 64% of fans say they want updates tailored to their favourite teams, players, and matches. AI is stepping up to meet that need, whether it’s delivering real-time data or simulating alternate game outcomes. Nearly six in ten (58%) fans are excited about the possibility of “what-if” match replays, and many are interested in interactive experiences like playing virtual games against professional athletes during live matches.
In addition, some fans are even willing to open their wallets for these features—27% say they’d pay extra for immersive, AI-enhanced experiences. Major events like the Tour de France are already incorporating these capabilities, letting fans vote for riders, track fantasy teams, and even experience the race from a virtual fan car.
Tech Can’t Replace the Magic of Live Sports
Despite the growing popularity of digital engagement, fans still crave the thrill of being there in person. The report shows that 70% of fans use live stats and data between plays, not during the action, showing that tech complements the experience rather than replaces it.
Still, there’s a note of caution. Nearly 60% of fans worry that an over-reliance on technology could take away from the excitement of attending events. More than half also feel that tech might dilute their emotional connection to the sport. The key takeaway: innovation must enhance—not overshadow—the drama and unpredictability that make live sports so powerful.
AI, Privacy & Misinformation
As AI tools become embedded in the fan experience, so do questions about privacy and trust. Younger fans (Gen Y and Z) are more likely to be aware of how their data is collected and stored, but that awareness drops sharply among older generations. Only 36% of Baby Boomers say they know the personal data gathered by sports apps and platforms.
Simultaneously, misinformation is emerging as a serious concern. Two-thirds of fans fear that unchecked AI-generated content could lead to false narratives or harassment of athletes. A full 57% worry about fabricated stories or stats about players and teams, underscoring the need for transparency and content moderation in AI systems.
As fan behaviours shift, stadiums are adapting quickly to meet new expectations. Event organisers are investing in mobile apps, facial recognition, and real-time services that streamline the fan journey—from ticketing to navigation. Over half of live event attendees say these smart tools significantly improve their in-stadium experience, proving that AI’s impact extends well beyond the screen.