Top 6 Things to Know About AI and Sports Tourism Today
By Stevi Gable Carr
Founder and CEO
WISe Wellness Guild
In the dynamic and fast-growing world of sports tourism, artificial intelligence (AI) is proving to be a revolutionary tool. As the sports tourism market is projected to grow to $771.4 billion by 2028, AI is not only reshaping how events are planned and executed but also redefining how
fans experience and connect with sports. For leaders in this space, understanding AI’s potential is essential to staying competitive and creating meaningful connections that drive growth and impact.
Here’s how AI is transforming sports tourism today, with real-world examples from brands, companies, and teams leading the charge.
1. AI Enhances Fan Experiences Through Personalization
AI’s ability to deliver personalized experiences is one of its most significant contributions to sports tourism. Personalization drives fan loyalty and engagement, helping organizers build meaningful connections with attendees.
A prime example is the NBA’s partnership with Microsoft Azure, which leverages AI-powered platforms to provide fans with tailored content. By analyzing data such as ticket purchases, app usage, and social media activity, the platform suggests customized game highlights, merchandise, and even tailored subscription packages.
Meanwhile, FC Barcelona’s Barça Innovation Hub is exploring several applications of AI to enhance both player performance and fan engagement. They've implemented AI-powered chatbots to provide fans with real-time, personalized information, improving their experience and streamlining interactions.
Additionally, companies like Pixellot, are using AI-driven video analysis to automate the recording and analysis of training sessions and matches. This technology provides coaches with valuable insights into player performance and tactics, ultimately contributing to data-driven decision-making in training and strategy development.
2. Community Building Through AI-Driven Engagement
Major sporting events are leveraging AI to enhance the fan experience and connect visitors with the host city. For instance, the FIFA World Cup Qatar 2022 utilized AI-powered apps to provide fans with real-time information on match schedules, stadium directions, and transportation options. The app also offered personalized recommendations for local attractions, restaurants, and cultural experiences, encouraging fans to explore Qatar beyond the stadiums. This fostered a deeper connection between visitors and the host country, promoting cultural exchange and boosting tourism revenue for local businesses.
3. AI’s Role in Data-Driven Decision-Making
AI’s power lies in its ability to analyze vast amounts of data quickly and provide actionable insights. For event organizers, this means smarter decision-making and optimized experiences for both participants and fans.
Wimbledon’s partnership with IBM Watson is a standout example. Watson analyzes real-time match data, fan engagement metrics, and social media trends, helping organizers fine-tune operations while delivering personalized content to fans. Similarly, SAP’s Sports One platform is used by the San Francisco 49ers to analyze ticket sales, weather patterns, and game-day transportation logistics, ensuring smooth operations.
These tools also aid in sponsorship alignment. By analyzing audience demographics and interests, AI helps organizers attract sponsors that align with their target market, creating mutually beneficial partnerships.
4. The Untapped Potential of Generative AI
Generative AI is reshaping how content is created and delivered in sports tourism. At the 2024 U.S. Open, IBM Watson generated real-time player statistics, match analysis, and even personalized fan updates, elevating engagement to new heights.
In the esports world, VALORANT, a title by Riot Games, leverages AI to generate instant match replays and localized content for diverse audiences. These tools enhance fan engagement by capturing pivotal moments and tailoring commentary, ensuring fans worldwide stay connected to their favorite teams and matches with consistent, high-quality coverage.
5. AI Supports Player and Participant Well-Being
AI is revolutionizing player safety and performance by providing advanced monitoring tools. Catapult Sports, used by teams like the Philadelphia Eagles and Manchester United, equips athletes with wearable devices that track biometrics such as heart rate, muscle strain, and fatigue levels. These insights help coaches manage workloads and prevent injuries.
AI is being used to optimize training regimens and predict fatigue during events like the Tour de France. This technology not only enhances player performance but also underscores a commitment to athlete health and safety.
6. Balancing Innovation with Human Connection
While AI drives innovation, the human connections that make sports tourism meaningful must remain at the forefront. Cities like Las Vegas leverage AI to enhance major sports events and tourism experiences. AI tools analyze visitor data to recommend nearby restaurants, shows, or attractions during events like boxing matches or Raiders games at Allegiant Stadium.
OnPlatform enables organizations to engage fans and enhance brands through innovative video solutions. From highlight reels and behind-the-scenes content to sponsor promotions and training materials, the platform delivers professional, on-brand content with ease. By improving fan experiences and maximizing sponsor visibility, OnPlatform helps organizations stay competitive in a fast-moving industry.
AI is no longer a concept of the future; it is actively shaping sports tourism today. From enhancing fan experiences to building stronger communities and prioritizing player well-being, its potential is vast. However, leaders must approach AI implementation responsibly. Addressing challenges like data privacy and job displacement will ensure that AI benefits everyone involved.
As industry professionals, we have the unique opportunity to embrace AI as a tool for growth while staying true to the values of connection, wellness, and inclusivity. By doing so, we can create a sports tourism experience that is not only innovative but also enriching and sustainable for generations to come.
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Stevi Gable Carr, Founder & CEO of WISe Wellness Guild and co-founder of WellNXT, brings over 20 years of brand-building expertise from leading corporations like P&G and UC Health. Through WISe Wellness Guild, she champions whole-self wellness, connecting corporations like Kroger and P&G with a network of 21,000+ wellness consumers and over 600 women and minority-owned businesses. A passionate advocate for women in the workforce, Carr serves on various boards and has been featured in Forbes, Entrepreneur, and Fortune for her innovative contributions to wellness and community engagement.
In partnership with Sports ETA