Artificial intelligence (AI) is reshaping the commercialization of sports content, creating new opportunities for media companies, leagues, and broadcasters to engage audiences and boost revenue. A comprehensive survey conducted by Stats Perform reveals that organizations leveraging AI are three times more likely to find content commercialization easier compared to those yet to adopt the technology.
The survey, which gathered insights from over 700 sports media executives globally, from companies including the Denver Broncos, ESPN, City Football Group and Samsung, highlights the transformative potential of AI in the sports industry. Among the top benefits identified by respondents were automation (67%), advanced reporting and analytics (60%), and the ability to deliver highly personalized fan experiences (39%). These capabilities are enabling sports entities to connect with audiences in new and meaningful ways, while simultaneously unlocking untapped revenue streams.
AI’s influence is particularly evident in the use of innovative tools by companies such as NBCUniversal. During the Paris Olympics, NBCUniversal utilized AI to recreate the voice of legendary sportscaster Al Michaels for personalized event recaps, a groundbreaking approach that demonstrated how technology can enhance fan engagement on an individual level.
In addition to enhancing audience experiences, AI is also driving optimism about the future of sports content monetization. According to the Stats Perform survey, the industry expects a 33% average positive shift in audience engagement and revenue growth in 2025 due to AI-powered initiatives. This optimism is mirrored across sectors, from major leagues like the NFL and Premier League to media powerhouses such as ESPN, all of whom are exploring AI’s potential to revolutionize the way sports content is created, distributed, and consumed.
Stats Perform’s insights underline the increasing reliance on AI to address the challenges of modern sports media. By streamlining operations, delivering real-time insights, and enabling hyper-personalization, AI is not only transforming how fans interact with their favourite teams and players but is also paving the way for a more profitable and innovative future in sports content commercialization.