AI Gearing Up for Integration in the Sporting World
Published on 18 Sep 2025 by Out-Law News
Artificial Intelligence (AI) is revolutionising the world of sports, offering a wide range of use cases from reputation management to talent scouting, training, performance monitoring, and sports broadcasting. As the financial value of the sport AI industry is expected to soar to $30bn a year by 2032, sports businesses, clubs, and member bodies are advised to have robust risk management procedures in place to capitalise on AI in their operations.
Samantha Livesey, a technology contracts expert at Pinsent Masons, wrote for the SportBusiness Tech newsletter, emphasising the importance of understanding and mitigating AI risks for sporting organisations. Livesey states that AI introduces dynamic challenges that make risk management a strategic imperative for sporting organisations.
AI learns from data, evolves over time, and often operates in opaque ways, according to Livesey. This can potentially undermine athlete welfare, data integrity, and organisational reputation if risks are not managed properly. Livesey warns that sporting bodies looking to employ AI without proper processes in place could face increased risks of misuse of data and regulatory compliance issues.
The risks associated with AI are not hypothetical; they are real, multifaceted, and increasingly scrutinised by regulators, athletes, and the public. Livesey warns that the deployment of AI in sports can have significant consequences if not managed responsibly.
Evelyn Oberleitner, another expert, issued a similar warning about the risks of AI use in sports enterprises. She stresses the need for sporting organisations to prioritise ethical AI practices to ensure the safety and well-being of athletes and the integrity of the sport.
In conclusion, as AI continues to play an increasingly significant role in sports, it is essential for sporting organisations to understand and manage the associated risks to harness AI responsibly. This includes having robust risk management procedures in place, prioritising ethical AI practices, and ensuring compliance with any relevant regulations.
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