AI transforms sports engagement as fans seek personalisation
New research from Capgemini reveals a growing reliance on artificial intelligence (AI) and generative AI among sports fans as they seek more personalised and interactive experiences while maintaining concerns about preserving the authenticity of live sport.
Fan preferences and behaviours
The "Beyond the game: The new era of AI in sports engagement" report, released by the Capgemini Research Institute, examines how AI technology is influencing both fan interaction and the consumption of sports content. The survey, comprising 12,017 sports fans across 11 countries including the United Kingdom, identifies a shift away from traditional sources of information in favour of AI-powered tools and platforms.
According to the findings, 54% of sports fans now prefer to use AI or generative AI tools as their main source of information, and 59% trust the reliability of content generated by these technologies. The desire for a more centralised approach is also apparent, with 67% of fans expressing a preference for a single, aggregated platform for sports data sourced from websites, search engines, and social media.
The report also details that digital engagement peaks during periods either prior to matches or during game breaks. Nearly 70% of fans want instant access to team, player, and match data at these specific times. Furthermore, 64% are seeking personalised AI-driven updates tailored to their interests, and 63% desire opportunities to compete virtually against well-known players during live events. Of those surveyed, 58% would like the ability to replay completed matches using different tactics or scenarios, with 27% indicating a willingness to pay a premium for such interactive experiences.
Changing stadium experiences
Technology is also impacting the physical match-going experience. According to the report, more than half of event attendees mention that ticketing, scheduling, and real-time apps are enhancing their visits to stadiums. Features such as facial recognition for entry and digital navigation within venues are being increasingly welcomed.
Nevertheless, despite the benefits of digital enhancements, concerns persist about the effect of technology on the excitement and enjoyment of live sport. The survey reveals that 57% of sports fans worry that too much technology could dampen the thrill of attending live events. Similarly, 54% are apprehensive that excessive use of technology could diminish their overall enjoyment.
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. 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. The challenge is to ensure that these innovations deepen the emotional connections that make sport so powerful for passionate supporters, while preserving the authenticity and integrity that defines the spirit of the game.
Balancing innovation and authenticity
The findings emphasise a need for balance, as digital tools look to complement rather than replace the live sporting experience. The research suggests that sharing live match statistics and pre-match data energises fans without detracting from the in-person spectacle.
Issues around data privacy and misinformation also feature prominently in the report. There is a notable generational split in the awareness and consent regarding data collection, with roughly half of Generation Y and Z fans understanding and consenting to data storage, compared to 38% and 36% of baby boomers, respectively. Two-thirds of fans admit to concerns about the risk of misinformation on AI platforms, with 57% specifically highlighting the generation of false content as a problem that could result in athletes or teams being unfairly targeted or harassed by supporters.
Wider investment in technology
Stadium operators are moving to address digital-native expectations by deploying new technologies and digital services. The report notes that fans now expect not only a seamless digital experience within stadiums but also increasingly sophisticated options to interact with the sport beyond the game itself. These include functionalities for voting, live fantasy team management, and experiencing matches through immersive perspectives.
The Capgemini Research Institute's survey, conducted in March and April 2025 across countries including Australia, Brazil, Canada, France, Germany, Italy, Japan, Spain, Sweden, the UK, and the US, further observes that AI-powered solutions are already influencing sports such as the Tour de France, where fans can follow real-time fantasy teams and vote on race events from official vehicles.
The anticipated growth of the AI in sports market, which is projected to reach USD $19.2 billion by 2030, continues to drive both opportunities and questions around how transformational technology will coexist with the essential elements of live sport cherished by fans worldwide.