AI AND SPORT IN SWITZERLAND AND BEYOND
Artificial Intelligence (AI) may be defined as technology which enables computers and machines to simulate human intelligence and problem-solving capabilities and is changing our lives. And sport is no exception, where the difference between success and failure can be measured in a thousandth of a second and where the financial rewards are ever increasing. In fact, AI can improve sporting performance on the field of play and also provide new sources of revenue off the field of play.
In essence, AI analyses large quantities of information and either produces or takes actions from that analysis. Predictive and Generative AI are its two main kinds: the former providing outcomes based on existing data, whereas the latter creates something which has never previously existed.
In sport, Predictive AI can be used, for example, by teams to have a better idea of which kinds of replica shirts fans wish to buy; what and how much food and drink should be ordered for a particular matchday; and how training workloads may be managed to minimise the risk of sporting injuries.
On the other hand, Generative AI (Gen AI) can produce texts, images and video content that simulate human creativity.
Liverpool FC, for example, are collaborating with Google-owned DeepMind on ‘TacticAI’, which is an AI-powered system that can advise coaches on corner kicks strategy, thereby supplementing human coaching capabilities.
Also, Major League Soccer (MLS) in the States is collaborating with Ai.io to work on scouting tech that will “identify and reach every kid playing soccer in North America”; whilst Intel is working with the International Olympic Committee (IOC) to help match young athletes with the most appropriate Olympic disciplines to suit their talents.
AI is also being used, increasingly, to reduce the risk in soccer recruitment, given the eye watering transfer fees involved in the modern game, and the opportunity cost of signing the wrong players. For example, the Spanish club, Sevilla FC, have engaged IBM to integrate Gen AI into their player recruitment processes.
Fan engagement is another use of AI, which helps sports bodies to enhance and expand their content offering to reach new audiences, For example, the BBC used Stats Perform’s OptaAI suite extensively during the Euro 2024 football tournament to create new data-driven insights to enhance coverage, aid storytelling and stimulate debate.
AI-powered video cameras are now being used to capture feeds of live games and AI software, provided by firms, such as WSC Sports and Magnifi, can automatically identify and clip the most exciting and important moments of these events for digital highlights. IBM has helped the Masters golf major and the Wimbledon tennis Grand Slam to create AI-generated match reports and spoken word commentary for their clips, complementing their existing editorial teams. Beyond first-party platforms, TikTok is heavily reliant on AI-drive algorithms.
Fan relationships are also being transformed by AI. For example, data from CCTV cameras, point-of-sale terminals at retail outlets, and turnstiles is helping venue operators to understand fan behaviour and increase their experience and improve security.
However, the use of AI raises some ethical and legal concerns regarding privacy, in particular, the source of the data being used and its legal ownership.
There are also concerns that the financial investments required to adopt AI could further undermine the competitive balance of many sports events and leagues. For example, the performance and financial gap between football clubs competing in the English Premier and Football Leagues, is likely to increase, because, as AI becomes more sophisticated, only the wealthy teams will be able to afford to use it.
AI and sport is certainly engaging the attention of international sports bodies, such as the IOC, which has launched the Olympic AI Agenda to facilitate, strategically, the integration of AI into sport. The aims are to enhance athlete performance; improve fairness in judging; boost fan engagement; and increase operational efficiency at the Olympic Games. This Agenda, which has been developed by experts and athletes, also addresses the ethical issues of AI, setting principles for responsible innovation and calling for AI governance at the global level. For further information, log onto ‘https://www.olympics.com/ioc/olympic-ai-agenda.’
It is interesting to note that AI was used at the 2024 Paris Games for matters such as analysing security data; optimising logistics; improving judging accuracy; and combating online abuse directed at athletes.
It is also interesting to note that Switzerland plans to host an AI Summit in Geneva in 2027 with the aim of positioning the Confederation as a dynamic research and innovation hub of AI!
We are following closely all these developments of AI and Sport in Switzerland and beyond, and further information and advice is available from our Managing Partner, Dr Lucien Valloni, or our International Sports Law Consultant, Prof Dr Ian Blackshaw, by e-mailing them at valloni@valloni.ch and blackshaw@valloni.ch respectively.