Image credit:
DECAID Systems
Image credit:
DECAID Systems
Sports Business/08/12/2024

Generative AI: 10 Game-Changing Benefits for Sports Companies

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Imagine the following scenario: Deutsche Sport Marketing (DSM) develops a groundbreaking idea to celebrate the athletes of Team Germany at the 2024 Olympic Games in Paris.  Generative AI is to be used to depict all German athletes in a unique street art style. A graphic designer would need at least half an hour per image, whereas AI image generators such as Midjourney can reduce the development time to 10 minutes per image. However, the images sometimes look different due to the lack of facial recognition and the inconsistent style. This means that for over 480 German athletes, a time expenditure of over 60 hours is necessary.

So, what's the solution? Advanced AI automation. While many companies immediately think of ChatGPT when it comes to AI, the truth is that advanced AI technologies have much more to offer! From automating complex workflows to generating consistent, high-quality content at scale, AI can revolutionize business operations. As a result, every sports company can benefit greatly and unlock new opportunities. In this article, you’ll discover how generative AI can transform the sports business in the long term.

Team Germany made history in Paris by becoming the first Olympic team to utilize generative AI to present all its athletes to the world.

This innovative use of generative AI allowed for the creation of stunning artworks that were not only showcased at the German House in Paris but also gained widespread recognition on social media. Prominent influencers like Alica Schmidt, who boasts over 5 million followers on Instagram, shared these artworks, helping to spread DSM's vision of modern and digital sports marketing on a global scale.

Building on the success of DSM's project for Team Germany, the concept was further developed. DECAID Systems expanded the idea by depicting gold medalists from around the world in a pop-art style, using the colors of their respective countries. This demonstrated how easily new campaigns can be built and executed based on a single generative AI project. While generative AI isn’t a one-size-fits-all solution, when applied to the right use cases, it opens up new experiences and pathways in sports marketing. Below, we highlight some of these use cases.

Decaid Systems Artwork for Team Deutschland
All 480 athletes from Team Deutschland were pictured with their name and sport
Image credit:
Decaid Systems
It was an extraordinary honor to create this unique compilation of all the Olympic gold winners. Using generative AI, we could capture the triumph and spirit of these incredible athletes in a way that truly resonates. This project exemplifies the profound impact advanced AI can have, transforming not just how we create but how we celebrate and share moments of human achievement. To see the joy and pride reflected in the faces of these athletes, and to share that with the world in such a meaningful way, was an experience we'll always treasure.
Emanuel Steger, CEO DECAID Systems

The complete image gallery of all the Olympic gold medalists from the 2024 Paris Games is now available for viewing. This gallery celebrates the remarkable achievements of these athletes, captured through stunning AI-generated artwork. Each image, designed in a vibrant street-art style, incorporates the bold colors of the athletes' home countries, creating a cohesive and powerful visual tribute. The use of advanced generative AI made the rapid and high-quality production of this gallery possible.

This project is a prime example of how generative AI can transform the sports industry. Beyond creating visually striking artwork, AI offers numerous benefits that can enhance different facets of the sports business. Here are 10 ways generative AI can help your sports organization achieve success:

10 Ways GenAI Can Help the Sports Industry

The story that we just discussed is just one of the few examples of how the sports industry can benefit from generative AI tools.

Here are ten other ways GenAI is helping the industry:

  1. Personalized Experiences
  2. Interactive Content
  3. Automated Content Creation
  4. Targeted Campaigns
  5. Advanced Data Analysis
  6. Predictive Analytics
  7. Streamlined Workflows
  8. Resource Management
  9. Sustainability and AI
  10. Emerging Technologies
01

Personalized Experiences

Generative AI is a driving force behind the transformation of the sports industry. It can create personalized fan experience that enhance engagement and customer satisfaction. Ultra-personalization is just getting possible because of AI, as sports brands can now tailor interactions to customers personal needs. This personalization is applied across several platforms, reaching from social media and gaming to other digital media as well.

A special form of generative AI that is often used is Augmented Reality, or AR in short. Using AR enables novel ways of interaction between brands and their customers. For instance, fans can experience live games with virtually added content like statistics for a more in-depth viewing experience. This helps to include every fan, as people who are unable to attend an event now have more possibilities to access information and enjoy the things they love. Overall, generative AI is enabling more natural-feeling and tailored interactions which help to increase the bond between sports teams and their fans.

“Augmented Reality has the potential to revolutionize the way fans connect with their favorite teams and players, creating immersive experiences that bridge the gap between the digital and physical worlds.”
The optimistic sentiment of the industry is palpable in the comments of the CXO of RealityBLU, MJ Anderson
02

Interactive Content

Interactive content is drawing more and more sports enthusiast into its ban, regardless of where they are accessing it. This type of content is a key factor to fan engagement, as it transforms the passive consumption of content into active participation which is highly valued in today’s digital landscape.

The creation of creative social media content that is putting fans first is traditionally hard. But sports organizations now have many tools that help with the creation process, like ChatGPT, Midjourney or Stable Diffusion. The generative AI tools can create text and images from a simple prompt, making the process of engaging and interactive content production easier than ever.

Interactive content has various formats. But whether it be polls, quizzes or live chats or streams, it is especially effective in enhancing fan engagement. The opportunity to interact directly with their favorite team and athletes can help fostering a sense of community and belonging. Leveraging these interactive elements can help improving their performance in these audience groups, creating memorable fan interactions along the way.

03

Automated Content Creation

Generative AI tools like ChatGPT or Claude are two of the most used tools for text-based content creation. But technology has advanced even more: one standout example is The Six, an automated game-recap generation tool developed by WMT. The program can create detailed game recaps using OpenAI software, helping athletics departments to save time and resources. As game content is created automatically, the communications teams can put more focus on strategic storytelling and relations-building.

But it’s not only the efficiency in the content creation itself that AI can improve, it also ensures a consistent style and tone of content. This consistency is crucial for maintaining a brands authenticity and helps with connecting to fans. And as AI tools continue to evolve, they offer an enormous potential to further customize content to match with existing style references.

04

Targeted Campaigns

Another effective use case of AI in sports are targeted campaigns. As different sporting events attract different Groups of the audience there are special AI tools who help them section these. Amounts of data is being analyzed so that the AI can help tailor advertisements and campaigns to specific audience groups. 

For example, higher ticket sales for all types of events can be the outcome of this process which increases the success of marketing efforts. By getting to know the different behaviors and preferences that help understand the audience marketers can make messages more specific. 

Also, the ability to produce more efficient content can save a lot of time. With this the responding time to market trends or audience feedback is decreasing because marketers now know what is relevant. 

This will not only build a stronger connection with their audience but also help improve their marketing strategies.

05

Advanced Data Analysis

Image credit:
Medium.com

AI is a perfect tool for data analysis and used in various sectors – including sports. In the NBA teams like the Philadelphia 76ers utilize AI for data visualization and hypothesis testing to analyze NBA games. As these are critical insights and help to gain advantages over opponents, AI can help to make data-driven decisions that enhance performance.

But AI powered data analytics is used beyond just strategy development, as it can be used in real time during games. This helps making decisions in the heat of the game easier for coaches as well as medical staff as AI can provide injury prevention measures and optimal tactics. These kinds of analyses have been done for a long time now, but AI can make the difference between a good and an exceptional analysis.

06

Predictive Analytics

As mentioned, predictive analytics can help addressing one of athlete’s biggest challenge: injuries. Until now, injuries were only treatable after they occurred. But AI-powered tools can anticipate injuries and give specific prevention measures. This is done by collecting as much fitness data as possible about athletes, so AI can find patterns and predict future injuries – known as machine learning. A study published on MDPI demonstrates how machine learning can predict soccer injuries by examining data from the player’s training workloads. Teams that are using predictive analytics have less injured players, giving them a crucial advantage over teams that use common injury treatments. This data-driven approach ensures that athletes can maintain their peak performance levels while reducing the risk of injuries, ultimately extending their careers.

AI needs as much data as possible, so not only games but also training can provide valuable insights
Image credit:
Yunus Tuğ/Unsplash.com
07

Streamlined Workflows

Efficiency is key in every economic sector, and the sports industry is no different. Generative AI therefore can play a pivotal role in streamlining workflows and allows automating various processes. Therefore, employees can focus on important strategic tasks whilst staying productive, not having to worry about repetitive tasks.

AI technologies can automate all types of routine tasks, reaching from data entry over scheduling to content creation, reducing the required time and resources along the way. For instance and as seen in various case studies, AI-powered design tools can streamline research and development processes.

08

Resource Management

Resource management is crucial for every kind of business where efficient allocation and management of technology, human resources, and finances are essential for success – which is also the case in the sports industry. While human managers can effectively oversee resources, AI can often enhance this process by considering multiple diverse factors. By analyzing points like relevance, availability, and urgency, AI can help to ensure optimal resource management and allocation.

AI's ability to analyze vast amounts of data allows sports organizations to allocate resources more strategically, saving time and effort that can be redirected to other critical areas. This has been mentioned before, but additionally AI can assist in financial management by monitoring expenses and ensuring financial transparency and accountability.

Furthermore, AI-driven resource management systems can optimize the use of sports facilities and equipment. This helps to ensure these are well-maintained and meet safety standards. AI systems can already manage equipment, schedule facility usage, and implement maintenance protocols - ensuring athletes and staff are provided the best possible environment.

09

Sustainability and AI

The former-mentioned management systems that incorporate AI solutions are also a powerful tool for achieving sustainability in the sports industry. Enhancing decision-making in fields like resource use and waste reduction, AI can contribute to the sustainability goals of sports organizations.

Resource optimization is one of the primary ways AI can be used to meet these goals. Using machine learning, AI can analyze large datasets to identify patterns – and more important – inefficiencies. With actionable insights provided, companies can reduce their carbon footprint and integrate sustainable practices. Whether it’s the stadium or the supply chain, AI can point out inefficiencies and thereby help lead reducing waste and unnecessary production.

Additionally, AI can play a crucial role in achieving the Sustainable Development Goals (SDGs) by 2030. It can enhance participant performance, optimize resource allocation, and elevate audience engagement - all while promoting social and economic development through sports. AI-driven solutions can streamline event planning, transportation, and crowd management, whilst still having sustainability in mind.

10

Emerging Technologies

AI is the driving force behind many emerging technologies in the sports industry, enhancing performance, engagement, and operational efficiency. These technologies change almost everything: from how sports are played and managed to the way it is experienced by fans.

  • Wearables for Real-Time Tracking
    Wearable technology is revolutionizing athlete performance and safety by providing real-time insights into various physiological parameters. Devices such as smartwatches and fitness trackers monitor metrics like heart rate, speed, and distance – data that is crucial for predictive analytics.
  • Smart Training
    AI-powered tools are enhancing training methodologies by providing personalized feedback and optimizing training regimens. These tools use machine-learning analyze large datasets to identify patterns and suggest improvements, helping athletes to maximize their potential while minimizing injury risks.
  • Referee Assistance
    Technologies like footballs’ Video Assistant Referee (VAR) use AI to assist referees in making accurate decisions during games. Using cameras and sensors, VAR can provide real-time data on player movements and ball trajectories to the referees on the pitch – helping them to make the right, possibly game-deciding decisions.
  • Immersive Esports with AI and VR
    The integration of AI and Virtual Reality (VR) is creating immersive experiences in esports and gaming. AI enhances gameplay by creating lifelike non-player characters (NPCs) and dynamic environments, making worlds feel less empty and more like reality. VR offers a new level of realism and interactivity, transforming the gaming experience. These emerging technologies harness the vast possibilities of AI to improve the overall efficiency and performance of the sports industry.
VR gaming is rising in popularity, with AI playing a crucial role in its success
Image credit:
Jacob Lund/Shutterstock.com

Conclusion

The benefits of using generative AI for sports companies are limitless. It helps improve the performance of athletes and teams while bolstering the efficiency of resource utilization and management. Using Gen AI, companies can also analyze data and create tailored marketing plans to improve ticket sales and event attendance.

Hence, it is easy to see why using AI is strategic and smart for sports companies. Keep an eye on the emerging AI technologies and trends in the sports industry to stay ahead of the competition.

AI in sports is here to stay.

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