By Carsten Koerl

I have been a sports fanatic for as long as I can remember. Playing football and watching Bayern Munich was not just a pastime, but a passion. But only the most notable matches were televised. There was no way to get real-time updates, unless you were at the game. Results were only published in the newspaper the following day.

Fast forward to today, because life does move fast, and I’m able to get not only the latest scores, but the actual game details, pitch-by-pitch or point-by-point, live on my phone, anywhere in the world I may be. This shows how technology has already transformed the sports fan experience over the last decades. I’m proud that Sportradar has played a big part in this. Here I want to set out where I see this going next.

At Sportradar our vision is to revolutionise the way fans experience sports, using the power of Artificial Intelligence and immersive technologies to create unparalleled levels of fan engagement. We are committed to pushing the boundaries of what’s possible, transforming traditional sports consumption into an AI-driven, personalised, interactive journey.

What does this mean in practise? Even at this relatively early stage in the revolution (although at Sportradar we have been using AI for many years), there is no question that this new technology will fuel the transformation of the sports economy, creating new revenue streams by increasing dwell time through whatever channel fans are consuming, interacting or experiencing sport.

Despite living in the golden age of television thanks to Netflix and the like, live sport remains the greatest writer of the greatest stories. AI algorithms can now provide fans with more hyper-personalized content, to even further enhance the action unfolding in front of them. Our enhanced streaming services integrate AI-driven live graphics and overlays into broadcasts, providing real-time statistics, contextual information and dynamic visual elements that are interesting and engaging to viewers of all ages and all levels of assumed knowledge.

Unsurprisingly, data is at the forefront of these changes, sophisticated insights previously only accessible long after the event, and even then, only available to insiders, will now be at the fingertips of fans, at the touch of a button. This will provide viewers with far more relevant information to analyse the play, and for those who like to think they know what is coming next, relevant predictive analytics to assist in placing bets. Which will in turn transform the betting landscape through micro markets, the next generation of in-play betting products.

For media companies and rights holders, it is no longer all about the game, but the opportunity to advance viewer engagement and unlock new revenue avenues. And for those looking to engage fans away from the action, AI presents an opportunity for more dynamic and targeted advertising.

I also believe that as with so much of the technological revolution to date, Artificial Intelligence will help further democratise and provide greater access to a wider variety of sports content. More niche sports, like pickle ball or some of the sports we saw on display in Paris this summer, will have the opportunity to reach, attract and engage fans in-running, offering the curious and connoisseurs alike the best possible coverage and experience.

But, it will be younger fans who will be most enthusiastic for this technology. With their penchant for multi-screening and multi-tasking during their viewing, making them the perfect viewers of this enhanced experience, bringing a new generation of fans to existing sports, helps to grow the overall ecosystem. A recent IBM study found that younger sports fans overwhelmingly embrace AI-powered, hyper-personalized experiences and digital platforms for sports content consumption and engagement.

So, for those who are hoping their partner’s passion for their team could likely not get any deeper, the future looks bleak. For everyone else, including the super fans themselves, and the leagues and federations who are focused on identifying and engaging the next generation of fans, AI-driven technology offers the biggest transformation in sports viewing since the invention of the television itself.