Insights: The AI-powered future of sport and fan engagement

Gulf Business

12-02-2025

Image: Supplied
Sports have a unique power to unite people across cultures, creating shared moments of excitement and pride. Nowhere is this more evident than in global events like Formula 1, where technology has increasingly redefined how fans interact with the sport.
Over the decades, sports have evolved from grainy black-and-white broadcasts to today's high-definition streams, immersive virtual reality experiences, and advanced analytics that allow fans to engage with their favourite events in unprecedented ways. This fusion of sports and technology has deepened our connection to the games, transforming them into experiences that are accessible, interactive, and endlessly engaging.
The GCC: A hub for sports innovation
This evolution of sports and technology continues to reshape fan experiences, especially in tech-savvy regions like the UAE and Saudi Arabia. Recently, Saudi Arabia has made significant strides in esports, a rapidly growing sector in digital entertainment. The country's Esports World Cup (EWC) hosting has positioned it as a global hub for e-sports.
The UAE has emerged as a leader in traditional sports engagement, with 89 per cent of its population regularly following sports across various media. This high engagement is supported by substantial investments in sports infrastructure and technology, which have positioned the UAE as a focal point for sports and entertainment.
Dubai alone hosts over 400 academies, including partnerships with renowned names like Real Madrid and Manchester City, showcasing the country's commitment to nurturing sports talent.
The UAE has also become a major destination for
The annual F1 event has become a global sports and entertainment calendar highlight, attracting top athletes and world-class acts and drawing audiences from the region and beyond.
BARCELONA, SPAIN – JUNE 23: Charles Leclerc, Ferrari SF-24 during the F1 Grand Prix of Spain at Circuit de Barcelona-Catalunya on June 23, 2024 in Barcelona, Spain. (Photo by Simon Galloway/LAT Images)
The game-changer in sports: AI's expanding role
Artificial intelligence is transforming the sports landscape in the GCC, bringing fans closer to the action and elevating the experience in previously unimaginable ways. AI is reshaping how fans engage with sports across the region by delivering personalised experiences, real-time updates, and immersive virtual or augmented reality features.
Intelligent stadiums and digital arenas enhance this connection, creating interactive environments that make in-person attendance more engaging and enjoyable.
Beyond fan engagement, AI is also advancing athletic performance and sports management. From AI-driven analytics that provide coaches with precise, data-supported insights for training to wearable technologies that aid in injury prevention, AI ensures that athletes can reach and sustain their peak performance levels. In addition, gamification powered by AI transforms spectators into active participants through fantasy sports and in-stadium gaming, turning passive watching into an immersive, participative experience.
As we look to the future, AI is set to redefine sports as we know it. From smart stadiums to immersive VR experiences, AI transforms every aspect of playing, watching, and engaging with sports. Imagine holographic players in your living room or AI-driven insights rivalling human coaches. The future of sports promises fans unprecedented access, athletes performing at their peak, and a new era of innovation.
So get ready — the AI-powered sports revolution is here, and it's just getting started.
The writer is the CBO and CEO for New Markets at