AI Trends Reshaping Fan Monetisation in Sports

The sports industry is rapidly evolving as digital channels and AI reshape how fans engage with content and how organisations monetise these interactions. Drawing on insights from nearly 750 global sports media executives, this report from Stats Perform highlights key trends around AI adoption, monetisation strategies, and the growing importance of women’s and younger fans. While AI offers unprecedented opportunities—making content commercialisation up to three times easier for early adopters—its impact varies across sectors. These insights provide a vital roadmap for sports businesses aiming to succeed in 2025.

Early adopters of AI are finding it easier to commercialise their content

Sports media companies who have already adopted AI are three times as likely to find it easier to commercialise their content than those who have not invested in the technology yet. Additionally, according to the survey a higher proportion of AI adopters (35%) said they’ve found it easier to commercialise their content than those who haven’t implemented AI tools yet – with only 12% of them finding content commercialisation easier without the use of AI. The fastest adopters are sponsors, brands, and agencies, of whom 40% agreed that AI is already helping them to commercialise their audience. There were also indications that some digital media and apps (35%) and betting platforms (33%) are also benefiting already. However, sports broadcasters, teams, leagues and federations, stadiums and fantasy providers are not yet seeing the impact of AI on their ability to generate revenues to the same extent as their counterparts in other sectors – but that is set to change.

Every sector expects a much bigger impact from AI in 2025

If the perspectives outlined by the survey’s respondents materialise, the sports industry is on the cusp of an AI revolution in 2025 that will supercharge growth across multiple sectors. Whereas until now there has been a general viewpoint that AI has not yet helped to commercialise audiences, the outlook for the next 12 months is markedly different. Every sector expects a much greater impact from AI in the coming year, with an average positive shift of 33% from disagreeing towards agreeing that the technology will help to monetise end users. The positive shifts range from 19% for sponsors, brands and agencies, as well as fantasy platforms, up to a huge swing of 65% for stadium and OOH respondents.

All sports media sectors expect AI to help grow audiences next year

Crucially, there are lofty expectations across all sectors that AI will help departments to increase their audiences, and not just monetise them. For example, 54% of those working for digital media and apps anticipate such growth in the next year.

The Stats Perform report offers many more in-depth insights and detailed analyses on fan engagement, monetisation, and AI adoption in sports. For those interested in how these trends impact different sectors and which strategies prove most effective, the full report is a valuable resource.

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