AI is transforming football, not only on the pitch, but in how fans engage with the sport. From passive spectatorship to active participation, AI helps convert consumers into prosumers, people who both consume and produce content. In this article we explore how AI is reshaping that engagement, and what that means for clubs, broadcasters, and supporters.
From Data to Experience: Enhancing Fan Engagement
AI allows delivery of rich, real‑time data overviews during broadcasts. For example, Amazon recently introduced Prime Vision for Champions League matches, where viewers can see player names, speeds, jump heights, ball speed, expected goals, as well as visualizations of player positioning and momentum using AR. Although it may not be attractive to everyone, these features appeal to younger audiences and new users who are not interested in the sport but rather in the digital, analytical aspect. (Noble, 2025)
Similarly, the Premier League has entered into a five‑year AI partnership with Microsoft. Among its initiatives, Microsoft is integrating an AI “Copilot” tool into digital platforms so fans can quickly access facts, statistics, video clips and analysis from decades of history. Such tools enhance both passive consumption (learning, watching) and more interactive engagement. (Reuters, 2025)
“Smart Arenas” and Immersive Experiences
Beyond screens, AI is making the in‑stadium experience more seamless and immersive. Football clubs around the world are adopting smart stadiums, which helps organizations reduce cost, enhance safety regulations, and making processes more efficient. More specifically, AI can help in many different areas, from security and entrance flow to logistics and improving the comfort and engagement of consumers.
Beyond the integration of AI in the world of football, tech companies have collaborated with football league organizations as well as broadcasters to offer an immersive feeling of being in a football stadium at home. VR, for example, can stimulate being in the stadium from home. Instead of purchasing an expensive ticket and making it a late night, viewers can experience a similar, if not the same, feeling of being in a stadium. These tools increase immersion and allows fans to consume and contribute to this new innovative experience (Davis, 2025).
Data & Analytics – Enhancing Club Performance
While AI offers many new opportunities and innovations for consumers to experience the sport of football, AI has been arguably more valuable for the teams themselves. Clubs are increasingly using AI-driven tools to enhance performance across tactical analysis, injury prevention, and player development. By processing vast amounts of match and training data, AI systems can identify patterns in player movement, predict fatigue or injury risks, and suggest optimal line-ups or in-game strategies. Tools like STATSports and Catapult provide real-time biometric data, helping coaches tailor training to individual needs (Crang et al., 2023). Even scouting has been transformed. Clubs now use AI models to find undervalued talent or simulate how a player might fit into a particular tactical system. Ultimately, AI offers a competitive edge, turning raw data into actionable insights that can decide games and the club’s success.
Challenges & Considerations
While the opportunities are many, there are challenges. One challenge which are relevant for consumers and one that many AI company’s struggle with resolving is the overload of data and privacy issues. Too much data or overly complex processes can overwhelm fans, ultimately, unattractive fans to adopt it at home. Furthermore, collecting tracking and biometric data for consumers and clubs needs careful handling, with a new set of people controlling the flow of data. Lastly, in order to maximize the engagement and reach a broad audience, tools need to work in a manner which can be adopted across different regions and devices. More importantly, for older generations or ones who are less experienced in the technical world, the software shared with consumers needs to be easy to manage.
Conclusion
AI is redefining what it means to be a football fan. AI tools enable fans to interact, create, analyse, and even influence content. For football’s stakeholders; clubs, leagues and, broadcasters, the task is to harness AI’s potential in ways that respect authenticity, privacy, and accessibility. The result that needs to be achieved in order for AI to be fully adopted in football is to create a more vibrant, participative football culture.
References
Crang, L., Duthie, G., Cole, H., Weakley, J., Hewitt, A., & Johnston, D. (2023). The validity of raw custom-processed global navigation satellite systems data during straight-line sprinting across multiple days. Journal of Science and Medicine in Sport, 27(3), 204–210. https://www.sciencedirect.com/science/article/pii/S1440244023005169
Davis, E. (2025, September 19). How AI is Shaping the Future of Fan Engagement | GoalProGo. GoalProGo. https://www.goalprogo.com/article/how-ai-is-shaping-the-future-of-fan-engagement
Noble, J. (2025, September 15). Amazon to launch augmented reality football coverage. Financial Times. https://www.ft.com/content/c50411d5-b1ac-4bdd-9f3b-bdaf11b50337
Reuters. (2025, July 1). Premier League forms five-year AI partnership with Microsoft. Reuters. https://www.reuters.com/sports/soccer/premier-league-forms-five-year-ai-partnership-with-microsoft-2025-07-01
