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IBM Survey: 85% of Sports Fans See Value in AI as FT Plans March 2026 Forum

July 10, 2026 at 00:23 EDT

Sales & Business
Media Generation

The view that AI is reshaping how people watch sport is gaining ground across the industry. An IBM global survey found 85% of fans see value in bringing AI into their sports consumption, and the Financial Times will hold a dedicated event in Barcelona in March 2026 to debate the theme.

2025 Global Sports Survey · 20,864 fans · 12 countries

Fans Are Ready for AI in the Stands

85% of sports fans now see value in bringing AI into how they watch — and 80% expect AI and technology to be the biggest force reshaping the game-day experience by 2027.

85%

See value in integrating AI

63%

Trust AI-generated content

73%

Use mobile sports apps

What fans want AI to do

Share of respondents · taller column = higher priority

56%

Insights &
commentary

35%

Real-time
updates

33%

Real-time
translation

30%

Personalized
content

The shift underway

From passive broadcast to an always-on, personalized, real-time second-screen experience.

Passive TV viewing → Mobile & second screen → AI-driven, personalized

Among fans using apps during live events, 91% drew on real-time commentary, stats and in-stadium features.

The promise

Deeper immersion — real-time scoring threats, F1 lap analysis and instant soccer heatmaps. Clubs like Real Madrid and leagues like LaLiga are already personalizing the fan experience.

The caution

Fans want AI to enhance, not replace. Transparency, privacy and trust are essential — over-optimizing internal metrics risks alienating the very audience it serves.

2026 · Inflection point

With the Milan-Cortina Winter Olympics and a 48-team FIFA World Cup on the horizon, the industry frames 2026 as the year AI moves from experimentation to core infrastructure in sport.

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