Sports fans embrace AI-powered features for enhanced digital experiences.

IBM's global research of 20,000 sports fans across 12 countries shows fans increasingly view technology, particularly AI, as a positive force in sports. 85% of respondents see value in integrating AI into their sports experience and 63% express trust in AI-generated sports content. Fans want AI-driven sports commentary and insights for past, current, and future events, and mobile sports apps are becoming essential to the fan experience.

IBM's global research of 20,000 sports fans across 12 countries reveals a significant shift in how fans engage with sports, with technology, particularly AI, emerging as a key driver. The study, conducted in June 2025, shows that 85% of respondents see value in integrating AI into their sports experience, and 63% express trust in AI-generated sports content [1].

The research highlights that mobile sports apps are becoming essential to the fan experience, particularly among those attending events in-person. More than half of the surveyed fans want AI-driven sports commentary and insights for past, current, and future events. Real-time game updates (35%) and personalized content (30%) are the top priorities for AI-enhanced sports engagement. Additionally, 73% of surveyed fans use dedicated mobile sports apps to stay updated, with social media being the leading platform for accessing additional content [1].

The study also finds that 40% of surveyed mobile sports app users rely on apps for centralized information and 35% for real-time updates when unable to watch games live. Among fans surveyed in both 2024 and 2025, multi-device usage to follow sporting events increased from 27% to 29%, indicating a significant upward trend in second-screen behavior [1].

The sports media landscape is becoming increasingly complex, with fans consuming content beyond live events. More than 90% of fans surveyed consume sports content beyond watching events, with younger fans leading the trend. Fans seek more connected, community-driven sports experiences, with 35% planning to watch more live content and 29% expecting to attend more events in person over the next two years [1].

The study also shows that 80% of fans believe technology, specifically AI, will have the greatest influence on how they follow sports by 2027. More than half of surveyed fans want AI-powered insights and commentary for past, current, and future sporting events. Additionally, 33% of respondents believe real-time translation technology will have the most significant impact on their international sports experience in the next 2-3 years [1].

IBM's Vice President, Sports and Entertainment Partnerships, Kameryn Stanhouse, stated, "The sports media landscape is more complex than ever, and fans are comfortable consuming digital content around the clock. With fans signaling their readiness to embrace AI, we will continue working with our tournament, league, and media partners to meet fans where they are, whether they're watching the action in person or enhancing their second-screen experience" [1].

References:
[1] https://www.marketscreener.com/news/ibm-study-sports-fans-demand-more-dynamic-digital-content-powered-by-ai-ce7c51dfdc8cf626