More than 80 percent of sports organisations are currently deploying artificial intelligence (AI) to aid operations but nearly two thirds say more sports-specific technologies are required to achieve their business objectives, according to a new study published by SportsPro in partnership with Sportradar Group AG.
Released today, the inaugural Global SportsTech Report 2026 provides a 360-degree view of the technological trends driving sport’s digital transformation, drawing on quantitative data and qualitative insight gleaned from a global survey of senior sports executives, in-depth conversations with sports technology leaders, and real-world case studies.
Spanning six core themes – media and content, infrastructure and operations, stadiums and venues, betting and gaming, fan engagement, and athletic performance – the report reveals growing confidence in the power of AI among sports industry stakeholders, with nearly three quarters of survey respondents revealing that their AI initiatives to date have delivered tangible value.
As well as input from more than 160 senior executives representing leagues, teams, brands, broadcasters, media platforms, service providers and venue operators across the globe, the Global SportsTech Report 2026 features first-hand contributions from sports tech experts at innovative organisations including Sportradar, the International Olympic Committee, Major League Soccer, National Hockey League, Formula One, UEFA, Google, TikTok, Meta, BeIN Media Group, DAZN, NBCUniversal, Microsoft, Cosm, and many more.
Key survey findings
- 98% of organisations plan to increase their use of AI in the next 12 months, while 72% see AI as the technology with the greatest potential for their organisation in the next five years
- 73% of organisations who plan to expand their use of AI intend to do so in content creation and distribution
- 60% say digital platforms have already unlocked new direct revenue opportunities for their business
- 31% view betting and gaming as the D2C revenue stream with the greatest opportunity, higher than any other category
- 57% say enhanced 5G and Wi-Fi connectivity is the technology that has the most potential to transform the at-venue experience
- 78% say advanced data analytics will have the most significant impact on the field of play in the next five years
The cross-stakeholder survey also found that while 80% of respondents think the technology industry is currently well-equipped to serve sport, 63% say more sports-specific technologies are required to achieve their goals.
“The next stage of sport’s great digital transformation will be defined by AI, while advances in mobile technology and more affordable solutions will have a dramatic democratising effect, bringing the sporting and commercial benefits of this revolution to millions more people around the world,” said Steve McCaskill, SportsPro editor and lead author of the report.