Is Digital Transformation in Sports Moving Fast Enough? 60% Say No.

Sportian has teamed up with GSIC powered by Microsoft to release the Digital Transformation Trends in Sport Report, an in-depth study looks at the technologies that are changing the sports industry and offers a roadmap to help organizations thrive in the digital age.

With input from global sports organizations, this latest report highlights seven key areas of digital transformation in sports, focusing particularly on two: data management and artificial intelligence (AI). These areas are expected to create significant market opportunities by 2025. However, the report also stresses the need for companies to close the skills gap in data management and AI to unlock their full potential.

Key Findings

Data and AI: Both a Challenge and an Opportunity
While most respondents agree that data analytics and AI are crucial for business success, only 13% feel confident in their ability to manage and analyze data effectively. The report emphasizes the need for organizations to invest in building better data management skills to make AI truly valuable.

Digital Adoption Is Lagging
Organizations rate their progress in digital transformation at just 4.3 out of 7, and 60% believe the sports industry is lagging behind in this area. The biggest opportunity for growth lies in personalized marketing, as surprisingly, only 30% of respondents have a personalized marketing strategy, 13% use gaming platforms, and 10% have adopted technology in stadiums.

Fan Engagement: The New Frontier
The demand for interactive and personalized fan experiences is reshaping sporting events. The concept of “sportainment,” blending sports with entertainment, is gaining momentum. But despite the hype, only 23% of companies say that they offer high-quality digital products, and just 17% feel they are engaging with their fans effectively.

Smart Stadiums: The Next Big Step
Over half (54%) of respondents say their stadiums are not yet “smart.” The report identifies a huge opportunity to integrate technologies like 5G, AR/VR, and AI-driven operations, which could enhance both the fan experience and operational efficiency.

Emerging Technologies: Growth Is on Its Way
Generative AI is expected to transform content production, while wearables and IoT devices will provide real-time performance data for athletes. These advances will have a major impact on fan interaction, athlete health, and sponsorship deals.

A Partnership for Change
This report is the result of three years of collaboration since Sportian became a partner of GSIC powered by Microsoft. During this period, the two organizations have developed several joint initiatives. This new publication expands on GSIC’s traditional reports by adding success stories led by Sportian, offering fresh insights and inspiration to the global sports industry. The report combines deep expertise in sports technology and digital innovation to provide actionable recommendations for organizations in the sports sector.

Iris Córdoba, Managing Director of GSIC, said:

“This report underscores the critical need for the sports industry to embrace digital transformation to stay competitive. By partnering with Sportian, we’ve been able to provide valuable insights to help organizations navigate this evolving landscape and leverage emerging technologies.”

Alejandro Scannapieco, CEO of Sportian, added:

“This report shows that the sports organisations making a real-world impact are those that are establishing an AI core within their businesses. This creates unprecedented opportunities to personalise fan experiences and improve performance both on and off the field, and is the catalyst for a digital transformation that will drive the next generation of growth in the sports industry.”

Access the Report
Download the full report here