AI Applications in Football Business

Given the buzz surrounding ChatGPT and the enormous potential of artificial intelligence (AI), it’s not surprising that this technology is revolutionizing industries, including football. AI has the potential to change the way football clubs interact with fans and make informed business decisions. In this article, we explore the research and real-world examples of AI applications in the business aspect of football.

By Quang T. Pham

Three Applications of AI in Football Business

Personalized and Predictive Content

The world of football has become more digital, and fans now have access to a vast amount of content, from live games to highlights, interviews, and more. To stand out from the crowd, clubs need to provide fans with content that is relevant and engaging. AI can be used to analyze fan data, such as their viewing and reading habits, to make personalized content recommendations. This can include recommended articles, videos, or other types of content based on their interests and behaviors. By providing fans with content that is tailored to their preferences, clubs can improve fan engagement and encourage fans to spend more time on their digital platforms.

One of the most exciting aspects of AI in the football business is its ability to predict the future. AI can analyze fan data to predict which types of content will be most successful. This can help clubs make informed decisions about which types of content to prioritize and invest in and which types of content to avoid. By using predictive analytics, clubs can ensure that their content is always relevant and engaging, helping to build brand loyalty and increase fan engagement.

Fan Data Analytics 

One of the biggest challenges in marketing is reaching the right audience with the right message. AI algorithms can help football clubs optimize their marketing and advertising efforts by predicting consumer behavior and targeting the right audience. For example, AI can be used to analyze social media data to identify the most effective platforms for reaching fans and predict which ads will be most successful. This can help clubs maximize their return on investment for marketing and advertising campaigns.

Sponsorship Optimization

Sponsorship is a significant source of revenue for football clubs, and AI can help them optimize their sponsorship deals. Again, AI algorithms can analyze data on fan demographics and preferences to identify the most valuable sponsorship opportunities. This information can then be used to negotiate better deals with sponsors and ensure that resources are being used effectively. Additionally, AI can be used to monitor the performance of sponsorship deals over time, allowing clubs to make adjustments as needed to ensure maximum value.

“AI is a broad term, with different applications, but there are some obvious benefits of using this technology to improve digital sponsorship monetization. AI-powered solutions, like Horizm, enable football clubs and organizations to automatically identify and package new sponsorship & media opportunities while also helping optimize the content being produced.” – Luis Viveiros, COO at Horizm

Real-World Examples of AI Applications in Football Business

Below are three examples of companies who embrace AI technology in their solutions.

Example 1: Horizm leverages AI to unlock the full potential of digital fans 

FBIN Business Network member Horizm has built three AI-based platforms to drive growth and sponsorship revenue from digital audiences.

  • Horizm Connect for Data Valuation: This AI-powered platform uses real-time data collection and valuation technology to identify recurring content and create sponsored content franchises.
  • Horizm Intelligenz for Benchmarking: This AI solution compares key metrics of your channels and partners with relevant competitors and market players
  • Horizm Marketplace: This AI-powered marketplace aggregates over $1.5 billion of digital inventory, making it easier for brands to target customers through sports content and giving rights holders a way to generate new digital revenues.

Example 2: Seyu connects remote fans to the stadium experience

FBIN Business Network member Seyu leverages AI to connect remote fans to the stadium experience. With Seyu, fans can take a selfie and add a motivational message, which is then displayed in real-time at event venues. This creates a virtual connection between remote fans and the excitement of the game, allowing them to feel like they are a part of the action even when they are not physically present. The platform is accessible through web links, and the Seyu app, or can be integrated into an existing application or offered as a white-label solution. By using AI, Seyu helps clubs bring the energy of the stadium to fans everywhere and build a strong sense of community among remote supporters.

Example 3:  ScorePlay – AI-powered Media Hub for Sports

ScorePlay is an AI-powered media asset management platform that aims to automate many of the manual tasks associated with media asset management. The platform brings together various types of media assets, including photos, short-form videos, raw videos, broadcast streams, and archives, in one central location for easier management. 
Two of the most frequently used AI-powered features in ScorePlay are AI-tagging and AI-powered search engine. The AI-tagging feature uses AI algorithms to recognize athletes and partners within the assets, helping users to better organize their media. The search engine utilizes AI algorithms to help users quickly find the assets they need, often in just seconds.


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