AI redefines interaction between fans and the sports industry
▲ Although there are still concerns about the lack of security regarding the private data collected by artificial intelligence, the tool's use and management is increasing every day, as shown in this AI-created image. Photo by Europa Press
Europa Press
La Jornada Newspaper, Thursday, July 3, 2025, p. a12
Madrid. More than half of sports fans—54 percent—are turning to artificial intelligence (AI) or generative AI to obtain more personalized content, according to the latest report published by the Capgemini Research Institute think tank, a French multinational technology consulting services company.
Between March and April of this year, the company conducted a survey of more than 12,000 fans in Australia, Brazil, Canada, France, Germany, Italy, Japan, Sweden, the United Kingdom, the United States, and Spain to understand how artificial intelligence is transforming consumption and the fan experience in the global sports industry.
As AI-powered tools become the primary gateway to sports content and data, fans continue to seek the excitement of authentic, in-person moments, raising the need to find a balance between the digital and physical worlds as a key consideration.
AI is redefining the way fans interact with sports. More than half of them use AI tools as their primary source of information, and nearly six in 10—59 percent—rely on the content, according to the report, Beyond the Game: The New Era of AI-Powered Sports Entertainment .
From personalized match summaries to real-time video highlights, fans increasingly expect AI and generative AI to aggregate all their sports-related content: 67 percent want a single, streamlined platform where they can discover information gathered from websites, search engines, and social media.
However, personalization and interactivity are essential to ensuring an authentic and genuine fan experience. Although the document reveals that fans are returning to stadiums since the pandemic, with 37 percent having already attended matches this year, AI has transformed the way people engage with sports in general.
The technology offers updates that enhance the game experience, with statistics and data on favorite teams, matches, and players. In fact, 64 percent of fans would like AI to provide them with personalized updates, a similar percentage would like to compete against famous athletes in a virtual space during live matches, and 58 percent would like to replay matches using hypothetical scenarios.
Fancy
Just over a quarter—27 percent—are even willing to pay extra for these AI-powered interactive experiences. For example, Tour de France fans can now play and follow their fantasy team in real time, vote and choose the day's most combative cyclist, and even experience the race from inside an official fan car.
The true power of AI in sport, and especially generative AI, lies in its ability to transform the way fans connect with the game, the athletes, and each other
, explained Pascal Brier, Capgemini's Chief Innovation Officer and member of the Executive Committee.
As technology evolves, new ways will open up for fans to create their own unique experience, combining real-time data with immersive and interactive opportunities. The challenge is to ensure these innovations deepen the emotional connections that make sport so powerful for fans and, above all, preserve the authenticity of the spirit of the game
, he added.
While sports fans are hungry for data, the study shows that their digital engagement peaks before games and during halftime, but not during the game itself.
Although digital innovation is widely accepted, nearly 60 percent of fans fear that too much technology could detract from the excitement of the games. Furthermore, there is a lack of awareness about the data privacy aspects of AI tools.
Out of Wimbledon, 23 seeds in two days
AP and AFP
La Jornada Newspaper, Thursday, July 3, 2025, p. a12
London. Aryna Sabalenka was just two points away from losing the first set of her second-round match at Wimbledon before prevailing 7-6, 6-4 over Marie Bouzkova to avoid the kind of upset that has sent a group of seeded players home.
Four of the favorites failed to make it past the first round: Coco Gauff (2), Jessica Pegula (3), Zheng Qinwen (5) and Paula Badosa (9). In total, a record 23 seeded players (10 women and 13 men) were eliminated by the end of the second day of the tournament, the most at any Grand Slam in the past 25 years.
I hope there are no more surprises in this tournament
, said Sabalenka, the world number one.
The Belarusian is a three-time Grand Slam champion, all on hard courts. She also finished runner-up to Gauff at Roland Garros last month. However, she has yet to make it past the semifinals on the grass courts of the All England Club.
On Center Court, Bouzkova, ranked 48th, took a 6-5 lead in the first set with the first break of serve of the match thanks to a double fault from Sabalenka. Marie served to win that set and came within two points of winning at 30-15 in that game, then 30-30 again, and then tied again.
But on the final occasion, the Belarusian capitalized on a forehand volley winner that ended with a scream, followed by a triumphant backhand down the line that was accompanied by another scream.
"It was a tough moment
," the world number one expressed. "My return wasn't good enough to break her serve. I'm very happy, everything fell into place, and I was able to break her serve
."
That took them to a tiebreak , and from 4-4, Sabalenka took the next three points, closing out the set with a powerful forehand winner after a 108-kilometer-per-hour second serve. In the second set, the only break came for a 3-2 lead for Aryna, and that was pretty much it.
Meanwhile, sixth-seeded Australian Open champion Madison Keys joined Sabalenka in the third round, defeating Olga Danilovic 6-4, 6-2.
Zarazúa falls
After achieving the first victory for a Mexican in 30 years, Renata Zarazúa bowed out of the singles tournament at Wimbledon.
The 27-year-old player fell in the second round with scores of 6-4 and 6-3 to American Amanda Anisimova, seeded number 13 in the tournament.
The tricolor team started off with a good pace; however, their opponents didn't allow them to take the lead despite the national team's multiple attempts.
The capital native played her seventh consecutive Grand Slam and will now focus on the doubles tournament, where she makes her debut today with her compatriot Giuliana Olmos.
Alcaraz advances
Spanish tennis player Carlos Alcaraz remains determined to win a third consecutive Wimbledon title and advanced to the third round by defeating Briton Oliver Tarvet 6-1, 6-4, 6-4.
The second- ranked Spaniard easily dispatched the modest British player, ranked 733 in the ATP, in two hours and 16 minutes.
I have to pay tribute to Oliver. I loved his match. I knew I had to play my best tennis. I'm really happy, but I also give him a lot of credit
, Alcaraz noted.
World number five Taylor Fritz avoided another upset and reached the third round with a 3-6, 6-3, 7-6, 4-6, 6-3 victory over Gabriel Diallo.
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