Artificial intelligence is creating new opportunities across the sports ecosystem, from performance analysis to administration. The ET AI Awards 2027 recognises organisations and initiatives advancing this technology. Sports organisations now use these tools to interpret data and identify patterns, helping them make better decisions and improve overall sporting infrastructure.
Artificial intelligence is creating new opportunities across the sports ecosystem, from performance analysis and sports administration to technology development and wider participation. The ET AI Awards 2027 recognises organisations, technology providers and initiatives advancing the application of AI in sports through its AI Innovation in Sports category.
The sports industry has always relied on information to assess performance and make decisions. What has changed is the ability to process and interpret that information at a much greater scale. Artificial intelligence (AI) is adding a new dimension to how sports organisations approach their work, creating opportunities for technology to play a larger role across the sporting ecosystem.
The implications extend beyond professional athletes and competitive performance. Sports organisations, technology providers and development initiatives are also finding new areas where AI can contribute. Its growing relevance raises an important question for the industry: How effectively can these capabilities be translated into practical improvements?
Where AI meets the sporting ecosystemThe value of AI in sports depends on the problem it is being used to address. Sports organisations can use technology to interpret performance data and identify patterns that may otherwise be difficult to assess. Meanwhile, sports administrators can apply AI to organise information more effectively and make better-informed decisions.
Products and solutions from technology providers can help sports organisations access capabilities that may previously have required significant technical resources. The quality of these applications will depend on how well they address the requirements of the people using them.
Initiatives working to expand participation and improve sporting infrastructure need solutions that respond to their specific environments. AI applications designed with these requirements in mind can contribute to making technology more relevant across different parts of the ecosystem.
The challenge of turning innovation into impactThe presence of AI in a product or platform does not, by itself, establish its value. Its contribution needs to be assessed against the problem it addresses and the difference it makes to the organisation or initiative using it.
A solution may demonstrate technical sophistication, but its practical relevance depends on adoption and execution. Sports organisations need to understand whether a product fits their requirements, whether its users can work with it and whether it delivers results that justify its use.
This also places greater responsibility on technology providers. Developing solutions for the sports industry requires an understanding of its operational requirements and the people who depend on these systems. Applications need to be built around genuine needs rather than the appeal of the technology alone.
Recognising AI innovation in sportsAs AI finds a wider place in the sports ecosystem, recognising the organisations and technology providers advancing its application becomes increasingly relevant.
The AI Innovation in Sports category at the ET AI Awards 2027 recognises AI innovation across sports organisations, technology providers, and sports development initiatives. It offers an opportunity to showcase work that is contributing to the adoption and application of AI within the industry.
The category is part of the Innovation & Impact track, which includes categories such as: