Quote from Alex bobby on June 29, 2025, 4:15 AM

Sports Addict? Here’s How AI Is Bringing You Closer to Every Second of Action

Whether it’s the thunder of Formula One cars, the suspense of a football penalty shootout, or the elegance of equestrianism, sports fans thrive on the thrill of the moment. But as media evolves, so too does the way fans connect with the action. Today, generative AI (Gen AI) is transforming sports consumption—making it more immersive, interactive, and accessible than ever before.

Samira Panah Bakhtiar, General Manager of Media & Entertainment, Games, and Sports at Amazon Web Services (AWS), calls this transformation the beginning of a multi-dimensional entertainment future. “The future of entertainment is highly personalised and extremely interactive,” she told Euronews Next. And nowhere is this revolution more apparent than in the way AI is supercharging the sports viewing experience.

From Fantasy Leagues to Real-Time AI Insights

Sports fans have long engaged with content beyond live games—fantasy leagues, match replays, and highlight compilations are standard. But now, AI is going far beyond by offering real-time, data-rich experiences.

Take Formula One (F1) for example. Each race generates over a million data points per minute, and AWS technology helps ingest, process, and visualise this data for fans. Viewers now get predictions on things like overtake probability between drivers, helping them anticipate pivotal moments in the race.

One of the newest AI-powered tools is the “burn metre,” which calculates how much fuel a driver is using in real time based on their speed and track position. “They can assess how much gasoline is being burned across a turn or during an overtake,” explained Panah Bakhtiar. This kind of deep analytics not only enhances fan understanding but also adds a strategic layer to the viewing experience.

Bundesliga and Beyond: AI in Team Sports

In football, AI is having an equally significant impact. Germany’s Bundesliga now uses AI to calculate everything from goal probability to kick velocity—metrics that fans can access through their mobile apps. The result? A staggering 68% increase in app engagement, proving that fans crave this level of detail and interactivity.

But it’s not just about major leagues. The technology is helping lesser-known sports and leagues get much-needed attention.

Greener, Smarter Sports Coverage

Another major benefit of AI and cloud-based tools is their ability to streamline production and reduce environmental impact. AWS collaborated with the European League of Football (ELF) to move live sport coverage to the cloud. That means fewer on-site staff like editors and graphic designers, resulting in lower transport emissions and cost savings.

The impact is tangible: over 300 tonnes of CO₂ saved in just one season—equivalent to the annual energy consumption of around 40 homes.

These savings go beyond sustainability. According to Panah Bakhtiar, this cost reduction enables broadcasters to cover more sports. “Traditionally, only tier-one events could be covered year-round. Now, resources can be directed to tier-two or tier-three sports as well,” she said.

More Content, More Choice

With AI and cloud services cutting production costs, fans are seeing more diverse content options, including niche sports that rarely get airtime. For Panah Bakhtiar, this is personal. “I grew up riding horses. I love watching equestrians. There’s not a lot of equestrian content out there,” she said. “But now, knowing I can find it when I want, and it’s affordable to produce—it allows for more choice. That’s a beautiful thing.”

What’s Next: AI and the Future of Fan Engagement

For the next generation of sports fans, particularly Gen Z, content expectations are shifting. They prefer short-form, social-media-style videos, interactive elements, and gamified experiences. “Forty-seven percent of Gen Z prefer social media and short-form content over traditional streaming,” Panah Bakhtiar explained. Gaming is their second-biggest preference, followed by audio content.

This trend is reshaping the sports and entertainment industries. In 2024, the global entertainment sector generated over $1 trillion in revenue, with 35% from online video and 25% from gaming—a number that continues to grow.

For companies willing to experiment and adopt AI, cloud computing, and data-driven services, the rewards are clear: deeper engagement, broader audience reach, and a reimagined media landscape.

Final Thought

AI is no longer just a behind-the-scenes tool—it’s front and centre, redefining how we experience sports. From making real-time race predictions to enabling wider access to niche sports, it’s creating a hyper-personalised, interactive, and immersive world for every kind of fan.

So if you're a sports addict, the best seat in the house might just be powered by AI—bringing you closer to every second, every sprint, every goal, and every gasp-worthy moment.

Conclusion

The fusion of artificial intelligence and sports is transforming how fans experience their favourite games—making every moment more insightful, personal, and accessible. From real-time race analytics in Formula One to predictive goal stats in football, AI is no longer just a tech buzzword—it’s a game-changer. Beyond enhancing viewer enjoyment, it’s helping reduce emissions, lower production costs, and open the door for underrepresented sports to reach new audiences. As AI continues to evolve, one thing is clear: the future of sports isn’t just about watching—it's about engaging, interacting, and immersing yourself in every second of the action.

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Discover how AI is revolutionising the sports experience—bringing fans real-time insights, lower emissions, and greater access to niche sports. The future of fan engagement is personal, interactive, and AI-powered.