IBM research reveals sports fans like AI-enhanced content

IBM has released research that suggests sports fans are embracing AI, personalisation and real-time features.

The study of more than 20,000 sports fans across 12 countries shows they increasingly view technology – particularly AI – as a positive force in sports.

85% of respondents see value in integrating the technology into their sports experience and 63% express trust in AI-generated sports content.

Surveyed fans identify real-time game/match updates (35%) and personalised content (30%) as their top priorities for AI-enhanced sports engagement.

Many respondents view video highlights (51%), post-event recaps (37%) and player interviews (32%), and use dedicated mobile sports apps (73% of surveyed fans use them). Social media is the leading platform for accessing additional content, and social media influencers play a prominent role, with 59% of surveyed followers engaging with them for analysis and predictions.

Only 27% of surveyed fans expect their sports consumption habits to stay the same over the next two years. 80% believe technology – specifically AI – will have the greatest influence on how they follow sports by 2027.

More than half (56%) of surveyed fans want AI-powered insights and commentary for past, current and future sporting events. Additionally, 33% of respondents believe real-time translation technology will have the most significant impact on their international sports experience in the next 2-3 years – particularly in markets where English is not the dominant language. 

“The sports media landscape is more complex than ever, and fans are comfortable consuming digital content around the clock,” said Kameryn Stanhouse, vice president, sports and entertainment partnerships, IBM. “With fans signaling their readiness to embrace AI, we will continue working with our tournament, league, and media partners to meet fans where they are, whether they’re watching the action in person or enhancing their second-screen experience.”

This survey was conducted in June 2025 among a total sample of 20,864 sports fans 18+ in the US, Canada, the UK, France, Germany, Italy, Spain, India, the UAE, Saudi Arabia, Mexico and Brazil.

To qualify for the survey, respondents must be at least an average sports fan and follow one or more of the following sports – football, cricket, tennis, basketball, baseball, rugby, golf, American football, F1 racing, track and field, swimming, and the Olympics.