How Massive Sports Events such as FIFA World Cup use AI in content

April 29, 2023

Let's discuss how technology has changed the approach to global sports events such as the 2022 FIFA World Cup. As we learned with Digital Doubles advertisers can now use state-of-the-art technology to generate multiple, hyper-localized versions of their ads without having to do expensive re-shoots. This allows brands to reach a large audience and increase their brand awareness while also making their ads less generic and more relevant in each market.

Digital Doubles open the door to the possibility of having celebrities say anything, in any language, on any setting without needing them on set. This can be particularly useful to solve two very common problems: Athletes who may be busy with their training or competition schedules, or for celebrities who may not have the time to travel to every location where a production is being filmed.

Localization technology has been in use since 2018/2019, and companies such as Supponor, Broadcast Virtual or UniqFEED allow broadcasters and advertisers to change pitchside board ads transparently in real time during football, tennis or baseball games.

But let's keep an eye not only at marketing aspect and discover some other sports events that use AI:

The Olympic Games, for instance, has been using AI to help with decision-making in sports such as gymnastics, diving, and boxing. The NBA has also been using AI to track player movements during games, analyze data, and enhance the viewing experience for fans. In addition, AI is being used in sports such as golf, tennis, and soccer to provide real-time data and analytics to coaches and players.

Let's take a closer look:

The Australian Open: The Australian Open, one of the four Grand Slam tennis tournaments, uses IBM's Watson AI to analyze data from the tournament, including player performance, weather patterns, and social media engagement, to provide insights and predictions.

Image Source: Datafloq

The NBA: The National Basketball Association (NBA) has implemented an AI-powered camera system called "Second Spectrum" that tracks player movements and provides coaches with real-time analytics to optimize game strategies.

Second Spectrum tracks player movement and other game-related data in all 29 NBA arenas. Image Source:

The Tour de France: The Tour de France, one of the most prestigious cycling events in the world, uses GPS tracking and AI to monitor riders' performances and provide real-time insights to commentators and viewers.

Image Source: Cycling News

Image Source: Pez Cycling News

Formula One: Formula One racing teams use AI to analyze large amounts of data collected from car sensors, weather forecasts, and other sources to optimize car performance and make strategic decisions during races.

Image Source: Fortune. AI is transforming McLaren's Formula One racing

Image Source: Fortune. AI is transforming McLaren's Formula One racing

Image Source: Fortune. AI is transforming McLaren's Formula One racing

FIFA World Cup: The FIFA World Cup, the biggest international soccer tournament, uses AI technology to track player movements and ball positions to provide real-time insights to commentators and viewers.

Image Source: Gizmodo

Image Source: Gizmodo

The NFL: The National Football League (NFL) uses an AI-powered system called "Next Gen Stats" to track player movements and collect data on everything from player speed to the likelihood of a successful play.

Image Source: Geekwire

AI is transforming the sports industry in many ways. It is helping coaches and athletes to analyze performance data, develop better strategies, and make informed decisions. AI-powered systems are also enhancing the fan experience, from personalized recommendations to immersive broadcasts. Also it is a big step to the new era of digital advertisement for sport agencies and level-A celebrities. 

*This article was based on previous work by Andres Pagella, the founder and CEO of Ad Futuris, a consulting firm focused on AI and Emerging Technologies.

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