AI is entering the stage in sports, not as a crystal ball, but as a clear lens on the forces driving change. These seven trends will -in my opinion- shape the sports ecosystem in 2026. Creating new value for fans, brands and communities.

𝟭) 𝗣𝗿𝗶𝘃𝗮𝘁𝗲 𝗲𝗾𝘂𝗶𝘁𝘆 𝘀𝘁𝗮𝘆𝘀 𝗳𝗿𝗼𝗻𝘁 𝗮𝗻𝗱 𝗰𝗲𝗻𝘁𝗲𝗿 𝗶𝗻 𝘀𝗽𝗼𝗿𝘁𝘀
- PE interest is visible everywhere, and expect it to be more transparent and strategic than ever.
- Fueled by the broader reach of sports and diverse consumption channels, private capital will drive growth, scale, and disciplined value creation.

𝟮) 𝗧𝗵𝗲 𝗳𝗮𝗻 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝘁𝗵𝗲 𝗰𝗼𝗿𝗲 𝗱𝗿𝗶𝘃𝗲𝗿 𝗼𝗳 𝘃𝗮𝗹𝘂𝗲
- In 2026, every strategy and growth scenario starts with the fan.
- Fan engagement and fan experience aren’t buzzwords — they’re the foundation of the industry, impacting every revenue stream.

𝟯) 𝗡𝗲𝘄 𝗿𝗲𝗴𝗶𝗼𝗻𝘀 𝗯𝗲𝗰𝗼𝗺𝗲 𝘁𝗵𝗲 𝗳𝗼𝗰𝗮𝗹 𝗽𝗼𝗶𝗻𝘁 𝗳𝗼𝗿 𝗲𝘃𝗲𝗻𝘁𝘀
- Sports will increasingly serve as a platform for regional growth, innovation, and city infrastructure.
- This shift makes candidacy for major events both socially impactful and financially viable over the long term. Expect fresh entrants and new market dynamics to reshape the calendar.

𝟰) 𝗔𝘁𝗵𝗹𝗲𝘁𝗲𝘀 𝘄𝗶𝗲𝗹𝗱 𝘂𝗻𝗽𝗿𝗲𝗰𝗲𝗱𝗲𝗻𝘁𝗲𝗱 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲 𝗶𝗻 𝗺𝗲𝗱𝗶𝗮 𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴
- The power of the athlete is undeniable, already visible in smaller but telling ways in 2024 and 2025.
- While global icons like LeBron have proven impact, thousands of new athletes will participate as serious contributors to professional media and revenue streams.

𝟱) 𝗦𝗽𝗼𝗿𝘁𝘀 𝗮𝘀 𝗮 𝘀𝗼𝗰𝗶𝗲𝘁𝗮𝗹 𝗹𝗲𝘃𝗲𝗿, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻
- More countries will frame sports as part of national policy, investing in health prevention, inclusion, and social development.
- This trend spans developed and emerging markets, underscoring sport’s broader value beyond results.

𝟲) 𝗧𝗵𝗲 𝗺𝗲𝗱𝗶𝗮 𝗹𝗮𝗻𝗱𝘀𝗰𝗮𝗽𝗲 𝘄𝗶𝗹𝗹 𝗯𝗲 𝗿𝗲𝗱𝗲𝗳𝗶𝗻𝗲𝗱
- Sports consumption is becoming highly personalized: you watch what you want, when you want, and how you want it.
- If someone cares most about Arne Slot (or any influencer/anchor), that focus is not only acceptable—it’s a competitive asset.
- AI will fuel hyper-personalization across touchpoints, potentially doubling viewership over five years as platforms optimize with intent-based recommendations and tailored experiences.

𝟳) 𝗧𝗵𝗲 𝗺𝗶𝗱𝗱𝗹𝗲 𝘁𝗶𝗲𝗿 𝘂𝗻𝗹𝗼𝗰𝗸𝘀 𝘄𝗶𝘁𝗵 𝗔𝗜-𝗽𝗼𝘄𝗲𝗿𝗲𝗱 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲
- In 2026, AI-enabled tools will level the playing field, enabling the middle tier clubs & leagues to boost brand performance with smarter, faster activation and measurable results.
- Expect a surge in mid-tier players leveraging AI-driven content, targeting, and analytics to punch above their weight and drive stronger ROI.