“For the most ambitious and innovative teams, there is an exciting opportunity now,' one expert told Fortune.
Leicester Tigers , an English rugby team, finished at the bottom of the sport’s Premiership in 2019, just about missing relegation. That’s when the club turned to AI to rate player performance and model how different actions would impact the club’s win probability.Premiership, topping the table among 13 other teams, thanks to AI tools crafted by London-based sports data company, Prospect and its subsidiary, Oval.
AI is among the reasons sports clubs have emerged victorious, the bank said in a note last week. That also means the onus is on sports teams to find the best data tools and use them more efficiently to stay ahead of the competition.“The detractors argue that sports statistics will be a zero-sum game once every team has them. We believe the opposite,” the bank’s analysts Luke Templeman and Galina Pozdnyakova wrote in a note last week.
Given all that’s riding on such predictions, robust data is key. FC Barcelona, for instance, uses footage from past soccer matches to gauge the opponents’ behavior patterns and devise game plans accordingly. The English women’s cricket team works with Prospect to use AI to pick the right players for different opponents by simulating mock matches under thousands of scenarios.
For sports personnel who are skeptical about AI doing their work, Lillie says that “human expertise, intuition, and leadership will still be crucial for success.” This can be in the form of new content based on fans’ preferences so each person interacts with their team of choice in a personalized way. AI tools can also help teams like Manchester United interact with a global fan base in their native languages. Manchester United’s revenue hit a in 2023, but there’s scope for that number to nearly double if it capitalizes on AI, Beal said.
“There’s an opportunity for data to help smaller teams become big teams … big teams to start monetizing their global fan bases,” Beal said. “So you either become a disrupter and everybody else catches up… or a new inefficiency to take hold of to stay ahead of the game, which is what makes sports so exciting.”Team USA Girlies Are *Not* Loving Their Olympic UniformsUSA TODAY Sports makes its Stanley Cup picks, giving the Final matchup and prediction for playoff MVP.
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