AI in Sports: Revolutionizing Performance, Fans, and Business

By Hermano Crubellati, Senior Manager, Business Applications, New York Red Bulls On Sep 8, 2025

Artificial intelligence (AI) has emerged as one of the most disruptive forces across industries—and sports is no exception. Over the past year, AI has gone from being a niche tool to a central part of how organizations compete, grow, and connect. Globally, companies like Anthropic—founded less than a decade ago and already valued higher than iconic brands like Nike—highlight the rapid pace of transformation.

For the sports industry, AI’s impact stretches from the field to the front office to the fan stands. It is not just about adopting flashy technology; it is about creating fairer competition, personalizing experiences, and running organizations more efficiently. For business leaders, understanding how AI is being deployed is essential to staying competitive in a rapidly shifting market.

On the competitive side, AI is democratizing access to advanced analytics. Once, only clubs with multimillion-dollar analytics departments could afford to break down every pass, shot, and sprint. Today, AI-powered tools make those same insights available to smaller teams.

By processing player stats, movement patterns, and game footage, these platforms deliver real-time intelligence that helps coaches make sharper in-game decisions. For example, an AI system can identify which player is best positioned to exploit a defensive weakness or whether a substitution could swing the game’s momentum.

The future points to hyper-personalized training programs. By tracking athletes from youth academies through the professional ranks, AI can tailor regimens to individual strengths and weaknesses. This not only maximizes current performance but also supports long-term development, creating a more sustainable pipeline of talent. In short, AI is becoming a partner in building the stars of tomorrow.

If players are the heart of the game, fans are its soul. Here, AI is rewriting the playbook on engagement. By capturing and analyzing massive amounts of data—from ticketing behavior to social media sentiment—teams can better understand what fans want and how to deliver it.

Imagine a family attending a match and receiving recommendations for kid-friendly activities at the stadium, while a die-hard supporter gets exclusive behind-the-scenes footage of their favorite player?  AI enables this level of customization, strengthening loyalty and making every interaction feel personal.

Locally, the New York Red Bulls are at the forefront of this shift. The club is leveraging AI to optimize marketing strategies and campaigns, using analytics to identify target audiences more precisely than ever. By building prototypes that adjust messaging in real time, the Red Bulls can quickly refine communication to match fan sentiment. Importantly, AI tools now allow them to digest massive volumes of social media feedback—something previously impossible due to sheer scale.

The organization is also experimenting with AI-powered role-playing tools that simulate sales conversations, helping staff refine their skills. The result is a sales team better prepared to connect authentically with supporters. Ultimately, the Red Bulls’ approach is about listening: giving fans the content they want, making them feel at home in Sports Illustrated Stadium, and strengthening the bond between club and community.

Behind the scenes, AI is streamlining operations. Repetitive tasks like sorting through sales leads, managing ticket renewals, or processing customer service requests can now be automated. This frees employees to focus on higher-value work: relationship building, strategic planning, and creative initiatives that directly impact growth.

Far from replacing people, AI amplifies human potential. A salesperson equipped with AI insights knows which leads are most likely to convert. A marketing team can launch targeted campaigns in hours instead of weeks. The payoff is not just efficiency; it is agility in a market where speed often determines success.

Of course, adopting AI comes with challenges. Privacy remains a top concern. Fans want personalized experiences, but clubs must be careful not to cross the line into intrusiveness. Predicting what a fan wants before they have even thought about it can be powerful or unsettling.

There are also business risks tied to reliance on external technology providers. Sensitive data about contracts, scouting, or financials must be safeguarded carefully, especially as more workflows move through third-party AI platforms.

Sports organizations will make mistakes as they navigate these questions. But those that act proactively, with clear policies around data use, communication, and ethics, will not only avoid missteps but also strengthen trust with fans, players, and partners.

The promise of AI in sports is immense: uncovering hidden talent, creating stronger fan relationships, and sharpening business operations. Yet success depends on balance. Clubs that embrace innovation while respecting the human side of the game—fairness, trust, and community—will lead the industry into its next chapter.

For New Jersey’s business community, the lesson is clear. AI is not just another tech trend. It is a transformative tool that, when used thoughtfully, creates lasting competitive advantage. The New York Red Bulls’ early adoption provides a local example of how embracing AI today can redefine success tomorrow—on the field, in the stands, and in the boardroom.

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