Future of Sport and AI report by G42 launches

Abu Dhabi-based technology group G42 has released the second edition of its landmark Future of Sport and AI report. Developed in partnership with London foresight consultancy The Future Laboratory, the report explores how artificial intelligence is transforming sport worldwide.

Building on the success of its 2024 edition, this annual publication now serves as a benchmark for tracking AI’s adoption and impact. Moreover, the research for the latest report included a global survey of senior sports executives. As a result, findings revealed strong optimism: 88% expressed confidence in AI adoption and 85% in its practical application.

Key themes in the Future of Sport and AI

This year’s edition highlights two major themes. First, AI is emerging as a democratizing force, bringing insights once exclusive to elite teams to grassroots athletes and mid-tier clubs. Consequently, this shift is unlocking new talent pathways and raising competitiveness across levels.

Second, the report points to a persistent strategy gap. While leaders recognize AI’s importance, many lack a clear roadmap. In addition, resistance to change and poor planning keep pilots from scaling, with data showing up to 95% of AI projects fail to expand beyond trial phases.

Partnerships bringing AI innovation to sport

G42 has partnered with leading teams to test and refine AI applications. For example, collaborations with Mercedes-AMG Petronas Formula One Team and UAE Team Emirates-XRG are generating performance and fan-engagement insights that can benefit the wider industry. Furthermore, these partnerships highlight how AI can serve as a force for good, improving decision-making, health outcomes, and audience connection.

How AI is reshaping global sport

According to the report, AI is transforming sport across five pillars:

• Strategy and tactics – real-time decision-making tools and tactical agents.
• Talent – new scouting and training insights to identify emerging athletes.
• Fan engagement – AI-powered commentary and immersive digital experiences.
• Health and performance – analytics into physiology, injury prevention, and recovery.
• Design – innovations such as low-carbon sportswear and VR-enabled training.

For instance, examples include immersive VR training for athletes, AI-driven commentary for fans, and pioneering research into female athlete physiology. Importantly, these innovations demonstrate how AI impacts not only elite sport but also community and grassroots levels.

Expert contributions to the report

The report features insights from experts across sports, medicine, and design. Contributors include Michael Taylor of Mercedes-AMG Petronas Formula One Team, Sarah Bailey of the Tennessee Titans, Dr Chris Brady of Sportsology, Helene Guillaume Pabis of Wild.AI, and Sotiris Salamouris of Olympic Broadcasting Services. Moreover, additional voices such as Kevin Poulton of UAE Team Emirates-XRG and Dr Thomas Mroz of Cleveland Clinic add depth to the analysis.

G42’s vision for AI in sport

Faheem Ahamed, Group Chief Marketing and Communications Officer at G42, underlined the group’s vision:

“At G42, we see sport as a powerful proving ground for AI’s potential. From training to fan engagement, AI is transforming every aspect of the game. Our collaborations show that AI is no longer a distant possibility; it is a force for good we are already deploying to reimagine the future of sport and beyond.”

Therefore, G42 positions AI not just as a technology, but as a tool for inclusion, innovation, and inspiration.

About the report partners

Founded in Abu Dhabi, G42 is a global technology group applying AI across industries from molecular biology to space. The Future Laboratory, based in London, is a strategic foresight consultancy helping organizations anticipate change and harness new opportunities. Together, they provide a roadmap for how AI can make sport more inclusive, competitive, and innovative — while also setting the stage for broader applications in society.

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