The intersection of sport and technology is tighter than ever. Artificial intelligence (AI) is being applied across the industry — from personalized training plans and performance analysis to enhanced broadcasts and automated content creation. At the same time, environmental and economic sustainability considerations are reshaping how major sporting events are planned and awarded.
Research and expert voices
The PwC Global Sports Survey finds that 59 percent of sport industry respondents do not yet have an AI strategy. PwC experts Karsay Csanád and Kelemen Árpád (director of PwC’s sports advisory team) outline the factors organizers and bidders should weigh when considering hosting major events.
AI in performance analysis
One of AI’s most impactful uses is data‑driven performance optimisation: algorithms can analyse vast amounts of statistics and movement patterns and even predict non‑contact injuries. According to PwC, 21 percent of Central‑Eastern European respondents already use AI algorithms for performance optimization, such as forecasting non‑contact injuries. A PwC‑developed model — deployed at a Hungarian academy — combines biomarkers, training load and historic injury data to estimate a player’s likelihood of non‑contact injury and helps coaching staff optimise load management.
AI in broadcasts and fan experience
Fans benefit from AI-enhanced broadcasts that provide real‑time analysis, interactive visualisations and deeper statistics. Amazon Prime Video’s NFL coverage is cited as an example: features like "Defensive Vulnerability" highlight defensive weaknesses, "Pressure Alert" warns when a defender is closing dangerously on the quarterback, and "Coverage ID" helps identify defensive schemes. These tools add tactical insight and make broadcasts more dynamic and informative for viewers.
Generative AI and content production
Generative AI is increasingly used to automate time‑consuming content tasks. Clubs, leagues and organisers can quickly produce match summaries, statistical reports, graphics and sponsor materials that formerly took hours. AI image generators and text systems lower costs and free staff to focus on strategy and innovation.
Changing criteria for event hosting
The organisation of major sports events is evolving under pressure from global economic conditions, sustainability demands and changing fan expectations. Globally, trends favour joint hosting, better use of existing infrastructure and clearer expectations of financial return. Recent examples include the 2026 FIFA World Cup hosted by the United States, Canada and Mexico, and the 2030 tournament planned across six countries on three continents. The Ice Hockey World Championship also routinely takes place across multiple venues.
The article notes Hungary’s experience: for the 2022 tournament the hosting rights were withdrawn from Russia and awarded to Tampere at short notice; Hungary had applied but lost the opportunity after a government guarantee was withdrawn. Joint hosting reduces cost burdens and improves utilisation of existing facilities.
Regional differences: Central‑Eastern Europe vs. more developed regions
While Western Europe and North America emphasise cost efficiency and sustainability — often preferring to reuse existing venues — Central‑Eastern Europe still views major events as catalysts for investment. Respondents from the region are more likely to see world events as drivers of infrastructure development, tourism growth and long‑term prestige, and consequently invest more in sports infrastructure.
Benefits and often overlooked impacts
Hosting a major event can boost local physical activity, tourism and broader economic and social benefits. However, the significance of related transport or service infrastructure upgrades is sometimes underestimated: for instance, much of the funding for the Paris Olympics was directed to metro construction and other urban transport improvements.
Practical considerations for bidders and organisers
PwC and the article’s authors recommend several practical criteria for bidding or hosting mega sporting events:
- Use existing infrastructure to minimise new construction and related costs.
- Deploy energy-efficient technologies and renewable energy at venues.
- Implement strict waste reduction and recycling systems during the event.
- Prioritise local suppliers and services to support the local economy.
- Actively involve local communities in organisation and delivery.
- Conduct social surveys to understand public attitudes toward hosting.
These measures aim to balance financial return, environmental responsibility and social acceptance.
Conclusion
AI and sustainability concerns are jointly reshaping the sports industry and the logic of hosting mega events. While AI offers tangible benefits from performance optimisation to improved fan engagement, PwC’s survey highlights that most organisations have yet to adopt comprehensive AI strategies. At the same time, decisions about hosting increasingly hinge on financial viability, infrastructure reuse and sustainability — factors that should guide future bidding and delivery plans.
This article by PwC experts appeared in PwC’s fortnightly newsletter "A jövő vállalata" and was published on hvg360.
