Artificial intelligence (AI) and machine learning (ML) is likely to touch most aspects of our lives. And one of the places where it is likely to be important is in sports content delivery to fans.

Speaking to t2, Siddharth Raman, deputy CEO of Sportz Interactive, a sports data and fan engagement company, gave the example of their ‘Automated Highlights’ feature that is powered by AI/ML. It provides real-time content such as key action clips and event highlights. His organisation is dedicated to leveraging AI and ML to transform sports content delivery to fans, Raman said, adding that it is investing in new technologies and collaborations to stay at the forefront of emerging trends and deliver innovative experiences.

By streamlining data capture using computer vision and AI/ML, Sportz Interactive reduces the dependence on human involvement, freeing up resources for more valuable responsibilities. But there are also potential challenges and opportunities associated with using this technology, he said.

Highlighting the emerging trends in sports fan engagement in India, Raman said a significant one is the use of digital media to establish personalised connections with fans on a large scale, leveraging the widespread availability of smartphones and Internet access. Stakeholders can employ data-led storytelling, gaming activations, or behind-the-scenes content to effectively engage fans. Non-cricket sports, such as kabaddi and football, have experienced positive growth in recent years, while fantasy gaming has evolved into a multi-billion-dollar industry in India.

When it comes to monetising fan bases and creating owned intellectual properties (IPs), T20 franchises can adopt a strategic approach. Sportz Interactive employs the ARC framework, focusing on fan acquisition, fan retention, and fan commercialisation. By providing fans with meaningful experiences and a compelling value proposition, franchises can develop content and technology-driven IPs that resonate with their fan bases, generating revenue and fostering deeper engagement.

Raman thinks key trends expected to shape the sports industry and elevate the fan experience in India and globally include the integration of technology, including virtual and augmented reality, social media platforms, and second-screen experiences. Data and analytics will also play a crucial role, providing detailed insights for training, performance enhancement, and personalised fan experiences.

Highlighting technological advancements enhancing the sports viewing experience, he said integration of second-screen experiences, real-time data access, and interactive storytelling can engage fans during live games. In non-live scenarios, data-led storytelling, engaging activations, and behind-the-scenes content can bring fans closer to their favourite teams and stars.

Addressing the challenges faced by sports organisations in monetising fan bases and building owned IPs, Raman emphasised the importance of establishing a strong local connect with fans. Successful examples of effective monetisation and IP building include franchises like Mumbai Indians, Chennai Super Kings and Royal Challengers Bangalore, which have engaged their fans through community programs and interactive activities.

Organisations should prioritise digital means of interaction, he thinks, offering opportunities to buy merchandise and tickets, and get real-time updates using digital platforms and social media. Having a strong social media presence allows for real-time interaction and the provision of behind-the-scenes content. Gaming experiences and interactive features further enhance fan engagement.

Raman highlighted the need for sports organisations to balance the traditional in-stadium experience with technological advancements to cater to different types of fans. Leveraging social media platforms, sports organisations can connect with fans, build communities, and enhance the overall fan experience, he said. By employing data-led storytelling, gaming activations, and fostering two-way communication, organisations can create a strong sense of inclusivity around the sport.