How AI and Sports Analytics are Teaming Up to Transform the Sports Industry

Anyone who is a diehard sports fan has undoubtedly experienced the anxiety and drama of watching their favorite team in the closing moments of a nail-biter game where the outcome is about to be decided by one final play. The coach uses the team’s last time-out to make strategic adjustments and player substitutions. The game is on the line as the referee calls for play to resume. With the countdown clock rapidly winding down to zero, a wave of excitement suddenly erupts as the final play and last-minute decisions made by the coach culminate in an exciting, “edge of your seat” victory. Some of the fans might think that luck played a role in securing the win. While there may have been a small element of luck involved, the in-game coaching decisions that led to victory were made with the help of Artificial Intelligence (AI). Through AI-supported apps now used in sports, coaches can receive crucial data in real-time on player performance along with information on court or field conditions that could affect the pace of play. Coaches can also receive data that identifies weaknesses in the offense or defense of the opposing team. This information can then be used by the coach in making player substitutions that will allow for more effective matchups depending on the specific situation at hand. The use of real-time data generated by AI as described here enables teams to gain a competitive advantage and is one of the key elements of sports analytics.

So, what exactly is sports analytics? It is a science that involves the analysis of data to improve the on-field performance of athletes and the decision-making ability of coaches. AI-powered sports analytics also plays a significant role in navigating the off-field or business side of sports. For example, certain apps designed specifically for the sports industry allow for the analysis of enormous amounts of data that can be used in making personnel decisions in scouting, free agency, and the recruitment of promising players as franchises expand or rebuild their teams. Data is also used to increase fan engagement, encourage ticket sales, and enhance the broadcasting of games for fans watching at home. In each of these areas of sports analytics, the use of AI in generating data that satisfies a specific need is critical to team operations—so much so that today, every major professional sports franchise has an analytics and technology expert on staff. Craig Esherick, professor and academic program coordinator of the Sport Management Program at George Mason University, recently provided his perspective on AI and sports analytics.

AI-powered sensors can provide coaches with real-time data on an athlete’s physiological responses which can help identify strengths and weaknesses.

The use of AI-powered wearable biosensors can provide valuable data on how an athlete responds physiologically to the stress which playing sports can have on their body. This information can include biometrics such as an individual’s stamina, speed, reaction time, and biomechanical functioning. Data like this can help coaches identify an athlete’s strengths and vulnerabilities. In turn, this can help predict how athletes will perform in real-time game situations, and it will assist the coach in determining how to best utilize the player in a way that leverages their strongest skills and abilities. The information collected through AI-driven biosensors can also help coaches develop practice protocols aimed at preventing injury and shoring up any weaknesses the athlete may have. If an individual does sustain an injury, the data can be used by athletic trainers and team doctors to develop a plan for the athlete’s recovery and rehabilitation.

Off-field Applications of Sports Analytics

Among the types of off-field sports analytics data that a franchise can collect is information related to ticket sales and the purchase of team merchandise by fans. With the assistance of AI algorithms, sports franchises look for trends in the data that could be used in developing marketing and promotional campaigns. The objective is to build a team “brand” that will enhance fan loyalty resulting in increased sales of tickets and merchandise.

Using Technology and AI to Improve the Fan Experience

Some sports teams are using technology supported by AI to create a more enjoyable fan experience. One of these teams is the Cleveland Browns of the NFL. The franchise is using innovative facial recognition technology to make it easier for fans to attend games in-person. The team has implemented an optional program known as Express Access through which ticketholders can link a selfie to their ticket account. Fans who enroll in this program will then be able to enter the stadium on game days by standing in front of a facial scanner, thereby eliminating the need to wait in long lines to get through the stadium gates or scroll through their phone to show their tickets. In signing up for this program, fans can add a driver’s license and credit card if they want to avoid long lines when ordering food or drinks from the concession stands inside the stadium.

Data provided by AI applications can help sports broadcasters provide viewers with a greater understanding of game strategy as it happens.

The integration of AI into sports analytics has provided sports broadcasters with the ability to access real-time data that they can relay to commentators doing the play-by-play analysis of the game. This gives fans watching the game from home more in-depth coverage and a greater understanding of the reasons why a particular play might have been called or why a certain player substitution might have been made. Graphics accompanying this analysis, with “X’s” designating player position on the field or court and lines representing the possible trajectory of the game ball, can be manipulated by AI to show a variety of potential play scenarios—all in real time. This can provide the viewer with a fun experience watching the broadcast and provide them with insight into the thinking of the coach as they put their game strategy into action.

For more information on degree offerings in the Sport Management Program at George Mason University, please visit the program website.