G42 has released the second edition of The Future of Sport and AI, published in Abu Dhabi on 23 September 2025. The report tracks how AI is used across global sport and sets a yearly benchmark for progress. It’s based on new research with senior sports leaders: 88% feel confident in adopting AI; 85% are confident in using it day to day.
Two themes lead this year. AI is spreading beyond elite teams to clubs and athletes further down the ladder. Yet many organisations still lack a plan, and most pilots stall before they scale.
G42 points to live projects with Mercedes-AMG Petronas Formula One Team and UAE Team Emirates-XRG as proof of practical impact across performance, strategy and fan work.
What’s new in the 2025 edition
The 2025 report keeps the benchmark lens from last year and adds fresh research.
- Launch location and date: Abu Dhabi, 23 September 2025
- Global executive survey: 88% confident in adopting AI; 85% confident in practical use
- Annual tracker purpose: adoption, innovation, impact across sport
- Clear warning: up to 95% of AI pilots fail to scale without strategy
These points matter because leaders in the UAE need evidence and a roadmap, not hype. An annual benchmark helps track what’s working. The high confidence numbers signal appetite. But the 95% figure is a reality check: without change management and scale-up plans, pilots die.
The two big takeaways: access and strategy
AI is levelling access. Tools once for the few are reaching mid-tier clubs and grassroots athletes.
- Democratise insights: analysis, scouting and training no longer sit only with elite teams
- New talent paths: data-led discovery helps find and develop players
- Wider competitiveness: smarter decisions across leagues
But there’s a strategy gap. Many leaders rate AI as critical but don’t have a clear plan.
- Resistance to change is still a blocker
- Lacking roadmaps leads to stalled pilots
- Data, skills and governance remain core gaps
For UAE clubs, academies and federations, this is the balance: grab the access, fix the plan. Set a budget for data quality and staff training. Tie pilots to outcomes. Build a governance layer early. The report’s warning on failure rates underlines why a structured playbook is non-negotiable.
Five pillars where AI is already changing sport
The report groups adoption into five pillars with live-world examples.
- Strategy & tactics – real-time tactical agents informing decisions
- Talent – better scouting and athlete development
- Fan engagement – AI-powered commentary and personalised content
- Health & performance – insights into female athlete physiology, load and recovery
- Design – low-carbon sportswear and smarter equipment pipelines
These are not lab ideas. They mirror what we’re seeing in market, including immersive VR training for skill work, and AI systems that tailor content for fans during matches. For UAE teams, the health & performance and fan pillars will likely deliver quick wins: clear ROI and visible impact on the pitch and on screens.
Proof points: partner teams and contributors
G42 cites ongoing work with Mercedes-AMG Petronas F1 and UAE Team Emirates-XRG. These serve as testbeds to build tools that can spread across sport.
- High-performance environments stress-test AI for speed and reliability
- Learnings transfer to football, cricket, cycling, and more
- Shared tooling shortens time-to-value for smaller teams
The report also gathers perspectives from leaders across leagues, medicine, broadcast and design, reflecting the cross-functional nature of modern sport. Names include Mercedes-AMG F1, Tennessee Titans, Sportsology, Wild.AI, Olympic Broadcasting Services, UAE Team Emirates-XRG, Populous, Cleveland Clinic, PSYONIC, Analog AI, White Mirror, and G42.
G42’s Faheem Ahamed sums it up: sport is a proving ground for AI across training and fan engagement, with a focus on access and inclusion.
What this means for the UAE sports scene
There’s clear relevance for the region.
- Abu Dhabi launch aligns with the UAE’s push into applied AI
- Local teams and events can pilot and scale with regional partners
- Fan products can be localised for Arabic and English audiences
- Data rules and athlete care must keep pace with rollout
Clubs and federations here can move faster by pairing pilots with clear success metrics and local data governance. Work with partners that already operate in the UAE. Build from quick wins (fan apps, smart recovery insights) toward heavier lifts (tactical agents, cross-team data fabrics). And keep a human lens on athlete privacy and consent from day one.
What is the core aim of the 2025 report?
To benchmark AI adoption, innovation and impact across sport each year, based on new research and executive input.
What are the headline statistics from the survey?
88% of executives are confident in AI adoption and 85% in practical use. The report also warns that up to 95% of pilots fail to scale without a strategy.
Which areas of sport are changing fastest with AI right now?
The report points to five pillars: strategy & tactics, talent, fan engagement, health & performance, and design—with examples like tactical agents, VR training, AI commentary and low-carbon sportswear.
