This year’s report also moves from prediction to application, building on G42’s growing portfolio of real-world partnerships with the likes of Mercedes-AMG PETRONAS Formula One Team and UAE Team Emirates-XRG. These act as incubators for insights and tools that can then be shared industry-wide. 

Through our continued partnership with G42, The Future Laboratory is helping map the strategic opportunities and cultural shifts shaping sport as one of AI’s next great frontiers. With sport acting as a bellwether for transformations, the 2025 edition of The Future of Sport and AI offers a robust glimpse into tomorrow. 

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Inside the Report 

: AI + Strategy and Tactics 

From Simulation to Adaptation 

Coaches are using agentic AI to model scenarios and refine decision-making in real time – not to replace creativity, but to enhance it. Interoperability across data systems remains key to unlocking AI’s full strategic potential. 

: AI + Talent 

New Pathways, New Questions 

AI is reshaping scouting, sponsorship and athlete development – even generating ‘ghost athletes’ for commercial use. But concerns around ethics, privacy and revenue-sharing are becoming harder to ignore. 

: AI + Engagement 

The Age of Co-creation 

Fans are no longer just spectators. From AI-designed kits to emotion-aware stadiums, sport is becoming a canvas for immersive, personalised experiences – many driven by generative and conversational AI tools. 

: AI + Health and Performance 

Predictive, Personalised, Preventative 

AI is helping teams move from reactive healthcare to real-time performance-monitoring – factoring in everything from menstrual cycles to mental resilience. Female athlete data is a major focus of innovation. 

: AI + Design 

Faster Feedback, Smarter Spaces 

Designers are using AI to co-create low-carbon kits, adaptive equipment and virtual training environments. This shift is accelerating product cycles while giving athletes more agency in the process. 

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