Unlocking Fan Power: How AI and Creative Tech Are Changing Sports Forever

We hear “AI” thrown around a lot — sometimes as just a buzzword, other times as a real game-changer. The truth? The data and innovations say it’s the latter.

The global AI in sports market was valued at nearly $9 billion in 2024 and is projected to soar to over $60 billion by 2034, growing at a CAGR of 21%. AI-driven analytics are already transforming injury prevention, tactical planning, and, crucially, personalized fan experiences.

And now, a bold new partnership is pushing fan creativity further: Adobe has teamed up with the Premier League as its Official Creativity Partner and Digital Fan Experience Partner. Starting the 2025/26 Fantasy Premier League season, Adobe Express - powered by Firefly’s generative AI — will let fans design and share custom kits, badges, and content, all with exclusive Premier League templates.

On top of that, immersive AR and VR tech are turning luxury sports fans from passive viewers into active participants:

• Tennis: Virtual courtside seats and AI-powered real-time stats mean fans live the match.

• Golf: AR overlays and virtual tee times offer deep, anytime-anywhere access to player performance and course insights.

• Formula 1: Virtual pit lane access and interactive fan zones bring fans closer to the heart-pounding action.

This isn’t just about flashy tech - it’s about empowering fans to co-create and personalize their experience, building stronger emotional connections and brand loyalty.

The digital revolution is immersive, intelligent, and creative. The game is changing and will require stepping into the unknown, innovation and co-creation.

Jessica Booth 2025