Analyzing the impact of artificial intelligence on the fan engagement in the sports industry

Alexandra Taub (Student)

Student thesis: Master's Thesis

Abstract

This thesis explores how artificial intelligence is impacting fan engagement in the sports industry. As digital transformation accelerates across sectors, sports organizations are increasingly adopting technologies such as chatbots, personalized content systems, data analytics, and virtual assistants to enhance the way they interact with fans. This research starts with reviewing the development of artificial intelligence and its role in marketing and consumer interaction. It then examines the concept of fan engagement, highlighting how emotional, behavioural, and social factors shape the relationship between fans and sports organizations. The analysis combines insights from an extensive literature review with real-world examples from major sporting events such as the Olympic Games, Wimbledon, and Formula 1 to understand how artificial intelligence is currently being used to improve fan experience. While the benefits of these technologies are clear, ranging from personalized content to more efficient communication, this research also considers the potential negative effects, including ethical concerns, data privacy issues, and the risk of losing the human touch in the relationship with fans. By an extensive literature review, the thesis offers a balanced view of how artificial intelligence is reshaping the landscape of fan engagement. It concludes with managerial recommendations for organizations aiming to integrate such tools in a way that supports authenticity, trust, and long-term connection with fans.