The Impact of AI on Sports Clubs: How Leicester Tigers Used AI to Win the Premiership

Leicester Tigers: How AI is Revolutionizing Sports and Driving Up Club Valuations

In 2019, Leicester Tigers, an English rugby team, found themselves at the bottom of the Premiership, narrowly avoiding relegation. However, the club’s fortunes took a dramatic turn when they turned to AI to analyze player performance and model different strategies to improve their win probability.

Fast forward to 2022, and Leicester Tigers emerged victorious, clinching the Premiership title and outperforming 13 other teams. This success can be attributed to the AI tools developed by London-based sports data company, Prospect, and its subsidiary, Oval.

The use of AI in sports has been a game-changer, with similar success stories emerging in cricket, soccer, and other sports. The technology has revolutionized how clubs scout for players, analyze performance, and strategize against opponents in ways that were previously deemed too complex.

Motasem El Bawab, the chief information officer at N3XT Sports, highlighted the impact of AI on sports properties, stating that it deepens understanding of customers and stakeholders, making brands more appealing to investors.

The influence of AI on fan interest, team performance, and overall competitiveness in sports has also led to a significant increase in the value of sports clubs. According to Deutsche Bank analysts, sports mergers, acquisitions, and investment deals have skyrocketed in value, reaching approximately $37 billion in just four years.

AI has become a crucial tool for sports clubs looking to stay ahead of the competition. By utilizing AI tools effectively, teams can enhance performance, increase ticket and merchandise sales, and ultimately raise their valuation by demonstrating potential for higher earnings.

As AI continues to shape the future of sports, teams that embrace and leverage this technology will undoubtedly reap the benefits. The onus is now on sports organizations to invest in AI and data capabilities to drive success and attract potential investors.

In a rapidly evolving sports landscape, AI is proving to be a game-changer, offering new opportunities for clubs to engage with fans, optimize performance, and ultimately increase their value in the market.