경기장을 넘어선 스포츠: AI와 팬 참여의 새로운 시대
Sport is increasingly extending beyond stadiums and matchdays, evolving into a broader global industry shaped by investment, technology, and changing audience behaviour, according to Samir Ceric, Managing Partner at SportingThinking. Speaking at the SiGMA Central Europe Media Lounge, Ceric described sport as a long-term ecosystem influenced by capital flows, data, and shifting fan expectations.
He believes that traditional industry boundaries are becoming less defined. “The sports industry can be narrow and cliquey,” he said. “We want to redefine how the sports ecosystem is built and consumed beyond stadiums and arenas.” His remarks echo ongoing growth in the sector, with clubs, leagues, and partners increasingly investing in digital tools to connect with audiences beyond live venues.
Global sports betting has become an increasingly significant part of the sports economy. For clubs, leagues, and rights holders, betting partnerships now represent a big commercial opportunity, but one that demands careful judgment. Operators are trying to strike a balance between generating revenue, maintaining competitive integrity, and meeting responsible gambling expectations, especially as the industry keeps expanding across Europe, the Americas, and parts of Asia.
The sector has expanded rapidly in recent years as more jurisdictions move towards regulation and digital wagering gains broader acceptance. Market estimates put the global global sports betting industry at well over $110.9 billion in 2024, according to an estimate by Grand View Research. Growth has largely been fueled by mobile-first platforms, live betting options, and tighter integration with sports media coverage.
Interest in investment from US, Middle East
Ceric pointed to growing interest from private equity and institutional investors, particularly from the United States and the Middle East. “We’ve seen a huge emergence of private equity entering sport, especially from the US and the Middle East, giving sport a global launchpad,” he said. This has been reflected in investment activity across football, motorsport, and other professional leagues, alongside funding rounds for technology firms supporting performance analysis and commercial operations, as reported by The Times.
Sport’s scale and visibility, Ceric argued, make it attractive to long-term investors. “Sport has always had a massive impact; billions of people follow football, basketball, the NFL, and look to both athletes and owners for leadership,” he said. However, he noted that returns in sport often require patience. “Sport is an impact investment. It’s not transactional — it requires a long-term view of 10 to 15 years,” he added.
Technology and data reshaping ops
Technology continues to play a growing role in how sport is managed and consumed. Artificial intelligence, data analytics, and blockchain are being applied across performance analysis, broadcast production, and fan engagement. Market researchers estimate that AI-based applications in sports already represent a multi-billion-dollar segment and are expected to expand as leagues adopt predictive analytics and personalisation tools.
Ceric said technology should be viewed as a support mechanism rather than a replacement for people. “AI is not here to replace coaches or people, it’s here to make decision-making better and more efficient,” he said. Major sports organisations have increasingly partnered with cloud and technology providers to improve real-time insights and digital fan experiences, including recent initiatives announced by the NBA, according to TV Tech.
Blockchain applications haven’t gone mainstream yet, but they’re definitely being tested. Ceric believes that the technology can gain traction in sport through ticketing systems, digital collectibles, and platforms that let fans participate more directly. However, adoption so far has been patchy at best.
Fan engagement beyond the stadium
For Ceric, fan engagement remains central to sport’s evolution. “Stadiums are too small. You can’t just serve 50,000 fans, clubs now have tens of millions of supporters worldwide,” he said. As a result, organisations are increasingly focused on digital content, direct-to-consumer platforms, and personalised experiences that reach global audiences year-round.
He also stressed the importance of collaboration beyond traditional sporting roles. “True innovation happens when you bring together people who don’t traditionally come from sport — from fintech, banking, and technology,” Ceric said.
With investment, technology, and fan expectations increasingly conjoining, Ceric pointed out that sport is starting to look more like other major entertainment industries. Long-term planning, data insights, and partnerships across different sectors are becoming just as crucial in shaping the future of the game.
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