AI Is Transforming the Global Sports Fan Experience

New data from Morning Consult shows that AI adoption among global sports fans is already mainstream, and growing fastest in emerging tech-forward markets.

Across all countries surveyed, 22% of sports fans use generative AI regularly, and another 30% use it occasionally. This means more than half of global fans now rely on AI tools—whether for generating content, analyzing match data, or enhancing the viewing experience with automated summaries and predictions.

Emerging Markets Lead the AI Wave

While adoption is strong globally, usage is particularly elevated in India, the UAE, and Brazil. In these markets, sports culture and mobile-first digital behavior are combining to accelerate experimentation with AI-driven tools.

• India: 52% use AI regularly, and 27% occasionally
  

• UAE: 33% regularly, 38% occasionally
  

• Brazil: 35% regularly, 27% occasionally

These countries are quickly becoming test beds for new fan-engagement technologies—from AI commentators to personalized highlight reels.

Younger Fans Are the Power Users

AI usage becomes even more pronounced when viewed through an age lens. Across global sports fans:

• 65% of ages 18–29 use AI regularly or occasionally
  

• 59% of ages 30–44
  

• 52% of ages 45–54
  

• 32% of ages 55+
  

Younger fans expect real-time, personalized, AI-powered content, pushing leagues and sports media platforms to innovate faster.