Sports Tech Companies Lead in GenAI Preparedness

According to PwC’s Global Sports Survey (8th Edition), 70% of technology companies surveyed said they are already implementing GenAI processes, with only 15% indicating they have no current plans. By contrast, more traditional rights owners—such as leagues, clubs, and federations—are lagging behind. For example, 53% of leagues and competition organizers said they have no plans yet, and 60% of teams and clubs said they would like to use GenAI but have not taken action.

Agencies and Investors Move Early

Sports agencies and investment companies are also showing above-average readiness. Agencies are split, with 32% already implementing processes and another 32% in the planning stage. Investment firms, while slower to implement, show strong interest: 58% report they are in the planning phase, and 17% have already begun rolling out AI strategies.

This contrasts with the public sector and government entities, where adoption remains limited. Half of government entities surveyed have no plans at all for GenAI, while academia and the public sector show early-stage momentum but limited execution.

Adoption Gap Emerging

The survey highlights a sharp divide: 59% of respondents overall do not yet have a plan for GenAI, and 16% do not view it as relevant for their business. This suggests a broad hesitation in the market, with adoption currently concentrated among the most digitally driven organizations.

At the same time, sports technology companies, agencies, and investors are already developing or implementing strategies to use GenAI to improve experiences and drive growth. Amazon, for example, has begun integrating AI-enhanced features into NFL broadcasts to provide deeper insights for viewers.

Outlook

The readiness gap reflects the different incentives and operating models across the sports ecosystem. Technology companies and agencies are motivated by growth opportunities, client demand, and the ability to rapidly scale AI-enabled services. Federations, leagues, and clubs, by contrast, often face bureaucratic constraints, budget limitations, and more complex stakeholder environments.

As GenAI adoption accelerates, sports technology providers and agencies are positioned to define the pace of change, creating tools, platforms, and fan experiences that rights owners may later adopt. The question is whether traditional organizations will be able to keep up—or risk losing ground in fan engagement, operations, and commercial growth.