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Picture this headline: "Premier League Club Faces £17 Million Fine Over Player Monitoring Systems." Imagine the story beneath it. A club receives a letter from the Information Commissioner's Office about their automated player profiling systems. They thought they were safe because they hadn't built any AI, just purchased established platforms for performance monitoring, injury prediction, and talent identification. Standard tools. Proven vendors. Nothing experimental. But wit

AI in Sport Has Entered Its Defining Decade. The Cost of Poor Governance Will Be Measured in Trust, Safety and Competitive Integrity When the International Olympic Committee convened its first Olympic Movement AI Engagement Forum in Lausanne this month, it sent a clear message to every federation, club and organising committee: AI is no longer a future scenario. It is now part of the competitive, medical and commercial infrastructure of global sport. And if you do not govern

Working with AI is cool, but with 37 C outside, kicking back in a crisp, air-conditioned room watching Norris take his home race win, and seeing Nico finally climb onto the podium after 239 races, is hands down cooler.  What made it even better was streaming the race in real time and watching how AI enhanced every moment. From tracking path lines generated by AI to predict overtakes, to chatting live with fellow F1 fans in AI-moderated streams, to seeing pit strategies modele

The Finish Line Just Moved Imagine this: your coaching team is trialing a new AI system. It doesn’t just track heart rate variability or oxygen efficiency. It runs full-system simulations using real-time inputs from blood glucose monitors, cortisol levels, GPS data, and psychological profiling. The system predicts not only the best pace strategy for race day but adjusts in real time, mid-race, whispering decisions to your bone-conduction headset. Push now. Hold back. Surge in