Artificial Intelligence is transforming sports through a dual revolution: strategic decision-making on the field and hyper-personalised fan experiences off it. From AI-assisted tactics boosting team performance to generative broadcasting reshaping engagement, the technology is redefining how sports win games, build loyalty, and drive revenue responsibly.

Toto Wolff is reportedly exploring the sale of a small part of his 33% Mercedes F1 stake, valuing the team at around $6bn—surpassing McLaren’s recent $5bn benchmark. Interest includes CrowdStrike co-founder George Kurtz, though Mercedes, Wolff and INEOS will keep current governance. The valuation boom reflects F1’s shift from niche to global entertainment, fuelled by Liberty Media, Drive to Survive and rising investor demand.

Tennis continues to thrive, delivering world-class entertainment and high-stakes drama — as showcased last week at Wimbledon, where Jannik Sinner and Iga Swiatek claimed the men’s and women’s titles respectively. However, a more troubling narrative is unfolding off the court — one that threatens the wellbeing of its stars. With online abuse growing and angry punters targeting players, the sport’s links to the gambling industry are becoming more visible.

From Federer’s On deal to Mbappé’s future plays – athletes becoming long-term shareholders, not short-term billboards

From Federer’s On deal to Mbappé’s future plays – athletes becoming long-term shareholders, not short-term billboards

Sports sponsorship has always been one of the great battlegrounds of global marketing. Few arenas offer the reach, loyalty and emotional pull of sport. It unites and divides. It delivers ecstasy and heartbreak. And for brands, it delivers visibility at a scale few other mediums can match.