The future of sports is being shaped by artificial intelligence, and nowhere was that clearer than at the SportsPro AI conference at London Stadium last week.
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The future of sports is being shaped by artificial intelligence, and nowhere was that clearer than at the SportsPro AI conference at London Stadium last week. Over two days, leaders from clubs, federations, broadcasters, and technology innovators came together to share how AI is driving radical change across fan engagement, performance analysis, and digital communities.
The central theme? AI is not replacing human creativity - it’s amplifying and protecting it.
Here are our key takeaways from the event:
AI is reshaping how we consume live sport. No longer are fans just passive viewers who are restricted to a single broadcast feed - they’re a part of engaged digital communities. With AI, they can choose customised viewing experiences from live stat overlays, alternative camera angles to instantly searchable archived footage.
What is driving the shift?
This shift from fans and brands reflects a wider expectation across the industry. They want more personalisation, more immediacy and more safety. At Freedom2hear we see the same expectation in online communities. Audiences demand an environment where they can engage positively and safely, and brands must proactively defend these digital stadiums from toxicity and scams.
One of the most notable sessions at the conference highlighted how AI is being used to deliver hyper-detailed performance insights. Imagine being able to break down the exact angle of a footballer’s kick or analyse the micro-movements of a tennis stroke - and then scale that across entire teams and seasons.
This level of detail is already changing how athletes train and how coaches develop strategies. But there is a vital parallel. Performance analytics are only as reliable as their training data - just as digital safety is reliant on clean and credible datasets. Our patented AI moderation is powered by continually refined data ensuring that digital communities are safeguarded from harmful or misleading content.
As one speaker reminded us, "Garbage in equals garbage out."
The buzzword this year was ‘inclusion’. This isn’t about simply targeting fans with more tailored content. It’s about creating interactive communities where supporters feel heard, connected, and valued.
Localisation and personalisation were recurring themes. AI now makes it possible to reach global audiences in their own language and tailor content at scale, ensuring that every fan feels like part of the story.
This is exactly what we’re delivering at Freedom2hear. With our ability to support 200+ languages, combined with AI-powered moderation and human expertise, we help sports organisations and digital communities build safe, inclusive, noise-free spaces where fans can connect authentically.
For us, SportsPro AI reinforced what we believe at our core.AI is an enabler - not a replacement.
It enables individuals and brands to meet the rising challenge of online hate. Not by censoring, but by creating trusted, safe environments that empower connection, performance, and growth.
Here’s how we deliver on that promise:
Ultimately, AI creates the opportunity for sports organisations not only to innovate faster, but to protect. Defending the reputation, mental wellbeing and the commercial value at the core of every great team. At Freedom2hear, we’re proud to stand with those leading this new era of amplifying innovation, defending communities and ensuring the future of sport remains a safe space for everyone.
Freedom2hear acts as your emotionally intelligent content filter, protecting your people from hate.
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