Capgemini Report Shows AI Dominates Sports Data While Fans Seek Authentic Live Thrills

Capgemini Report Shows AI Dominates Sports Data While Fans Seek Authentic Live Thrills

(IN BRIEF) The Capgemini Research Institute’s latest report finds that AI and generative AI have become the go-to sources for sports information, preferred by 54 percent of fans and trusted by 59 percent. A majority (67 percent) want a unified platform aggregating data from websites, search engines, and social media, while nearly 70 percent seek real-time statistics before and during matches. Despite growing digital engagement, 60 percent of fans worry excess technology could detract from the thrill of live events. The study also highlights concerns around data privacy—particularly among older demographics—and the spread of AI-generated misinformation. To meet these shifting demands, stadiums are investing in mobile apps, facial recognition, and IoT solutions. Surveying over 12,000 fans across 11 countries, the report underscores the need to balance innovative AI features with the authentic, emotional connection at the heart of sport.

(PRESS RELEASE) PARIS, 1-Jul-2025 — /EuropaWire/ — According to a new Capgemini Research Institute study, AI has now eclipsed traditional search engines as the primary source for sports information, with 67 percent of fans preferring all their sports data aggregated on a single platform. The report, “Beyond the game: The new era of AI-powered sports engagement,” reveals that nearly 70 percent of supporters crave detailed statistics on teams, players, and playing conditions—especially before matches and during halftime.

While digital enhancements enrich the live-sport experience, almost three in five fans worry that an overabundance of technology could undermine the excitement of attending events in person. As AI and generative AI tools assume center stage—used by 54 percent of fans and trusted by 59 percent—clubs and broadcasters are racing to deliver personalized match recaps, real-time highlight reels, and interactive features like virtual player challenges and “what-if” replay scenarios.

Pascal Brier, Chief Innovation Officer at Capgemini, explains, “The real power of AI lies in its ability to deepen fans’ emotional connections by blending live data with immersive, interactive opportunities, while preserving the authenticity that makes sport so compelling.” Yet the study also uncovers gaps in data-privacy awareness—only half of Gen Y and Gen Z fans fully understand what information they share, versus fewer baby boomers—and fears around misinformation, with 57 percent concerned about false or harassing content generated by AI platforms.

To keep pace with these evolving expectations, stadium operators are adopting apps, facial-recognition entry, and smart navigation tools. Over half of attendees say that digital ticketing and scheduling apps enhance their in-venue experience.

Surveying 12,017 fans across 11 countries in March and April 2025, Capgemini’s research offers a global snapshot of how AI-driven innovations are reshaping both in-stadium and at-home fan engagement.

Download the full report here.

Report methodology

The Capgemini Research Institute surveyed f 12,017 sports fans across 11 countries, in March and April 2025: Australia, Brazil, Canada, France, Germany, Italy, Japan, Spain, Sweden, the UK, and the US. The research explored fan behaviors, attitudes, and expectations around AI, gen AI, and digital innovations in sports.

About Capgemini

Capgemini is a global business and technology transformation partner, helping organizations to accelerate their dual transition to a digital and sustainable world, while creating tangible impact for enterprises and society. It is a responsible and diverse group of 340,000 team members in more than 50 countries. With its strong over 55-year heritage, Capgemini is trusted by its clients to unlock the value of technology to address the entire breadth of their business needs. It delivers end-to-end services and solutions leveraging strengths from strategy and design to engineering, all fueled by its market leading capabilities in AI, generative AI, cloud and data, combined with its deep industry expertise and partner ecosystem. The Group reported 2024 global revenues of €22.1 billion.

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About the Capgemini Research Institute

The Capgemini Research Institute is Capgemini’s in-house think-tank on all things digital. The Institute publishes research on the impact of digital technologies on large traditional businesses. The team draws on the worldwide network of Capgemini experts and works closely with academic and technology partners. The Institute has dedicated research centers in India, Singapore, the United Kingdom and the United States. It was ranked #1 in the world for the quality of its research by independent analysts for six consecutive times – an industry first.

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SOURCE: Capgemini