Sports broadcasting in 2024: How AI is changing the game and what’s next for 2025, according to Spiideo
By Patrik Olsson, co-founder and CEO at Spiideo.
If you’ve been following sports broadcasting this year, you’ve probably noticed that the industry is evolving faster than ever. In 2024, automation and AI took centre stage, not as a futuristic concept, but as practical solutions shaping how games are covered and shared. From the biggest leagues to grassroots federations, these technologies are making sports broadcasting more accessible, scalable, and creative.
But with big changes come big questions: What does this mean for the future of production? How do we balance cost, quality, and fan engagement? And, most importantly, where do we go from here?
Sports broadcasting has reached a tipping point. Rising media rights costs and growing fan demands pushed everyone – from broadcasters to leagues and federations – to rethink how they do things – and with that AI and automation has found their stride in how sports are experiencing growth.
- Automation became mainstream
AI-powered cameras and automated production systems are the game changer. Suddenly, smaller leagues and niche sports could afford high-quality broadcasts, something that was unthinkable just a few years ago. And automation wasn’t just for small operations. Even major leagues started using hybrid setups, combining AI-powered tools with traditional production teams to scale coverage without sacrificing quality.
For fans, this meant being able to watch matches that would have otherwise gone unseen. For broadcasters, it meant new opportunities to monetise lower-tier games and reach untapped audiences.
- Fan engagement took priority
Sports broadcasting isn’t just about showing the game anymore; it’s about creating an experience. Fans demanded more personalised, interactive content – and broadcasters delivered.
From real time stats and overlays to dynamic replays and multiple camera angles, broadcasts became more tailored to what fans wanted. The best broadcasters leaned into storytelling, weaving narratives that pulled fans deeper into the action.
- Scaling without compromise
For rights holders, the challenge has always been: How do we produce thousands of games at a reasonable cost without cutting corners on quality? AI answered that question. It handled the repetitive, technical tasks – like tracking the ball or adjusting angles – while producers focused on adding the human touch.
The result? Broader coverage without sacrificing the storytelling and emotional connection that make sports so special.
What to expect in 2025
So, what’s next? If 2024 was the year AI became essential, 2025 is the year it becomes the norm.
- Automation everywhere
AI-powered production is only going to get smarter and more widely adopted. We’ll see systems that adjust dynamically to the pace of a game, weather conditions, and even the tone of the crowd. It’s not just about capturing the action anymore – it’s about enhancing the story in real time.
Beyond the game itself, AI will take on tasks like creating personalised highlights and analysing data to predict trends. This will make it easier for broadcasters to deliver the kind of content fans crave, faster than ever before.
- Fans in the driver’s seat
In 2025, fans will have more control over how they watch sports. Want to follow a specific player the whole game? Switch to a different camera angle? AI will make those options possible, giving viewers an experience that feels tailor-made.
- Sustainability takes centre stage
Broadcasting isn’t just about entertainment – it’s part of a larger conversation about sustainability. Automated systems reduce the need for massive on-site production crews and equipment, lowering the carbon footprint of live sports. In 2025, this focus on greener broadcasting will only grow.
- More stories, more voices
Perhaps the most exciting shift is how AI is democratising sports coverage. Leagues and players that were overlooked in the past are finally getting their moments in the spotlight. This isn’t just about technology – it’s about giving fans access to stories they’ve never seen before.
Will AI replace humans?
Here’s the million-dollar question: Is AI going to take over human jobs in sports production?
The short answer is no. While AI is incredible at handling repetitive tasks and scaling operations, the magic of sports broadcasting lies in its creativity and emotion. That human touch is irreplaceable.
That said, the relationship between AI and human producers is evolving. As AI gets better, it will take on more responsibilities, freeing up humans to focus on storytelling and innovation. The best broadcasts of 2025 and beyond will be the ones that strike the right balance between these two forces.
Looking back on 2024, it’s clear that we’re in the middle of a transformation. Automation and AI are changing what’s possible in sports broadcasting, opening up new opportunities for leagues, broadcasters, and fans alike.
As we head into 2025, the industry’s challenge will be to keep pushing forward while staying true to what makes sport so compelling: the stories, the emotions, and the connections they create.
Change is never easy, but for sports broadcasting, it’s an opportunity to grow, innovate, and deliver better experiences for everyone. And if 2024 is any indication, the best is yet to come.