Globant (NYSE: GLOB), a digitally native company focused on reinventing businesses through innovative technology solutions, has launched its new report, Move Your BUT: Sportainment Edition, which examines the growing influence of Artificial Intelligence on sports and entertainment. With the global sports Artificial Intelligence market projected to reach $19.2 billion by 2030, the report highlights how Artificial Intelligence can reshape fan engagement, operational efficiencies, and overall economic impact, particularly in regions like the GCC, where investments in sports and technology are rapidly increasing.
The sports economy in the Gulf Cooperation Council (GCC) countries is undergoing rapid evolution, driven by significant investments and strategic partnerships. In recent years, GCC governments, particularly in Saudi Arabia and the UAE, have committed over $65 billion, aiming to establish the region as a global sports hub for sports development. This investment trend anticipates Artificial Intelligence-driven value generation of up to $8.5 billion for the GCC’s media and entertainment sector by 2030, highlighting the region’s readiness for technological adoption in Sportainment.
“The GCC’s young population is reshaping the way sports are experienced, with a strong demand for digital and interactive engagement,” said Federico Pienovi, Chief Business Officer & CEO for APAC & MENA at Globant. “With 77% of Gen Z and 75% Millennials prefer to watch sports beyond traditional venues and are at the forefront of adopting new technologies. In a region moving so quickly, it’s not just about evolving—it’s Artificial Intelligence or fall behind.”
Artificial Intelligence (AI) is revolutionizing fan engagement in the sports industry. Personalised, AI-driven interactions have been shown to generate four to seven times more revenue than traditional methods. In the United Arab Emirates (UAE), where 89% of consumers actively follow sports, Artificial Intelligence-powered stadiums enhance fan experiences through real-time data and interactive content.
Despite its potential, many sports organizations need help adopting Artificial Intelligence, including data management complexities and a shortage of specialised talent. Globally, 59% of sports and entertainment organizations report lacking a generative Artificial Intelligence strategy, highlighting a significant area for growth.
“Artificial Intelligence is changing the game in Sportainment, allowing us to move beyond traditional fan experiences to something much more personalised and engaging,” Federico Pienovi”The GCC, with its investment in digital infrastructure, is well-suited to adopt these AI-driven innovations that benefit fans, brands, and sports organisations alike.”
As the GCC expands its digital infrastructure and continues to invest in sports, Artificial Intelligence is set to play a central role in driving economic gains and deepening fan engagement. Artificial Intelligence adoption positions the region to attract international partnerships, strengthen local sports ecosystems, and emerge as a hub for innovative sporting experiences.
Source: Wam.ae
