When data enters the playing field
The relationship between technology and sport left behind simple statistics on the screen. Today, this union is completely redefining how fans experience the game and how clubs make decisions. This is explained by Jorge Paz, data and AI specialist at IBM.
“IBM has different sports partners around the world,” says Paz, mentioning collaborations with Scuderia Ferrari, US Open, UFC and Sevilla Fútbol Club.
The goal is always the same: improve the experience through data, digital platforms and artificial intelligence.
Fans are already connected
A study commissioned by IBM reveals that technological adoption in sports is massive. In Mexico, 95% of fans see value in integrating technology into their experience.
“Many times we believe that fans distrust artificial intelligence, but the opposite is true,” says Paz.
85% of Mexican fans already use sports applications to stay updated. 63% interact with influencers for analysis and predictions.
More than information: personalization
One of the clearest examples is the work with Ferrari. IBM developed an app that allows access to statistics, calendars and automated summaries with AI.
“You can interact with the app, see statistics, know what the next race is, but you also have summaries made with AI,” explains Paz.
Fans are looking for real-time updates and tailored content. Mobile apps have become the center of sports consumption.
By 2027, 80% of fans expect AI to play a key role in their interaction with sport. Including functions such as real-time translation to consume international leagues.
Technology also seeks talent
But innovation doesn’t just stop at engaging with fans. It also directly impacts decision making within teams.
A notable case is that of Sevilla FC. Thousands of scouting reports in unstructured formats made it difficult to find ideal players. The solution was a platform that allows you to consult these documents with natural language.
IBM’s bet is to bring reliable AI and verified data to industries where experience is critical. In sports they are not just numbers: they are a new way of living the game.




