The 20th edition of the 2025 EU Sport Forum ended on the 11th of April after two days of intensive discussions. As one of the European Commission’s most significant initiatives for addressing challenges in the sporting sector, the Forum brought together representatives from EU enterprises, and educational and other European public policy institutions. Glenn Micallef, European Commissioner for Intergenerational Fairness, Youth, Culture and Sport, made a highly welcome appearance.
This year’s Forum explored four pivotal areas shaping the future of European sport: the promotion of a European Sport Model; sport’s role in education and the EU enlargement context; athlete welfare considerations. Lastly, the role of Artificial Intelligence emerged as a crucial factor for the expansion of the European Sports Market.
Samir Ceric, representing the Steering Committee at the European Platform for Sport Innovation (EPSI), highlighted how AI technologies are becoming increasingly important for sports organisations seeking to remain competitive in a digitally transformed landscape. “AI in sports is expanding its horizons in many contexts – says Ceric – These includes athlete performance and personalized training plans, strategies and tactics for the decision-making, sports managements and ticketing optimization, as well as fan engagement. Modern fans expect immersive personalised experiences both in-stadium and online” Ceric explained. “The organisations investing in smart personalisation and AI-driven content creation are seeing engagement increase by up to 40%.” This analysis came as part of broader forum discussions on digital transformation strategies, alongside debates on climate action in sport, gender equality initiatives, and funding mechanisms for the development of grassroots sports.
Sports organisations can leverage AI technologies effectively around four pillars. These strategic approaches, outlined by Samir Ceric as part of the EPSI’s business strategies, includes firstly investments in AI-driven content creation for automated video highlights and personalised storytelling; second, enhancement of stadium and digital experiences through intelligent ticketing and crowd management systems; then, leveraging AI for data-driven decision making to create revenue-generating opportunities; and lastly, fostering AI-powered community engagement through sentiment analysis and predictive engagement models.
According to projections shared during the session, the share of AI in the global sports market could reach between €30-65 billion by 2032, representing a significant opportunity for European sports organisations to explore its use alongside their core mission of promoting physical activity and social cohesion through sport.
The 2025 EU Sport Forum has once again demonstrated the critical intersection of technology and sports development in shaping European sport’s future. As AI continues to transform fan engagement, training methodologies, and revenue streams, European sports organisations that embrace these innovations will be best positioned to thrive in an increasingly digital landscape.