AI’s Transformative Role in Fan Engagement & Monetisation: 2025 Fan Engagement and Monetisation Survey 

LONDON - 14 January 2025 - Stats Perform, the global leader in sports data and AI technology, has published its 2025 Sports Fan Engagement, Content Monetisation & AI Trends Report, unveiling key insights from over 700 sports media executives about the evolving landscape of fan engagement and monetisation in 2025, and the associated role of AI.

The report reveals sports media organisations and sponsors are excited about the transformative potential of AI on helping grow fans and revenues. It also highlights investment trends in women's sports, owned & operated digital properties, YouTube and Instagram Reels.

Key findings include:

• Those who have already adopted AI are three times as likely to find it easier to commercialise their content than those who have not invested in the technology yet.
• Outside of monetising content, others are poised to leverage AI-driven personalisation, automation, and storytelling in 2025.
• 50% of sponsors are focusing on women's sports, and opportunities remain for broadcasters and digital platforms to unlock its full potential.
• Owned websites and apps are over twice as effective as social media for generating revenue, with YouTube and Instagram Reels as the most valuable social channels

"This report underscores a defining moment for the sports industry," said Steve Xeller, Chief Revenue Officer at Stats Perform. "Deeper fan connections, powered by AI, innovation and cross-departmental collaboration, will determine which organisations thrive in an increasingly fragmented environment where the demands on content, media and commercial teams are greater than ever before."

The survey also reveals optimism about AI's future impact, with a 33% average positive shift in expectations for audience and monetisation growth through AI across all sectors in 2025, especially in Stadium & OOH, Teams, Leagues & Federations and Digital Media & Apps.

Stats Perform is at the forefront of helping sports media organisations grow audiences and revenues, and launched new AI-powered tools in 2024, including OptaAI Studio and Opta Stream, to assist further.

Alex Rice, Chief Commercial Officer at Stats Perform, added: "AI powered tools like Opta Stream and OptaAI Studio are proving to be highly effective at enabling sports media business to achieve more in less time, for the benefit of their fans and their commercial teams. This survey echoes the need for the products. It also provides a wealth of other insights from different sports media sectors, in different countries, which will make very useful reading for anyone connecting with fans and driving value for their organisations, wherever they are in the world."

Stats Perform's 2025 Sports Fan Engagement, Content Monetisation & AI Trends Report, featuring insights from over 700 executives at some of the world's biggest sports media brands, is available for download now. Please fill out the form below to get instant access.