How AI Turns Data Into Emotion in Modern Sport – Insights from Stats Perform

Artificial intelligence has become a defining part of the sports business. Clubs, leagues, and broadcasters now compete for fan attention across every screen and platform, and data sits at the center of that competition. The Stats Perform 2026 Sports Fan Engagement, Monetisation and AI Trends Report shows that 81 percent of sports media organisations increased their use of AI in the past year.

For Niall Hendry, VP, AI Applications & Solutions at Stats Perform, the change is less about adopting a new technology and more about using it to connect data, storytelling, and value. Speaking to FBIN, he explains how AI helps transform raw statistics into experiences that feel emotional, personal, and engaging.