ALKHOBAR: Artificial intelligence is no longer a side project in global sports, it’s becoming central to performance, fan engagement, and strategy. IBM has been one of the most visible players in this transformation, bringing its AI innovations from the world’s top tournaments to Saudi Arabia’s rapidly growing sports scene.
But beyond corporate case studies, a bigger question looms: how should Saudi sports federations, clubs, and fans adapt to this wave of technology? Can AI truly deliver, or will it overpromise?
Saudi Arabia’s sports market is booming. Valued at $7.2 billion in 2023, it is expected to surpass $22.4 billion by 2030. More than $2 billion has already been invested in facilities, talent, and international events—from hosting Formula 1 to the FIFA Club World Cup.
This trajectory was highlighted in a recent Arab News op-ed by Ayman Al-Rashed, who noted how AI is central to expanding fan experiences and making Saudi sports more globally competitive. The investments align with Vision 2030’s push to diversify the economy through sports and entertainment, positioning the sector as both a cultural and financial pillar for the Kingdom.
One of IBM’s most ambitious experiments came in 2024 with Sevilla FC. Together, they launched Scout Advisor, a generative AI tool built on watsonx that analyzes more than 200,000 scouting reports. Beyond traditional stats like minutes played or goals scored, the system reads unstructured scout notes on attitude, adaptability, and playing style. For a league like the Saudi Pro League, attracting global stars, such a tool could transform recruitment.
