Team SD Visits New York City for SportsPro AI Conference in 2025

We like to get to a few different conferences each year to push our thinking. This also ensures we don't settle for anything less than remarkable work for our clients. Being in new environments with new series and new thinking allows us to take insights back home and apply them to our work.

The SportsPro New York and AI Conference 2025 served as a pivotal gathering for the sports industry's most influential leaders, innovators, and experts. For our team, staying at the forefront of technological advancements and understanding league successes is crucial to delivering exceptional work. This landmark event explored the revolutionary impact of artificial intelligence on sports, unveiling groundbreaking developments and setting new benchmarks that will shape our strategic approach to client solutions.

We gained unprecedented insights from industry leaders into how AI is reshaping every aspect of the sports ecosystem - insights that will directly inform our ability to create cutting-edge solutions for our clients.

The conference highlighted remarkable success stories from across the industry, showcasing how organizations leverage AI to enhance performance, engage fans, and drive revenue growth. From professional leagues to technology providers, the event demonstrated the widespread adoption of AI solutions and their transformative effects on sports business. We pulled some highlights for you to enjoy below.

The AI Revolution in Sports: A Transformative Moment

The intersection of artificial intelligence and sports has reached a defining moment, as evidenced by the discussions at this year's SportsPro Conference. Industry leaders across various sectors revealed how sports organizations are fundamentally transforming their operations, fan engagement strategies, and business models. Mike Pell, Microsoft's Envisioneer and Director of The Microsoft Garage, captured this sentiment perfectly, stating "AI is a superpower for you," emphasizing AI's role as an enabler that amplifies human capabilities rather than replacing them.

This transformation is particularly evident in how organizations are restructuring their operations to fully leverage AI capabilities. Teams and leagues are investing heavily in AI infrastructure, creating dedicated departments for data analysis and automation, and developing new roles specifically focused on AI integration. This organizational evolution represents a significant shift from traditional sports management approaches to data-driven decision-making models.

Data Infrastructure: The Foundation of Modern Sports

At the heart of this transformation lies sophisticated data infrastructure, exemplified by the PGA Tour's remarkable evolution into what Ken Lovell, SVP of Golf Technology at PGA Tour, describes as "essentially a technology company that does golf." Their ShotLink system showcases unprecedented precision with "distribution errors as low as 4 centimeters," revolutionizing everything from rules officiating to player analytics. This system enables mathematical modeling for shot dispersal patterns and supports data-driven players who now employ dedicated analysts for performance optimization.

The impact of advanced data infrastructure extends beyond just performance metrics. Organizations are now using AI-powered systems to analyze fan behavior, optimize venue operations, and create personalized experiences at scale. This comprehensive data collection and analysis approach sets new standards for how sports organizations operate and engage with their stakeholders.

Fan Experience Evolution and Engagement Innovation

The sports industry is witnessing a revolutionary shift in fan engagement strategies. Heidi Browning, NHL's Chief Marketing Officer, leads a research-driven approach focusing on cultivating core fandom between ages 5 and 11, demonstrating a sophisticated understanding of long-term audience development. This strategy is enhanced by an innovative advisory board system that provides direct insight into youth preferences.

The evolution of fan engagement has led to groundbreaking initiatives across the industry. Ivan Dashkov, Head of Emerging Marketing Technology at PUMA Group, led their AI jersey design project, which exemplifies the power of fan participation, generating impressive engagement metrics: "54,000 user accounts created, resulting in 180,000 kit designs... and garnering 1.7 million ratings." Similarly, St. Louis City SC's "10% better" initiative showcases how data-driven improvements can transform the fan experience, mainly through their innovative culinary program featuring 100% local food options that celebrate regional cultural diversity.

Technology Integration and Business Impact

Bill Bailey (Chief Revenue Officer at Satisfi Labs), John Nicastro (Chief Technology Officer at MLS), and Alon Cohen (SVP of Research and Development at UFC) highlighted how Agentic AI is creating comprehensive solutions across "strategy, distribution, data management, content discovery, and consumer interaction." This technological integration yields substantial results, with organizations reporting 5-20% revenue increases through AI-driven solutions. Jenna Kurath, VP of Startup Development & Head of Comcast NBCU SportsTech, demonstrates this success through innovations like CAM AI Technology, offering coverage across 150 geographic areas with multilingual viewing capabilities.

Integrating AI technologies has also opened new revenue streams and business opportunities. Organizations are discovering innovative ways to monetize their data assets and create value through AI-powered services. The success of these initiatives is evident in the growing number of partnerships between sports organizations and technology companies, leading to the development of new products and services that enhance the sports experience.

The business landscape continues to evolve dramatically, as evidenced by strategic investments like CVC's involvement in La Liga, where "70% of invested capital was directed toward infrastructure development." This institutional investment drives professional sports management to new heights and enables ambitious development plans. The emergence of new revenue streams through technology licensing and partnerships, such as the PGA Tour's licensing of scoring and tracking services to the USGA and WPGA, illustrates how AI creates opportunities beyond traditional business models.

Future-Proofing Through Organizational Readiness

Looking ahead, successful AI integration demands more than technological capability alone. Organizations must prioritize comprehensive internal readiness through structured education programs and the development of specialized AI advocates who bridge the gap between technology and practical application. The evolution of sports professionals' roles toward quality assurance and strategic oversight ensures that AI implementations align perfectly with organizational objectives while maintaining rigorous standards of accuracy and relevance.

The future of sports technology looks increasingly bright as organizations continue to innovate and adapt. The integration of AI is expected to accelerate, with new applications emerging in areas such as virtual reality experiences, automated content creation, and predictive analytics. As these technologies mature, they will create even more opportunities for engagement, revenue generation, and operational efficiency.

Conclusion

The conference demonstrated that AI is not just changing how sports organizations operate—it's fundamentally reshaping the entire sports ecosystem. As we progress, the successful integration of AI technologies will continue to create new opportunities for innovation, engagement, and growth across the sports industry, setting the stage for an exciting and technology-driven future in sports.

This transformation represents more than technological advancement; it signals a fundamental shift in how sports organizations approach their operations, engage with fans, and create value. The insights and developments shared at the SportsPro Conference underscore the critical importance of embracing AI technologies while focusing on human experience and engagement.

The organizations that successfully balance technological innovation with authentic human connection will be best positioned for success.