Leaders Explore the Impact of Data and AI at iSportConnect Masterclass in London
2 hours ago
Leaders from across sport, technology and global brands gathered for the latest iSportConnect Masterclass+ on Data, AI and Digital Business Innovation, hosted in partnership with Pinsent Masons. The event brought together rights holders, brands and technology leaders to explore how data and artificial intelligence are reshaping the sports industry.
Opening the session, Ray James, CEO of iSportConnect, welcomed attendees and highlighted the growing importance of collaboration between sport and other industries as organisations adapt to rapid technological change.
Throughout the morning, discussions focused on how sports organisations can strengthen fan engagement, unlock new commercial opportunities and build more effective digital strategies through the smarter use of data.
Monetising Fan Data: New Revenue Models for Rights Holders and Broadcasters
One of the central discussions explored “Monetising Fan Data: New Revenue Models for Rights Holders and Broadcasters,” moderated by Shaun Simmonds, Head of Commercial & Marketing at Sussex Cricket.
The panel featured industry leaders including:
- Ian Nolan, Chief Marketing Officer, Science in Sport Group
- Joe Darkins, Chief Technology Officer, Burnley Football Club
- Yanni Andreopoulos, EVP Global Partnerships, The IRONMAN Group
Speakers examined how sports organisations are increasingly leveraging first-party fan data to drive personalisation, enhance sponsorship value and develop new revenue streams.
The discussion highlighted how AI and advanced analytics allow rights holders to gain deeper insights into fan behaviour and deliver more targeted engagement strategies for both audiences and commercial partners.
Panellists also emphasised that data quality, ownership and connected fan journeys are becoming critical strategic assets as fan interactions increasingly move across multiple digital platforms.
Breaking the Echo Chamber: Learning from Outside Sport
Another panel explored how industries beyond sport are approaching similar challenges in Data, AI and Digital Transformation.
Moderated by Jay Stuart, Director at iSportConnect, the session featured executives from a range of global organisations, including:
- Anuroop Talwar, Vice President – Sports, Media & Entertainment Analytics, EXL
- Jivesh Juneja, Global Head – Digital & Customer Experience, Nissan Motor Company
- Miryem Salah, Head of Data & AI Strategy, VodafoneThree
- Premal Desai, Head of Data & Analytics, The Gym Group
The panel highlighted how sectors such as automotive, telecommunications and fitness are leveraging data-driven strategies to improve customer experiences and operational efficiency.
For sports organisations, the message was clear: innovation often accelerates when the industry looks beyond its own ecosystem and adopts lessons from other sectors.
How AI Is Reshaping Sport
Earlier in the event, Alex Balfour, Director and Co-Founder of Generate Digital, delivered a session exploring how AI is reshaping sport and what it means for everyone working across the industry.
Balfour examined the growing influence of artificial intelligence in areas ranging from fan engagement and content production to performance analysis and commercial strategy.
He highlighted how AI tools are enabling sports organisations to operate faster and more efficiently, while also creating new opportunities for personalisation and storytelling.
At the same time, he noted that while AI can accelerate processes, human creativity, brand identity and strategic thinking remain essential in delivering meaningful fan experiences.
The Legal Perspective on AI in Sport
Trevor Watkins, Global Head of Sport & Entertainment at Pinsent Masons, also shared insights from a legal perspective, outlining how organisations across sport and other industries are navigating the rapidly evolving AI landscape.
Watkins discussed how many of his clients are already exploring the implications of AI adoption, digital transformation and data governance, emphasising the importance of clear frameworks as technology becomes increasingly embedded in business operations.
Driving the Future of Sports Business
Across the sessions, a consistent theme emerged: while AI and digital technologies are transforming the sports landscape, success ultimately depends on clear strategy, strong data foundations and a fan-first mindset.
The Masterclass once again reinforced iSportConnect’s role as a platform bringing together leaders from across sport, technology and business to exchange insights and shape the future of the industry.
iSportConnect also extended its thanks to Pinsent Masons for hosting and supporting the event, helping bring together experts from across sectors to explore the opportunities and challenges shaping the next phase of sports innovation.