Artificial Intelligence in Sports Marketing

Artificial Intelligence is transforming sports marketing by enabling real-time personalization, predictive insights, and new forms of fan engagement. This thesis investigates how AI is applied in the field, guided by three research questions: how sports marketing has evolved with technological change, what benefits and concerns characterize AI adoption, and how AI shapes strategies and outcomes in the field. A scoping review was conducted, combining peer-reviewed studies with industry reports to capture both academic and practical perspectives. The findings highlight AI’s potential to enhance engagement, decision-making, and value creation, while also raising ethical and legal challenges such as data privacy and algorithmic bias. By synthesizing theory with real-world cases, the thesis contributes to digital transformation research and argues that AI should be understood not only as a technological tool but as a strategic driver of the future of sports marketing.