Tendencies in the implementation of smart technologies in the sports industry

The combination of sport, business and artificial intelligence, in the context of high social interest, business interests and intelligent technologies, opens perspectives for a considerable expansion of the sports industry. At the same time, the dynamic of the market demands the implementation of artificial intelligence (AI). It is being successfully used in several key aspects – fans’ involvement, which generates major revenues in the industry; injury prevention and avoidance; improving sports performances (through in-depth analysis); improving sports equipment and providing equitable refereeing, all of which directly and indirectly influence the development of business models and cash flows in the industry. This report presents the tendencies of implementing intelligent technologies in the management and operation of sports organisations. Intelligent technologies were considered in both the sport performance and business management strands of organisations as well. The main directions of intelligent technology implementation in sport organizations are based and delineated on an empirical study and secondary data analysis and synthesis.