Whistle meets the algorithm: the impact of AI-integrated VAR on satisfaction, fairness, and trust in soccer officiating

Purpose The study examines whether exposure to AI-integrated Video Assistant Referee (VAR) technology changes fans' perceptions of the VAR officiating system across the dimensions of procedural fairness, trust, and satisfaction. Moving beyond prior scholarship that largely explores human-assisted review mechanisms, the study considers how fans evaluate algorithmically enhanced officiating systems. Design/methodology/approach A two-phase within-subjects experimental design was employed. Phase 1 examined the stimulus (a video featuring artificial intelligence (AI)-integrated VAR) with 50 participants. Phase 2 tested the hypotheses with 503 soccer fans recruited via Prolific. Wilcoxon signed-rank tests assessed differences between pre-stimulus and post-stimulus measures, and analysis of covariance (ANCOVA) models tested robustness after controlling for fandom and demographic covariates. Findings Exposure to AI-integrated VAR improves perceptions of procedural fairness, trust, and satisfaction with VAR, supporting all three hypotheses. These effects remain robust after accounting for baseline attitudes and relevant covariates. Media consumption also shows a modest yet positive association with trust, suggesting that mediated consumption may help shape evaluations of AI-integrated VAR officiating. Originality/value This study extends Expectation Confirmation Theory to AI-integrated officiating and shows that fan responses to AI-integrated VAR can be understood not only as reactions to decision outcomes but also as evaluative judgments formed through the dynamics between expectation and confirmation regarding the credibility of the decision-making process. The study contributes to the emerging scholarship on AI-assisted consumer behavior in sport and offers practical implications for leagues, governing bodies, and broadcasters seeking greater public acceptance of officiating innovation.