Athlete development & rights
Safeguarding athletes in a data-driven world – from performance tracking and biometric data to digital identity, consent and life after sport.
Where the spirit of sport meets the intelligence of the future.
SportAI Foundation is a global, non-profit foundation at the frontline of AI in sport. We help sport leaders and sport organizations make sense of what’s coming next, and turn it into competitive advantage, fair play and meaningful human impact.
AI will make the difference in sports. From the boardroom to the training pitch. From commercial models to talent scouting. From data challenges to grass roots programs. AI will bring you to the intelligent sport ecosystem of tomorrow.
Who We Are
The SportAI Foundation is an independent, international organisation dedicated to shaping how artificial intelligence, data and digital technologies are used in sport – on and off the field.
What We Do
We work across six core domains that together define the intelligent sport ecosystem. Each domain connects into the others. Together, they form a single, coherent view of the future of sport.
Ethical frameworks & governance
Helping federations, leagues and governments build responsible AI policies, governance frameworks and standards that protect the integrity of sport.
Business & commercial innovation
Rethinking sponsorship, fan engagement, media and revenues in a world of platforms, personalisation and new digital assets.
Elite sport performance
Supporting high-performance environments to use AI, analytics and new technologies in ways that enhance coaching, game intelligence, health and resilience.
Sport accessibility & participation
Using technology and open data to open up sport - reducing inequality, improving access and designing data-informed community pathways.
AI-integrated sport policy
Advising governments, cities and agencies on regulation, infrastructure planning and investment strategies in an AI-enabled sport ecosystem.
Who we work with
SportAI is a neutral space where the key actors in sport’s future can meet, learn and build together.
Athletes and athlete representative bodies
Clubs, leagues and federations
National Olympic Committees and high-performance systems
Governments, cities and policy agencies
Technology, data and AI companies
Universities, research institutes and think tanks
Foundations, NGOs and community sport organisations
Commercials companies in sport
Events owners and media right owners
Our services
Our role is to connect perspectives, translate between worlds, and turn complex technology questions into clear strategic choices for sport.
Advisory & strategic guidance
We support boards and executive teams to understand the AI landscape, clarify risks and opportunities, and define a sport-specific digital and AI strategy.
Executive education & leadership development
We design and deliver intensive courses, masterclasses and in-house programs for leaders who need more than inspiration – they need the tools to act.
Research, insights & indices
We produce thought leadership, indices and applied research that map where sport is today and where it needs to move – from participation and fan trends to governance and digital maturity.
Collaborative pilots & ecosystems
We convene multi-partner projects that trial new approaches in real sport environments – building prototypes, testing ethical frameworks and sharing what works across the system.
Founding board members
The founders of SportsAI foundation are experts from different professional backgrounds in sports. With the aim to contribute to your knowledge and practical success with using AI in your organization. Guided by the right governance and ethics.
Maurits Hendriks
Olympic Coach,
Performance Director, Sports Executive
Hans Westerbeek
Professor International Sport Business, Research Institute Director, Board member
Peter Sprenger
Technology entrepreneur,
Board President, Chairman