Contact Us

Executive course

A unique moment to
invest in your knowledge

With examples and applications in sport
Hosted by the SportAI Foundation

Date
May 20–21
Location
Utrecht (NL)
Registration fee:
€2,750

€2,250 per attendee
(till May 1)

Register
Register for this course

Summary

Day 1

Understanding the why: foundations and frontiers of AI in sport

Day 1 sets the strategic and practical baseline for executives who want to understand what AI is really doing to sport — now and next. The morning builds a shared language across performance, commercial growth, and participation, tracing key milestones in AI’s evolution and showcasing current use cases in coaching, scouting, injury prevention, fan engagement, sponsorship, and revenue innovation.

The afternoon shifts to the frontier: live demonstrations of the newest AI tools and systems, followed by a hard-nosed integrity lens on ethics, privacy, compliance, and “AI for good” — bridging cutting-edge capability with real-world governance demands. The day closes with an executive dinner dialogue focused on leadership choices in the AI era.

What you’ll leave with: 

A clear map of where AI is already reshaping sport, what’s coming next, and the integrity guardrails needed to adopt it responsibly.

Day 2

Applying the how:
strategy, adoption and action planning

Day 2 turns insight into action. Participants begin by mapping their organisation’s AI opportunities, risks, and readiness, identifying where AI can drive competitive advantage — and where it can create vulnerability. A key highlight is a guest speaker, who brings a global perspective on inclusive AI and the lived realities of digital transformation in the Global South. The session applies directly to the international sport industry, exploring AI through a geopolitical and sport diplomacy lens: power, access, cross-border data flows, platform influence, and integrity in global sport development.

The afternoon focuses on reimagining fan and customer engagement through data, storytelling, and personalisation, before a capstone workshop where participants build a practical AI adoption roadmap spanning governance, capability, leadership, and culture — leaving with a plan they can take back to their organisation immediately.

What you’ll leave with: 

A structured adoption roadmap and a leadership-ready view of how to implement AI for sustainable growth without compromising trust.

Register for this course Get more information first

Program outline

Day 1 – Understanding the Why: Foundations and Frontiers of AI in Sport

Time Session Program instructor(s) Focus & Learning Outcomes

09:00 - 09:30

Welcome coffee and introductions

Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Framing the purpose of the course. Why AI matters now in sport and society. Overview of the two-day program.

09:30 – 10:00

A brief history of AI in sport

Maurits Hendriks

Key milestones in AI-driven performance—from early analytics to generative systems.

10:00 – 10:30

Performance AI: precision, prediction and progress

Maurits Hendriks

Olympic and professional sport case examples. How AI enhances coaching, scouting, injury prevention and tactical insight.

10:30 – 11:00

Business and commercial AI

Peter Sprenger

How AI transforms fan engagement, media, sponsorship and revenue models.

11:00 - 11:30

Participation and accessibility AI

Peter Sprenger

Using AI for inclusion and growth: community sport, health analytics, personalised participation.

11:30 - 11:45

Coffee break

Informal networking

11:45 - 12:15

AI identity and ethical frameworks

Hans Westerbeek

Who are we in the age of AI? Algorithmic identity, augmented authenticity and moral responsibility.

12:15 - 12:45

AI policy, governance and practice

Hans Westerbeek

Translating ethics into organisational policy and responsible AI governance.

12:45 - 14:00

Lunch

Networking lunch

14:00 - 16:00

AI trends and applications in business and sport

Wesley Romeijnders

Interactive demonstration of the newest AI tools and systems—from generative design to predictive analytics.

16:00 - 16:15

Coffee break

Informal networking

16:15 - 17:30

TBA

TBA

TBA

19:00 - 21:00

Executive dinner dialogue

Guest speaker

Informal exchange over dinner on leadership in the AI era.

Day 2 – Applying the How: Strategy, Adoption, and Action Planning

Time Session Program instructor(s) Focus & Learning Outcomes

09:00 - 09:15

Morning coffee and recap of Day 1

Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Reflection on key insights from Day 1.

09:15 – 11:00

A brief history of AI in sport

Hans Westerbeek, Maurits Hendriks

Identify organisational opportunities, vulnerabilities, and readiness for AI integration.

11:00 - 11:15

Coffee break

Informal networking

11:15 - 13:15

TBA

TBA

TBA

13:15 - 14:00

Lunch

Networking lunch

14:00 - 15:30

Workshop: Fan and customer engagement in the AI era

Peter Sprenger, Wesley Romeijnders

Re-imagining engagement through data, storytelling, and personalisation. Participants design AI-enabled fan journeys.

15:30 - 15:30

Coffee break

Informal networking

15:30 - 17:00

Capstone workshop: Building your AI adoption roadmap

Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Integrative session connecting insights from both days. Participants co-create an actionable AI adoption plan addressing governance, capability, leadership, and culture.

17:00

Close of Day 2

Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Reflections, certificate presentation, and invitation to join the SportAI Executive Network.

Register for this course Get more information first

Program outline

Day 1 – Understanding the Why: Foundations and Frontiers of AI in Sport

  • 09:00 - 09:30 | Welcome coffee and introductions

    Program instructor(s):
    Peter Sprenger, Hans Westerbeek, Maurits Hendriks

    Focus & Learning Outcomes:
    Framing the purpose of the course. Why AI matters now in sport and society. Overview of the two-day program.

  • 09:30 – 10:00 | A brief history of AI in sport

    Program instructor(s):
    Maurits Hendriks

    Focus & Learning Outcomes:
    Key milestones in AI-driven performance—from early analytics to generative systems.

  • 10:00 – 10:30 | Performance AI: precision, prediction and progress

    Program instructor(s):
    Maurits Hendriks

    Focus & Learning Outcomes:
    Olympic and professional sport case examples. How AI enhances coaching, scouting, injury prevention and tactical insight.

  • 10:30 – 11:00 | Business and commercial AI

    Program instructor(s):
    Peter Sprenger

    Focus & Learning Outcomes:
    How AI transforms fan engagement, media, sponsorship and revenue models.

  • 11:00 - 11:30 | Participation and accessibility AI

    Program instructor(s):
    Peter Sprenger

    Focus & Learning Outcomes:
    Using AI for inclusion and growth: community sport, health analytics, personalised participation.

  • 11:30 - 11:45 | Coffee break

    Informal networking

  • 11:45 - 12:15 | AI identity and ethical frameworks

    Program instructor(s):
    Hans Westerbeek

    Focus & Learning Outcomes:
    Who are we in the age of AI? Algorithmic identity, augmented authenticity and moral responsibility.

  • 12:15 - 12:45 | AI policy, governance and practice

    Program instructor(s):
    Hans Westerbeek

    Focus & Learning Outcomes:
    Translating ethics into organisational policy and responsible AI governance.

  • 12:45 - 14:00 | Lunch

    Networking lunch

  • 14:00 - 16:00 | AI trends and applications in business and sport

    Program instructor(s):
    Wesley Romeijnders

    Focus & Learning Outcomes:
    Interactive demonstration of the newest AI tools and systems—from generative design to predictive analytics.

  • 16:00 - 16:15 | Coffee break

    Informal networking

  • 16:15 - 17:30 | Ethical AI, for compliance, privacy and AI for doing good

    Program instructor(s):
    Guest speaker

    Focus & Learning Outcomes:
    Bridging the gap between cutting-edge technologies and real-world challenges. A dive into how data and its technology, such as AI and analytics, have the power to help tackle the pressing societal issues we currently face. This session looks into how data-driven solutions are incorporated in a responsible, practical, and appropriate manner to address these challenges in a timely manner.

  • 19:00 - 21:00 | Executive dinner dialogue

    Program instructor(s):
    Guest speaker

    Focus & Learning Outcomes:
    Informal exchange over dinner on leadership in the AI era.

Day 2 – Applying the How: Strategy, Adoption, and Action Planning

  • 09:00 - 09:15 | Morning coffee and recap of Day 1

    Program instructor(s):
    Peter Sprenger, Hans Westerbeek, Maurits Hendriks

    Focus & Learning Outcomes:
    Reflection on key insights from Day 1.

  • 09:15 – 11:00 | A brief history of AI in sport

    Program instructor(s):
    Hans Westerbeek, Maurits Hendriks

    Focus & Learning Outcomes:
    Identify organisational opportunities, vulnerabilities, and readiness for AI integration.

  • 11:00 - 11:15 | Coffee break

    Informal networking

  • 11:15 - 13:15 | Inclusive AI cultures – the power of sport in context of geopolitics and sport diplomacy

    Program instructor(s):
    Guest speaker

    Focus & Learning Outcomes:
    The discussion will be explicitly applied to the international sport industry, examining how AI intersects with geopolitics and sport diplomacy: from cross- border data flows and platform influence to equity in global sport development, integrity, and the strategic use of technology in international relationships.

  • 13:15 - 14:00 | Lunch

    Networking lunch

  • 14:00 - 15:30 | Workshop: Fan and customer engagement in the AI era

    Program instructor(s):
    Peter Sprenger, Wesley Romeijnders

    Focus & Learning Outcomes:
    Re-imagining engagement through data, storytelling, and personalisation. Participants design AI-enabled fan journeys.

  • 15:30 - 15:30

    Coffee break

    Informal networking

  • 15:30 - 17:00 | Capstone workshop: Building your AI adoption roadmap

    Program instructor(s):
    Peter Sprenger, Hans Westerbeek, Maurits Hendriks

    Focus & Learning Outcomes:
    Integrative session connecting insights from both days. Participants co-create an actionable AI adoption plan addressing governance, capability, leadership, and culture.

  • 17:00 | Close of Day 2

    Program instructor(s):
    Peter Sprenger, Hans Westerbeek, Maurits Hendriks

    Focus & Learning Outcomes:
    Reflections, certificate presentation, and invitation to join the SportAI Executive Network.

Register for this course Get more information first

Program Instructors

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

TBA


TBA


Wesley Romeijnders

AI & Marketing Technology Strategist

Registration

After registration, payment will be arranged by invoice. If you would like more information or a brief personal consultation before registering, we’re happy to walk you through the programme and answer any questions in a short call, contact us via explore@sportaifoundation.com.