Artificial intelligence (AI) is significantly reshaping major sports events, including Super Bowl LVIII. From how such events are produced and televised to how they are consumed by fans, AI has a profound impact.
Throughout history, technology and sports have shared a symbiotic relationship. Starting from radio and television, to DVR, streaming online, and mobile devices, all have played critical roles in increasing sports viewership. Simultaneously, major sports events have often been fertile proving grounds for these technologies.
Like any other transformative tech, AI comes with its fair share of legal concerns. Alongside the widely discussed copyright issues, sports organizations need to be considerate of numerous other legal aspects when leveraging AI to enrich live sports experiences.
AI’s influence starts right from the field. Coaches and teams are using AI to enhance talent scouting, training, and in-game decision-making. Take, for instance, the NFL’s partnership with Amazon Web Services to better understand player health.
Moreover, AI is being employed to make the in-stadium experience more efficient, with franchises leveraging AI to streamline processes like traffic, parking, and concession lines, and even improve stadium security through advanced weapon detection systems.
Notably, AI is also transforming how audiences engage with live sports broadcasts. For example, Nickelodeon partnered with CBS Sports to present an NFC Wild Card playoff game where AI-powered augmented reality technology was used to overlay cartoon characters on the field.
AI is also enabling advanced analytics and interactive overlays, offering fans a deeper understanding of the game. This feature is noticeably evident on Amazon Prime’s Thursday Night Football broadcasts, where AI tools can predict game moves in real time and provide real-time betting recommendations personalized to user preferences.
However, the use of AI in sports does involve several legal considerations. These range from contractual restrictions imposed by AI technology providers, to restrictions imposed by sports leagues on platforms broadcasting or streaming a game, or even limitations embedded in collective bargaining agreements with players.
As AI tools become more ubiquitous and fans are increasingly seen as co-creators of content, we are likely to see a rise in legal issues related to copyright, privacy, right of publicity, false information, and others. In this respect, the lessons learned from user-generated content during the advent of social media might well prove valuable.
Privacy and publicity rights will also pose challenges, particularly when AI is used to capture and potentially manipulate images of in-venue attendees, coaches, and others.
In conclusion, while AI is undoubtedly enhancing the live sports experience, both on and off the field, all stakeholders need to be mindful of the associated legal considerations to ensure fair play in this evolving game.
The analysis has been provided by Shirin Malkani and John Delaney, legal professionals at Perkins Coie, with contributions from Mercedes Carrasco, Jeff Ong, and Tyler Robbins.
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