Nearly three years after the public launch of ChatGPT catalyzed a groundswell of generative artificial intelligence adoption, levels of AI maturity within the sports industry vary widely.
Where most organizational leaders agree, however, is that reconciling this transformative and constantly evolving technology is a core business priority, particularly in investigating ways it can streamline operations. And this emphasis comes from the top down.
“One of [our five biggest company objectives] is master AI to boost efficiency and impact,” X Games CEO Jeremy Bloom recently told Sports Business Journal. “That is a leg on the stool, it’s not a peripheral goal or an afterthought.”
Internal efficiency-focused AI use cases are not always flashy, nor directly revenue generating. They run the gamut of areas such as segmenting fan data, drafting communications and employee onboarding, and are increasingly tapping agentic workflows, a class of artificial intelligence that is more autonomous — meaning minimal or no human intervention — and layered in its decision making than large language models, and can act on behalf of users.
The empirical benefits of AI in these contexts remain theoretical in some cases, but tech leaders center their efforts on increasing productivity and freeing understaffed departments to focus on big picture priorities, rather than mundane daily tasks.
Everyone is different
Enamored with the potential impact of AI on the sports industry, Josh Walker, co-founder and CEO of data firm Sports Innovation Lab, earlier this year launched a sports-focused AI education program called AI Advantage. With two of four planned sessions completed, the program has assembled hundreds of industry professionals — split evenly among teams/leagues, brands/agencies and media/technology companies, in Walker’s estimation — to learn more about AI and investigate potential use cases through presentations and product demos.
The biggest trend he has noticed with how sports teams and leagues are adopting AI?
“There is no pattern,” Walker said. “It would make perfect sense for the leagues to centralize the services that they are building for AI and roll it out to the teams. The teams never wait for that. You have some enterprising data science team or some enterprising CTO at the team level — they’re going to try stuff faster than the leagues do.”
Professional basketball is a hotbed of such enterprising teams.
The Cleveland Cavaliers, according to Michael Conley, the team’s executive vice president and chief information officer and president of Rock Entertainment Sports Network, began their generative AI discovery 3½ years ago. This started by consulting tech experts on the potential impact of generative AI and forming a cross-departmental generative AI committee. Eventually, they even transitioned one of their data quality analysts, Ben Levicki, into a full-time AI solutions architect, a first in the sports industry.
Ticket, food and beverage and retail data are among the areas the Cavaliers have deployed generative AI insights over the past 3 1/2 years. Cleveland Cavaliers
Since then, the Cavs have found success in initial use cases, such as building a semantic search function for the team’s basketball operations manual and a generative AI insights layer for their real-time ticket, food and beverage and retail data platform. At the direction of their C-suite, they are now focused on automating elements of their external communications, streamlining the processing of internal fan data and personalizing fan interaction.
During the NBA’s first Data Strategy Forum in July, the team presented the working prototype of a custom-built product that leverages a network of AI agents and fan information to distribute individualized emails to subscribers, down to details such as color scheme and emoji usage. After further testing using real fan profiles in September, the Cavs’ plan is for the product to be a part of email workflows by the start of the 2025-26 NBA season.
“Our goal is to be able to increase the amount of engagement that comes off a click action for those emails, to be able to eventually lead to better results down the funnel,” Conley said. “Is the messaging more effective, where we’re seeing greater open rates? Are we seeing greater engagement?”
Elsewhere, the Indiana Fever have seen potential in deploying AI agents (via Salesforce’s Agentforce platform) to comb through and segment internal fan data, which Joey Graziano, Pacers Sports & Entertainment executive vice president of strategy and new business ventures, said will help the team deliver personalized offers, content and experiences to fans and eventually be a resource for partners as well.
This is a massive potential use case in sports, given the multifaceted nature of fan data and ability for AI to scale the capabilities of understaffed data engineering departments.
“We are getting more sophisticated every day,” Graziano said. “And it’s not just the sophistication, it’s the speed and it’s the volume of segments you can create.”
The San Antonio Spurs, as a unique example, are using OpenAI to train models on previous years’ travel calendars (and other custom rules) to ingest the NBA’s overarching schedule and create deliverables such as team-specific master calendars, flight charters and email templates for outreach to preferred hotels and practice facilities on the road.
Human oversight is required, of course, but Charlie Kurian, the team’s director of business strategy and innovation, said tests have shown that first iterations of the deliverables can be produced in about 20 minutes, with the end-to-end, manual process of inputting information into Excel block-by-block distilled from three weeks to, at worst, one. He anticipates a version of the technology will aid the Spurs’ schedule-making as early as this season.
“This came directly from our CEO,” Kurian said. “[The message was], ‘Our people need to be focused on the higher ROI items. How do we use AI to deal with some of these tasks we’re bogged down with?’”
Culture matters
Kurian, at the head of the Spurs’ AI adoption effort, often says the first step of building a company’s “AI muscle” is enabling an AI-empowered workforce.
“We still believe we are very, very early on in the AI revolution. It’s hard to tell who is going to win, and what is going to stick,” Kurian said, comparing the current marketplace of competing AI platforms to the early days of social networking. “But what we can undoubtedly say is this technology will absolutely stick for the foreseeable future. [We’re] making sure we have invested in the most important thing we have — which is our people — so that, agnostic of what tool it comes to, we will still win.”
The team put this focus into action last year by piloting a generative AI learning program using ChatGPT, which has led to 90% of the 150 participants adopting the technology on a week-to-week basis, according to Kurian.
“We’ve crossed a threshold in people broadly using AI tools,” he said. “Now we’re doing discovery across every single department in our organization, understanding workflows, and, in the most positive way, blowing up the workflows to be able to integrate where AI can add value so that the real human beings can focus on the best use of their resources.”
Across its properties, TKO also is undertaking a hands-on approach to AI discovery and education, according to Alon Cohen, executive vice president of innovation. He and Melanie Hildebrandt, TKO and WME Group’s CIO, brought in an advanced prompt engineer for hands-on AI training with “natural early adopters” (e.g., TKO’s innovation and IT teams), and are now looking for other areas the technology can provide business value.
“The next version of almost every business application that we use has a heavy AI component to it,” Cohen said. “So, every team is identifying places where they think they can be successful, and when they go through their next upgrade cycle — or we consolidate to a new tool that’s also a good moment for an upgrade cycle — those tools become available.”
X Games CEO Jeremy Bloom said the property’s employees are encouraged to spend 10% of their working hours experimenting with AI tools that could increase productivity. AP Images
X Games encourages its staff to dedicate 10% of their working hours to experiment with AI tools that could boost productivity, Bloom said. One particularly effective use case has been in training a model on droves of internal data to be a resource for new hires on everything from finding sales deck templates to signing up for benefits.
“The company that I founded before [joining X Games], we had 600 employees, so we had really big and built-out functions across all these specific areas,” Bloom said, referring to the software startup Integrate. “[At] X Games, we have like 30 full-time employees. Necessity is the mother of invention for us.”
Reason for optimism
Across virtually all corporate industries, there is palpable and understandable anxiety about the potential for AI to replace certain job functions.
Bloom, for one, noted that the AI startup he recently launched, Owl AI — which offers AI-powered competition judging, data processing and broadcast commentary capabilities, including for X Games — is leveraging AI agents for market research, effectively substituting for an internal team or expensive third-party consulting firm.
However, he views live sports as not just insulated from automation, but potentially a benefactor of it.
“AI is going to disrupt so many jobs and so many industries,” Bloom said. “But I think the tailwind for us, and for any sport, is humans are still going to want to watch humans play football, and not want to watch robots play football. I think that is a huge tailwind for X Games, for the NFL, for Major League Baseball, basketball. I think it’s one of the big reasons we’re seeing so much private equity want to get into sports.”
Calicut (Kerala) [India], December 21 : The Indian Supercross Racing League (ISRL) Season 2 concluded in spectacular fashion with a historic Grand Finale at the EMS Corporation Stadium, Calicut. Megastar and ISRL Brand Ambassador Salman Khan was present on ground, adding star power to an electrifying night of high-octane racing and live entertainment, as per a release.
The finale witnessed a record-breaking turnout of over 32,000 fans, marking the highest-ever attendance for a motorsporting event in India and reinforcing Kerala’s strong connection with motorsport and large-scale live sporting experiences, the release said.
Amid roaring crowds and intense on-track action, Team Bigrock Motorsports were crowned ISRL Season 2 Champions, capping off a fiercely competitive championship that unfolded across Pune, Hyderabad and Calicut. The season showcased a compelling blend of international excellence and emerging Indian talent.
The Calicut round delivered thrilling racing across all categories. Matt Moss from team BigRock Motorsports (Australia) claimed victory in the 450cc International class aboard the Kawasaki KX 450, while Calvin Fonvieille from team Apollo Indewheelers (France) dominated the 250cc International category on the Yamaha YZ 250. The 250cc India-Asia Mix class was won by Delvinator Alfarizi (Thailand) riding the KTM 250 SX – F, drawing thunderous applause from the packed stadium.
Megastar Salman Khan, Brand Ambassador, ISRL, said, “Watching the Grand Finale in Calicut was truly special. The passion of the fans and the intensity of competition show how far Indian motorsport has come. ISRL is creating a platform where Indian riders can compete confidently alongside the world’s best,” as quoted from a release.
Reflecting on the season, Veer Patel, Managing Director, ISRL, said, “Season 2 reflects the growing belief in Supercross across India. From Pune to Hyderabad and now Calicut, the record-breaking fan response shows the sport has truly found a home here, while we continue building strong pathways for Indian riders alongside world-class racing.”
Over the course of Season 2, 36 international riders from 21 countries, including Australia, France, the USA, Germany, Thailand and South Africa, competed alongside India’s top riders such as Rugved Barguje, Ikshan Shanbhag, Prajwal Vishwanath and Shlok Ghorpade, highlighting ISRL’s growing global stature, as per the release.
Beyond the races, the Reise Moto ISRL Fan Park transformed EMS Corporation Stadium into a complete motorsport festival, featuring live music, racing simulators, interactive brand zones, food experiences, merchandise and rider interactions, creating an immersive fan experience for families and enthusiasts alike.
With Season 2 concluding on a historic high, the Indian Supercross Racing League now looks ahead to expanding its footprint, strengthening grassroots development and further positioning India on the global Supercross map.
Disclaimer: This post has been auto-published from an agency feed without any modifications to the text and has not been reviewed by an editor
The Hakone Ekiden is a race with a tradition spanning more than 100 years, dating back to its founding in 1920. Toyota began providing certain operational vehicles in 2003 to help nurture the next generation of young athletes and has supported the event as a sponsor since 2011. Throughout its involvement, Toyota has continually considered how to reduce vehicle emissions to make the race more athlete- and planet-friendly.
Toyota is advancing its multi-pathway approach, offering electrified vehicle options tailored to diverse energy circumstances in each country and region and to varied customer needs. Accordingly, the company felt that its diverse lineup of vehicles, including BEVs and FCEVs, could contribute to the Hakone Ekiden.
In total, 40 electrified vehicles will be provided for the race. The joint camera truck filming leading runners and the Century serving as a race headquarters vehicle will be provided as original FCEV models. These vehicles are equipped with fuel cells instead of engines and powered by motors that generate electricity through the chemical reaction of hydrogen and oxygen. They are extremely quiet and emit only water.
Vehicles transporting people and equipment for the race will also be electrified. e-Palettes will serve as emergency response vehicles for all situations, while FCEV Coasters will transport related personnel.
Each university team operations vehicle will be an HEV used in combination with low-carbon E10 gasoline, which contains 10% biofuel. ENEOS Corporation will provide E10 fuel made from ethanol derived from non-edible sorghum plants produced through the Research Association of Biomass Innovation for Next Generation Automobile Fuels*. These initiatives will reduce exhaust gases and carbon dioxide emissions from these vehicles.
Sports give people courage and touch their hearts. Toyota, which has supported athletes through various activities since its founding, will continue to help make the Hakone Ekiden a sustainable race that is both athlete- and planet-friendly through these initiatives.
FOX Sports paid a touching tribute to the NASCAR icon Greg Biffle during the Carolina Panthers’ win over the Tampa Bay Buccaneers.
On Sunday, the Panthers took a significant step toward winning the NFC South by securing a 23-20 victory over the Buccaneers, improving to 8-7. Bryce Young completed 21 of 32 passes for 191 yards and two touchdowns in a crucial win.
But coverage of the showdown was interrupted as FOX decided to pay tribute to Biffle. The NASCAR favorite tragically died on Thursday in a plane crash at Statesville Regional Airport. FOX paid tribute during its live NFL coverage, after Terry Bradshaw was forced to duck for cover in a chaotic moment during Saturday’s special show.
Biffle, along with his wife, Cristina, and two children, perished in the horrific crash. During the Panthers game, broadcaster Chris Myers honored Biffle by highlighting his fine work off the track as well as his fine career.
“Greg Biffle, a NASCAR legend who had career success at all three levels of the sport, did great humanitarian work, died this past Thursday in a plane crash with his family,” Myers said. “Our thoughts and prayers are with him, the NASCAR family, and all friends.”
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Biffle raced for 16 seasons in the NASCAR Cup Series. He earned 19 wins competing in an era with the likes of Dale Earnhardt and Jimmie Johnson.
The 55-year-old was supposed to fly with his family to the Bahamas, although a stop was scheduled in Sarasota, FL. The plane instead was attempting to re-land at the Statesville airport in North Carolina, around 40 miles away from Charlotte. The crash occurred around 10:20 AM ET.
The mother of Biffle’s wife, Cathy Grossu, told PEOPLE magazine what her last texts with her daughter, Cristina, were. Cathy revealed: “She texted me from the plane, and she said, ‘We’re in trouble.’ And that was it. So we’re devastated. We’re brokenhearted.
DON’T MISS
“To think that they would be killed on a birthday trip, that was just such a fun time for the family. And to see the horrific way that it ended, it’s just, it is so hard to bear. I cannot believe they’re gone.
“I don’t remember what the last words that I said to my daughter or to Greg or to my precious Ryder (her granddaughter). I don’t remember. I know we hugged, but I don’t remember those last words, and that’s going to haunt me. But they were happy.”
Not many NASCAR drivers can say they retired on a win — but the Late, Great Greg Biffle can. Biffle made his NASCAR debut in the Busch Series in 1996, driving part-time before moving to the Truck Series in 1998.
He later progressed to full-time Cup Series competition, building a highly successful career across all three national series. Biffle won titles in the Truck and Xfinity series and nearly completed the Grand Slam in 2005, finishing second in the Cup. The North Carolinian won a total of 56 races across NASCAR’s three national series during his career: 19 in the Cup Series, 20 in the Xfinity (Busch) Series, and 17 in the Craftsman Truck Series.
He retired from full-time competition after the 2019 season, but won his last-ever NASCAR race, the Truck event in Texas at the SpeedyCash.com 400. It was Biffle’s first Truck win in 15 years. On Thursday, Biffle, his wife Cristina, and two of his children, Emma, 14, and Ryder, 5, were four of seven killed in a tragic plane crash in Statesville, NC.
A preliminary report is expected within 30 days from the National Transportation Safety Board’s investigation. Three of the people on board, including former stock car racer Biffle, had their pilot’s license.
Collection and documentation of the crash will take place, and investigators will begin to piece together what went wrong. A central focus of the investigation will be locating and analyzing the cockpit voice recorder (CVR), which captures all sounds inside the cockpit. Once recovered, the device will be sent to a laboratory in Washington, D.C. for examination.
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Greg Biffle raced in his last-ever NASCAR race in 2019, driving the No. 51 in the Truck Series for the June 7 SpeedyCash.com 400.
Biffle, who tragically died on Thursday in a horror plane crash in Statesville, NC, had retired from full-time NASCAR racing in 2016 after two decades in the sport.
The NASCAR legend won two NASCAR national series Truck and Xfinity titles — but fell short in the Cup, finishing second in 2005.
Those also killed this week were his wife, Cristina, daughter, Emma, son, Ryder, and three others.
The Indian Supercross Racing League (ISRL) Season 2 concluded in spectacular fashion with a historic Grand Finale at the EMS Corporation Stadium, Calicut. Megastar and ISRL Brand Ambassador Salman Khan was present on ground, adding star power to an electrifying night of high-octane racing and live entertainment, as per a release. The finale witnessed a record-breaking turnout of over 32,000 fans, marking the highest-ever attendance for a motorsporting event in India and reinforcing Kerala’s strong connection with motorsport and large-scale live sporting experiences, the release said.
Amid roaring crowds and intense on-track action, Team Bigrock Motorsports were crowned ISRL Season 2 Champions, capping off a fiercely competitive championship that unfolded across Pune, Hyderabad and Calicut. The season showcased a compelling blend of international excellence and emerging Indian talent.
The Calicut round delivered thrilling racing across all categories. Matt Moss from team BigRock Motorsports (Australia) claimed victory in the 450cc International class aboard the Kawasaki KX 450, while Calvin Fonvieille from team Apollo Indewheelers (France) dominated the 250cc International category on the Yamaha YZ 250. The 250cc India-Asia Mix class was won by Delvinator Alfarizi (Thailand) riding the KTM 250 SX – F, drawing thunderous applause from the packed stadium.
Megastar Salman Khan, Brand Ambassador, ISRL, said, “Watching the Grand Finale in Calicut was truly special. The passion of the fans and the intensity of competition show how far Indian motorsport has come. ISRL is creating a platform where Indian riders can compete confidently alongside the world’s best,” as quoted from a release.
Reflecting on the season, Veer Patel, Managing Director, ISRL, said, “Season 2 reflects the growing belief in Supercross across India. From Pune to Hyderabad and now Calicut, the record-breaking fan response shows the sport has truly found a home here, while we continue building strong pathways for Indian riders alongside world-class racing.”
Over the course of Season 2, 36 international riders from 21 countries, including Australia, France, the USA, Germany, Thailand and South Africa, competed alongside India’s top riders such as Rugved Barguje, Ikshan Shanbhag, Prajwal Vishwanath and Shlok Ghorpade, highlighting ISRL’s growing global stature, as per the release.
Beyond the races, the Reise Moto ISRL Fan Park transformed EMS Corporation Stadium into a complete motorsport festival, featuring live music, racing simulators, interactive brand zones, food experiences, merchandise and rider interactions, creating an immersive fan experience for families and enthusiasts alike.
With Season 2 concluding on a historic high, the Indian Supercross Racing League now looks ahead to expanding its footprint, strengthening grassroots development and further positioning India on the global Supercross map.
(This story has not been edited by NDTV staff and is auto-generated from a syndicated feed.)
Drag Racing with CHRISTMAS TREES! Racing Action From Cleetus McFarland’s XMAS Tree Drags 2025 At Bradenton Motorsports Park
Dec 21, 2025Chad Reynolds1320 Event Coverage, 1320 Spotlight, 1320 Videos, BangShift 1320, RACING & ACTION, Videos
Cleetus’ Christmas Tree Race 2025 was a very special race. The race has become kind of a big deal since starting a few years ago, and has some pretty simple rules. You must race with a Christmas Tree on or in your vehicle, it must be a minimum of 6 feet tall, it can’t fall off, and you have to have lights on it. Simple right? Well…
Video Description:
We wrapped up Cleetus McFarland’s XMAS Tree Drags 2025, following the entire event from start to finish. This video covers every round from the OG 32-car field all the way through the Elite 8 — the fastest cars on the property — right down to the finals.
Cleetus lined up in both Mullet and Leroy, alongside a stacked field of big-name cars and a few surprise entries we hadn’t seen before. From first-round shakeups to the final matchups, this one delivered nonstop action.
FREE LIVE DRAG RACING: The 4th Annual Christmas On The Coast Jr. Dragster Races From Gulfport Dragway – Saturday
