Our CMO, Mark Russell, went to SportsPro AI + Tech at the London Stadium on 29 and 30 September. He shares the insights most relevant to sponsorship strategy, sales and the rightsholders Druid Sport represents.

Mark went to SportsPro AI + Tech hoping to see more examples of AI supporting the commercial business of sport, particularly sponsorship development, sales and event management. Much of the discussion in the sessions centred on customer data platforms, fan engagement, brand activation and player development.

There were nevertheless valuable lessons for our business and our clients. The recurring message was that AI delivers value when organisations understand their processes, connect reliable data and give their people the skills to use it effectively. For commercial teams, those foundations deserve as much attention as the technology itself.

1. Audience understanding strengthens the sponsorship proposition

DataArt’s presentation highlighted the difference between fans a rightsholder knows through direct relationships (Owned), audiences reached through third-party platforms (Borrowed), and supporters who attend or spend without being identified (Dark). A large following of Fans can still leave significant gaps in understanding.

Customer data platforms and a single customer view aim to connect those fragmented interactions into a clearer picture. But the reality for many commercial teams is still ‘The single customer view is a nice phrase, maybe one day!’

For sponsorship teams, the potential is practical: stronger audience evidence can improve prospect partner selection and explain why a property is relevant to a brand’s marketing objectives. Responsible use of that insight should strengthen the proposition without assuming a sponsor is entitled to individual fan data.

2. Fan participation can create new partnership opportunities

The San Antonio Spurs’ AI Studio was a great example of fans becoming participants in an activation. The presentation showed how supporters could upload a photograph and receive a video placing them in a player-style tunnel walk.

For rightsholders, experiences like this suggest opportunities to develop distinctive sponsorship assets around participation. The commercial task is to establish which brand objective the experience serves, why fans would choose to take part and how its effectiveness will be measured. That thinking belongs in the partnership proposition from the outset.

3. Measurement should reflect partner objectives

The discussion of sponsorship evaluation reinforced the importance of demonstrating value. ‘Sponsorship is now a media buy!’ A highly provocative statement, but one that’s being made a lot more frequently.

AI-supported analysis can help assess exposure and engagement, but the measures we choose must reflect what the partner wants to achieve.

For one sponsor, success may mean awareness within a priority audience. For another, it may be qualified enquiries, product trial or customer relationships. Agreeing those objectives early gives rightsholders a stronger basis for activation planning, reporting and renewal conversations.

4. Effective adoption starts with how the business works

On’s Narek Verdian emphasised the importance of internal foundations and simplifying platforms as a business grows. His integration of AI had three simple tiers. Truth – What the Company Knows. Structure – How the company works. Expression – Where intelligence shows up.

Fanatics’ Ian Botts discussed making AI part of everyday work, while Schalke’s presentation included an internally built application for away ticket allocation. These offered useful perspectives on embedding technology in real organisational needs.

For a commercial team, that starts with asset identification, inventory management, understanding how prospects are researched, qualified and progressed, best practice comms and messaging, and which tasks slow the sales process. AI may help with research, proposal preparation and reporting, but its usefulness depends on the quality of the information and the judgement applied to its outputs.

The opportunity for Druid Sport and our clients

The main takeaway is that there is considerable scope to apply these insights to sponsorship strategy and sales. Better audience insight can sharpen a proposition; clearer processes can improve sales execution; and stronger evidence can support partner retention.