AI in Sports: Making High-Tech Solutions Accessible for Everyone

The sporting industry has traditionally been conservative in its approach to advertising. Even the introduction of on-field advertisements occurred only in the middle of the last century. Many of us can still recall the introduction of Hawk-Eye for visual ball tracking. While this may seem natural today, the initial idea was met with skepticism.

Initially referred to as the “Replacement Perimeter Overlay” technology, ad replacement has since evolved beyond just the field's perimeter. Brands now place advertisements on the field itself, above the stands, and even as floating logos in the air. However, this technology has not yet reached all potential customers. Why?

Ad replacement technology was initially suitable only for the biggest competitions. Smaller stadiums lack the financial resources to install the necessary equipment, including new cameras, 3D modeling of the area, and other expenses. For example, installing perimeter LED screens can cost upwards of $500,000 per stadium.

Furthermore, all sports categories seemed abandoned by the AI revolution. MMA, boxing, and other sports with complex camera angles did not participate in these changes and watched jealously from afar.

Times are changing, and the pace of change is accelerating. New companies, without massive workforces or billion-dollar ad campaigns, are making significant changes. One such company, PTF Lab, is shaking the market with new high-end technology. Its significant advantage is being multiple times cheaper and available to any sport, including MMA and boxing.

Given AI's immense power, it is now possible for a simple dirty-feed signal to suffice for seamless real-time replacement. However, the solution is still complex even in this modern age. Currently, only a handful of companies are engaged in the race for this technology, the benefits of such a solution are enormous.

If the purchase of equipment is avoided, the price of using the technology will plummet, making it accessible to any sport. The reduction in hardware costs eliminates logistical expenses and facilitates integrating objects (ranging from logos to three-dimensional objects) into the system. This integration can be as easy as a plug-and-play device for personal computers.

Regarding dynamic and rapid sports, such as MMA, sensors may still be required. However, as history has shown, all limitations are temporary.

Technology designed for other sports, such as football, basketball, and tennis, is unsuitable for use in MMA. It cannot be scaled and must be redesigned from the ground up. Gradient points, contrasts, large objects, and camera localization are not compatible with MMA if the AI is simply made more sensitive and precise.

PTF Lab began addressing this challenge five years ago. Initially, the objective was to develop technology that could replace martial arts advertisements. However, scaling technology from an octagon to a larger field proved more straightforward.

“The key to success was that we set our goal really high from the very beginning,” said the CEO of PTF Lab
Isa Mutaliev. “We wanted to make it possible to replace the logos in MMA. And MMA is anything but static. So now we have AI networks that can work with detailed shadows, views that overlap with both the octagon net, and people can work with the feed from handheld cameras. Things that usually never happen in football or tennis.”

We talk about this in more detail in the Virtual advertising in MMA post.

Given AI's immense power, it is now possible for a simple dirty-feed signal to suffice for seamless real-time replacement. However, the solution is still complex even in this modern age. Currently, only a handful of companies are engaged in the race for this technology, but the benefits of such a solution are enormous.

If the purchase of equipment is avoided, the price of using the technology will plummet, making it accessible to any sport. The reduction in hardware costs eliminates logistical expenses and facilitates integrating objects (ranging from logos to three-dimensional objects) into the system. This integration can be as easy as a plug-and-play device for personal computers.

Regarding dynamic and rapid sports, such as MMA, sensors may still be required. However, as history has shown, all limitations are temporary.

“From the beginning, we aimed for a no-hardware solution. We don’t need to install cameras at every location or use sensors for sports like football. For MMA, sensors can be necessary depending on the complexity of the shoot. But for stadium-based sports, not anymore. This means we don’t need to send our team out there. The solution is cloud-based, and all computing power is decentralized with virtual GPUs from different suppliers. It’s a double and even triple-protected, reliable solution.”

All other aspects of the technology grew from the same idea: solving the hardest problem first. According to the CEO, the solution's scalability came as a surprise to the team when they started testing it on other sports.

As AI technology becomes more accessible, the next step is expected to be super-targeting. What digital marketers can do with online ads now can become a reality in sports. Streaming and betting app owners are expected to benefit the most since they have the most precise data about their users. This allows for targeting campaigns based on age and gender. In a few years, we may see a high-end solution that renders ads on the viewer’s device, meaning every user will see their own unique ads.

Undoubtedly, this future may initially face resistance. However, the process seems unstoppable. The best thing we can do is stay curious and open to the new era coming. At least it’s going to be anything but boring.

AI is used in sports in various innovative ways:

1. Performance Analysis: AI analyzes player performance using data from games and practices. This helps in identifying strengths, weaknesses, and areas for improvement.
2. Injury Prevention: AI models predict potential injuries by analyzing players' physical data, enabling preventive measures.
3. Fan Engagement: AI-powered chatbots and virtual assistants enhance fan engagement by providing real-time updates, answering queries, and offering personalized content.
4. Game Strategy: Coaches use AI to analyze opponents' strategies and develop game plans. AI can simulate different scenarios and suggest optimal tactics.
5. Broadcast Enhancements: AI enhances broadcasts with real-time statistics, player tracking, and augmented reality features, enriching the viewing experience.
6. Ad Placement: AI replaces traditional static advertisements with dynamic, targeted ads that can be customized based on viewer demographics and preferences.

AI in sports is opening new horizons for all participants - from major stadiums to small arenas, from traditional sports to dynamic combat sports. Technologies that once seemed inaccessible and expensive are becoming more available thanks to new innovations and the democratization of high-tech solutions. The future of sports, with AI playing a key role, promises to be more engaging, safer, and personalized for everyone. We should keep an eye on these technological developments and be ready for the new opportunities they bring.