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AlKhobar: Artificial intelligence is no longer a side project in global sports, it’s becoming central to performance, fan engagement, and strategy. IBM has been one of the most visible players in this transformation, bringing its AI innovations from the world’s top tournaments to ��������’s rapidly growing sports scene.

But beyond corporate case studies, a bigger question looms: how should Saudi sports federations, clubs, and fans adapt to this wave of technology? Can AI truly deliver, or will it overpromise?

��������’s sports market is booming. Valued at $7.2 billion in 2023, it is expected to surpass $22.4 billion by 2030. More than $2 billion has already been invested in facilities, talent, and international events—from hosting Formula 1 to the FIFA Club World Cup.

This trajectory was highlighted in a recent Arab News op-ed by Ayman Al-Rashed, who noted how AI is central to expanding fan experiences and making Saudi sports more globally competitive. The investments align with Vision 2030’s push to diversify the economy through sports and entertainment, positioning the sector as both a cultural and financial pillar for the Kingdom.

One of IBM’s most ambitious experiments came in 2024 with Sevilla FC. Together, they launched Scout Advisor, a generative AI tool built on watsonx that analyzes more than 200,000 scouting reports. Beyond traditional stats like minutes played or goals scored, the system reads unstructured scout notes on attitude, adaptability, and playing style. For a league like the Saudi Pro League, attracting global stars, such a tool could transform recruitment.

Yet some Saudi voices caution that AI should complement—not replace—human judgment.
“AI gives us accurate numbers and predictions, but in the end human experience and field vision remain essential,” said Yasser Al-Ghamdi, a sports science student at King Saud University.

IBM’s longest-running partnerships are in tennis and golf. At Wimbledon, the company built Match Chat, an AI-powered assistant that answers fan questions in real time, analyzes probabilities, and predicts match outcomes. A similar platform at The Masters offered golf fans deeper insights into performance and strategy.

This mirrors findings from an Arab News survey earlier this year, where 80 percent of Saudi adults reported using AI tools, and one in three use them regularly. Nearly 90 percent said making �������� an AI powerhouse should be a national priority — underscoring high expectations for localized innovation.

In Formula 1, IBM partnered with Scuderia Ferrari HP to redesign its mobile app with watsonx-powered racing insights. Fans now receive AI-generated summaries, driver comparisons, and interactive features in real time.

For ��������, which hosts a Formula 1 Grand Prix as part of its expanding sports calendar, the potential is significant. The key, however, is ensuring these tools enhance both spectacle and grassroots value. Success will depend on balancing global best practices with local realities, benefiting players, coaches, and fans at every level.

Global partnerships only work if they are adapted to local contexts. That’s why IBM, alongside the Saudi Data and Artificial Intelligence Authority, developed ALLaM, an Arabic large language model capable of processing multiple dialects. The platform bridges linguistic gaps for fans and athletes across the Gulf, making interactions more natural and inclusive. Its impact will hinge on how it’s adopted on the ground.

This emphasis on localization and human-in-the-loop AI echoes developments in healthcare. MBZUAI graduates developed HuLP and Med-YOLOWorld, AI systems designed to work alongside doctors rather than replace them. The same principle applies to sports: AI must collaborate with coaches, referees, and trainers.

IBM highlights its ethical AI framework, stressing explainability, fairness, and data protection. But in ��������, experts insist oversight must go beyond corporate pledges. With billions invested, federations need transparency, accountability, and governance when deploying AI.

Arab News has reported similar concerns in healthcare, with Dr. Mansoor Khan warning that “AI is not one thing, it’s a set of technologies that need to be used carefully, mapped to specific problems and workflows.” The same caution applies to sports.

Looking ahead, IBM predicts AI will play a central role in personalized fan experiences, athlete training, and recruitment. In ��������, AI could make the Kingdom a global sports testbed. Potential applications include:

• Smart stadiums with AI crowd management and personalized fan services.

• Player development supported by AI-driven performance analytics.

• Localized fan platforms in Arabic, reflecting Saudi values.

• Sports medicine enhanced by AI tools for injury prevention and recovery.

For some, the immediate value is on the pitch.
“AI can help us track training loads and reduce injuries, but it can’t capture a player’s mental or emotional state,” said Mohammed Al-Qahtani, a sports science graduate from King Saud University.

From Sevilla’s scouting rooms to Ferrari’s circuits and Wimbledon’s courts, AI is reshaping global sports. In ��������, the real opportunity lies not in copying global models, but in tailoring them to local culture, athletes, and fans. As the Kingdom invests heavily in infrastructure and innovation, the true test will be whether technology strengthens the human side of sport—or replaces it.

RIYADH: The launch of direct flynas flights between Jeddah and Pristina is more than a tourism milestone — it signals Kosovo’s rise as a new destination for Saudi business and investment, according to the country’s ambassador. 

Kosovo’s Ambassador to ��������, Lulzim Mjeku, told Arab News the new air link, which will begin operating three times a week on Oct. 1, represents a historic step in building commercial bridges between the two nations. 

“The most frequent question asked of me from both countries’ business communities was: Is there a direct flight between KSA and RKS? It wasn’t until last year that both states signed the Agreement on Air Services.” Mjeku said.  

He added: “Today, as both countries have concluded several basic agreements with a focus on business, I may say that through this work, both governments have paved the way for business communities to start exploring avenues of cooperation.” 

While the connection opens Kosovo’s mountains and Ottoman heritage to Saudi tourists, Mjeku emphasized that the real opportunities lie in the country’s investment climate. 

Kosovo boasts the highest internet penetration rate in Europe at 96.4 percent, a multilingual and skilled workforce, and a streamlined business environment, positioning itself as a gateway for Saudi investors entering the Western Balkans. 

“Kosovo is a vibrant country emerging in the global market,” the ambassador said. “Our workforce is skilled and multilingual, and our economy is diversifying, from construction and textiles to advanced information technology.” 

When asked whether the new connectivity would encourage Saudi investors to explore opportunities in Kosovo, Mjeku pointed to early successes in technology partnerships. 

He noted that Kosovar firms have already contributed to the Tawakkalna application in cooperation with Saudi partners and developed cybersecurity systems for hospitals in Riyadh. 

“I expect more Kosovar IT companies will find their way to the Saudi market. I also strongly believe both sides can find a win-win modus operandi and have their share in the market,” he said, adding: “Whoever moves first has the chance to succeed faster and better.” 

The competitive framework is another draw. Corporate tax is set at just 10 percent, while starting a business takes an average of 4.5 days. Investments account for 36 percent of Kosovo’s gross domestic product, with an average economic growth rate of 4.1 percent over the past eight years. “Whoever moves first has the chance to succeed faster and better,” the ambassador stressed. 

The launch of flights follows last year’s Agreement on Air Services and coincided with the first visit of a Saudi business delegation to Kosovo, led by the Federation of Saudi Chambers of Commerce, marking the 15th anniversary of diplomatic ties. 

The Kingdom’s leading low-cost carrier will operate the Jeddah–Pristina route as part of its expansion strategy, “We Connect the World to the Kingdom,” aligned with the Kingdom’s National Civil Aviation Strategy.  

The plan aims to link the Kingdom to 250 international destinations, accommodate 330 million passengers, and host 150 million tourists annually by 2030. 

For Mjeku, these developments herald a new phase in Saudi–Kosovar relations. “With these flights come opportunities, and with opportunities, we get better results and solidify our relationship on an inter-human level,” he said.