AI in Sport
COURSE STARTS
February 2026
DURATION
7 Hours
Fully online
Course Overview
- Online
AI is no longer a futuristic concept, it’s here, transforming how the world’s most innovative sports organisations think, operate, and win.
This 7-hour course guides sporting leaders through the practical and strategic integration of AI into every part of their club’s ecosystem, from the boardroom to the pitch.
You’ll explore what AI is, where the sporting business is heading, and how to merge human intelligence with machine efficiency to deliver a sustainable competitive advantage.
Course Alumni
Meet just a few of the many delegates of the VSI AI Course, who have gone on to achieve great success in high performance leadership roles.
“This course has help taught me so much about how AI can help me as a coach on a day to day basis to get the best out of the players.
If we can use AI to help our players focus on what is important, this will be a huge benefit to us going forward”
“This course is interesting and thought provoking. It is showing us a world that is already here.
“My takeaway is that we need to make friends with AI and use it professionally and personally.
“The more we open ourselves to using AI, the more comfortable we will be”
“This has helped me learn how AI can affect daily operations, recruitment, financial competence to gain a sporting advantage.
“It has been a game changer for me to learn how I can blend all of that with the soft skills to gain a sporting advantage at every opportunity”
Take your career to the next level
Book a suitability call
Speak directly to one of our team
The easiest way to apply for the AI in Sport course, is to first book a call with one of our team.
They will be able to guide and help assess your suitability for the course. Alternatively you can email or call using the details below
Still have questions?
If you want more information before speaking to one of our team, then we’ve got you covered.
By the end of this course, participants will be able to:
- Understand the fundamentals of AI and its role in modern sports business.
- Identify opportunities to optimise both operational efficiency and sporting performance.
- Develop a roadmap for integrating human expertise with AI tools.
- Create actionable strategies aligning AI adoption with club-wide objectives.
- Lead cultural change within their organisation to embrace AI confidently and effectively.
⏱ Duration: 1 hour
🔑 Focus: Building foundational understanding of AI and its relevance to sports organisations.
Key Topics:
- Demystifying AI: What it is (and isn’t)
- The evolution of AI in global industries, and why sport is next
- AI in scouting, recruitment, medical, fan engagement, and finance
- The competitive risk of standing still
- Case studies: Leading clubs & federations using AI to gain an edge
💡 “Clubs that see AI as an opportunity rather than a threat will lead the next sporting era.”
⏱ Duration: 1.5 hours
🔑 Focus: How AI will shape the sports industry in the next decade.
Key Topics:
- Data as the new currency of sport
- Hyper-personalised fan engagement powered by AI
- Smarter business operations: forecasting, budgeting, commercial strategy
- Performance analytics beyond the pitch
- Aligning efficiency with sustainability and profitability
💡 “The future sporting business won’t just play the game better, it will run the game smarter.”
⏱ Duration: 1.5 hours
🔑 Focus: Blending human decision-making with AI-driven insights.
Key Topics:
- Why AI won’t replace leadership, vision, and creativity
- Building trust and confidence in AI adoption
- Human–AI workflows in recruitment, sports science, and commercial strategy
- Decision-making frameworks: human vs. data-driven calls
- AI ethics & governance in sport
💡 “The best clubs won’t choose between AI or human insight, they’ll blend both into something greater.”
⏱ Duration: 2 hours
🔑 Focus: Designing a tailored AI strategy for your club.
Key Topics:- Conducting an AI-readiness audit
- Building the business case: ROI, savings, revenue growth
- Aligning AI with sporting & business KPIs
- Change management and cultural transformation
- Creating a 12-month AI integration action plan
💡 “AI is not a technology project, it’s a leadership decision. The future belongs to those who start today.”
- Interactive lectures with case studies
- Scenario-based exercises tackling club-specific challenges
- Live Q&A sessions for problem-solving
- Demonstrations of practical AI tools for sports management & performance
- Sporting Directors
- CEOs & Senior Executives of sports organisations
- Performance Directors & Coaches
- Commercial & Marketing Leaders
- Data & Analytics Managers in sport
Every sports organisation will face the choice:
- Wait and react to change, or
- Lead it and define the game.
This course ensures you’re in the driver’s seat, transforming AI from a buzzword into your club’s most valuable asset.
To apply, please set up a discovery call using this form or email info@vsiee.com.