Key Takeaways
- The use of digital platforms and AI is crucial for scalable fan engagement in women’s sports
- Technology and AI are becoming essential for managing growth, ensuring consistent delivery, and demonstrating commercial value in women’s sports
- The integration of fan data across multiple systems is necessary to create a single, usable view of the fan and make AI more effective
- AI-powered tools can help women’s sports organisations automate tasks, analyse fan behaviour, and deliver personalised fan experiences without requiring large budgets
- The use of technology and AI can help women’s sports organisations prove commercial value at scale and unlock new monetisation models
Introduction to the Importance of Technology in Women’s Sports
The world of women’s sports is experiencing rapid growth, with revenues increasing 4.5 times faster than in men’s sports between 2022 and 2024, according to McKinsey’s analysis of the US women’s sports market. This growth is also reflected in the UK, where domestic women’s sport delivered its most-watched year on record in 2024, with 357 million viewing hours from January to September across free-to-air and pay-TV. As audiences grow, expectations around broadcast quality, digital access, and relevant content are also increasing, while sponsors are seeking clearer insights into fan engagement and performance. In response to this growth, UAB NFQ Technologies, a digital engineering and product development company with experience in international sports, is highlighting the need for technology and AI in women’s sports.
The Need for Technology and AI in Women’s Sports
According to Ruta Januleviciene, Head of Business Unit at UAB NFQ Technologies, "In women’s sports, the need for technology and AI is no longer optional." As audiences and commercial expectations rise, these tools are becoming essential for managing growth, ensuring consistent delivery, and demonstrating commercial value at scale. Januleviciene notes that sports organisations don’t need more technology, but rather better management of their tech ecosystem. When everything is connected into a single system, and the product is continuously improved, clubs can cut costs, build personalised fan experiences, and unlock new monetisation models. For women’s sports, in particular, this can be a game-changer in proving commercial value at scale.
The Challenge of Fragmented Technology Environments
Many clubs and rights holders continue to operate with fragmented technology environments, with fan data spread across ticketing systems, mobile apps, streaming platforms, and social channels. This fragmentation makes it harder to personalise engagement and consistently measure what is driving growth and commercial value. Januleviciene notes that sports organisations collect large amounts of data, but much of it remains disconnected. To address this challenge, many organisations are now prioritising platform integration to create a single, usable view of the fan. This foundation also makes AI far more effective in day-to-day operations.
The Role of AI in Women’s Sports
Industry specialists point to AI as a practical solution, particularly for women’s sports organisations operating with more limited resources. AI-powered tools are already being used to automate highlight creation, organise match footage, analyse fan behaviour, and localise content for different markets. For many women’s teams, the challenge is not ambition or competitiveness, but resources. AI helps level the playing field by allowing organisations to produce more content, analyse data, and deliver personalised fan experiences without the budgets traditionally required. Januleviciene notes that organisations need to engage fans consistently and support partners with better data, and technology and AI make that possible in a scalable and efficient way.
The Benefits of Technology and AI in Women’s Sports
The use of technology and AI in women’s sports can bring numerous benefits, including increased efficiency, improved fan engagement, and enhanced commercial value. By automating tasks and analysing fan behaviour, women’s sports organisations can free up resources to focus on high-value activities such as strategy and content creation. Additionally, AI-powered tools can help organisations deliver personalised fan experiences, which can lead to increased loyalty and retention. Januleviciene notes that technology and AI can help women’s sports organisations prove commercial value at scale and unlock new monetisation models.
Conclusion
In conclusion, the use of digital platforms and AI is crucial for scalable fan engagement in women’s sports. As the world of women’s sports continues to grow, the need for technology and AI will only continue to increase. By prioritising platform integration and leveraging AI-powered tools, women’s sports organisations can create a single, usable view of the fan, automate tasks, and deliver personalised fan experiences. This can help women’s sports organisations prove commercial value at scale, unlock new monetisation models, and achieve long-term success. As Januleviciene notes, "Technology and AI make that possible in a scalable and efficient way."