TLDR: IBM is significantly advancing sports analytics and fan engagement through its AI technologies, particularly the watsonx platform. Collaborations with Sevilla FC have led to the development of ‘Scout Advisor’ for enhanced player recruitment, while a partnership with Scuderia Ferrari HP has transformed fan interaction with a new AI-powered mobile app, showcasing the growing sophistication of AI in professional sports.
IBM is spearheading a new era of sophistication in the sports industry, integrating its advanced artificial intelligence (AI) capabilities, notably the watsonx platform, into the operations of major sports entities like Sevilla Football Club and Scuderia Ferrari HP. These collaborations highlight a growing trend towards data-driven decision-making and immersive fan experiences, as showcased at the recent Think Forum event in Singapore on August 20, 2025.
Sevilla FC’s AI-Powered Player Recruitment
In a significant stride for football analytics, IBM, in partnership with Sevilla FC, has developed ‘Scout Advisor.’ This innovative generative AI tool, built on the watsonx platform, is designed to revolutionize the player recruitment process. Scout Advisor aggregates player data and scouting reports, utilizing AI to accelerate and simplify the talent search. It provides precise data on players for each position, analyzes their performance in matches, and even assists coaches in identifying ideal player combinations and squad weaknesses.
Sevilla FC’s Chief Technology Officer, ElÃas Zamora, emphasized the club’s commitment to technological innovation at IBM Think 2025 in Boston, USA, where he discussed the strategic use of generative AI. The club has integrated Meta’s Llama model into Scout Advisor, allowing the scouting department to access critical player information more quickly and accurately, thereby improving recruitment and strategic planning. Sevilla FC joined the AI Alliance in March 2025, further solidifying its role in the global AI ecosystem.
“We are proud to collaborate with Sevilla FC to use the power of IBM watsonx generative AI to help enhance the accuracy and effectiveness of their player recruitment process.”
Ferrari Racing: A New Formula for Fan Engagement
IBM’s collaboration with Scuderia Ferrari HP is transforming fan engagement in Formula 1. The partnership has resulted in a new fan app, launched in time for the Miami Grand Prix, which leverages IBM’s watsonx platform and generative AI. Formula 1 cars generate over a million data points per second, tracking heat, pressure, friction, and fuel. The AI platform processes this torrent of track data and other sources to create a personalized and interactive mobile app experience for Scuderia Ferrari HP’s 396 million fans worldwide, 24/7, 365 days a year.
“With AI, we’re creating a new blueprint for digital fan engagement that brings fans even closer to the action whether it’s race weekend or not.”
The app features include race recaps, historic stats, post-race insights, interactive polls, and fan messages. Later in 2025, ‘Team Radio’ will offer near real-time conversations between drivers and race directors to millions of fans during races.
“With IBM’s cutting-edge AI technology and our shared commitment to innovation and excellence, we are creating a digital experience worthy of the Ferrari name.”
Broader AI Innovations from IBM
Beyond sports, IBM’s Think Forum also showcased other significant AI advancements. These include watsonx Orchestrate, a platform for building, integrating, and managing powerful AI agent systems to enhance workflows and operational roles, and Observability Solutions, an AI-based integrated observatory suite for 360-degree application observation. Additionally, watsonx.data offers an immersive experience demonstrating how companies can extract new business value from internal data.
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The increasing integration of IBM’s AI into sports signifies a profound shift towards more sophisticated analytics, performance optimization, and dynamic fan interaction, setting a new benchmark for technological innovation across the industry.
