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If AI was the buzzword of 2025, then the technification of sports could not be left behind. During its last season of the year, the Indian Premier League (IPL) moved beyond merely scoring centuries and taking wickets. From AI-driven highlights generated minutes after the match to a robot dog, Champak, which captured unique, low-angle shots beyond the capabilities of traditional cameras, IPL became a game rooted in algorithms, optimised through data analytics and machine learning (ML) and broadcast through an AI lens. It showed how the “technification” of games could enhance the overall sporting and viewership experience.

Other sports were not far behind. Ultimate Table Tennis used AI-powered Stupa Cast’s live analytics to produce heat maps, shot patterns and real-time statistics. Similarly, Pro Kabaddi League’s franchise, U Mumba, partnered with SportsKPI to harness their data-driven ML engine and optimise raiding line-ups and defensive plays. Tech wizardry has given sports a competitive edge.

Tech licences, rights and protections

Every new technological advancement, however, encounters a tangled web of legal rights and challenges. At the forefront are issues of ownership and exploitation of intellectual property, the use of AI, data protection, and the rights and interests of consumers and viewers.

While in-house development of proprietary technology is often preferred, it may not always be time or cost-effective. Users may, therefore, prefer to license custom-made third-party products. From the perspective of a league or team, a standard licensing agreement is usually insufficient. Such licensees may typically want customised terms that provide for exclusivity, assurances that the software will not be available for others, cost reductions for programme failure and match cancellations, and precise grounds for termination and compensation.

AI analytics, data rights and consent

Sports stakeholders understand the value of unlocking hidden insights from every byte. Data was at the forefront during the last IPL season. It drove decisions in the IPL mega auctions, guided strategic plays, in which teams harnessed advanced data-analytics AI and ML tools, and helped predict match outcomes. AI analysis tracked player performances and developed tailored game plans. Although such use holds promise, questions arise concerning data accuracy, ownership of data copyright, the use of personal data and consent guardrails.

含羞草社区 data protection law, the Digital Personal Data Protection Act, 2023 (DPDP Act), safeguards individuals’ identifiable data and sets out how, when, and in what manner such data may be used and when that use must cease. In sports, the increasing reliance on player data leads to questions such as were consents obtained, to track player data, whether the use of data was consistent with the consent granted, and what safeguards existed to ensure data security and reliance on such data?

As the DPDP Act moves towards full implementation from May 2027, data protection considerations will inevitably loom large. Another important question is that of data ownership. Although player data may be personal, various data sets, such as analytical output, team data, sponsorship and advertising data, may be capable of being owned and exploited by others. Such complexities must be fully thought through when contracts are drafted, particularly those with technology and service providers.

Bias, consent and accountability in sport

Another debated issue is that connected with fairness and reliability of tech. AI and ML tools train on past data which may have hidden biases and can generate skewed outcomes. This can affect teams that may make wrong calls based on unreliable data. Sponsors, advertisers and other stakeholders who may misinterpret track records and predictions, and consumers and viewers who may be misled by advertising practices. Consumers may start to see hyper-personalisation as surveillance and viewers may be led into choices that seem personal or their own, but are in reality influenced by tailored messaging tapping into their vulnerabilities.

With viewer choices becoming increasingly personalised and immersive, legal complexities will increase. Finding the right balance is essential to technology delivering a more immersive experience. As more informed and discerning sports fans emerge, fairness in policies and disclosures, clear disclaimers and informed consent will play an increasing role in shaping the future of sport. Only when accountability aligns tech wizardry with user interests will technology fuel the next phase of sport in India.

Aarushi Jain is partner and head of media, education and gaming, and Pooja Kapadia is a partner at Cyril Amarchand Mangaldas. Diksha Arora, an associate, also contributed to the article