The Diversification Engine: Strategic AI Applications in Professional Football

Daniel Lugner () and Sascha L. Schmidt ()
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Daniel Lugner: WHU—Otto Beisheim School of Management, Center for Sports and Management
Sascha L. Schmidt: WHU—Otto Beisheim School of Management, Center for Sports and Management

A chapter in Diversify or Die, 2026, pp 85-101 from Springer

Abstract: Abstract This chapter presents a capability-based framework for applying artificial intelligence (AI) in professional football clubs. It links the core AI functions of automation, insight, and engagement to five key value drivers across the football business. Based on 68 real-world applications from 38 clubs, the analysis demonstrates how AI is already creating measurable value in areas such as sporting performance, talent identification and development, commercial operations, matchday operations, and fan engagement. Lugner & Schmidt identify four strategic enablers that influence successful AI adoption: clear AI ambition, proprietary data infrastructure, internal talent and culture, and well-chosen strategic partnerships. The framework helps clubs move from experimentation to structured, value-driven AI integration and supports long-term business diversification.

Keywords: Artificial Intelligence; Generative AI; Diversification; Professional football; Fan engagement; Digital transformation (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-08538-2_6

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