Sports and sports media outside of the major leagues often are labeled as “niche.” But that term is quickly becoming obsolete. Easy and inexpensive AI tools are changing the game. They create new sports media and marketing opportunities for free streaming and social-first athlete-creators, regardless of traditional audience bases and reach.

How is AI accelerating this transformation? It’s helping underrepresented sports and athlete-creators identify and capture new fans, super fans, and monetization opportunities. With smarter data analysis and faster content distribution, sports once considered “niche” have a chance to grow their media audiences and revenues in many ways.

How AI Is expanding the reach of sports

AI is widely used in sports media but it’s not just for the majors. AI presents opportunities for targeted streamers and independent creators. Here’s how leaders are using it to grow:

1. Identify and engage new fanbases

AI is helping sports organizations analyze viewership patterns, social media engagement, and fan demographics to uncover potential new audiences. By leveraging machine learning, teams and leagues can:

• Identify super fans: Find those most engaged and willing to spend on tickets, merchandise, and streaming subscriptions.
• Uncover new fan segments: AI can pinpoint audiences with similar behaviors and interests, even if they haven’t engaged with the sport yet.
• Optimize monetization strategies: AI-driven insights help organizations determine the best ways to engage and convert fans through advertising, merchandise, and licensing opportunities.

2. Speed up content distribution

The way fans – particularly Gen Z fans – consume sports content has changed. Short-form videos, highlights, and real-time updates dominate engagement, and AI is making it easier to deliver this content faster than ever. AI-powered tools now handle:

• Video ingestion and indexing: AI quickly processes and categorizes game footage for highlights.
• Automated captioning and headlines: AI helps create more engaging, searchable content.
• Smart clip generation: AI identifies the best in-game moments and instantly produces highlight reels.

This reduces production time and costs, allowing sports organizations to share media with fans faster and at scale.

3. Break language barriers and expanding globally

AI-powered translation tools are making sports media more accessible and global. Now, leagues and teams can automatically translate commentary, subtitles, and captions into multiple languages, opening doors to international markets and audiences.

• More inclusive media: AI-driven translations provide accessibility for fans who speak different languages or have hearing impairments.
• Stronger international engagement: With real-time translations, sports can reach new audiences without the need for costly localization efforts.

Athlete-creators: the new hybrid skill set

From NIL-driven revenue opportunities to the dominance of the Paul brothers, athlete-creators are increasingly leveraging AI. Are we looking at a future of sports in which the highest-performing athletes are not the best-known athlete-creators and vice versa? Yes, it may be challenging for some athletes without the resources or a team of assistants to fully realize their earning potential. However, AI may help level the playing field for athlete-creators. Here are some ways athlete-creators are using AI:​

• Content creation and editing: AI tools can simplify design and enable quick creation of engaging content without professional design expertise.
• Social media engagement: AI analysis of social media trends and audience preferences can be used for targeted creation strategies.
• Streamlining distribution: Automation of delivery can make it easier for athletes to focus on training and performance while staying engaged with fans and optimizing revenue opportunities. ​

Ascendant sports: the next stage of AI-driven growth potential 

For an underrepresented sport looking for media expansion potential, new AI tools can help with assessing and answering some key questions:

• Does it have a strong but underserved fanbase? If finding free, high-quality broadcasts is a challenge, it’s now much easier to explore serving a fanbase via free streaming options, from FAST to YouTube to other live social short-form distribution outlets. 
• Does it need better production and distribution? AI-enhanced production – from graphics to real-time statistical analysis – can help sports that have previously not been considered TV-friendly, making them more exciting to watch and easier to follow on digital platforms.
• Are there marketers looking to align with its fanbase? Using AI-enabled analysis of data, it’s easier to identify cost-effective and targeted opportunities to connect with sports fans. 

With the right application of AI and streaming strategies, ascendant sports can dramatically expand their audience and become stronger players in the sports content ecosystem.

The future: AI will define the next era of sports growth

The sports industry is at an inflection point. The traditional “big vs. small” sports hierarchy is being disrupted by technology, streaming, and AI-driven content strategies. Many sports, regardless of their historical followings, now have the opportunity to thrive and expand their reach.