Ten years ago, automatic dubbing of sports commentary in a national football league sounded like science fiction. Today it runs live on Ekstraklasa.TV. If we’re here in 2026, it’s worth asking: what will a sports organization look like in future? We ran team visualizations, and here are the results of our predictions.
Let’s imagine we wake up in 2035. What will tomorrow’s club look like?
Scouting, contract analysis, injury prediction, content scheduling, sponsorship reporting – by 2035 these functions will largely be automated. Not because people aren’t valuable in these roles, but because AI processes the data layer faster and more accurately than any team of analysts could.
Manually managing marketing campaigns, ticket pricing, or content distribution will be a thing of the past. The club’s central operating system will run autonomously, making micro-decisions in real time.
Dynamic ticketing: Ticket prices will no longer depend only on the opponent’s ranking. Algorithms will update prices live based on thousands of variables: match-day weather, a striker’s current scoring form, or even traffic congestion around the stadium.
Fan Experience: When a fan passes through the stadium gates, the system will recognize them and generate a personalized path. Their phone app will automatically suggest the shortest route to a line-free food kiosk, knowing from their purchase history that they always order a vegan burger.
Content in a split second: OTT platforms and club CMS systems will create unique match highlights for each individual fan. The system will edit a video featuring the fan’s favorite player, choose commentary in their preferred style (from analytical to humorous), and send a push notification at exactly the moment of day when the user is most active.
The physical infrastructure will be redesigned around data capture. Entry gates, in-stadium sales, food and beverage points – every physical interaction becomes a data event tied to a fan’s profile. Every interaction is an opportunity to better understand audiences and reach them more effectively.
Crowd management, energy optimization (cooling/heating zones where people gather), and delivery logistics to food outlets.
Perhaps the most important change to happen over the years: the gap between big and small clubs will shrink significantly. Infrastructure that today requires a team of engineers and a substantial budget will become available as managed services for clubs at every level.
Already today, a third-division club can have access to the same quality of fan data, the same content tools, and the same personalization capabilities as a top-tier organization. That’s why a tool like WICKET CDP was created.
