Artificial Intelligence In Football - Current Uses & Contracting Tips For Clubs

Wednesday, 31 August 2022 Author: Luke Jackson, Kyran Clarke

From assisting referee decisions, to improving physical performance and predicting future injuries, to producing and implementing tactics, artificial intelligence is pervading more and more aspects of the footballing world.

Most recently, FIFA and UEFA have approved the use of Semi-automated Offside Technology (SAOT) at the 2022 FIFA World Cup in Qatar as well as for the 2022 UEFA Super Cup match and during the group stage matches of the 2022-2023 UEFA Champions League.[2] Yet there can be more to this emerging technology than meets the eye and contractual pitfalls for the unwary.

This article:

Considers various applications of AI by the footballing world including:
1. SAOT and Goal Line Technology (GLT);
2. improving physical performance and avoiding injuries;
3. spotting patterns and assisting in tactical decisions; and
4. in the stands or at home by the fans.

Reviews the current and future possible regulatory landscape of the use of AI in the UK.

Provides useful tips for football clubs and sports organisations to consider when contracting to utilise this technology.

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Tags: Artificial Intelligence | Commercial Law | Contract Law | FIFA | Football | Governance | Regulation | UEFA | United Kingdom (UK)

Written by

Luke Jackson

Luke is a Director in Walker Morris's Commercial Group. Luke has a wealth of experience advising Premier League and EFL football clubs on commercial and technology matters. Luke's practice encompasses the full gamut of contracting arrangements in the sector, ranging from sponsorships and venue hire to merchandise procurement and licensing. Luke also leads the firm's sport technology expertise, recently advising on fan-engagement platforms, eTicketing, over-the-top streaming, e-commerce and procurement of back-office IT systems.

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Kyran Clarke

Kyran is an Associate in Walker Morris's commercial team. Having qualified in September in 2023, Kyran’s main focus is on commercial law with particular attention on the sports’ sector. On qualification and during his training contract, Kyran has spent over 11 months in-house at a top-6 Premier League club on secondment where he has advised on an extensive range of matters from across that club’s ranging departments.