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Executive course

A unique moment to
invest in your knowledge

A unique moment to
invest in your knowledge

With examples and applications in sport
Hosted by the SportAI Foundation

Date

March 25–26

Location

Utrecht (NL)

Registration fee:

€2,750

€2,250 per attendee
(till March 1)

Register

Register for this course

Summary

Day 1

Understanding the why: foundations and frontiers of AI in sport

Day 1 sets the strategic and practical baseline for executives who want to understand what AI is really doing to sport — now and next. The morning builds a shared language across performance, commercial growth, and participation, tracing key milestones in AI’s evolution and showcasing current use cases in coaching, scouting, injury prevention, fan engagement, sponsorship, and revenue innovation.

The afternoon shifts to the frontier: live demonstrations of the newest AI tools and systems, followed by a hard-nosed integrity lens on ethics, privacy, compliance, and “AI for good” — bridging cutting-edge capability with real-world governance demands. The day closes with an executive dinner dialogue focused on leadership choices in the AI era.

What you’ll leave with: 

A clear map of where AI is already reshaping sport, what’s coming next, and the integrity guardrails needed to adopt it responsibly.

Day 2

Applying the how:
strategy, adoption and action planning

Day 2 turns insight into action. Participants begin by mapping their organisation’s AI opportunities, risks, and readiness, identifying where AI can drive competitive advantage — and where it can create vulnerability. A key highlight is a guest speaker, who brings a global perspective on inclusive AI and the lived realities of digital transformation in the Global South. The session applies directly to the international sport industry, exploring AI through a geopolitical and sport diplomacy lens: power, access, cross-border data flows, platform influence, and integrity in global sport development.

The afternoon focuses on reimagining fan and customer engagement through data, storytelling, and personalisation, before a capstone workshop where participants build a practical AI adoption roadmap spanning governance, capability, leadership, and culture — leaving with a plan they can take back to their organisation immediately.

What you’ll leave with: 

A structured adoption roadmap and a leadership-ready view of how to implement AI for sustainable growth without compromising trust.

Register for this course

Get more information first

Program outline

Day 1 – Understanding the Why: Foundations and Frontiers of AI in Sport

09:00 - 09:30 | Welcome coffee and introductions

Program instructor(s):
Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Focus & Learning Outcomes:
Framing the purpose of the course. Why AI matters now in sport and society. Overview of the two-day program.

09:30 – 10:00 | A brief history of AI in sport

Program instructor(s):
Maurits Hendriks

Focus & Learning Outcomes:
Key milestones in AI-driven performance—from early analytics to generative systems.

10:00 – 10:30 | Performance AI: precision, prediction and progress

Program instructor(s):
Maurits Hendriks

Focus & Learning Outcomes:
Olympic and professional sport case examples. How AI enhances coaching, scouting, injury prevention and tactical insight.

10:30 – 11:00 | Business and commercial AI

Program instructor(s):
Peter Sprenger

Focus & Learning Outcomes:
How AI transforms fan engagement, media, sponsorship and revenue models.

11:00 - 11:30 | Participation and accessibility AI

Program instructor(s):
Peter Sprenger

Focus & Learning Outcomes:
Using AI for inclusion and growth: community sport, health analytics, personalised participation.

11:30 - 11:45 | Coffee break

Informal networking

11:45 - 12:15 | AI identity and ethical frameworks

Program instructor(s):
Hans Westerbeek

Focus & Learning Outcomes:
Who are we in the age of AI? Algorithmic identity, augmented authenticity and moral responsibility.

12:15 - 12:45 | AI policy, governance and practice

Program instructor(s):
Hans Westerbeek

Focus & Learning Outcomes:
Translating ethics into organisational policy and responsible AI governance.

12:45 - 14:00 | Lunch

Networking lunch

14:00 - 16:00 | AI trends and applications in business and sport

Program instructor(s):
Wesley Romeijnders

Focus & Learning Outcomes:
Interactive demonstration of the newest AI tools and systems—from generative design to predictive analytics.

16:00 - 16:15 | Coffee break

Informal networking

16:15 - 17:30 | Ethical AI, for compliance, privacy and AI for doing good

Program instructor(s):
Guest speaker

Focus & Learning Outcomes:
Bridging the gap between cutting-edge technologies and real-world challenges. A dive into how data and its technology, such as AI and analytics, have the power to help tackle the pressing societal issues we currently face. This session looks into how data-driven solutions are incorporated in a responsible, practical, and appropriate manner to address these challenges in a timely manner.

19:00 - 21:00 | Executive dinner dialogue

Program instructor(s):
Guest speaker

Focus & Learning Outcomes:
Informal exchange over dinner on leadership in the AI era.

Day 2 – Applying the How: Strategy, Adoption, and Action Planning

09:00 - 09:15 | Morning coffee and recap of Day 1

Program instructor(s):
Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Focus & Learning Outcomes:
Reflection on key insights from Day 1.

09:15 – 11:00 | A brief history of AI in sport

Program instructor(s):
Hans Westerbeek, Maurits Hendriks

Focus & Learning Outcomes:
Identify organisational opportunities, vulnerabilities, and readiness for AI integration.

11:00 - 11:15 | Coffee break

Informal networking

11:15 - 13:15 | Inclusive AI cultures – the power of sport in context of geopolitics and sport diplomacy

Program instructor(s):
Guest speaker

Focus & Learning Outcomes:
The discussion will be explicitly applied to the international sport industry, examining how AI intersects with geopolitics and sport diplomacy: from cross- border data flows and platform influence to equity in global sport development, integrity, and the strategic use of technology in international relationships.

13:15 - 14:00 | Lunch

Networking lunch

14:00 - 15:30 | Workshop: Fan and customer engagement in the AI era

Program instructor(s):
Peter Sprenger, Wesley Romeijnders

Focus & Learning Outcomes:
Re-imagining engagement through data, storytelling, and personalisation. Participants design AI-enabled fan journeys.

15:30 - 15:30

Coffee break

Informal networking

15:30 - 17:00 | Capstone workshop: Building your AI adoption roadmap

Program instructor(s):
Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Focus & Learning Outcomes:
Integrative session connecting insights from both days. Participants co-create an actionable AI adoption plan addressing governance, capability, leadership, and culture.

17:00 | Close of Day 2

Program instructor(s):
Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Focus & Learning Outcomes:
Reflections, certificate presentation, and invitation to join the SportAI Executive Network.

Register for this course

Get more information first

Program outline

Day 1 – Understanding the Why: Foundations and Frontiers of AI in Sport
Time
Session
Program instructor(s)
Focus & Learning Outcomes

09:00 - 09:30

09:00 - 09:30 | Welcome coffee and introductions

Welcome coffee and introductions

Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Program instructor(s):
Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Framing the purpose of the course. Why AI matters now in sport and society. Overview of the two-day program.

Focus & Learning Outcomes:
Framing the purpose of the course. Why AI matters now in sport and society. Overview of the two-day program.

09:30 – 10:00

09:30 – 10:00 | A brief history of AI in sport

A brief history of AI in sport

Maurits Hendriks

Program instructor(s):
Maurits Hendriks

Key milestones in AI-driven performance—from early analytics to generative systems.

Focus & Learning Outcomes:
Key milestones in AI-driven performance—from early analytics to generative systems.

10:00 – 10:30

10:00 – 10:30 | Performance AI: precision, prediction and progress

Performance AI: precision, prediction and progress

Maurits Hendriks

Program instructor(s):
Maurits Hendriks

Olympic and professional sport case examples. How AI enhances coaching, scouting, injury prevention and tactical insight.

Focus & Learning Outcomes:
Olympic and professional sport case examples. How AI enhances coaching, scouting, injury prevention and tactical insight.

10:30 – 11:00

10:30 – 11:00 | Business and commercial AI

Business and commercial AI

Peter Sprenger

Program instructor(s):
Peter Sprenger

How AI transforms fan engagement, media, sponsorship and revenue models.

Focus & Learning Outcomes:
How AI transforms fan engagement, media, sponsorship and revenue models.

11:00 - 11:30

11:00 - 11:30 | Participation and accessibility AI

Participation and accessibility AI

Peter Sprenger

Program instructor(s):
Peter Sprenger

Using AI for inclusion and growth: community sport, health analytics, personalised participation.

Focus & Learning Outcomes:
Using AI for inclusion and growth: community sport, health analytics, personalised participation.

11:30 - 11:45

11:30 - 11:45 | Coffee break

Coffee break

Informal networking

11:45 - 12:15

11:45 - 12:15 | AI identity and ethical frameworks

AI identity and ethical frameworks

Hans Westerbeek

Program instructor(s):
Hans Westerbeek

Who are we in the age of AI? Algorithmic identity, augmented authenticity and moral responsibility.

Focus & Learning Outcomes:
Who are we in the age of AI? Algorithmic identity, augmented authenticity and moral responsibility.

12:15 - 12:45

12:15 - 12:45 | AI policy, governance and practice

AI policy, governance and practice

Hans Westerbeek

Program instructor(s):
Hans Westerbeek

Translating ethics into organisational policy and responsible AI governance.

Focus & Learning Outcomes:
Translating ethics into organisational policy and responsible AI governance.

12:45 - 14:00

12:45 - 14:00 | Lunch

Lunch

Networking lunch

14:00 - 16:00

14:00 - 16:00 | AI trends and applications in business and sport

AI trends and applications in business and sport

Wesley Romeijnders

Program instructor(s):
Wesley Romeijnders

Interactive demonstration of the newest AI tools and systems—from generative design to predictive analytics.

Focus & Learning Outcomes:
Interactive demonstration of the newest AI tools and systems—from generative design to predictive analytics.

16:00 - 16:15

16:00 - 16:15 | Coffee break

Coffee break

Informal networking

16:15 - 17:30

16:15 - 17:30 | Ethical AI, for compliance, privacy and AI for doing good

Ethical AI, for compliance, privacy and AI for doing good

Ymke de Jong

Program instructor(s):
Guest speaker

Bridging the gap between cutting-edge technologies and real-world challenges. A dive into how data and its technology, such as AI and analytics, have the power to help tackle the pressing societal issues we currently face. This session looks into how data- driven solutions are incorporated in a responsible, practical, and appropriate manner to address these challenges in a timely manner.

Focus & Learning Outcomes:
Bridging the gap between cutting-edge technologies and real-world challenges. A dive into how data and its technology, such as AI and analytics, have the power to help tackle the pressing societal issues we currently face. This session looks into how data-driven solutions are incorporated in a responsible, practical, and appropriate manner to address these challenges in a timely manner.

19:00 - 21:00

19:00 - 21:00 | Executive dinner dialogue

Executive dinner dialogue

Guest speaker

Program instructor(s):
Guest speaker

Informal exchange over dinner on leadership in the AI era.

Focus & Learning Outcomes:
Informal exchange over dinner on leadership in the AI era.

Day 2 – Applying the How: Strategy, Adoption, and Action Planning
Time
Session
Program instructor(s)
Focus & Learning Outcomes

09:00 - 09:15

09:00 - 09:15 | Morning coffee and recap of Day 1

Morning coffee and recap of Day 1

Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Program instructor(s):
Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Reflection on key insights from Day 1.

Focus & Learning Outcomes:
Reflection on key insights from Day 1.

09:15 – 11:00

09:15 – 11:00 | A brief history of AI in sport

A brief history of AI in sport

Hans Westerbeek, Maurits Hendriks

Program instructor(s):
Hans Westerbeek, Maurits Hendriks

Identify organisational opportunities, vulnerabilities, and readiness for AI integration.

Focus & Learning Outcomes:
Identify organisational opportunities, vulnerabilities, and readiness for AI integration.

11:00 - 11:15

11:00 - 11:15 | Coffee break

Coffee break

Informal networking

11:15 - 13:15

11:15 - 13:15 | Inclusive AI cultures – the power of sport in context of geopolitics and sport diplomacy

Inclusive AI cultures – the power of sport in context of geopolitics and sport diplomacy

Payal Arora

Program instructor(s):
Guest speaker

Payal Arora will contribute a high-impact session to the Executive Course, bringing world-leading expertise on inclusive AI cultures and the lived realities of digital transformation in the Global South. As Professor at Utrecht University and an award-winning digital anthropologist, she will challenge participants to rethink how AI systems—and the governance around them—shape power, access, and opportunity. The discussion will be explicitly applied to the international sport industry, examining how AI intersects with geopolitics and sport diplomacy: from cross- border data flows and platform influence to equity in global sport development, integrity, and the strategic use of technology in international relationships.

Focus & Learning Outcomes:
The discussion will be explicitly applied to the international sport industry, examining how AI intersects with geopolitics and sport diplomacy: from cross- border data flows and platform influence to equity in global sport development, integrity, and the strategic use of technology in international relationships.

13:15 - 14:00

13:15 - 14:00 | Lunch

Lunch

Networking lunch

14:00 - 15:30

14:00 - 15:30 | Workshop: Fan and customer engagement in the AI era

Workshop: Fan and customer engagement in the AI era

Peter Sprenger, Wesley Romeijnders

Program instructor(s):
Peter Sprenger, Wesley Romeijnders

Re-imagining engagement through data, storytelling, and personalisation. Participants design AI-enabled fan journeys.

Focus & Learning Outcomes:
Re-imagining engagement through data, storytelling, and personalisation. Participants design AI-enabled fan journeys.

15:30 - 15:30

Coffee break

Informal networking

15:30 - 17:00

15:30 - 17:00 | Capstone workshop: Building your AI adoption roadmap

Capstone workshop: Building your AI adoption roadmap

Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Program instructor(s):
Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Integrative session connecting insights from both days. Participants co-create an actionable AI adoption plan addressing governance, capability, leadership, and culture.

Focus & Learning Outcomes:
Integrative session connecting insights from both days. Participants co-create an actionable AI adoption plan addressing governance, capability, leadership, and culture.

17:00

17:00 | Close of Day 2

Close of Day 2

Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Program instructor(s):
Peter Sprenger, Hans Westerbeek, Maurits Hendriks

Reflections, certificate presentation, and invitation to join the SportAI Executive Network.

Focus & Learning Outcomes:
Reflections, certificate presentation, and invitation to join the SportAI Executive Network.

Register for this course

Get more information first

Program Instructors

Maurits Hendriks

Olympic Coach,
Performance Director, Sports Executive

Hans Westerbeek

Professor International Sport Business, Research Institute Director, Board member

Peter Sprenger

Technology entrepreneur,
Board President, Chairman

Maurits Hendriks

Olympic Coach,
Performance Director, Sports Executive

Hans Westerbeek

Professor International Sport Business, Research Institute Director, Board member

Peter Sprenger

Technology entrepreneur,
Board President, Chairman

Ymke de Jong


Payal Arora


Wesley Romeijnders

AI & Marketing Technology Strategist

Ymke de Jong


Payal Arora


Wesley Romeijnders

AI & Marketing Technology Strategist

Registration

After registration, payment will be arranged by invoice. If you would like more information or a brief personal consultation before registering, we’re happy to walk you through the programme and answer any questions in a short call, contact us via explore@sportaifoundation.com.

SportAI Foundation – guiding sport into the AI era with integrity, intelligence and impact
SportAI Foundation is a global network with head offices in Lausanne, Melbourne.