Executive course
The How and Why of AI
executive short course
A two-day executive short course hosted by the SportAI Foundation. Designed for C-level leaders and decision-makers, this course introduces AI through the lens of sport: strategic, philosophical and practical – with tools you can apply the next day.
Day 1
Understanding the why: foundations and frontiers of AI in sport
Leaders explore why AI matters now for sport and society:
A brief history of AI in sport and key performance milestones,
How AI is reshaping coaching, scouting, injury prevention and tactical insight,
How AI transforms fan engagement, media, sponsorship and participation,
And what this means for identity, ethics, governance and responsibility in your organisation.
The day closes with demonstrations of cutting-edge AI tools and insights from global digital sport leadership – connecting big ideas to real-world practice.
Day 2
Applying the how:
strategy, adoption and action planning
Day 2 turns reflection into action:
Strategic workshop to map AI risks, opportunities and organisational readiness,
Hands-on lab with generative AI tools (e.g. ChatGPT, Claude, Gemini, Midjourney) for leadership and productivity,
Fan and client engagement design in the AI era,
And a capstone session where each participant builds an AI adoption roadmap tailored to their own organisation – addressing governance, capability, culture and stakeholder buy-in.
The course closes with personal next steps and an invitation into the wider SportAI executive network.