By Tuhina Pandey

“It was the best of times; it was the scroll of screens. It was the age of data; it was the age of personalization.”

Albeit a creative liberty with Charles Dickens’ timeless opening from A Tale of Two Cities, it puts today’s Indian sports story in perspective.

In India, no story begins without cricket. As the Asia Cup grips the nation, fans are living the game on two stages at once: the stadium seat and the second screen. The roar of the crowd is matched only by the buzz of notifications. A six over midwicket is celebrated both with a high-five in the stands and a real-time update on the phone.

This is the new India of sports, a nation where fandom is no longer limited to physical or digital, but encompasses both.

The Hybrid Seat of the Future

For Indian fans, the seat has transformed. The fan who chants in the stands also scrolls on their phone. The supporter who cheers at home is simultaneously on X or checking scores. The line between “in-stadium” and “at-home” has blurred into one continuous, connected experience.

And the numbers prove it:

• 91% of Indian fans use sports apps, among the highest globally.
• 97% of stadium attendees use apps during matches, with top uses being stats (53%), real-time commentary (51%), and in-stadium enhancements (49%).
• 83% of Indian fans demand say in the game, personalization, seeking faster recaps, closer access to players, and tailored insights.

Every Sports Stat Has a Big Heart

Technology may evolve, but the essence of sport is eternal. It’s still about belonging, about stories that bind communities together. Today’s Indian fan might consume highlights on Instagram (73%, vs. 58% globally), follow sports influencers (68%), or rewatch post-match recaps (32%). Yet at its core, it’s the same heartbeat of connection.

• 90% of Indian fans say storytelling, often influencer-led, is central to their bond with sport.
• Community-driven content is now the #1 priority for 13% of fans, up from 11% just a year ago.

This is a reminder that whether it’s a street game of ‘gully’ cricket or the IPL final, the story is bigger than the score.

The Future Scorecard of AI-powered Sports in India

Where India leads globally is in its embrace of AI in sport. Here, fans are not only ready but eager for AI to be their play-by-play companion.

• 93% believe AI will shape sports consumption by 2027.
• 98% see value in AI integration; 86% trust AI-generated content.
• 81% want AI-driven insights across past, present, and future events.

Their top asks? Real-time updates (56%), unique insights (52%), and personalized content (51%).

And this is playing out globally. IBM’s work with the world’s biggest sports organizations shows what’s possible when data and AI meet passion.

From Centre Court to the Octagon: How IBM Powers Fandom

• US Open Tennis: IBM is the Official AI and Cloud Partner of USTA. For more than 30 years, we’ve co-created digital experiences for 14M fans. Today, AI powers features like Match Chat (an AI chatbot answering fans’ questions), Key Points (concise, AI-generated summaries), and Live Likelihood to Win (point-by-point predictions powered by watsonx). This transforms 7M raw data points into experiences that deepen connection.
• Ultimate Fighting Championship (UFC): IBM is the first-ever Official AI Partner. Together, we scale insight generation across 40+ live events annually, tripling the volume of insights and cutting query time by 40%. For the UFC’s 700M fans, this means faster, smarter content delivered in real time.
• Ferrari F1: For 390M Ferrari fans worldwide, IBM helps power their upgraded mobile app. AI models built with watsonx drive personalization, immersive data visualizations, historical insights, and real-time race-day summaries—all through the Ferrari Race Centre.

These aren’t just global milestones. They’re blueprints for how Indian fans are in lockstep with this shift and what AI will deliver in cricket, kabaddi, football, and beyond. AI will be the quintessential match companion; truly a fan of the fan experience, stepping in as umpire, commentator, analyst, and more, all rolled into one.

One Story, Two Screens, Infinite Possibilities

If Dickens gave us the Tale of Two Cities, Indian sports today give us The Tale of Two Screens. Both tell stories of transformation, connection, and resilience. In India, only 12% of fans expect their habits to remain unchanged in the next two years. For everyone else, the game is evolving—and AI is the playmaker.

And yet, amidst algorithms and insights, the timeless truth remains: sport is about us—our stories, our cheers, our belonging.

And to indulge the Dickens inspiration a little further, we might say: “It is a far, far better experience that AI brings than we have ever known before.”

Join Us at Think Mumbai India 2025

At IBM, we’re not just studying these shifts; we’re shaping them. At our upcoming flagship event, Think Mumbai India 2025, we’re bringing this vision to life. Visit the AI Sports Club showcase to see how AI is transforming sport—blending data, storytelling, and community to create experiences worthy of the future Indian fan.

Don’t just read the Tale of Two Screens… Experience it. Reserve your spot here.

Tuhina Pandey, Director - IBM APAC Communications & Marketing, India and South Asia.