Humain, an artificial intelligence startup backed by Saudi Arabia’s Public Investment Fund (PIF), has launched a sports division after acquiring London-based sports tech startup ‘ai.io’.
AI Enters the Arena: Saudi-Backed Humain Launches Sports Tech Division
The move signals a broadening of Saudi Arabia’s investment in sports beyond team ownership, focusing on the underlying technology.
- Humain Sport will apply artificial intelligence innovations to both amateur and professional sports.
- The acquisition of ai.io will integrate its technology and relationships with Humain’s existing capabilities.
- Areas of focus include enhancing fan engagement, optimizing facilities, and improving athlete performance.
Saudi Arabia is making a significant play in the world of sports technology. The launch of Humain Sport, following the acquisition of ai.io, demonstrates a strategic shift towards investing in the entire sports ecosystem, not just high-profile teams and leagues. This new division aims to leverage artificial intelligence to improve participation, fan experiences, and athletic performance at all levels.
Beyond the Pitch: A Wider Saudi Strategy
Saudi Arabia’s sovereign wealth fund, the Public Investment Fund, has been actively pursuing investments to modernize the country, reduce its reliance on oil, and increase its global influence. While investments in sports teams have garnered significant attention, the Saudi government also views technology – particularly artificial intelligence – as a crucial component of its long-term ambitions. In fact, some analysts suggest that AI is becoming a higher priority than direct sports investments.
This isn’t an isolated move. A subsidiary of the PIF, SURJ Investment, previously invested US$1 billion in sports broadcaster DAZN, which subsequently established a dedicated unit for the Middle East and North Africa (MENA) region. This parallel investment underscores a broader strategy of controlling and innovating across the entire sports landscape.
Arabic Language Advantage
Humain’s claim to possess some of the most advanced Arabic language large language models (LLM) in the industry suggests a particular focus on domestic applications. This capability could be instrumental in tailoring AI-powered sports solutions to the specific needs and cultural contexts of the region.
What Does Humain Say?
“Sport is one of humanity’s strongest forces for connection, and at Humain we exist to bridge the gap between human potential and artificial intelligence,” said Tareq Amin, Humain chief executive. “Our investment in ai.io and the launch of Humain Sport reflect this mission by using AI to unite people, empower athletes, and elevate participation and performance across the global sports ecosystem, while advancing our strategy to invest in leading AI companies worldwide. Strong commercial momentum is already evident, with multiple partnership agreements in development and announcements anticipated in the months ahead.”
The company anticipates announcing several partnerships in the coming months, signaling a rapid rollout of its AI-driven sports solutions.
