On Saturday, September 5, 2026, Hubert Burda Media launched its new conference format, DLD Sports, in Spain. The event marked the expansion of the established DLD brand into professional athletics, an industry currently experiencing rapid digital restructuring. Hosted at the Base 2 venue in La Marina de Valencia, the gathering brought together high-level figures to examine the profound impact of technology on sports. Discussions focused on how technological innovations, and algorithmic systems in particular, are fundamentally reshaping the operational foundation of the global industry.
Around 200 international decision-makers gathered to examine the future strategic direction of the sports business. The audience represented a broad cross-section of stakeholders, spanning sports organizations, technology companies, investment firms, and scientific research institutions. Prominent participants included Martin Kallen, CEO of UEFA Events, and Juan Fuentes Fernández from the GSIC powered by Microsoft. The assembly sought to move beyond conventional digitalization initiatives and establish actionable approaches for modernizing the sports sector.
A primary focus of the conference sessions was the necessary transition from isolated data projects to comprehensive AI ecosystems. Historically, many sports organizations maintained disconnected IT tools that operated in operational silos. Panelists emphasized that fragmented datasets can no longer meet the complex demands of competitive sports organizations. By uniting diverse data streams through integrated platforms and AI-driven analysis, organizations can manage operations more efficiently and establish long-term competitive advantages.
On the performance side, discussions centered on linking wearable sensors with predictive algorithms to manage physical workloads. Thomas Ehemann of FC Bayern München and other specialists analyzed how wearable data and real-time tracking can be connected to predictive AI models. This setup allows teams to anticipate the physical strain placed on elite athletes during training and matches. By forecasting fatigue, coaching staffs can intervene early to prevent overtraining and maintain optimal athletic readiness throughout demanding competitive seasons.
Beyond athletic performance, digital monetization and commercial operations were central topics on the agenda. Lea-Sophie Cramer of EPIX Sports and fellow speakers explored how modern AI models can elevate worldwide fan engagement. The participants examined how clubs and sporting federations can implement automated systems to run international marketing and audience development without media discontinuities. Delivering smooth, uninterrupted digital touchpoints was highlighted as an essential requirement for cultivating global audiences.
The premiere in Valencia confirmed that artificial intelligence has evolved into a strategic pillar of the professional sports business. Both on the pitch and in executive suites, pressure is mounting to build and coordinate robust technological infrastructures. For clubs and governing bodies, data-informed decisions and automated workflows are fast becoming standard operational requirements. Organizations that fail to shift from fragmented individual initiatives to fully integrated AI ecosystems risk falling behind in the global sports industry.