Humain Launches Sports AI Division with ai.io Acquisition | SportPro
Saudi Arabia’s Public Investment Fund (PIF) has expanded its foray into the sports technology sector with the launch of Humain Sport, a new artificial intelligence division created following the acquisition of London-based ai.io.
The move sees Humain, an AI startup already backed by the sovereign wealth fund, integrating ai.io’s technology, expertise, and existing network into its operations. Humain Sport will focus on applying AI innovations across all levels of sport, from grassroots development to elite performance, according to a statement released by the company.
Areas of particular interest for the new division include enhancing participation, improving fan engagement, developing intelligent sports facilities, and providing advanced performance analysis tools. Tareq Amin, Humain chief executive, said, “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.” He added that the 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.” Amin too indicated that multiple partnership agreements are in development, with announcements expected in the coming months.
The acquisition and launch of Humain Sport represent a broadening of the PIF’s involvement in the sporting world. While the fund has garnered significant attention for its investments in teams and leagues, this move signals a strategic interest in the wider sports ecosystem, including the underlying technology. The PIF’s subsidiary, SURJ Investment, already holds a US$1 billion stake in sports broadcaster DAZN, which has also established a dedicated Middle East and North Africa (MENA) unit.
Humain also highlighted its capabilities in Arabic language processing, claiming to possess some of the most advanced Arabic language large language models (LLM) in the industry. This suggests a potential focus on developing AI solutions tailored to the sports market in the Middle East and North Africa.
The investment in Humain Sport comes as some analysts suggest the PIF may be recalibrating its direct investments in sports teams and leagues, potentially shifting focus towards technology and AI as key areas for future growth and influence. The fund views technology – and specifically AI – as a means to achieve its broader ambitions of modernization and reducing its reliance on oil revenues.