AI and the state of Irish SportsTech. Produced by Sports D3c0d3d in association with TU Dublin.
16 interviews 5 headline findings 12 recommendations
The first report of its kind on AI in Irish SportsTech. Its 16 interviews reach beyond Ireland to elite clubs and global technology companies, so readers can see how the Irish sector compares with the places setting the pace. Every quote is approved by the interviewee, and it closes with twelve recommendations by audience.
Interviewees raise athlete data governance more than any other risk. Athlete data is often health data, players want access, portability and control, and European companies that build privacy in from the start see it as an advantage.
Elite clubs struggle to use the data they already buy, so integration comes first. AI works best when it starts from a specific problem that saves time or supports a decision.
Interviewees describe Irish firms as strong at the application layer and weaker on foundational technology, and see complacency as the main risk to the lead.
The hardest profile to find is hybrid: sport knowledge combined with technical skill, ahead of engineers alone.
Founders describe selling everywhere except at home. The report frames getting Irish sport to back Irish technology as an opportunity.
A selection of the sixteen interviews behind the report.
| Name | Organisation | Role |
|---|---|---|
| Michael Leahy | FIFPRO | Global Policy and Strategic Projects Advisor |
| Julie Souza | AWS | Global Head of Sports |
| Mark Hill | Kitman Labs | Sports performance data and AI |
| Sarah Hawkshaw | Danu Sports | Operations Director |
| Rob Pearson | Teneo | Managing Director |
| Fiona Ryan | Colata | Co-founder |
| Aitor Jiménez | Baskonia (Spain) | Chief Innovation, Technology and New Business Officer |
| Emma Meehan | KinetikIQ | Founder |
Michael Leahy
FIFPRO
Global Policy and Strategic Projects Advisor
Julie Souza
AWS
Global Head of Sports
Mark Hill
Kitman Labs
Sports performance data and AI
Sarah Hawkshaw
Danu Sports
Operations Director
Rob Pearson
Teneo
Managing Director
Fiona Ryan
Colata
Co-founder
Aitor Jiménez
Baskonia (Spain)
Chief Innovation, Technology and New Business Officer
Emma Meehan
KinetikIQ
Founder
Foreword by Kieran Collins, TU Dublin
Framework method and reflexive thematic analysis of 16 interviews, with a short self-selected survey as context.
The report carries an AI-use disclosure.
The report launches in Dublin on Tuesday 8 December 2026. Every ticket includes a printed copy on the day, and a PDF afterwards.