Humain Launches Sports AI Division with ai.io Acquisition | SportPro
- RIYADH, Saudi Arabia – Humain, the Saudi Arabian artificial intelligence startup backed by the Public Investment Fund (PIF), is significantly expanding its footprint into the world of sports...
- The acquisition combines ai.io’s existing technological expertise and established relationships with Humain’s substantial AI capabilities.
- This strategic investment represents a broadening of PIF’s ambitions beyond direct ownership of sports teams and leagues.
RIYADH, Saudi Arabia – Humain, the Saudi Arabian artificial intelligence startup backed by the Public Investment Fund (PIF), is significantly expanding its footprint into the world of sports with the acquisition of London-based sports tech firm ai.io. The move, announced , establishes Humain Sport, a dedicated division focused on leveraging artificial intelligence across all levels of athletics.
The acquisition combines ai.io’s existing technological expertise and established relationships with Humain’s substantial AI capabilities. Humain Sport will concentrate on applying AI innovations to both grassroots and elite sporting environments, with a stated interest in areas including athlete participation, fan engagement, intelligent facility management, and advanced performance analysis.
This strategic investment represents a broadening of PIF’s ambitions beyond direct ownership of sports teams and leagues. While the fund has garnered significant attention for its investments in entities like LIV Golf and Newcastle United, the creation of Humain Sport signals a growing emphasis on controlling the broader sports technology ecosystem. The move is particularly noteworthy given indications that PIF may be scaling back some of its direct sporting investments, suggesting AI is becoming an increasingly prioritized area.
The context of Saudi Arabia’s broader modernization efforts is central to understanding this investment. PIF’s activities are designed to reduce the nation’s reliance on oil revenue and increase its global influence. Technology, and specifically AI, is viewed as a key component of this strategy. Humain’s claim to possess some of the most advanced Arabic language large language models (LLM) further underscores a focus on domestic technological development and application.
The deal also echoes PIF subsidiary SURJ Investment’s investment of US$1 billion in sports broadcaster DAZN, which included the establishment of a dedicated Middle East and North Africa (MENA) unit. Both investments demonstrate a commitment to not only participating in the global sports market but also shaping its technological future.
ai.io brings to the table a suite of existing products designed to enhance athletic performance and scouting. These include aiScout, a talent identification platform, and 3DAT, a motion capture tool. Integrating these technologies with Humain’s full-stack AI capabilities is expected to deliver integrated AI platforms designed to support the entire sports ecosystem.
“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.”
Darren Peries, Founder and CEO of ai.io, echoed this sentiment, stating that the partnership will significantly expand the reach and impact of their technology. The acquisition is expected to provide ai.io with access to Humain’s infrastructure and commercial scale, enabling broader deployment of its solutions across multiple geographies.
The potential applications of this technology are far-reaching. From data-driven athlete development and enhanced performance analysis to intelligent facilities and new forms of digital fan engagement, Humain Sport aims to transform how sport is played, coached, and experienced. The company’s stated goal is to place AI-enabled tools directly in the hands of athletes, coaches, organizations, and fans, expanding access to sport and improving outcomes at every level.
While the specifics of upcoming partnership agreements remain undisclosed, the launch of Humain Sport marks a significant step in the convergence of artificial intelligence and the global sports industry. The move positions Humain, backed by the financial power of PIF, as a key player in shaping the future of sports technology, both within Saudi Arabia and on the international stage.