Real AI agent use cases from sports brands
Clubs, tournaments, leagues, apps and equipment brands. A published case, then the figure the source gives.
Clubs & padel
Vida Del Padel (via Pulse)
Pulse AI WhatsApp front desk on top of Playtomic
£5,368 back from the first win-back campaign, on £98 of WhatsApp spend
Topgolf Oberhausen + TrueHorizon
TrueHorizon built a voice receptionist (Claude, ElevenLabs, n8n, RAG) that takes bookings and questions and hands complex calls to staff. Missed calls went from ~60% to zero.
~75% of calls fully resolved without a human
Liga Tennis (via Neurons Lab)
Agentic AI on WhatsApp (AWS Bedrock): search venues, live availability, remembers preferences, books courts/classes
<1 min to find a slot, down from several minutes
ISD Padel, Dubai (via PAIC)
PAIC WhatsApp AI agent + Stripe payment links
83% of conversations fully handled by AI over 5 months, with 2,500+ automated bookings, 400+ cancellations, 200+ payment links and 70,000+ messages
Tournaments & leagues
ATP Tour + Infosys
AI-first features powered by Infosys Topaz across the Infosys ATP Stats Centre: rally analysis, 3D visualisations, stroke summaries, point-by-point insight tools
50% year-on-year increase in traffic on the ATP website's stats section, plus 5.7 million fan digital engagements
Wimbledon / All England Club + Hawk-Eye
Hawk-Eye Live ELC: AI analyses footage from up to 18 cameras per court and calls the ball within a tenth of a second, voiced with recordings of club staff
Wimbledon went from up to 300 line judges to around 80 match assistants after switching to AI line calling
US Open / USTA + IBM
Match Chat (watsonx Orchestrate agents + Granite), Key Points summaries, AI commentary audio
254 singles matches covered
ATP + PIF (TDI, TennisViz)
AI scouting, video analysis, wearables platform
~2,000 players across the Tour and Challenger, plus all ATP coach members
Brands & equipment
Decathlon Germany + Parloa
With Parloa, Genesys and Future of Voice, Decathlon Germany runs AI agents on phone, chat and messenger that identify the order and route each customer to the right agent.
500,000+ interactions per year
Wilson Sporting Goods + Sierra
Wilson launched a Sierra AI agent in weeks to answer order tracking, promotions, returns and warranty questions, instead of a 24-hour email wait.
77%+ containment, tens of thousands of conversations resolved