Deloitte Appoints AI Leader for Sports & Live Entertainment
Brandon Muir leads AI for Sports & Live Entertainment at Deloitte Consulting, designing and deploying AI solutions for sports teams, leagues, and ownership groups. His role involves moving these organizations from AI curiosity to competitive advantage through conversational knowledge management, graph-based data monetization, and foundational AI programs. Muir brings over 20 years of experience leading technology teams and launching products at scale.
Key Takeaways
- Brandon Muir is appointed Specialist Leader, AI in Sports & Live Entertainment at Deloitte Consulting LLP.
- His role involves implementing AI solutions across conversational knowledge management, graph-based data monetization, and foundational AI programs.
- Muir brings over 20 years of experience in technology leadership and product launches at scale.
Why It Matters
This appointment signals Deloitte's continued investment and specialization in applying AI within the sports and live entertainment sectors. Increased focus on AI for competitive advantage indicates a maturing market for these advanced technologies, moving beyond experimental phases to widespread adoption and integration. The industry should watch for concrete examples of AI impacting operational efficiencies, fan engagement, and new monetization strategies as Deloitte's clients implement these solutions.
Additional Context
The sports and live entertainment industries are increasingly integrating AI to enhance operations and fan experiences. Deloitte's "2026 Global Sports Industry Outlook" (February 2026) highlights AI as a "connective engine" that strengthens sports organizations by breaking down data silos and transforming work. The outlook predicts that AI will move beyond back-office tasks to influence real-time analytics in broadcasts, personalized fan content, and even player performance and injury prevention, citing examples from Sports Business Journal (September 2025) and The Verge (September 2025) on AI in NBA and NFL coverage.
Furthermore, the "2026 Media & Entertainment Industry Outlook" (Deloitte Insights, January 2026) notes that AI is lowering content creation barriers and driving efficiency. This report emphasizes the importance of cross-platform audience intelligence, enabled by AI, to understand fan behavior across fragmented media landscapes. An example of this integration is the Fieldhouse Media Network, a collaboration between Pacers Sports & Entertainment, Deloitte, and Yieldmo, launched in March 2026 (per BriefGlance.com). This network leverages AI and first-party fan data to create a media platform for targeted advertising, signaling a shift from traditional sponsorship to a data-driven digital ecosystem for sports franchises. This move allows brands to place personalized advertising based on authenticated fan data, moving beyond the limitations of third-party cookies.
Read full article at deloitte.com
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