DENMARK Law and Practice Contributed by: Frederik Bruhn, Rasmus Theis Madsen, Robert Jønsson and Tim Krarup Nielsen, HortenDahl Law Firm
Opportunities and Risks AI presents significant opportunities, as follows. • Enhanced performance optimisation: AI enables data-driven coaching and training programmes tailored to individual athletes. • Injury prevention: machine learning models can predict injury risks by analysing biomechanics and physiological data. • Commercialisation: AI-generated content and marketing insights create new revenue streams for clubs and sponsors. However, there are also legal and ethical risks. • Data privacy and compliance: the use of biometric and health data requires strict adherence to the GDPR and other privacy laws. • Bias and fairness issues: AI models may produce biased results if trained on incomplete or unbal - anced datasets, potentially impacting team selec - tions and talent scouting. • Intellectual property concerns: AI-generated con - tent, including automated commentary or predic - tive insights, raises questions about issues such as
compliance with data protection laws, including the GDPR. Certain use of performance analytics may be seen as high-risk, as it could affect the players’ work relationships. There are currently no Danish AI- specific regulations targeting sports, but general legal principles on data privacy, intellectual property and competition law apply. Use of AI in Sports AI has become a critical tool in Danish sports, particu - larly in the following. • Performance analytics: AI-driven tools analyse real-time data from wearables and video footage, offering insights into athlete movements, energy expenditure and injury risks. • Fan engagement: AI is being used in virtual assis - tants, personalised content delivery and predictive analytics to enhance fan experiences. • Refereeing and decision-making: AI-assisted video review technology is increasingly used to support fair play and reduce human error in officiating. Major Danish sports organisations are investing in AI- driven solutions to optimise player performance and game strategies, following global trends in sports technology.
copyright ownership. 10.3 The Metaverse
In the Danish sports industry, the metaverse remains largely experimental and, so far, there is nothing nota - ble to report.
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