UK Law and Practice Contributed by: Alistair McHenry, Sofia Antipatis and Rebecca Dods, Tyr
10.3 The Metaverse The metaverse is still in early adoption in the UK, but its commercial and experiential potential has driven experimentation. Sports organisations are testing the metaverse for fan engagement and branding. Man - chester City integrated its kit launch into Roblox to reach younger digital native audiences, while Real Madrid’s partnership with Apple aims to replicate live match experiences through virtual reality. It seems inevitable that clubs will be able to sell virtual attend - ance to their matches at some point in the future, offering virtual ground access to supporters across the globe who are unable to attend the ground in per - son. Opportunities include virtual merchandise, global accessibility, and more inclusive fan participation. However, risks such as reported criminal behaviour on metaverse platforms underline the need for strong moderation and legal safeguards.
have also warned that crypto-based fan tokens may expose supporters to financial harm, prompting calls for stronger FCA-aligned disclosures. 10.2 AI AI Regulatory Landscape AI now supports a wide range of sporting and com - mercial functions, yet the UK has no sport-specific AI legislation. Statutory reform is in progress: the Artifi - cial Intelligence (Regulation) Bill [HL], reintroduced in March 2025, proposes establishing a central AI regu - lator, reflecting increased political appetite for firmer oversight. International rules also shape UK sport. The EU Artificial Intelligence Act, adopted in 2024 and applying from August 2026, introduces strict risk- based obligations and fines of up to EUR35 million or 7% of global turnover (whichever is greater), affecting UK sports operating in EU markets. UK Sport and AI AI already influences performance and operations. UK Sport deploys AI for athlete welfare, using the Social Protect system to filter abusive content in real time. Private companies offering AI-driven protection sys - tems are also on the rise. This illustrates AI’s growing AI appears to be able to offer predictive analytics, improved scouting, personalised fan engagement, and cost savings. But risks include GDPR intensive data processing, biased datasets, and flawed outputs that could affect athlete selection, welfare, or com - mercial decisions. As adoption accelerates, organi - sations must prioritise reliability, strong governance, transparency, and data protection safeguards. on- and off-field impact. Opportunities and Risks
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