AUSTRALIA Law and Practice Contributed by: Sven Burchartz and Jessica Bell, Kalus Kenny Intelex
NFTs showcasing iconic “moments, highlights and champion players” in AFL history. The AFL Mint continues to sell NFTs, including incor - porating an online marketplace on its platform where fans can sell or trade their own NFTs. Risks in NFTs in the Sports Industry in Australia The NFT market in the Australian sports indus - try has cooled off in recent years. During what is arguably the peak years of NFT popularity, in 2021 and 2022, sports fans often scrambled to secure an NFT of their favourite sports team’s memorabilia in the hope that the NFT would increase in value. However, in the last two years the sports industry has gone relatively quiet on the NFT front, perhaps given the uncer - tainty around the value of NFTs, which is not as strong as other digital assets or currencies. The uncertainty and potential risks associated with investment in NFTs are certainly not unique to the sports industry. 10.2 AI The regulatory framework for artificial intelligence (AI) in Australian sports is still in a developmental stage, with some state governments conducting inquiries into the use of AI. For example, the New South Wales government conducted an inquiry between June 2023 and October 2024. In Australian sport, organisations are utilising AI to optimise performance. By way of exam - ple, many AFL clubs are utilising AI technology to provide statistical analysis for their team’s performance. They are also using it to provide summaries of opposition teams’ vulnerabilities, strengths and weaknesses in order to prepare for games. AI is also revolutionising the approach to man - aging Anterior Cruciate Ligament (ACL) injuries.
ACL injuries have become increasingly promi - nent and impact athletes across all sports and levels and AI mechanisms have been a key tech - nological innovation component of orthopaedic surgery. AI-based technologies are being used in a wide variety of applications, including image interpretation, automated chart review, assis - tance in the physical examination via optical tracking using infrared cameras or electromag - netic sensors, generation of predictive models, and optimisation of postoperative care and reha - bilitation. As AI progresses, its integration into various facets of the sports industry is anticipated to expand, potentially influencing job roles in areas where AI proves to be more efficient. This trend of AI impacting employment is not confined solely to the sports sector. 10.3 The Metaverse The Metaverse is revolutionising the sports expe - rience for fans, taking them beyond watching sports on a screen or in a stadium, to immersing them as active participants in their own games. The concept of the Metaverse is still very new to the Australian sports landscape. In 2023, the Australian Open introduced the Metaverse con - cept to tennis fans, expanding that offering in 2024 to feature the ability for Roblox users to compete in virtual tennis-themed games to win prizes. As the use of AI and technology grows within the Australian sports industry, there is no doubt that more sporting organisations will follow in the Australian Open’s footsteps by offering more opportunities for engagement with fans through the Metaverse.
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