Sentient Sports
Trusted AI for the business of sport.
We build AI that protects what sport depends on: its people, its content and its competitive edge. Our team builds on years of experience developing AI for defence, where systems have to be robust, explainable and dependable under pressure. We bring that same rigour to sport.
What we do
Athlete protection: detecting and responding to online harms aimed at players and staff, while supporting their welfare.
Media rights: finding and acting on unauthorised use of rights-protected content at scale.
Scouting and performance insight: using AI to help clubs make better recruitment and performance decisions.
The challenges we address
Online abuse of athletes
Players and staff face a relentless volume of hateful and threatening messages online. We help organisations detect, triage and act on it quickly, before it causes lasting harm.
Athlete welfare at scale
Safeguarding teams can't read everything. Our AI surfaces the signals that matter, so people can step in early and support those who need it.
Protecting media rights
Unauthorised clips and streams spread within minutes and erode the value of rights. We find infringing content across platforms and turn it into evidence that teams can act on.
Smarter recruitment decisions
Scouting generates more data than any team can process. We turn it into clear, explainable insight that helps clubs and agencies find and assess talent with confidence.
Who we work with
We work with Premier League clubs in the UK, scouting agencies, the British & Irish Lions, the Lionesses and content creators.
Our new site is coming soon. In the meantime, we’d love to hear from you.