Artificial intelligence is entering Finnish ice hockey Liiga both on the ice and in the stands. AI is used to develop players and improve overall team performance. At the same time, it opens up transformative opportunities to enhance the fan experience.
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Liiga’s Chief Digital Officer Jukka Sundquist and Digia’s Chief Technology Officer Juhana Juppo discussed the following themes in the interview:
- Artificial intelligence is transforming ice hockey both on the ice and in the stands: AI supports player and team development through data, analytics and predictive models.
- The fan experience is becoming more personalised: AI enables real-time, tailored content and services for different audience segments via the Liiga mobile application.
- Data and AI are already part of everyday operations in Liiga: Player tracking data is used in training, match analysis and injury risk prediction.
- Successful use of AI requires clear objectives, high-quality data and strong competence: AI should be developed incrementally and driven by business needs.
Artificial intelligence is also reshaping the world of sports. On the performance side, training, match analysis and player development increasingly rely on data and AI. On the fan side, AI enables a much more personalised and real-time experience.
Liiga’s Digital Director Jukka Sundquist and Digia’s CTO Juhana Juppo discuss what changes have already been seen in Finland and how AI can take the fan experience to an entirely new level.
AI transforms the fan experience – towards more personalized service
There is a common challenge in digital customer service. Sundquist explains that systems can detect when a customer reaches a point in a digital channel where assistance could be offered. However, it is difficult to deliver suitable, tailored content in different situations, especially in real time.
“Artificial intelligence, machine learning and automation will completely change this,” Sundquist says.
With AI, it is possible to create relevant content partly automatically and deliver it at exactly the right moment. For example, if a family attends a game with children for the first time, they can be informed about the arena’s childcare services and other family-friendly offerings. A season ticket holder who attends games regularly can be shown offers on fan merchandise.
In Liiga, the mobile application plays a key role in delivering these AI-enabled opportunities to fans in practice. Together with Digia, Liiga has developed a shared application platform, on top of which each club builds its own fan experience.
“Technology is extremely important for fans who are looking for experiences.”
Sundquist notes that next season Liiga will pilot a loyalty programme. AI and data are used broadly to improve the fan experience, and according to Liiga’s customer research, this is highly important.
“We have many younger fans and occasional followers who are looking for experiences. For them in particular, technology is extremely important.”
Player tracking devices – AI analyses the game
For six seasons, Liiga has collected data from games and players using an automated system based on small tracking devices, or tags.
“We have tags in the puck and on every player, as well as sensors in the arena. Every second, we receive comprehensive data on everything that happens on the ice.”
According to Sundquist, all 16 Liiga teams typically also train using this system. The data shows how fast players skate, whether they operate in the correct speed zones, whether training loads are appropriate, and whether skating volumes should be adjusted.
Artificial intelligence is well suited to processing the massive data volumes generated by games and training sessions. Especially large clubs around the world are developing AI usage in various areas.
Sundquist mentions that FC Barcelona has created virtual avatars of all its players, collecting data from matches and training sessions. AI can then be used to simulate, for example, player-specific injury risk as training intensity and playing time increase.
“This is where the world is heading, and to some extent, we are already there,” Sundquist says.
In Finland, AI is used for scouting, match preparation, and for improving team play and individual player performance.
This year, artificial intelligence has predicted the winner of regular season matches with 89% accuracy. Digia’s experience is that AI models are exceptionally effective at analyzing different types of events, including ice hockey matches. The AI model developed by Digia has for several years predicted both Liiga standings and individual match outcomes with remarkable reliability.
“This year, it has predicted regular season match winners with 89% accuracy, outperforming industry professionals. Similar AI models can also be used to predict market trends and customer behaviour,” says Juhana Juppo.
Liiga Digital Director’s tips – four ways to improve AI utilization
1. Build a clear understanding of the objective
Although AI capabilities are evolving rapidly, it is essential to define what you want to achieve with AI. Without a clear goal, initiatives often remain isolated experiments.
2. Test new technology in small steps
Sundquist recommends breaking AI goals into smaller, more manageable parts. This makes it easier to gain experience and identify which solutions work best.
3. Ensure your data is in order
AI depends on data, which must be sufficient in both quantity and quality. “If the data is poor, AI will deliver poor results,” Sundquist notes. This is especially critical in customer-facing solutions.
4. Without competence, AI may start to lead the organisation
If AI is understood only at a strategic or high-level view, it is difficult to steer development in the right direction. There is a risk of developing technology for its own sake rather than for real organisational value. Sundquist encourages leaders to build sufficient AI competence and to actively experiment with AI themselves.
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