QOA pioneers AI training for sports leaders

“The Qatar Olympic Academy (QOA) has launched and delivered the country’s first Generative AI for Sports Leaders course in partnershipwith Google Cloud, equipping sports professionals with the skills needed to harness artificial intelligence in an increasingly technology-driven industry. The pioneering programme marks a significant step in the digital transformation of the country’s sports sector, introducing executives, administrators and decision-makers to the growing role of generative AI in shaping the future of sport. Participants explored how AI can be applied across a range of functions, including strategic planning, fan engagement, marketing and communications, event management, athlete support, organisational innovation and data-driven decision-making. Through interactive workshops, practical demonstrations and real-world case studies, attendees gained hands-on experience with advanced AI tools and learned how emerging technologies can improve efficiency, creativity and performance within sports organisations. QOA managing director Khaleel al-Jabir described the initiative as an important milestone in preparing sports leaders for the future. The course forms part of the Academy’s broader efforts to promote innovation, digital transformation and continuous professional development across the sports ecosystem. By integrating emerging technologies into executive education, QOA aims to strengthen its position as a regional centre for sports education and leadership development. Google Cloud contributed expertise on the latest advancements in AI, providing participants with insights into practical applications, global best practices and emerging trends expected to influence the future of the sports industry. The initiative also supports Qatar’s wider ambitions to build a knowledge-based economy while reinforcing its reputation as a global hub for sport and innovation. Prof Dalia Farrag, academic expert at QOA, said AI is rapidly changing how sports organisations operate and engage with stakeholders.

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