Introducing the AI Sports Index by Mercia AI: Premier League 2025/26 Club-by-Club
- Chris Howell
- Aug 15
- 5 min read
So, yesterday, we did a blog on How AI Will Shape the 2025/26 Premier League Season. While writing it, one question stood out: what if we could measure how far any team or club is using AI compared to its peers?
Out of that question came The AI Sports Index – by Mercia AI. Here’s how it works, what it measures, and where every Premier League team stands going into the 2025/26 season.
About the AI Sports Index – by Mercia AI
Why we created it
To give fans, journalists, and clubs a clear, evidence-based snapshot of how teams are adopting AI right now. The Index brings scattered announcements and case studies into a single, comparable picture.
What it measures
Breadth of publicly disclosed AI adoption across eight categories:
Recruitment and scouting
Tactical analysis and decision support
Fan engagement and content personalisation
Stadium or event technology
Generative media and workflows
Player health, load management, and injury prevention
Commercial operations and CRM
Unique specialist innovations
How scoring works
1 point per category with credible, public evidence (e.g., official club or league announcements, vendor case studies, reputable media, or detailed job postings specifying live usage).
8 points indicate broad, multi-area adoption. 7 points reflect strong adoption. 5 points represent baseline usage via league-standard tools.
Only verifiable proof is counted — vague PR language doesn’t score.
Limitations and tone
Scores reflect what is public as of 13 August 2025. Some teams will have private or NDA-bound projects that cannot be assessed.
Lower scores are not a judgment on competence; they simply indicate fewer disclosed initiatives. This is a benchmark for growth, not a “shame list.”
Corrections and additional evidence are welcome.
Can the team I hate-watch the most get relegated from the Index?
Er......no.
The Future
Future editions may add a small multiplier for clear in-competition impact or peer-reviewed collaborations (e.g., +0.5 where coaching staff validate AI’s impact or where usage demonstrably changes matchday decisions).
So, this is just for football right?
Nope! We'll try to apply the same framework to teams in rugby, cricket, motorsport, basketball, and more, with sport-specific nuances (e.g., telemetry and aero simulation in F1; pitch and weather modelling in cricket, etc).
We'll also be applying the AI Sports Index to sporting venues. For those venues, we'll use a modified version of the index. But, let's get back to football.
Premier League 2025/26 - Club-by-Club AI Sports Index Breakdown
What ‘Baseline Adoption’ Means
Every Premier League club now has access to a centralised AI and analytics platform delivered through the league’s multi-year deal with Microsoft. Powered by Microsoft Azure AI and integrated with official match, player-tracking, and fan engagement data, this platform provides tools for tactical analysis, recruitment insights, fan personalisation, and operational efficiency. Premier League Clubs that score at the “baseline” level in the AI Sports Index are making use of these league-standard tools but have not (yet) added significant bespoke AI projects of their own.
Arsenal – 8/8
Full-spectrum adoption across recruitment, tactics, content, stadium analytics, health, and commercial operations.
Aston Villa – 8/8
Media automation, cybersecurity, fan analytics, and broad operational AI.
Bournemouth – 5/8
League-standard AI foundation with baseline recruitment and match analysis.
Brentford – 7/8
AI scouting (Eyeball.Club), in-stadium augmented highlights (Genius Sports), image tech (SmartFrame), and content automation.
Brighton & Hove Albion – 7/8
Global AI scouting, advanced tactical analysis, player development analytics, broadcast innovation.
Burnley – 8/8
AiSCOUT open-talent platform, VR and sports science innovation, plus league-standard analytics.
Chelsea – 8/8
Sustainability AI, e-commerce personalisation, global fan experience platforms.
Crystal Palace – 8/8
Accessibility tech (AI headsets), immersive replays, 5G-enabled matchday experiences.
Everton – 5/8
Baseline adoption via league-standard platforms.
Fulham – 8/8
Operational analytics, dynamic pricing, venue management.
Leeds United – 5/8
Baseline usage as a promoted club leveraging league-standard tools.
Liverpool – 8/8
TacticAI, recruitment simulations, automated media management.
Manchester City – 8/8
PUMA AI kit initiatives, tactical simulations, fan avatar projects, match analysis.
Manchester United – 8/8
Director of Data, predictive analytics across football and business, Copilot+ integration.
Newcastle United – 7/8
Predictive performance modelling, regional AI hub links, AI-supported analysis.
Nottingham Forest – 5/8
Baseline adoption via league-standard platforms.
Sunderland – 5/8
Baseline usage as a promoted club leveraging league-standard tools.
Tottenham Hotspur – 8/8
Salesforce AI CRM, AI-enabled safety systems, customer ops and stadium tech.
West Ham United – 7/8
AI partner initiatives (e.g., smart operations), transfer analysis, semi-automated officiating tech.
Wolverhampton Wanderers – 5/8
Baseline adoption via league-standard platforms.
Key Takeaways from the AI Sports Index - Premier League 2025/26
Established Premier League teams dominate the top of the table, with the traditional “Big Six” all achieving maximum scores of 8/8. Beyond the usual suspects, Aston Villa, Fulham, Burnley, and FA Cup winners Crystal Palace have also matched that perfect mark, showing that elite AI adoption is no longer confined to the biggest global brands.
We’ve already covered Liverpool’s use of TacticAI, developed in partnership with Google DeepMind. This system analyses thousands of past corner kicks to generate high-probability play sequences. With their business so far in the transfer window, it will be fascinating to see how many goals Liverpool can score this season — and whether AI can help them retain their Premier League title.
Brighton and Brentford’s AI-led recruitment strategies are equally well-established, helping both clubs consistently punch above their weight. That approach will be tested this season for Brentford, who have lost several key players (and their manager). The big question: can their data-led methods identify the right replacements quickly enough to secure another year in the top flight? Financially, they certainly have the resources, around £87M and counting in player sales.
Among the newly promoted sides, Burnley stand out — their swift return to the Premier League after a single season in the Championship comes with an impressive 8/8 score, reflecting a clear investment in AI-driven performance and operations. Leeds United and Sunderland, meanwhile, enter the league at the baseline 5/8 level, as is typical for promoted clubs still integrating league-standard systems and finding their feet in the top tier.
Overall, the 2025/26 season begins with AI embedded across every club, but the gap between leaders and baseline adopters shows there’s still plenty of room for innovation.
Methodology and Disclaimer
The AI Sports Index is an independent, methodology-driven benchmark based on publicly available information at the time of publication. Scores indicate the breadth of disclosed AI adoption, not sporting quality or on-field performance. Some organisations may operate additional AI programs that are not public. Evidence-backed corrections and updates are welcome via the Mercia AI contact page.
Assessed date: 13 August 2025
The Big Picture
Every Premier League club now uses AI, but the sophistication of implementation varies. Leaders combine league-standard tools with unique projects to secure competitive advantage. Mid-tier adopters focus on key areas like scouting or fan engagement, while baseline clubs still benefit from the shared AI infrastructure.
From the opening match to the final whistle in May, expect AI to influence player recruitment, tactical choices, injury prevention, commercial strategy, and the way millions of fans experience the most watched football league in the world.
