HUMAIN Enters Sports Tech Arena with ai.io Takeover and New AI Platform

HUMAIN has taken a clear step into sports technology with the launch of HUMAIN Sport, following its acquisition of a controlling stake in London-based ai.io. The announcement was made on the sidelines of the PIF Private Sector Forum in Riyadh, and it signals how seriously Saudi-backed companies are betting on AI beyond the usual sectors.

At its core, the move is about applying artificial intelligence to the entire sports ecosystem, from grassroots pitches to elite training centres. HUMAIN, a PIF-owned company known for its full-stack AI capabilities, is using this investment to broaden how its technology shows up in real life, not just in data centres or cloud platforms. Sport, it seems, is a natural next stop.

The new HUMAIN Sport unit will blend HUMAIN’s infrastructure and AI models with ai.io’s existing sports-focused products and global partnerships. Together, they plan to roll out integrated platforms that help with athlete development, performance analysis, smarter facilities, and even digital fan engagement. Think AI tools that sit directly in the hands of coaches and athletes, rather than being locked away in labs. That feels spot on, especially in markets where access to high-end training has always been a bit of a faff.

Tareq Amin, CEO of HUMAIN, has said that sport is one of the strongest ways people connect, and that the company’s goal is to bridge human potential with artificial intelligence. He also pointed to early commercial momentum, with several partnerships already in the works and more announcements expected in the coming months. On the flip side, ai.io gains access to HUMAIN’s scale, infrastructure and reach, which should speed up its expansion well beyond Europe.

I’ve lost count of how many startup founders across the MENA region have told me they struggled to get noticed in sport without the right data or exposure. That’s why tools like ai.io’s aiScout app, which analyses athletes via a simple mobile phone video, catch my attention. Their 3DAT technology, a markerless motion capture system that can analyse any human movement from live or historical footage, is already used in sport and stretches into areas like healthcare and education. Definately not science fiction anymore, well… I mean, it’s here.

Darren Peries, founder and CEO of ai.io, noted that partnering with HUMAIN significantly expands the reach of the company’s technology, allowing AI solutions to support athletes and organisations at every level, both in the region and globally.

HUMAIN Sport will operate as a dedicated vertical within HUMAIN, with deployments planned in Saudi Arabia and other international markets. Beyond professional sport, the companies are also eyeing adjacent sectors such as health, education and training. I reckon that crossover is where things get really interesting, although I’m not a fan of tech promises that overreach. Still, if even part of this vision lands, many people across the region will be chuffed to bits.

For Arageek readers who’ve been watching how AI startups in MENA mature and team up with global players, this deal is another reminder that sport is no longer just about talent and passion. Data, algorithms and smart platforms are now firmly in play, and they’re changing the game, whether we like it or not. You know?

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