AI is Here. Are You Playing by the Rules?
Sport is Transforming Fast
From performance analytics and personalised fan experiences to smarter scouting and injury prediction, AI is changing how sport is played, coached, and consumed.
With real-time data and predictive insights, teams make quicker, smarter decisions. The ecosystem from players to coaches to broadcasters is evolving through AI technologies.
Policy is Playing Catch-Up
The EU AI Act has classified many AI applications in sport as high-risk, especially those impacting minors and health data.
Other regions from the U.S. to Asia are rolling out frameworks to regulate transparency, bias, and safety.
Regulation is no longer a future concern. It's here, and it's evolving fast.
Governance is Falling Behind
In the rush to adopt AI, one critical question remains:
Who's ensuring that these systems are ethical, safe, and compliant?
Athletes, fans, and organisations are increasingly exposed yet many lack the tools, frameworks, or expertise to govern AI responsibly.
Our Services
We help organisations turn AI uncertainty into strength with strategy, tools, and training to govern AI ethically, legally and effectively.
Expert Consultancy
Access to leading AI governance professionals who understand the unique challenges of sporting organisations:
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Tailored advice for sports context
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Training from industry experts
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Ongoing support and guidance
Compliance Packages
Our compliance solutions support organisations at any stage from basic coverage to full strategic leadership.
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Intuitive compliance tracking
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Documentation with human oversight
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Risk assessment tools
Training Courses
We offer tailored training to help clubs, federations, and coaches understand and manage the risks of AI in sport.
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Coach-ready education
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In-house governance expertise
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Risk-aware decision making
Our Ready-to-Use Solutions
Protect your athletes, your data, and your reputation, align with AI laws before it’s too late.
Show your commitment to ethical AI and data use with ready-to-use transparency documentation.
Equip your team to manage AI and data responsibly. Protect athletes, stay ahead of regulations.
Give parents, athletes and staff clear, compliant information about their data. Build trust and meet legal requirements.
Make smarter, safer decisions when buying AI tools. Protect your club from legal, financial, and reputational risks.
Help investors and board members understand the legal, ethical, and commercial risks of AI.
Inside Track
The Integra Team
A team of leaders in sports law, governance, tech, and strategy trusted by clubs, leagues, and major global brands.
Clara Hawking
Co-Founder/Consultant
Regulation & Governance
Former regulatory advisor with deep expertise in AI governance frameworks and implementation, guiding ethical adoption across complex, high-stakes environments.
Warren Phelops
Consultant
Sports Law
Globally renowned sports lawyer ex-Slaughter & May; built elite practices advising major brands, leagues, and broadcasters worldwide. Driving legal innovation.
Mike Bohndiek
Consultant
Sports Tech & Cyber Security
Technology, digital and commercial executive in the Sports and Entertainment industry with a deep knowledge of sports and stadium / venue delivery gained across 20 years.
Lee Atkins
Co-Founder
Commercial & Network Strategy
A seasoned leader in global sports, activating high-level partnerships, unlocking commercial value through a trusted network of rights holders, sponsors, and federations.
Jeremy Kerner
Co-Founder
Platform & Innovation
Proven tech leader with 25+ years’ experience. Specialises in athlete evaluation platforms, with deep expertise in football referee development.
Mark Spelman
Advisor
Consulting
Former Accenture strategy chief; global sustainability leader; senior WEF advisor; chaired the influential EU-China digital economy policy working group.
David Chan
Advisor
Product Development
Tech strategist building agentic AI platforms; experienced patent-holder focused on negotiation tech, SaaS growth, and early-stage startup investment.
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