Influece of Artificial Intelligence Technology Application on Marketing and Development of Basketball in Kwara State

The integration of technology in sports has revolutionized how athletes train, compete, and engage with fans.From advanced performance analytics to immersive spectator experiences, technological advancements have become vital in enhancing athletic performance, safety, and the overall sports experience.The title of the study was the influence of artificial intelligence technology application on marketing and development of basketball in Kwara State.A descriptive research design of survey type was used. The population of the study comprised of all Falcon basketball players, coaches and fans in Kwara State. A sample of 200 respondents was selected for this study through multi-stage sampling procedure. Data were collected using a validated researcher-structured questionnaire with .73 reliability coefficient. Descriptive statistics were used to analyze demographic data, while chi square was employed to test the hypotheses at a 0.05 alpha level.
The findings of the study were: (i.) artificial intelligence technology application had significant influence on basketball data analytics in Kwara State (n = 200, χ2 (9) = 127.00, p < .000); (ii)artificial intelligence technology application had significant influence on basketball merchandise sales in Kwara State (n= 200, χ2 (9) = 72.00, p < .000); (iii) artificial intelligence technology application had significant influence on basketball fan engagement in Kwara State (n= 200, χ2 (9) = 105.16, p < .000); and (iv) artificial intelligence technology application had significant influence on basketball talent identification in Kwara State (n= 200, χ2 (9) = 148.37, p < .000).
Based on the findings of the study, it was concluded that; artificial intelligence technology application had significant influence on basketball data analytics, basketball merchandise sales, basketball fan engagement, and basketball talent identification in Kwara State. Based on the conclusion of the study, it was therefore, recommended that;the Kwara State Government, through Kwara State Sports Commission, should create a dedicated grant programme to subsidize the cost of AI analytics software and basic video equipment for registered basketball clubs and academies; and Kwara State sports retailers and teams expand their use of AI for personalized marketing and predictive inventory management. This will further boost revenue by directly targeting engaged fans and optimizing stock to meet real-time demand.