From the goal-line technology used in football to the Hawk-Eye and the Direct Review System (DRS) in India's favourite game – cricket, technology is being used every moment to make decisions on-ground, and to enhance viewer experiences off-ground. Right from marketing, ticketing, merchandise sales, sponsorship activations, athlete training, visual analysis and more, capturing and analysing data has become the life and blood of sporting events worldwide. USA's National Association for Stock Car Auto Racing (NASCAR), for instance, uses technology and cameras to identify racing infractions; fitness enthusiasts have AI-supported workouts that not only provide them with biometric details but also pep-talk; AI supported golf platform Arccos Caddie allows players to virtually walk the course with guidance on which club to use, which direction to hit, and other information based on weather, course, and player ability. With technology itself undergoing several transformations, new and disruptive ones are emerging more frequently than ever, and Artificial Intelligence (AI) is gaining popularity as it covers several areas within the sports domain. Examples on the rise of this trend are rife, such as Goldman Sachs' analysis on the likely winner of the FIFA World Cup, 2018.