Global Sports Facing Wave of AI-Generated Misinformation

In a stark warning to the sports industry, AI risk management platform Alethea has released a comprehensive study highlighting the growing threat of “AI slop” – artificially generated fake content that poses significant risks to teams, leagues, and fans worldwide.

The problem is increasingly sophisticated and widespread. Fabricated quotes attributed to high-profile athletes like retired NFL player Jason Kelce and San Francisco 49ers tight end George Kittle have gone viral, causing real reputational damage despite being completely manufactured. Kelce never criticized Bad Bunny’s Super Bowl halftime show critics, and Kittle never ranted about slain conservative activist Charlie Kirk – yet thousands believed they did.

“Teams and players are suddenly being accused of things that are completely fabricated,” explained Lisa Kaplan, founder and CEO of Alethea, in an interview with Reuters. “Content now looks real and is produced at a volume that makes it hard for the average person to determine if it’s authentic.”

The technological evolution has transformed the misinformation landscape. While fake news previously required human labor to spread, today’s AI tools can convincingly impersonate brands and create realistic images mimicking genuine announcements at unprecedented speed and scale.

This digital deception follows predictable patterns: fake game updates, nonexistent celebrity feuds, manufactured scandals, and politicized quotes falsely attributed to star athletes. The fabricated comments from Kelce and Kittle exemplify this trend, forcing both NFL stars to publicly deny statements they never made after the posts spread virally across social media.

Beyond mere confusion, this wave of AI-generated content is disrupting the traditional business model of sports media. “These networks drive engagement to questionable websites, skew advertising metrics, and can even create scenarios that could manipulate betting markets,” Kaplan noted.

C Shawn Eib, Alethea’s Head of Investigations, described common tactics used by these misinformation networks, including contradictory announcements that should raise red flags – such as claims that former Baltimore Ravens coach John Harbaugh had simultaneously been hired by multiple teams.

The problem extends far beyond the NFL. Alethea’s investigation discovered similar operations targeting the NBA, WNBA, MLB, NHL, NASCAR, Formula 1, IndyCar, and professional tennis, indicating a systematic approach to exploiting fan engagement across all major sports.

“If fans, players and even entire franchises fall prey to these manipulated narratives, it risks damaging reputations, undermining trust and even politicizing sport,” warned Kaila Ryan, Alethea’s VP of Communications. “Sports organizations need to proactively manage their brands and digital safety.”

The business implications are substantial. Beyond reputational damage, these networks divert advertising revenue from legitimate sports media outlets while distorting audience metrics. Some outbound links have been flagged for phishing attempts and malicious redirects, presenting genuine fraud risks to unsuspecting fans.

Kaplan emphasized that sport’s unique position as a cultural unifier makes it an especially attractive target for influence operations. She referenced Russia’s alleged exploitation of then-49ers quarterback Colin Kaepernick’s 2016 “Take a Knee” protest as a precedent. A 2019 Senate Intelligence Committee report revealed that Russian trolls had heavily focused on the kneeling debate to exacerbate racial tensions and social division in the United States.

“Kaepernick’s protests were exploited for a purpose that had nothing to do with sport. Instead, it’s a way of leveraging a cultural touchstone and turning it into something that polarizes people,” Kaplan explained.

The report concludes with practical recommendations for sports organizations, emphasizing coordination across communications, legal, and security teams to protect their brands and educate fans about verification practices. For fans themselves, vigilance is crucial.

“Verify breaking news through official team channels, don’t click links in suspicious page comments and remember that outrage is often the product, not the by-product, of what you’re seeing,” Kaplan advised, highlighting how AI-generated content frequently exploits emotional reactions to maximize engagement and spread.

As AI tools become more sophisticated and accessible, the challenge of distinguishing genuine from fabricated content will likely intensify, requiring a coordinated response from the entire sports ecosystem to preserve trust and authenticity in an increasingly digital landscape.