Global Sports Industry Confronts Rising AI-Generated Misinformation

In a digital landscape increasingly polluted with AI-generated misinformation, professional sports teams and their fans face a growing threat from sophisticated fake content, according to a new study by AI risk management platform Alethea.

The investigation reveals a troubling trend of fabricated quotes and news stories—dubbed “AI slop”—that has already ensnared prominent athletes in manufactured controversies. Recently, thousands of social media users were duped by a fake quote attributed to retired NFL player Jason Kelce supposedly criticizing 2026 Super Bowl halftime performer Bad Bunny’s critics as “a bad fit for America’s future.” Similarly, San Francisco 49ers tight end George Kittle never delivered the politically charged rant about conservative activist Charlie Kirk that circulated widely online.

“Teams and players are suddenly being accused of things that are completely fabricated,” Lisa Kaplan, founder and CEO of Alethea, told 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 evolution of AI tools has transformed the fake news landscape dramatically. Where misinformation once required labor-intensive human effort to spread, today’s AI systems can impersonate brands and generate convincing images that mimic official announcements at unprecedented scale and speed.

These deceptive campaigns follow recognizable patterns, including fake game updates, nonexistent celebrity feuds, manufactured scandals, and politically divisive quotes falsely attributed to star players. Both Kelce and Kittle were forced to publicly deny statements they never made after fabricated posts went viral.

C Shawn Eib, Alethea’s Head of Investigations, explained one telltale sign of this AI-generated content: “When a single figure appears to be linked with several teams at the same time, it quickly becomes clear that an AI system is behind the creation of these images.” This tactic was observed when former Baltimore Ravens coach John Harbaugh was falsely reported to have been hired by multiple teams simultaneously.

The consequences extend beyond mere confusion. “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.

The financial implications are equally concerning. These networks of fake content divert advertising revenue from legitimate sports media outlets while distorting audience metrics. Some outbound links from these fabricated stories have been flagged for phishing attempts and malicious redirects, presenting actual fraud risks to unsuspecting fans.

The problem transcends football, with Alethea discovering similar operations targeting the NBA, WNBA, MLB, NHL, NASCAR, Formula 1, IndyCar and professional tennis. This broad targeting reflects the unique position sports occupies in contemporary culture.

“Sport remains a rare cultural touchpoint that unites people, making it an attractive target for influence operations,” Kaplan noted. She referenced Russia’s alleged exploitation of former 49ers quarterback Colin Kaepernick’s 2018 “Take a Knee” protest as a precedent for how sports controversies can be weaponized.

A 2019 Senate Intelligence Committee report confirmed that Russian trolls had heavily focused on the kneeling debate as part of broader efforts to inflame racial tensions and divide Americans following the 2016 election.

“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,” explained Kaplan.

To combat this growing threat, Alethea recommends that sports organizations proactively monitor these risks and coordinate responses across communications, legal and security teams. Education remains crucial for fans, who should verify breaking news through official team channels and approach emotionally charged content with heightened skepticism.

“Don’t click links in suspicious page comments and remember that outrage is often the product, not the byproduct, of what you’re seeing,” Kaplan advised, highlighting how these operations frequently exploit “rage bait” to drive engagement and spread misinformation.

As AI capabilities continue to advance, the challenge of distinguishing authentic sports news from sophisticated fabrications will likely intensify, requiring vigilance from both organizations and fans alike.