Skip to content
Sunday 9 August 2026London --:--Frankfurt --:--Zurich --:--
NewslettersSearchEN · DE
MorningWire

European business, markets and politics

FTSE 100
10,901.09
+0.31%
DAX
26,319.45
+0.69%
CAC 40
8,714.93
+0.17%
STOXX 50
6,523.86
+0.33%
  • Europe
  • Markets
  • Business
  • Economy
  • Technology
  • Politics
  • Opinion
More
GermanyFranceBankingAIEnergyFintechPropertyCapital Markets
  • Germany
  • France
  • Europe
  • Markets
  • Business
  • Economy
  • Technology
  • Politics
  • Opinion
  • DE
Thursday 01 January 2026 7:00 am  |  Updated:  Wednesday 31 December 2025 1:08 pm

Why 2026 is the year sport needs to confront the man vs machine question

By: Ed Warner

Sports Business Columnist

Add as a preferred source on Google
Empty article context limits specific alt text creation for GettyImages 2233856329 on a news/business site.
Man vs machine is the future of sport but what do we want it to look like?

Man vs machine is the future of sport, whether we like it or not, but what do we want it to look like?

If you want to understand where sport is heading, don’t look at the Olympic programme or the Premier League fixture list. Look instead at the strange, noisy, algorithm‑friendly world growing just outside the mainstream. A world where celebrity boxing sells out arenas, where tennis exhibitions are marketed like rock gigs, and where the line between athletic competition and entertainment content is not so much blurred as gleefully erased.

Nick Kyrgios vs Aryna Sabalenka as a made‑for‑socials tennis confection; Jake Paul turning boxing into a hybrid of WWE and legitimate combat sport (broken jaw and all); the rise of influencer football, darts, padel. These aren’t simply sideshows. They are part of a rapidly expanding ecosystem of spin‑off events designed not for sporting purity but for clicks, clips and cultural heat.

Sport at its best?

The much‑dissected Kyrgios vs Sabalenka match is a perfect example of this new genre’s awkwardness. Critics were quick to frame it as an existential threat to women’s sport, but that feels like an overreach. One slightly contrived hit‑and‑giggle/cringe in December isn’t going to undo decades of progress. The event’s real issue was simpler: it was neither sharp enough to be compelling sport, nor chaotic enough to be comedic entertainment. Had they been more self-aware, the organisers and players might have leant into the absurdity. As it was, the match landed in a dead zone between sport and spectacle – cheap TV filler for the tennis off‑season. Only harmless fun if fun for you has a very low threshold.

Such vaudeville shows are no threat to “real” sport. It’s not clear that the same can be said about the most audacious new entrant to this field: the Enhanced Games. Claiming to be “transforming human potential into superhumanity”, the Games will showcase athletes free to use performance‑enhancing drugs.

This is a provocation, a science experiment, a marketing stunt, a philosophical challenge and – depending on your view – a dystopian nightmare or a thrilling glimpse of the future.

The Enhanced Games is no longer a thought experiment. Its website showcases 14 athletes in a growing roster ahead of the inaugural staging in Las Vegas in May. The real question is whether organisers can attract enough athletes of sufficient calibre – and with enough time to “prepare” in the way the format implicitly encourages – to make the spectacle credible. Signing a handful of swimmers is one thing; assembling a field deep enough to produce world‑class races is another. Even with seven‑figure bonuses for breaking world records, will elite athletes risk the long‑term consequences of enhancement (both physical and reputational) for a one‑off payday?

Robot or enhancement?

If the organisers are right, the Enhanced Games could deliver shock‑and‑awe performances that force the sporting world to confront uncomfortable questions. If they’re wrong, the whole thing risks looking like a curiosity – more hype than hyper‑performance.

Expect the public to tune-in to find out, even if tut-tutting from their sofas. If we’re already comfortable with celebrity boxing mismatches and chemically‑augmented athletics, then what comes next? The next frontier – one that sport has been inching toward for decades – is man vs machine.

A humanoid robot capable of running 100 meters in seven seconds would be a spectacle. One capable of 9.5 seconds isn’t a threat to sport. It’s a business model.

Such robots can already sprint, jump and navigate obstacles. Give them a few years and a corporate sponsor with deep pockets, and you could easily imagine a race between the world’s fastest sprinter and a robot built to mimic human biomechanics but with perfect stride efficiency and zero fatigue.

Read more

Mayor gives green light for 4am Joshua vs Fury fight at Wembley

Business professionals in a meeting analyzing financial data on laptops, highlighting corporate strategy and decision-making.

Would it be fair? No. Would millions watch? Absolutely.

Testing limits in sport

Sport has always been about testing limits. But what happens when the limits of the human body are no longer the most fascinating, when the ingenuity of the brains behind the creation of machines becomes of greater interest and import?

Cricket has already flirted with automation. Bowling machines can replicate the actions of individual bowlers with uncanny accuracy and consistency. Imagine, then, a new format of the game where the bowlers are machines programmed to mimic the actions, speeds and variations of famous bowlers from history. Want to see today’s star batters face peak Wasim Akram? Shane Warne’s Mike Gatting ball? Harold Larwood at full Bodyline menace? Feed the data in and let the machine loose.

Nostalgia is one of sport’s most monetisable emotions. Machines could prove its facilitator. Think ABBA Voyage in cricket whites, baseball uniforms or sprint suits.

We’ve already accepted one version of man vs machine as mainstream. Chess engines surpassed human grandmasters years ago, and the sport didn’t collapse. Instead, it evolved. Humans now compete both against computers and with their assistance. Esports take this further. Every game is, at its core, man vs programmer. Your direct opponent may be human, but the code is the king.

So perhaps the leap to physical man vs machine sport isn’t as radical as it first appears. In time, grassroots sport could be transformed too. Once technology becomes cheap enough, in any sphere, it inevitably trickles down.

Inevitability

Imagine a local running club with access to a robot pacer capable of holding any speed, over any distance, any terrain. A village cricket team training against a machine that can replicate the exact release point of a county pro. Youth footballers practising penalties against a robot goalkeeper that learns their tendencies and adapts in real time. If machines become part of a sport’s toolkit, they will inevitably become part of its culture, at all levels.

A purist may think this all a step too far, may prefer that sport remains human, hence flawed and unpredictable; that introducing machines risks turning sport into a tech demo. However, the line between human and machine has been blurring for decades. Just think of carbon-fibre bikes, graphite tennis racquets, Hawk-Eye, VAR, altitude tents, smart mouth-guards and GPS tracking.

The issue isn’t whether man vs machine sport will happen. It’s what do we want it to become? 2026 will begin to force us to confront that question.

Ed Warner is chair of GB Wheelchair Rugby and writes his sport column at sportinc.substack.com

Read more

Free-to-air bonanza boon for fans, sport and marketers

Getty Images collection number 2284379076 featuring diverse business professionals in a collaborative meeting setting.

Share this article

  • Facebook
  • X
  • LinkedIn
  • WhatsApp
  • Email

Similarly tagged content:

Sections

  • Sport
  • News

Categories

  • Sport Business
  • Business
  • Sport

People & Organisations

  • AI
  • Artificial Inteligence
  • Man vs Machine
  • robots
  • robots in sport
  • technology

Related Topics

  • Artificial intelligence (AI) and robots

Trending Articles

  • Thames Water faces fresh threat to survival after pensions regulation breach

  • PwC’s Embankment HQ to get major makeover ahead of Canary Wharf move

  • Family feud: London estate agent Winkworth sues chair over plot with wife to oust son from board

  • As it happened: Stocks rise despite new tensions in Strait of Hormuz; Oil price climbs

  • A tribute to wine legend Matthew Jukes by his friend Libby Brodie

More from Morning Wire

  • Mayor gives green light for 4am Joshua vs Fury fight at Wembley

    Sport Business
    Business professionals in a meeting analyzing financial data on laptops, highlighting corporate strategy and decision-making.
  • Free-to-air bonanza boon for fans, sport and marketers

    Sport Business
    Getty Images collection number 2284379076 featuring diverse business professionals in a collaborative meeting setting.
  • Sumo’s London return shows the capital really is a global sport leader

    Sport Business
    Breaking news event with reporters gathering for a press conference in a bustling city setting, microphones and cameras vi...
  • Anthony Joshua v Tyson Fury venue tug of war on pause, says Matchroom boss Hearn

    Sport Business
    Anthony Joshua landing a punch on Jake Paul during a boxing match
  • Cristiano Ronaldo on Mars: Where will sport take us in the next five years?

    Sport Business
    Cristiano Ronaldo smiling in his white and yellow Al Nassr football jersey during a match
  • Sport documentaries muddle grey area of storytelling vs reality

    Sport Business
    Alex Albon of Williams Racing giving an interview, with a camera crew nearby and Atlassian branding visible.
  • Tickets for England World Cup quarter vs Norway on sale for $8m

    Sport Business
    Economic analysis charts and graphs showcasing global market trends in 2023 with a focus on stock performance indicators.
  • How Harry Maguire is using AI to help England… at table tennis

    Sport Business
    Scottish Premiership match between St. Johnstone and Hibernian at McDiarmid Park, featuring players in action on the field
MorningWire

Independent European business, markets and political news for decision-makers.

Morning Briefing

Europe

  • Germany
  • France
  • Europe
  • UK & Ireland

Business

  • Markets
  • Banking
  • Technology
  • Energy
  • Property
  • Fintech

Editorial

  • Opinion
  • Editorial Policy
  • Corrections
  • Contact

Company

  • About Morning Wire
  • Privacy Policy
  • Terms of Use
  • Cookie Policy
© 2026 Morning Wire Ltd · Published by Morning Wire Media, Bahnhofstrasse 65, 8001 Zürich, Switzerland
Privacy · Terms · Cookies · Facebook