FairPlay Sports Media launches Teammate AI assistant

FairPlay Sports Media, a global sports network driven by fan engagement and cutting-edge artificial intelligence, has unveiled Teammate, hailed as the first-ever AI assistant specifically designed for the sports industry. The launch has taken place on its well-known football statistics platform WhoScored.com, a site widely used by fans, fantasy football enthusiasts, and bettors who rely heavily on data-driven insights.

Teammate marks a significant milestone in the integration of AI technology within sports data services. It aims to merge natural language understanding with decades of football statistics, making it easier for users to access relevant information, whether they are casual supporters, fantasy strategists, or experienced bettors.

How Teammate works

At the heart of Teammate is its ability to interpret natural-language queries. Sports fans and bettors can enter queries in everyday language, and the AI assistant will provide relevant insights, statistical data, and tailored betting options. Instead of navigating complex dashboards or filtering through raw data, users can now receive tailored information instantly.

This is achieved through FairPlay Sports Media’s collaboration with Google Gemini, a platform known for its advanced large language models (LLMs). Google Gemini provides the underlying framework for Teammate’s conversational abilities, while FairPlay’s vast database and neural engine deliver the sports-specific insights.

By combining these two elements, Teammate not only presents numerical data but also explains its relevance in an accessible and engaging way, often using both text and visualisations.

Leveraging decades of sports data

FairPlay Sports Media is not a newcomer to the world of sports statistics. With over 25 years of data assets, the company has developed expertise in compiling, processing, and presenting information that matters to fans and operators alike.

The launch of Teammate coincides with the company’s integration of a deep-learning neural engine, designed to process enormous volumes of data in real time. This technological backbone ensures that the assistant can provide accurate and contextually relevant insights, whether during pre-match preparation or live in-play analysis.

The company sees Teammate as the most advanced fan-first tool currently available in the sports media space. It is positioned as a solution for a growing audience that demands not just basic stats but in-depth analysis that can inform both fan discussions and betting strategies.

Google Gemini’s role in powering Teammate

The choice of Google Gemini as the foundation for Teammate highlights FairPlay Sports Media’s commitment to cutting-edge innovation. Gemini has become a leader in AI development, widely recognised for its creative and productivity tools, as well as its ability to handle complex reasoning tasks.

In Teammate, Gemini serves as the engine behind its natural, conversational user interface. Instead of simply listing numbers, the assistant engages with fans through a format that feels intuitive and dynamic. Importantly, Teammate is being adapted specifically for the sports environment, ensuring that its responses align with the expectations of football fans and bettors rather than generic AI outputs.

Beta launch and integration into platforms

Teammate is currently live in beta mode, which means users can already begin interacting with the assistant while the company continues to refine and expand its features. According to FairPlay, the system has been designed to fit seamlessly into existing digital platforms, including apps and websites.

The assistant operates on a white-label basis, allowing partner brands to incorporate it under their own identity while benefiting from the underlying technology. This approach provides opportunities for monetisation, user retention, and greater brand engagement. By embedding Teammate, partners can offer a unique feature that differentiates them in the highly competitive sports media and betting markets.

Enhancing fan and bettor engagement

Teammate is expected to transform the way sports fans and bettors interact with data. Traditionally, accessing detailed statistics required either advanced knowledge of analytics tools or significant manual research. Teammate removes this barrier by making the data conversational.

The assistant is capable of supporting a wide variety of use cases:

• A fan preparing for a weekend fixture can ask Teammate about team form, player performance, or head-to-head history.
• Fantasy football enthusiasts can seek guidance on lesser-known players who are performing exceptionally well statistically.
• A bettor can explore value markets by asking about trends, such as a striker’s scoring record against a specific opponent.
• During a live match, users can obtain real-time forecasts or contextual statistics to inform in-play decisions.

Stuart Simms on the future of sports AI

The launch was accompanied by a statement from Stuart Simms, Group CEO of FairPlay Sports Media. He emphasised the unique positioning of Teammate compared to existing AI services:

“AI has integrated rapidly into our day-to-day lives, but there’s not been a truly bespoke assistant service that suits the needs of sports bettors and data-hungry fans. Teammate, which combines our prowess in delivery of sporting insight, with Google Gemini’s ability to serve users with natural, conversational conveyance of information, offers just that.”

He further explained how the assistant can guide users through various scenarios:

“Whether you need betting inspiration, you’re looking to find the best value that backs up a gut betting pick or want to explore betting opportunities around a player’s recent run of form, Teammate will point you in the direction to find the best bets and the most relevant markets, alongside forecasted tips and associated statistics and data.”

Industry context and future implications

The introduction of Teammate comes at a time when sports media is undergoing rapid transformation. Fans increasingly demand personalisation, interactivity, and immediacy in their engagement with sports data. At the same time, the sports betting sector is looking for ways to offer added value to customers beyond basic odds and markets.

AI assistants like Teammate may represent the next phase of evolution in this space, bridging the gap between raw data and meaningful insights. By contextualising numbers in a way that resonates with individual fans, such tools can significantly enhance the overall sports experience.

Furthermore, the integration of AI into sports media raises broader questions about how technology will shape fan behaviour, betting strategies, and the competitive landscape among media platforms. Teammate’s early adoption could give FairPlay Sports Media a strong advantage as this trend accelerates.

Balancing innovation with responsibility

While the excitement around AI-driven betting assistance is high, it is also accompanied by responsibility. FairPlay Sports Media has emphasised that Teammate is a fan-first tool, designed not only for bettors but also for general sports enthusiasts who want to deepen their understanding of the game.

The company acknowledges the importance of responsible gaming practices and is expected to align its innovations with industry standards and regulations. By presenting data in a transparent and accessible manner, Teammate can support informed decision-making rather than encouraging reckless behaviour.

Looking ahead

Teammate is still in its early stages, but its potential is considerable. As AI technology continues to advance, and as FairPlay gathers feedback from its beta users, the assistant will likely expand its capabilities. Future updates may include broader sports coverage beyond football, more advanced personalisation features, and deeper integrations with partner platforms.

For now, Teammate represents a notable step forward: the combination of decades of sports data, advanced machine learning, and conversational AI, brought together in a tool designed for both fans and bettors.

Conclusion

The launch of Teammate by FairPlay Sports Media represents a significant advancement in the integration of artificial intelligence within sports media and betting. By combining over 25 years of sports data with Google Gemini’s conversational AI technology, Teammate offers fans and bettors an innovative way to access insights, statistics, and betting opportunities in a seamless, user-friendly format.

Designed to enhance both pre-match preparation and live engagement, the AI assistant caters to a wide audience—from casual football enthusiasts to data-driven bettors—while prioritising responsible usage. Its white-label integration capabilities further extend its potential, allowing partner platforms to deliver enhanced fan experiences and monetisation opportunities.

As AI continues to reshape sports media, Teammate sets a benchmark for the next generation of fan-first tools, demonstrating how technology can make sports more interactive, informative, and engaging, all while maintaining transparency, accuracy, and reliability.

FAQs

What is Teammate by FairPlay Sports Media?
Teammate is an AI-powered assistant launched by FairPlay Sports Media on its WhoScored.com platform. It helps fans and bettors access sports data and betting insights through natural-language interaction.

How does Teammate use artificial intelligence?
Teammate is powered by Google Gemini’s large language models, which allow it to understand and respond to conversational queries. It combines this with FairPlay’s sports data and neural engine.

Is Teammate only for sports bettors?
No, Teammate is designed for a wide audience, including casual fans, fantasy football players, and bettors. It provides insights and statistics that appeal to all types of users.

What makes Teammate different from other AI assistants?
Teammate is specifically tailored to sports data and betting insights, whereas most AI assistants are general-purpose. It combines conversational ability with deep football statistics.

Can Teammate be integrated into other platforms?
Yes, Teammate has been developed as a white-label tool, allowing partners to integrate it into their apps and websites under their own branding.

Is Teammate available now?
Yes, Teammate is currently live in beta mode, meaning users can try it while FairPlay continues to develop and expand its features.

How does Teammate support responsible betting?
By presenting data and forecasts in a clear and transparent way, Teammate helps users make more informed decisions. FairPlay has emphasised a fan-first approach.

Will Teammate cover sports beyond football?
At present, Teammate is focused on football statistics. However, future updates may expand its coverage to include other major sports.

What role does Google Gemini play in Teammate?
Google Gemini provides the conversational AI framework, enabling Teammate to interpret natural-language commands and deliver responses in a user-friendly format.

Who is Stuart Simms?
Stuart Simms is the Group CEO of FairPlay Sports Media. He has overseen the launch of Teammate and has highlighted its potential to transform fan engagement with sports data.