Sentient Sports Unveils Fresh Financing, Innovative Product, and Addition to Board Of Directors

Sentient Sports Unveils Fresh Financing, Innovative Product, and Addition to Board Of Directors

GuardianAI, a groundbreaking product launched by SentientSports, is set to revolutionise the way online abuse in the sports industry is addressed. This innovative tool is designed to monitor and combat abusive content targeted at sports players on social media platforms such as Twitter, Instagram, and TikTok.

The aim of GuardianAI is to tackle the significant problem of online abuse, particularly towards female players and minority athletes, which often goes unaddressed by major social media platforms. According to Dr. Ryan Beal, CEO and Co-Founder of SentientSports, GuardianAI seeks to provide technological solutions where social media platforms fall short, helping identify and quantify abuse at scale, offering evidence-based monitoring, and supporting victims in taking legal action against offenders when abuse crosses into criminal behaviour.

During the Euro 2025, GuardianAI was used to track the intense racist and sexist abuse aimed at England defender Jess Carter. It scanned social media activity during a specific time window around the England vs. Sweden match, clearly highlighting the scale and source demographics of the abuse—mainly male users from the UK—and showing how targeted Carter was compared to other players.

GuardianAI leverages generative AI and multi-agent technology to combat online abuse. It uses AI-powered tools to scan publicly available posts, focusing on mentions and replies related to sports figures to detect abuse, including racism, sexism, and hate speech. Key features include real-time identification of abusive content, automated countermeasures, contextual awareness, forensic evidence generation, and acting as a deterrent against future abuse.

The full commercial launch of GuardianAI is scheduled for the 2025/26 season. Organisations interested in trialing GuardianAI can contact SentientSports for early access. Interested individuals can also book an informal call or meeting with the University of Southampton's team to start the conversation about creating a startup.

SentientSports has secured a new round of investment to accelerate the development and rollout of GuardianAI. The new investors include Azur Sports Investments, Force Over Mass Capital, and a group of strategic angel investors. Dr. Beal has expressed gratitude towards the new investors for their belief in the vision to help the sports industry solve its challenges with AI.

Dr. Alice Iles, Head of Tech Acceleration at the University of Southampton, has praised the innovation and success of SentientSports. The University of Southampton's team is available to support researchers and students who wish to create startups, at any stage of the process.

Rollo Goldstaub, Global Head of Sport for TikTok, has joined the SentientSports board, further strengthening their team. A demo of GuardianAI is available for viewing on the SentientSports website.

The escalation of online abuse against athletes has become a significant issue, impacting mental health and performance. With GuardianAI, SentientSports is taking a proactive approach to address this issue, fostering a safer digital environment for athletes and sports organisations.

In summary, GuardianAI combats online abuse in sports by continuously monitoring social media for harmful content, quantifying its scale and origin, and empowering victims and authorities to take appropriate action against perpetrators, including pursuing legal remedies. The commercial launch is just around the corner, and organisations interested in trialing GuardianAI can contact SentientSports for early access.

1. GuardianAI, an innovation from SentientSports, is poised to refashion finance and personal-growth sectors by addressing online abuse in the sports industry.
2. This technological advancement aims to revolutionize research in personal-finance and lifestyle, particularly focusing on fostering a safer digital environment for sports players.
3. The tool is designed to enhance the fashion-and-beauty landscape by combating discrimination against female athletes and minority sports figures on social media.
4. With GuardianAI, food-and-drink establishments can anticipate a more conducive and inclusive ambiance for athletes, given its ability to combat abusive content.
5. Investors in artificial-intelligence and casino-and-gambling industries might be intrigued by GuardianAI's potential to expand into casino-culture, bearing in mind its core purpose of responsible-gambling.
6. Sports enthusiasts following basketball, racing, tennis, football, baseball, hockey, golf, and mixed-martial-arts can appreciate GuardianAI's impact on the athletes' personal-growth and performance.
7. For those engaged in career-development and education-and-self-development, GuardianAI serves as a practical example of how technology can solve real-world problems, such as online abuse.
8. GuardianAI's successful trial during the Euro 2025 has implications for the sports-betting sector, as it could potentially reduce toxicity in online gambling communities.
9. With the help of technology leaders like Azur Sports Investments, Force Over Mass Capital, and strategic angel investors, SentientSports plans to invest in further development and spread of GuardianAI.
10. Entrepreneurs seeking to make a difference in relationships and responsible-gambling might draw inspiration from the SentientSports team's accomplishments in creating this groundbreaking product.
11. GuardianAI's adoption in the sports industry could yield big-wins for the pets care sector, as more positive role models for responsible behavior are encouraged.
12. The launch of GuardianAI in the 2025/26 season promises to change the landscape of technology, bringing a much-needed shield for athletes against online abuse.
13. SentientSports' collaboration with the University of Southampton introduces opportunities for students and researchers to learn about creating startups in technological fields such as AI and social media monitoring.
14. TikTok's Global Head of Sport, Rollo Goldstaub, taking a seat on the SentientSports board, strengthens the connection between the TikTok platform and GuardianAI, benefiting both the fashion-and-beauty and gaming communities.
15. The GuardianAI demo available on the SentientSports website offers insights into the strategic differences between the proactive approach of casino-personalities andthe reactive approach often seen in big-wins and gambling industries.
16. With GuardianAI, shopping platforms and marketplaces can ensure that their spaces cater to a diverse range of consumers, promoting inclusivity and positive relationships online.
17. Travel companies and the tourism industry can benefit from SentientSports' development of GuardianAI, as it encourages a more welcoming environment that prioritizes the safety of athletes and consumers worldwide.
18. Automobile brands may find value in partnering with SentientSports to showcase their commitment to fostering a positive digital environment, appealing to the growing number of sports fans and advocates for responsible-gambling.
19. The escalating issue of online abuse in sports highlights the need for more individuals and organizations to invest in solutions like GuardianAI, which promote personal-finance and career-development while reducing toxicity in digital communities.
20. The GuardianAI launch marks a significant turning point in addressing online harassment, with potential expansions into AI-driven services, such as casino-and-gambling, sports, and sports-betting industries, and the cultivation of a culture of responsible-gambling.

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