10076308AI Assurance for Next Generation Sports MarketplacesClosedGrant for R&DInnovate UKLess than 1% of Manchester City fans live in the UK (Manchester City,2022). This experience is replicated not just across football clubs, but across the vast majority of sports. Clubs and athletes have greater opportunities than ever to connect with fans worldwide by utilising digital-first technologies, driving greater revenue and engagement than traditional models allow. However, to fully exploit the potential of digital technologies requires a vast amount of time and effort. Clubs and athletes must manage multiple social media channels including Instagram, Twitter and TikTok; online platforms including shops and news sites; and longer-form video or streaming channels like YouTube or Twitch. Even for clubs like Manchester City with huge media teams, this is a major barrier. For individual athletes seeking to promote their personal image within or alongside their professional reputation, it's all but impossible. Most choose to focus their attention on a small number of platforms or channels, missing out on the full opportunity. TMA Sport intends to change that. We're building Lokkaroom, a digital marketplace where clubs and athletes create their own 'lokkaroom'. The lokkarooms sit behind secure paywalls, bringing all the potential of Web3 applications into one easily manageable and accessible space: video content, real-time updates, memberships, direct conversations, merchandise sales, and more. It's a game-changing way for clubs and athletes to interact with fans. To make Lokkaroom secure and compliant with changing industry regulations, we have built in a variety of AI-driven processes, including KYC, AML and age checks, maximum spend limits for resellers, and more. These processes are vital to keep everyone using Lokkaroom safe. However, as AI technology grows, it is becoming more and more important to ensure all AI processes are transparent and auditable. To meet incoming international regulations and continue to provide the secure and transparent service on which we pride ourselves, we will create a streamlined AI assurance platform which compiles multiple AI assurance systems spanning the entirety of Lokkaroom's user-facing operations, with an analytics dashboard available for any necessary checking or auditing. This is technology that has potential beyond just Lokkaroom, and beyond the sports market as a whole. As AI technology continues to expand and AI assurance regulation chases it, TMA Sport can support transparency and security across industries and countries by licencing this technology out, establishing a major UK competitor in the growing AI assurance field.