Saturday September 23, 2023
The Best Employers in Sports Survey is Now Open!

AI Robots Take Seats At NFL Game

  • AI robots were placed in seats at SoFi Stadium during Chargers’ Week 1 game against the Miami Dolphins.
  • It is the most recent addition to a series of movie-related spectacles at sporting events.
The Los Angeles Chargers are leaning into their Hollywood home to promote Disney's upcoming movie.
Credit: The Sporting Tribune
Front Office Sports Today

How Rupert Murdoch Changed Sports Media Forever

As he steps down as chair of Fox and News Corp., we discuss his monumental and ongoing impact.
Listen Now
September 22, 2023 | Podcast
Copy Link
Link Copied
Link Copied

The Los Angeles Chargers are leaning into their Hollywood home to promote movies, as AI robots were placed in seats at SoFi Stadium during their Week 1 game against the Miami Dolphins to help promote Disney’s upcoming science fiction film called “The Creator.”

“The Creator” debuts in theaters September 29 from Disney’s 20th Century Studios with a plot focused on a future war between humans and artificial intelligence. Disney showed the robots in the crowd on SoFi Stadium’s video screen, with the figures moving their robotic heads and sitting next to human fans.

This isn’t the first time Disney has utilized the massive double-sided video board at SoFi Stadium to promote a film; the screen was also used last year to promote a trailer for “Avatar: The Way of Water” during a Rams game.

SoFi Stadium in Hollywood Park is a natural fit to promote films as it is located near the center of America’s entertainment industry. The Creator’s promotion comes as SAG-AFTRA and the Writers Guild of America are on strike over labor tensions in Hollywood that largely stem from a lack of compensation from streaming services and AI’s threat to creative workers.

“There’s a level of creativity that the computers are never going to be able to replace that will always necessitate people,” sports media personality Bomani Jones told FOS in July. “What AI can do is write a game story. There’s a lot of things in our world that AI can do that really can affect the employment prospects that a lot of us have in this game.”

Jones, a former ESPN writer and host, attended a picket line event outside the CBS Broadcast Center in New York in July to show support for Hollywood writers on strike. Union leaders from the NFLPA, MLBPA, and NHLPA also attended the event to support the strike

Recently, newspaper publisher Gannett decided to pause its use of artificial intelligence to write high school sports articles after the technology’s recaps drew criticism on social media. 

Disney’s latest movie stunt at SoFi Stadium is reminiscent of the creepy actors placed by Paramount at MLB stadiums last year to promote its Smile horror film. 

Copy Link
Link Copied
Link Copied

What to Read


NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.

FIFA, Kroenke Clash Over SoFi Stadium's World Cup Revenue Sharing

SoFi Stadium's hosting of World Cup matches may be in jeopardy.
NFL Ad story

Networks Reaping Billions In NFL Ads As Sports Remains Bright Spot

Networks are pulling between $5-$6 billion annually on NFL ads.

Disney+ Slashes Subscription Price As Charter Battle Ramps Up

Price cut to flagship streaming service marks latest move from company
podcast thumbnail mobile
Front Office Sports Today

How Rupert Murdoch Changed Sports Media Forever


Featured Today

Deion Sanders with The Rock on ESPN's "College GameDay."

Deion Sanders Generated $45M In Earned Media For Colorado

From Sept.1-22, Sanders generated $45.7M for the public university.
September 23, 2023

Up Next For College Football Playoffs: More Change, Money, And ... Streaming?

Many changes are coming to the CFP when it expands to 12 teams.
September 22, 2023

Warriors Stake Reportedly Up For Sale at $7B Valuation

A 10% stake in the franchise could cost $700 million.
September 22, 2023

Jaguars Threaten Move Without $1B From Jacksonville Taxpayers

The Jagaurs are hoping to renovate TIAA Bank Field for $2 billion.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations

MLS’ Chris Schlosser on Pioneering the Digital-First Sports League with AI

Chris Schlosser discusses MLS's growth and digital transformation.
Both executive see Apple's headset impacting sports viewing.
July 14, 2023

Bob Iger, Adam Silver Promote Apple Vision Pro’s Impact on Sports

Both executives envision Apple's headset impacting sports viewing.
The NFHS will begin allowing electronic communication in high school baseball.
July 7, 2023

PitchCom Extends to High School Baseball After MLB Success

An NFHS rule change opens PitchCom up to high school baseball.
The company signed a 20-year, $700M arena naming rights deal in 2021.
June 9, 2023

Crypto.Com Suspends US Institutional Exchange Amid SEC Crypto Crackdown has a 20-year, $700M arena naming rights deal.
June 5, 2023

Apple Looks to Upend Sports Watching with Mixed Reality Headset

Apple unveiled its mixed reality headset, the Apple Vision Pro.
April 19, 2023

UFC to Stream Fights in 8K Through Dome Theatres

Cosm's first 8K video viewing venue will open next year in Los Angeles.
A NBA Top Shot collectible NFT of Lebron James is displayed on a phone.
February 23, 2023

NBA Top Shot Maker Faces Lawsuit for Unregistered Securities

A judge denied the dismissal of a lawsuit against Dapper Labs.
January 13, 2023

Will AI Take Sports By Storm?

Due to the wide variety of benefits and the broad set of existing tools and expertise in the space, the convergence of AI and the sports industry at all performance levels and for business and operations seems inevitable.