Unlocking the Human Data Economy in Sports

This session explores how consent-based data infrastructure is turning athlete data into a new commercial asset class, and why sport is the blueprint for the Human Data Economy everywhere else. Every professional athlete is now a continuously sensed human: heart rate, heart rate variability, sleep, recovery, movement, load. That personal data already drives hundreds of billions of dollars across broadcast, betting, performance analytics, and sponsorship, and the athletes generating it have historically had little control over how it's being used and monetized. A better model exists with athletes at the epicenter of value creation. Sports Data Labs founder Mark Gorski has spent a decade building it: infrastructure that lets athletes govern, license, and be paid for their personal data. He shows how the model can work in practice, from real-time biometric streams and AI-driven prediction that create value without exposing an athlete's raw data, to the union-level governance frameworks now being adopted across football, basketball, and cricket, to what a consented athlete data marketplace looks like when broadcasters, betting operators, and health systems are all buying from the same infrastructure.