In the last decade, sports club management has undergone a radical transformation: moving from relying almost exclusively on intuition and experience to integrating automation, data analysis, and virtual assistants into daily operations. This transition has allowed organizations to optimize communication, marketing, licensing management, sponsor relations, and event organization, freeing up human resources for higher-value strategic tasks. A notable example of this revolution is VfL Wolfsburg, a pioneer in the cross-sectional adoption of artificial intelligence in professional sports. Since 2023, the German club has aimed to make AI a structural capability, not just an isolated experiment, but a tool to reduce costs, save time, and enhance the quality of its internal processes. In just a few years, Wolfsburg has implemented nearly 100 AI-based custom assistants in areas such as operations, communication, marketing, sponsorships, human resources, and strategy. Dozens of these assistants are used daily, generating an annual savings in six figures due to reduced reliance on external services. The success lies in identifying specific bottlenecks—such as writing newsletters, translations, or generating commercial content—and transforming them into automated workflows, as well as promoting "AI champions" in each department to facilitate technological adoption. This trend has already spread to Spain, where federations and local entities are incorporating AI into both their training offerings and daily management. Notable is the work of Pablo Sala, a sports manager and national reference in the practical application of artificial intelligence in football and futsal clubs, especially in grassroots sports. His methodology focuses on empowering clubs to leverage accessible tools like ChatGPT, addressing specific needs: automating reports, assisting families through virtual assistants, designing signage and websites for events, or improving communication on social media. A relevant case is the Federació de Futbol de la Comunitat Valenciana (FFCV), which, in collaboration with Sala, has launched the first course in Spain dedicated to AI applied to sports club management, open to entities of any level and free of charge. Similar initiatives have been adopted by the Navarre and Asturian federations in the last quarter of 2025. The program, consisting of 12 hours spread over six online sessions, covers everything from AI fundamentals to practical applications: automated data analysis, creating custom assistants, generating multimedia content, designing campaigns for sponsors, and planning sports events with technological support. More than a hundred sports entities have already participated, and each club can access individual sessions to tailor the technology to their specific needs. This approach democratizes access to technology, allowing modest clubs to compete on equal organizational terms with more advanced structures. Through training, personalized advice, and real cases, AI ceases to be an abstract concept and becomes a strategic tool in the current and future management of Spanish clubs. In both the case of Wolfsburg and Pablo Sala's experience, the importance of having individuals within each club to lead AI integration is emphasized. These "AI champions" understand the daily needs of the club and know how to translate the potential of technological tools into tangible improvements in processes, documentation, communication, and support for players and families. In an environment where artificial intelligence will be key to efficiency, resource acquisition, and professionalization, clubs that invest in training and organization around these profiles will have a real competitive advantage, both on and off the field. (Source: marca.com)