In a landmark move to protect athletes from the harmful effects of online abuse, the British and Irish Lions have announced a partnership with SentientSports to roll out GuardianAI technology ahead of their upcoming summer tour.
The initiative highlights a growing trend in elite sport to actively shield players and staff from the mental health impacts of social media toxicity.
GuardianAI will assign a personal AI agent to each member of the Lions squad, including coaches, to monitor social media in real-time.
The system uses predictive analytics and machine learning to detect abuse before it escalates. It also delivers real-time insights and alerts to the Lions’ communications team, allowing for swift and targeted responses to mitigate harm.
If abusive content is detected, GuardianAI can initiate a range of countermeasures, including reporting posts and working with platforms to help remove harmful content.
Cultural Shift
The move signals a broader cultural shift in how sports organisations view digital engagement and athlete welfare. The Lions’ adoption of GuardianAI reflects the increasing concern over the impact of online abuse on performance and mental health, particularly during high-pressure events such as international tours.
“Protecting the well-being of our players and staff is paramount,” said Shane Whelan, Director of Digital, Marketing & Communications at The British & Irish Lions.
“Partnering with SentientSports and deploying GuardianAI during our Tour is a crucial step in safeguarding our team from the harmful effects of online abuse and will aid on-field performance.”
Dr Ryan Beal, CEO of SentientSports, said the technology was built specifically with the challenges of modern athletes in mind.
“GuardianAI was built with an athlete-first mindset, providing organisations with the tools they need to protect athletes on social media. As a next-generation platform powered by agentic AI, it proactively defends against online abuse and supports player welfare. We look forward to standing alongside the Lions for this summer’s Tour.”
Athlete Welfare
Several national sporting bodies and figures have taken action in recent years to combat the rise of targeted online abuse, which has become an increasingly visible threat to athletes’ welfare.
The GAA and the Gaelic Players Association have jointly campaigned against online hate. The 2023 “In Their Boots” initiative used real player experiences to challenge harmful fan behaviour and encourage empathy.
The GPA has also made counselling and digital welfare support available to members, reinforcing the idea that abuse directed at players—whether on the field or online—is unacceptable, as have Rugby Players Ireland through a number of campaigns.
In Northern Ireland, the Irish Football Association has taken a firm stance, supporting a social media blackout in 2021 to protest sectarian and racist abuse aimed at players and officials. It forms part of their long-standing “Football for All” ethos that promotes respect and inclusivity across all levels of the game.
Ahead of Rugby World Cup 2023, World Rugby implemented enhanced online protections for officials, while Irish Rugby echoed those efforts with calls for “meaningful action” against online hatred and digital bullying.
Central Issue
The importance of mental well-being in high-performance environments has become a central issue for sports bodies across the globe.
Athletes, particularly those in the spotlight during international competitions, face growing pressure not just from the media but from increasingly hostile online environments.
Sports psychologists and player unions have pointed to the rise in anxiety, stress and burnout, much of it fuelled by the unchecked spread of negativity and abuse on platforms like X, Instagram and TikTok.
The SentientSports board includes prominent names from both sectors, including former Manchester United executive Ed Woodward, TikTok’s Global Head of Sports Partnerships Rollo Goldstaub, and leading figures from the AI field such as Professor Gopal Ramchurn and Professor Nick Jennings.
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