Korean AI firm Aimbrode stirs buzz at London sports tech event with football LLM

Aimbrode, a South Korean football AI company, drew wide attention at a global sports technology event in London, where it unveiled a football-specific large language model and three core solutions built around it.

Jang Su-jin, chief executive of Aimbrode, said the company participated in SportsPro AI + Tech 2026, held Sept. 29 and 30 at London Stadium, and received an enthusiastic reception.

"It was an opportunity to explore B2B partnership possibilities with football clubs and associations in the United Kingdom, Europe and the Americas, and to identify entry points for B2C services targeting football fans," Jang said. "Local industry figures showed strong interest in our technology that automates AI commentary and video production using data from the home of football."

SportsPro AI + Tech is a sports industry-focused AI and technology B2B exhibition and conference organized by SportsPro, a British global sports business media group. The event draws chief executives and senior decision-makers from broadcasters, OTT platforms, professional leagues, football clubs, global sports federations and technology companies worldwide.

With an admission fee of 2 million won ($1,490), the event has established itself as an authoritative forum for discussing real-world business applications of AI in broadcast innovation, fan engagement, match strategy and player data analysis, and club operations management.

Aimbrode was the only company from South Korea — and from Asia as a whole — to participate in the exhibition. Its invitation came after the event's director saw the company's football AI technology, built on 13 years of Premier League big data, at a SportsPro-organized football seminar in April and extended an official offer to participate.

At the event, Aimbrode showcased its Football LLM, trained on data from every EPL match over nine years, along with technologies for real-time match commentary and automated AI podcast video generation.

The three flagship solutions on display were Football Index, which compares and analyzes all 20 EPL clubs using a single teamwork metric; Vibe Football, which delivers real-time voice-based analysis and commentary on team tactics and strategy; and Football ERP, a club resource management system that converts player and team assets into multidimensional data to support executive decision-making.

Building on its participation, Aimbrode plans to strengthen its partnership network in the United Kingdom while expanding its presence at major global AI technology events from 2027 to accelerate its push into international markets.