The chapter explores the transformative impact of Artificial Intelligence (AI) on the business model of the Olympic Games, guided by the International Olympic Committee’s (IOC) AI Agenda, highlighting AI’s dual role as both an enabler of innovation and a source of ethical challenges. AI revolutionises athlete performance, optimises operations and enhances audience engagement, creating new value streams for the Olympic ecosystem. However, concerns regarding data privacy, fairness and accountability necessitate robust governance frameworks. Employing a thematic analysis methodology, the chapter examines the IOC’s strategic efforts to balance innovation with ethical responsibility. The findings emphasise the importance of transparency, collaboration and sustainable practices in leveraging AI’s potential. The research contributes to understanding how advanced technologies reshape global sports and offers insights for future developments.