The extensive developments in the field of artificial intelligence (AI) have had a profound impact on the sports industry and have transformed its management, monitoring, and performance dimensions. This study aims to examine the effects of artificial intelligence on sports rights and analyze its legal and ethical challenges. The research method is comparative, legal, and descriptive, and analyzes the existing challenges by examining practical examples on a global scale. The findings show that artificial intelligence can transform the methods of managing sports rights and evaluating athletes' performance; however, if legal and ethical considerations are not observed, there is a possibility of threatening the individual and social rights of athletes, including violating privacy and creating discrimination. Accordingly, the study emphasizes that the responsible use of artificial intelligence requires the development of comprehensive and efficient legal and ethical frameworks. Although the developments resulting from artificial intelligence in the sports industry have provided significant opportunities for improving sports management, evaluation, and performance, they have also brought significant legal and ethical challenges. The findings of this study show that without the development and implementation of strict legal and ethical frameworks, the use of this technology can lead to privacy violations, discrimination in sports decision-making, and the violation of athletes’ individual and social rights. Accordingly, the development of comprehensive and flexible regulations that are updated in line with technological advances is essential. In addition, international cooperation between sports, legal, and technological institutions can play a key role in ensuring justice and protecting sports rights in this digital age. The future of the sports industry will depend on creating a smart balance between technological innovations and sustainable legal and ethical principles.