• Mar 25, 2026

Meet the iKOMGOU Team at SPORTEL Singapore 2026.

iKOMGOU is a leading technical aggregator and distributor of live sports content, delivering seamless acquisition and transmission solutions for events of any scale. Through a global network of teleports, fiber connectivity, and advanced IP infrastructure, iKOMGOU ensures reliable, high-quality delivery across multiple platforms, making live sports accessible anywhere, anytime.
Known for fast response times and operational excellence, the team adapts quickly to evolving technologies while maintaining the highest broadcast standards. From major international tournaments to niche competitions, iKOMGOU guarantees secure, efficient, and flawless distribution.
Regardless of size or complexity, iKOMGOU manages every technical aspect end-to-end, enabling broadcasters, rights holders, and federations to focus on acquiring rights, monetizing content, and expanding audiences.
Meet the team at SPORTEL Singapore 2026 to discover how iKOMGOU can optimize your live sports delivery strategy — and explore new AI-driven solutions such as iKOCLIPS, designed to instantly transform live moments into ready-to-share highlights
Connect with iKOMG OU

• Mar 25, 2026

THANK YOU

We would like to extend our sincere thanks to all the Sponsors and Partners of SPORTEL Singapore 2026 for your incredible support. Your commitment and collaboration play a vital role in bringing together the brightest minds and the most exciting innovations in the sports media and entertainment industry.

Thanks to your partnership, SPORTEL continues to grow, inspire new ideas, and deliver exceptional experiences for our global community. We are truly grateful for your trust and ongoing support, and we look forward to achieving even greater milestones together in the years ahead.

• Mar 25, 2026

THANK YOU Media Partners

A heartfelt thank you to our outstanding media partners for their continued support and dedication.

Their contribution has been instrumental in the success of SPORTEL Singapore 2026, and we are truly grateful for the key role they played in making this edition such a memorable gathering.

• Mar 24, 2026

Meet Two Circles at SPORTEL Singapore

Meet Two Circles at SPORTEL Singapore and discover a partner built to help broadcasters and rightsholders grow audiences and revenues by truly knowing their fans.

Two Circles combines data-driven insight with end-to-end sports media capabilities – from media rights strategy and sales to live production and content delivery at scale. Our media rights and production specialists help rights owners package and position inventory for maximum value, while giving broadcasters the intelligence to acquire and activate rights with confidence.

Through high-quality remote and on-site production solutions, we deliver consistent coverage across seasons and territories. When direct-to-consumer is part of the plan, Staylive provides flexible streaming technology to launch and run your own OTT service – maintaining control of your platform, content and customer relationships, with scalable monetisation and multi-device apps.

Backed by experience with hundreds of sports organisations worldwide, we connect rights strategy, production and fan engagement to drive measurable growth. More info

Two Circlers Craig Neilson and David Hunt will be in Singapore – let’s talk.

• Mar 24, 2026

Looking for FAST Channels for your Sports Pack? Come and talk to Lightning at Booth A06!

We have 20+ free FAST sports channels on offer including basketball, tennis, football, hockey, fight sports, racing, and eSports. Many of them have LIVE sports in their schedule every month.
Let’s build a package to fit your needs!

Plus we have SUMO, and coming soon: Japanese boxing, and Muay Thai from Thailand

• Mar 24, 2026

Bundesliga International signs partnership deal with AIS, Thailand’s leading communications provider

• Bundesliga International has signed a partnership agreement with Thailand's top telecoms provider AIS
• Three-year deal starts from the beginning of the 2026-27 season
• Thailand is a key market for the Bundesliga in the Asia-Pacific region

Bundesliga fans in Thailand can keep up to date with the best of Football As It's Meant To Be after Bundesliga International signed a three-year deal with Thai telecommunications giant AIS from the start of the 2026-27 season.

The new deal will see all nine Bundesliga matches available each matchday on the AIS PLAY platform, including the Franz Beckenbauer Supercup between the Bundesliga champions and DFB Pokal (German Cup) winners to kick off the 2026-27 campaign.

AIS is the biggest intelligent infrastructure company in Thailand, with their streaming platform AIS PLAY providing top-tier entertainment access to its customers, including a wide range of world-class sports content, such as the NBA, PGA Tour and ATP Tour.

• Mar 23, 2026

Go Beyond the Game With TVU

TVU Networks is the global leader in cloud-native live IP video transmission and remote production — trusted by the world's top broadcasters and sports rights holders to deliver when it matters most.
Why TVU:

• 4,000+ customers across 100+ countries
• Proven at the Olympics, FIFA World Cup & major league sports
• Ultra-low latency live production over 5G & IP
• AI-powered workflows that cut cost and complexity
• Reduced carbon footprint — without compromising quality

Meet us at SPORTEL Singapore 2026
Booth B03
24–25 March | Orchard Hotel Singapore
Website

• Mar 23, 2026

Reddentes Sports: Bridging Gaps, Connecting Viewers

Reddentes Sports was born from a deep belief in the power of sport to inspire, transform, and create lasting impact. As enthusiasts, athletes and industry practitioners, we have experienced firsthand how sports shape lives and communities. Today, we channel that passion into supporting organisations and partners unlock opportunities within the evolving sports and esports landscape.

We are an agile and forward-thinking agency, delivering smart, impactful solutions across media rights distribution, event broadcast and production, and sport development. From maximising rights value and creating new revenue streams to elevating event experiences through world-class broadcasting, we bring both strategy and execution together.

At Reddentes Sports and Redd+E, our expertise also spans across brand partnerships, consultancy and event management. We go beyond service delivery - we work alongside our partners to transform ideas into meaningful outcomes and drive success through the power of sport.
Locate us at booth A2, and come say “Hi”.

• Mar 22, 2026

You’re Invited!

Let’s kick off SPORTEL Singapore in style at our Welcome Cocktail Brought to you by WORLD TABLE TENNIS

Monday, 23 March

18:30 – 20:30
Intermezzo Bar – Hotel Lobby

Join us for drinks, great conversations, and a relaxed moment before the event begins. We can’t wait to see you there!

• Mar 20, 2026

Transportation in Singapore – Partnership with Grab

Participants can benefit from a special offer with Grab, Southeast Asia’s leading ride-hailing app, similar to a taxi service that lets you book rides easily through the Grab app.

• 10% off Premium rides (capped at $4)
• Promo code: SPORTELGRAB

Enter the code in the Grab app to enjoy the discount during your stay.

• Mar 20, 2026

Meet TELSTRA at SPORTEL Singapore

With a strong track record delivering major sporting events globally, Telstra Broadcast Services (TBS) helps sports media teams meet rising audience expectations by combining resilient global connectivity with managed media services. TBS supports live sport contribution, production, and distribution at scale, alongside 24/7 monitoring and unmatched service assurance.  

At SPORTEL Asia, TBS will showcase how its Global Media Network and internet delivery support reliable, high‑quality live sport delivery across APAC and beyond. The team will also share updates on managed media services, remote production workflows, OTT streaming, and virtual advertising solutions that enable rights holders to reach and monetize global audiences.  

Meet the TBS team on the ground to explore practical, real‑world solutions for delivering live sport with confidence—wherever your audiences are watching.

• Mar 19, 2026

Meet FeedConstruct at SPORTEL Singapore

FeedConstruct is a global sports data feed and technology company bridging the Sports and iGaming industries, delivering advanced solutions with precision and flexibility at the core.
Our mission is to empower sports businesses by distributing their sports content globally and making it accessible to a broader audience through a worldwide network of hundreds of partners.

Visit us at Booth D01 and let's talk about what's next for your business!

• Mar 19, 2026

ISB celebrates 30 years of broadcasting excellence at SPORTEL Singapore 2026

For 30 years, International Sports Broadcasting Company (ISB) has helped bring the world’s biggest sporting moments to global audiences. Since 1996, ISB has grown into a trusted partner for federations, organizing committees and rights holders, delivering innovative, high-quality host broadcast services.

At SPORTEL Singapore 2026, we proudly celebrate three decades of passion for sports production — constantly evolving from traditional OB operations to modern remote workflows and digital solutions.
With global teams and tailor-made production for every event, ISB continues to push the boundaries of sports broadcasting.
We look forward to celebrating this milestone in Singapore and shaping the future of sports media together.

• Mar 18, 2026

Label Broadcast Expands Sports Content Delivery Services at SPORTEL Singapore 2026

Label Broadcast will be exhibiting at SPORTEL Singapore 2026, showcasing its managed global content delivery services tailored for sports rights holders, federations, agencies and broadcasters.
As a boutique broadcast services provider, Label Broadcast specializes in managed live and file-based distribution — from satellite uplink and downlink, SRT/IP contribution feeds, and on-site or remote event encoding, to accelerated file-based delivery and managed archiving.
The company also provides booking desk coordination for world feed and unilateral services, working closely with host broadcasters and rights holders to manage multilateral feeds, fan zone stand-ups and IBC transmissions.
With experience supporting international championships and regional tournaments, Label Broadcast delivers reliable solutions designed for both technical and non-technical stakeholders.
At SPORTEL Singapore, the team looks forward to connecting with partners across Asia and beyond to support the evolving demands of global sports media distribution.

• Mar 18, 2026

Sportradar powers the global sports media industry with the data, content and technology

Sport thrives on global media coverage—and Sportradar helps deliver it. Through premium live sports rights, broadcast-ready content and advanced data solutions, we enable broadcasters, digital platforms and media companies to engage fans and unlock new revenue opportunities.
Our media rights portfolio brings audiences closer to some of the world’s most compelling sports competitions. It includes global basketball and baseball through the National Basketball Association, National Basketball League and Major League Baseball, world-class tennis from the ATP Tour, and leading football competitions across the Asian Football Confederation, UEFA, the K League and the Bundesliga—delivering premium live sport to audiences year-round.
Beyond rights and content, our data-driven marketing services help brands and rights holders maximize sponsorship value through smarter investment and activation strategies.
Meet our team at Sportel Singapore to explore how we can grow your audience, strengthen your media offering and unlock new commercial opportunities.

• Mar 18, 2026

Download your Onboarding Kit!

Get ready for SPORTEL Singapore — download your Onboarding Kit now and make the most of your experience! 

We look forward to welcoming you next week at the Orchard Hotel Singapore!
Download here

• Mar 18, 2026

European football rewrites its APAC playbook

European football’s biggest rights-holders have long courted the considerable commercial opportunities presented by the Asia-Pacific region.

However, the landscape has evolved markedly over recent years – and few industry figures are better placed to offer a perspective on this transformation than Robert Klein, SVP & Managing Director, Football, IMG.

Ahead of SPORTEL Asia in Singapore, where he will participate in a key panel session on European football’s commercial strategies in APAC, Klein explained why rights-holders are being forced to rethink how they create and capture value in the region.

“We are seeing several structural shifts in the region,” he said. “APAC has always represented a region of enormous commercial potential for European football, but the way clubs and leagues approach the opportunity has evolved significantly.”

Building ecosystems

One of the most conspicuous changes in APAC has been the move away from short-term campaigns and towards efforts to establish a more durable presence in key markets through increasingly sophisticated and multi-faceted engagement strategies.

Rights-holders are focusing more on building direct relationships with fans through digital platforms that cut across geographical boundaries and time zones, reflecting changing consumption habits and the universal battle to engage younger audiences.

“Pre-season tours continue to be valuable for activating partnerships and engaging fans, but they are now part of a broader long-term strategy rather than the core commercial driver,” Klein said.

“One of the biggest trends is the move toward direct fan engagement through digital platforms, allowing clubs and leagues to build their own ecosystems. From a fan perspective, rights-holders need to meet audiences on the platforms they already use, delivering highly localised content that reflects language, culture and regional preferences.”

Digital and social monetisation

Klein also touched on how rights-holders are exploring new monetisation models, particularly across social and digital channels, and outside the traditional broadcast channels.

“This includes leveraging social commerce, creator-led distribution and new forms of content monetisation to unlock value beyond traditional media rights,” he said, highlighting some of the key themes that will be discussed at SPORTEL Asia.

However, Klein acknowledged that significant challenges remain for rights-holders that are aiming to make a genuine impact in the highly competitive APAC marketplace. Indeed, he highlights how failing to understand the region’s complexity – particularly around media fragmentation, piracy and distribution across different markets – remains a regular pitfall.

“One of the most common mistakes is viewing APAC as a single market,” he said. “In reality, it is one of the most diverse regions in the world economically, culturally and digitally. Pricing, technology and distribution models must be tailored carefully for each country.”

Long-term relevance

Given this challenge, the importance of local relevance in accelerating growth cannot be underestimated. The continuing success of Asian footballers at European clubs, for example, produces a ripple effect across their home markets, helping to drive viewership, sponsorship and broader commercial interest.

“Clubs are often seen as aspirational global brands associated with lifestyle, fashion and success,” Klein said. “Understanding that dynamic, while also recognising the growing importance of grassroots football across parts of Asia, is key for rights-holders looking to build long-term relevance in the region.”

At SPORTEL Asia 2026 in Singapore, Klein will offer further insights in a panel session entitled ‘Away Goals: European Football & APAC - Strategies for Commercial Growth’ (Tuesday 24 March, 14:00-14:45).

Register to attend by 22 March at SPORTELAsia.com to save 10% off the full price while securing beneficial partner hotel rates.

• Mar 17, 2026

GSIC SUMMIT APAC 2026 - 21-22 May, 2026 in Singapore

Global Sports Innovation Center invites you to the upcoming GSIC Summit APAC 2026 on May 21-22 in Singapore.
This year, we're gathering sports, tech, and innovation leaders in Singapore under the theme: "Heralding the Brave New World of Sports: AI, Innovators & Disruptors". Register here  

• Future of Sports: Explore AI, data, innovation & emerging tech
• Top Speakers: Leaders from Microsoft, LaLiga, SingaporeGP, NBA & more
• Exclusive Networking: Connect with leagues, brands, investors & global sports entities
• Startup Pitch Competition: Showcasing innovative solutions from around the world

Event Highlights:
Day 1 @ SMU: Women Leaders' Breakfast • Keynotes & panels • Speed networking • Evening networking drinks
Day 2 @ Signify: Workshops • Startup Pitch Competition • Networking lunch

• Mar 16, 2026

Meet Eluvio Content Fabric at SPORTEL Singapore

The Eluvio Content Fabric transforms the sports fan experience by replacing costly, traditional OTT and broadcasting with a hyper-efficient, "zero-copy" architecture. For sporting groups, this means delivering ultra-low latency live streams that keep fans in sync with the action—eliminating the "spoiler" effect of social media alerts arriving before the video.

Beyond speed, the platform’s AI-native personalization allows leagues to offer dynamic, fan-centric content. Imagine real-time, tailored highlight reels or interactive "player-cam" feeds delivered directly to a fan’s device based on their preferences. Because Eluvio treats media as a single, verifiable asset rather than a series of file copies, teams can secure digital collectibles or "proof of fandom" passes with built-in content provenance. This ensures fans own authentic digital memorabilia while providing clubs with infinite re-monetization opportunities through direct-to-consumer marketplaces. By cutting CDN costs by 10x, groups can reinvest those savings back into high-quality, immersive fan engagement.

• Mar 13, 2026

The power of data: when sports and betting converge

The convergence between sports media companies and sports betting providers has accelerated rapidly in recent years.

Fuelled by technological advances, regulatory changes and evolving fan behaviours, the betting and gaming industry is increasingly embedded in the global sports landscape.

Data is at the heart of this shift, enabling rights holders, broadcasters and betting operators to deliver richer and more interactive experiences for audiences worldwide.

Specifically, data-driven statistics, insights and interactive features have become a core part of how audiences engage with sport across broadcast and digital platforms. At the same time, betting operators are using data to power in-play wagering markets, creating new layers of engagement during live events – and new revenue-generating opportunities within the sports ecosystem.

Engaged and informed

According to Narek Harutyunyan, CEO of sports data and streaming solutions provider FeedConstruct, such developments are providing a more immersive experience for fans who want to get closer to the action.

“At FeedConstruct, we have harnessed this opportunity by providing essential solutions driven by our reliable data,” he said. “We also provide live streams of matches and statistical widgets, making experiences more engaging, while informing players and giving them the tools to make educated betting decisions.”

Global reach and monetisation are the primary benefits for sports media companies and sports organisations that explore opportunities to work with providers like FeedConstruct.

“We transform their matches into global content,” says Harutyunyan. “Furthermore, through our streaming platform, we provide detailed reports and analytics that offer clear visibility of exactly who is watching their content and where, allowing them to understand their global footprints.”

Long-term partners

Harutyunyan stresses the importance of “looking beyond the short term” when selecting a partner in this space. He says that the key question is not only what can be generated today, but also how the partner will contribute to the long-term value of the content and brand.

“I have seen lots of partnerships succeed and fail over my career, and it is rarely about the product in isolation,” Harutyunyan says. “It is important to have a partner that will work alongside the league, federation, media company or rights holder, and does not simply buy and sell their content.”

Flexibility and trust are also essential elements of a fruitful partnership, he adds, given the speed at which the collective sports media and betting ecosystem is evolving.

At SPORTEL Singapore 2026, Harutyunyan will offer further insights in a presentation entitled ‘Beyond FeedConstruct: Our Journey and Your Place In It’ (Wednesday 25 March, 11:20-11:40). FeedConstruct will also be sponsoring the Welcome Coffee on both mornings of the event.

Register to attend by 22 March at sportelasia.com to save 10% off the full price while securing beneficial partner hotel rates.

• Mar 10, 2026

Meet Two Circles at SPORTEL Singapore

Meet Two Circles at SPORTEL Singapore and discover a partner built to help broadcasters and rightsholders grow audiences and revenues by truly knowing their fans.

Two Circles combines data-driven insight with end-to-end sports media capabilities – from media rights strategy and sales to live production and content delivery at scale. Our media rights and production specialists help rights owners package and position inventory for maximum value, while giving broadcasters the intelligence to acquire and activate rights with confidence.

Through high-quality remote and on-site production solutions, we deliver consistent coverage across seasons and territories. When direct-to-consumer is part of the plan, Staylive provides flexible streaming technology to launch and run your own OTT service – maintaining control of your platform, content and customer relationships, with scalable monetisation and multi-device apps.

Backed by experience with hundreds of sports organisations worldwide, we connect rights strategy, production and fan engagement to drive measurable growth. More info

Two Circlers Craig Neilson and David Hunt will be in Singapore – let’s talk.

• Mar 09, 2026

Meet ASTN at SPORTEL Singapore

Established in 2012, the ASTN is an industry-led Australian ecosystem of organisations with a vested interest in sports technology development.

This includes leading sports technologies businesses, national sporting organisations, research institutions, sports distributors & retailers, government agencies, service providers and investors.

• Mar 06, 2026

Meet WSC Sports at SPORTEL Singapore

WSC Sports, the pioneer in AI-powered sports content technology, empowers the NBA, ESPN, YouTubeTV, LaLiga and 650 other sports organizations to connect with their fans through AI-tailored sports content experiences.

WSC Sports' platform automates the creation, management and distribution of content, enabling sports rights holders to expand reach, grow fan bases, and unlock revenue opportunities across platforms.  

• Mar 05, 2026

MEET PROTOCOL GROUP AT SPORTEL SINGAPORE

PROTOCOL GROUP delivers end-to-end solutions for the sports broadcast industry, including live production, content creation, global real-time transmission, and commercialization through media rights sales, marketing, and distribution.
With decades of expertise in media rights sales, content creation, and broadcast innovation, Protocol Group helps rightsholders maximize reach and revenue while providing broadcasters and streaming platforms with world-class content and reliable technical solutions.

Protocol Group includes:
PROTOCOL SPORTS MARKETING LTD., a global media rights agency connecting sports properties with broadcasters and streaming platforms;

TV2GO INTERNATIONAL INC., specializing in live transmission via satellite, fiber, and internet, delivering comprehensive global solutions for rightsholders and broadcast platforms;

OCTAPIXX MEDIA INC., producing live events and studio content for worldwide audiences. From our state-of-the-art REMI (remote) production facility and studio in Toronto, Octapixx provides on-site and remote production services for major sports properties, including the Canadian Premier League, NASCAR Canada, Top Rank Boxing, and many more.; and

BOXCASTER INC., our in-house post-production and design division, bringing sports stories to life through original content for live broadcast playout, shoulder programming, and ancillary media.

• Mar 04, 2026

Korea Professional Football League

Korea Professional Football League, K League, is redefining how K League connects the World. Through international media, innovative broadcasting, and digital-first marketing, K League is expanding its global footprint while building authentic connections with fans beyond borders.

Across media, content, and cultural engagement, K League works with partners to create scalable value and new fan experiences rooted in Korean football culture. Come meet us at the Presentation session on the 23rd and the Meeting Point C02!

• Mar 02, 2026

FIGHT SPORTS® at SPORTEL Singapore

FIGHT SPORTS® is a 24/7 linear channel broadcasting in over 50 countries, on over 200 Pay TV platforms, dedicated to Live Events and Premium Original Programming including Championship Boxing, Kickboxing, MMA, and Martial Arts to name a few.

FIGHT SPORTS® also syndicates content into over 150 countries around the world, delivering packages of Live World Championship Events and custom Programming Blocks for over 25 years.
Visit us in the Orchard Lounge for more information on programming for your territory.

• Feb 26, 2026

Expand your global network & learn about emerging trends !

Take your seat, for an innovative and expansive conference summit, that will complement your business and networking meetings during SPORTEL. With a focus on APAC, we’ll dive into the trends dynamically driving industry shifts, to bring participants the very latest in how content is meeting technology.

TOPIC MASTERCLASSES

• Sports Media Rights in Asia: Landscape, Challenges & What’s Next
• Away Goals: European Football & APAC - Strategies for Commercial Growth
• Women Leading Sport in Singapore: Inspiring Legacy & Economic Power
• Technology Master Class: Making Sense of New Trends 
• Australia & New Zealand (ANZ): A Booming Sports Media & Tech Landscape
• From Illegal Streams to Cybercrime: Tackling the Streaming Piracy Threat in Asia
• Streaming and the Holy Grail of Personalisation
• Listen to the now popular Pitch session ! And join new SPORTEL companies that are revolutionizing sports content !

• Feb 25, 2026

All under one roof: SPORTEL Asia’s ‘symbolic’ return to Singapore set to inspire connections

SPORTEL Asia’s fully integrated format will encourage “continuous” networking opportunities as sports media and technology leaders gear up for the event’s first edition in Singapore since 2018.

Orchard Hotel Singapore will host the gathering on March 24-25 in the heart of the Tanglin district, which offers everything from the vibrant retail, dining and entertainment experiences of the tree-lined Orchard Road boulevard to the tranquility of the stunning Botanic Gardens.

With the likes of numerous broadcasters such as Astro, beIN Sports APAC, Culver Max Entertainment, DIGICEL, Fox Sports Australia, FPT Play, ESPN Australia & New Zealand, StarHub, True Vision and WOWOW in attendance, SPORTEL Asia will bring together the industry’s major players from across the region and beyond.

“Returning to Singapore is both a strategic and symbolic step for SPORTEL,” says Agnès Marsan, Executive Director, SPORTEL Singapore.

“Singapore is internationally connected, highly accessible and firmly established as one of Asia’s leading sports business hubs. Its geographic and economic positioning allows us to effectively engage Southeast Asia while remaining easily accessible for Oceania and the broader Asia-Pacific region. For us, it represents the ideal gateway to reconnect Asia with the global SPORTEL community.”

Productive discussions

SPORTEL’s spring editions are designed to be more intimate and relaxed, encouraging deeper conversations and the strengthening of relationships between key decision-makers.

Approximately half of the participants will be from Asia-Pacific or the Middle East, with the remainder arriving in Singapore from Europe and the Americas.

With numerous broadcasters and media companies in attendance, as well as leagues and federations that are attending SPORTEL for the first time, the event underscores the importance of Singapore and APAC within the global sports ecosystem.

“One of the key strengths of the Singapore edition is its fully integrated format – with hotel accommodation, exhibition space, conference summit and networking events all under one roof,” Marsan says.

“This configuration fosters continuous interaction throughout the day, from coffee breaks and hosted lunches to end-of-day drinks. Often, it is within these informal moments that the most valuable partnerships take shape.

“SPORTEL has always been about relationships, and many of the most productive discussions happen in informal settings.”

Forging successful partnerships

SPORTEL Asia is taking place in Singapore at a pivotal moment for a region that is home to a fast-evolving sports media marketplace.

Against the backdrop of changing consumption habits, discussions will focus on the evolution of rights acquisition and distribution strategies, as well as streaming and OTT platforms, monetisation models, and the importance of localised and culturally relevant content.

Day one will feature a combination of sessions, presentations and networking opportunities, with ‘Sports Media Rights in Asia: Landscape, Challenges & What’s Next’, ‘The Real Value of Content Fabric for Sports Rights Holders’, ‘Away Goals: European Football & APAC – Strategies for Commercial Growth’, and much more on the agenda.

On day two, ‘Australia & New Zealand (ANZ): A Booming Sports Media & Tech Landscape’, ‘From Illegal Streams to Cybercrime: Tackling the Streaming Piracy Threat in Asia’ and ‘Streaming and the Holy Grail of Personalisation’ will come under the microscope.

‘Ensure every conversation counts’

Given the packed schedule, Marsan is encouraging delegates to use the networking tool, SPORTEL Connect, to schedule key meetings in advance and “ensure every conversation counts”.

Several social events will also take place, including Welcome Cocktails on March 23 after exclusive trips earlier in the day to The Kallang venues – formerly known as Singapore Sports Hub – and the Singapore Sports Museum.

“At its core, SPORTEL’s strength lies in its ability to bring together leading media companies, rights holders, broadcasters, and technology providers – all offering unique perspectives on where the market is heading,” Marsan says. “This diversity of stakeholders is what makes the conversations particularly valuable and forward-looking.”

Register to attend by March 22 at sportelasia.com to save 10% on the full price, secure the opportunity to preschedule appointments, and enjoy beneficial partner hotel rates.

• Feb 24, 2026

Meet Riedel Communications at SPORTEL: Game-Changing Solutions for Live Sports

Step up your production game with Riedel Communications!
From the sidelines to the studio, our cutting‑edge tech keeps your entire crew perfectly in sync.

Experience Bolero Mini and Bolero, the industry’s most trusted wireless intercoms delivering crystal‑clear communication under pressure.
Capture the action like never before with Refcam, the body‑worn camera that puts fans right in the heart of the game. And with SimplyLive, our flexible, replay‑ready production platform, you can create, switch, and share every moment faster than ever.
When every second counts, Riedel keeps your team connected, confident, and in control.

Come visit us at Booth D02 or schedule a meeting HERE

• Feb 19, 2026

Have you booked your Hotel yet?

Orchard Hotel Singapore - Luxuriate in an iconic address

Preferential rates available for My Stay: starting from €200 per night, breakfast and taxes included. Reserved for SPORTEL Singapore 2026 registered participants

BOOK YOUR ROOM

Address:
Orchard Hotel Singapore
442 Orchard Road, Orchard,
238879 Singapore

For any changes or requests you can contact Linda Tao (Linda.Teo@millenniumhotels.com), our Group Housing Coordinator, the main contact for the booking platform.

• Feb 18, 2026

Let your community know you’ll be at SPORTEL Singapore!

Download your preferred design, even add your logo to it, and share it on your social media.

Alternatively, add our logo and visual elements to your own design

DOWNLOAD

• Feb 17, 2026

You’re Invited

Let’s kick off SPORTEL Singapore in style at our Welcome Cocktail

Monday, 23 March

18:30 – 20:30

Intermezzo Bar – Hotel Lobby

Join us for drinks, great conversations, and a relaxed moment before the event begins. We can’t wait to see you there!

• Feb 13, 2026

FIFA’s ASEAN Cup and the future of sports media growth in Asia

As FIFA works towards the launch of a new international competition for Southeast Asia, football’s global governing body is building foundations designed to galvanise the sport and its fanbase “on and off the pitch” across the region.

Last October, FIFA signed a renewed Memorandum of Understanding (MoU) with ASEAN (Association of Southeast Asian Nations) in Kuala Lumpur, Malaysia. Under the MoU, a new FIFA ASEAN Cup will be held, bringing together all FIFA Member Associations from Southeast Asia and following in the footsteps of the established FIFA Arab Cup.

According to Jean-Christophe Petit, FIFA’s Director of Media Partnerships, the tournament will help to boost playing standards across the region, with the potential of a Southeast Asian nation reaching the expanded 48-team FIFA World Cup being a tantalising proposition.

“While attention and engagement opportunities in Asia are growing, the overall level of the national team performance still needs to be raised across the region,” he says. “This is the reason why FIFA will launch the ASEAN Cup competition this year, to create more consistent, high-quality competitive opportunities in Southeast Asia.”

Petit, who joined FIFA just over six years ago, adds: “Having one or several Southeast Asian teams qualify [for the World Cup] would be a game changer for football in the region, and FIFA’s mission is to support that effort.”

A ‘must-have’ product

With this year’s FIFA World Cup in Canada, Mexico and the United States on the horizon, there is growing recognition that while appetite for football has never been stronger across Southeast Asia and the globe, consumption habits are continuing to evolve.

Furthermore, in Asia, each country offers a “unique proposition, market dynamic and culture”, Petit says, creating simultaneous challenges and opportunities to engage fans on a deeper and more personal level.

“The FIFA World Cup remains a must-have product with its unique ability to generate huge audiences while positively impacting people’s lives,” says Petit, who adds that the tournament connects emotionally with all parts of society.

“Nevertheless, we are focused on ensuring the FIFA World Cup remains a compelling investment opportunity, and we are adapting to new platforms and consumer habits to support different distribution models such as influencer-driven content and monetisation models that are designed to target and attract younger audiences.”

Technological innovation

While consumption trends continue to evolve, FIFA has been exploring new technological solutions to bring fans even closer to the action.

Body cameras were worn by referees during last year’s FIFA Club World Cup in the US, and Petit says “immersive production, augmented reality and enriched data streams are essential to deliver best in class content and production solutions to our broadcast partners”.

Additionally, harnessing the reach of the governing body’s FIFA+ digital platform is viewed as a key tool to retain audience engagement away from the World Cup.

“Initiatives such as partnerships with our Member Associations to utilise FIFA+ as a platform for their leagues and content, as well as increasing the scale of our FIFA youth events are good examples of the important role FIFA plays in supporting the footballing ecosystem at all levels,” Petit adds.

Ahead of the game

Looking forward, Petit envisages big changes in the Asian sports media landscape. He points out that, with the exception of Japan, major streaming platforms in other countries across the continent have not yet invested consistently in premium live sports rights.

“Providing a compelling proposition and commercial model to these players will be a key consideration,” he says.

In 2024, FIFA announced plans to take full control over its media rights sales in Asia, having previously adopted such an approach in Korea Republic, Japan and Malaysia. As traditional advertising revenues continue to migrate to digital and social, Petit says FIFA will support its partners as they “explore new monetisation and content models to ensure relevance and their ability to reach new customers and engage audiences”.

These dynamics underscore why Asia has become one of the most strategically complex and promising sports media markets in the world – a topic Petit will explore in greater depth at SPORTEL Asia 2026 in Singapore.

Petit will discuss ‘Sports Media Rights in Asia: Landscape, Challenges & What’s Next’ (Tuesday 24 March 09:45-10:30) at SPORTEL Asia 2026.

Register to attend by February 18 at SPORTELAsia.com to save 20% off the full price while securing beneficial partner hotel rates.

• Jan 30, 2026

Can K-pop amplify global growth for Asia’s oldest professional football league?

For any aspirational football league, converting fleeting attention into sustainable interest among fans abroad is a complex but necessary challenge.

However, the task facing South Korea’s K League is greater than most.

From Saudi Arabia, the United Arab Emirates and Qatar in the west of the Asian Football Confederation (AFC) to Japan in the east, K League’s continental neighbours are among the most ambitious and wealthiest operators in world football.

Furthermore, despite its renowned strength as a domestic league that has produced a record 12 AFC champions, there was little momentum behind K League’s international development strategy until relatively recently.

Positive trajectory

That began to change when Sportradar was appointed as international broadcast rights distributor in December 2019. Four months later, the league opened a new state-of-the-art media facility in Seoul’s Gangseo-gu district, supporting a shift to in-house production designed to enhance the quality of its output.

Since then, the trajectory has been positive, according to Min Joo Kim, Head of International Business Development at the Korea Professional Football League, which operates K League. Domestic and international media rights values have increased considerably, while the action reaches dozens more territories than before.

However, there is a now a concerted effort to build on these foundations by harnessing “cultural content” to supercharge the league’s international ambitions to the next level.

“We’re a later player in the international market, so it is challenging,” says Kim, who was appointed to her current role in January 2025 after previously serving as K League’s Media and Broadcasting Manager for six years.

“We need to find a way to compete not only with sports content, but also with other content. So, we are working to find a way to align K League content with other cultural assets, like collaborating with K-pop.”

K-pop – Korean pop music – has been a central pillar of the so-called Korean Wave (Hallyu), reflecting an increasing interest in the country’s popular culture worldwide, particularly among younger people. According to a report released by the Korea Foundation and the country’s Ministry of Foreign Affairs, the number of Hallyu fans worldwide reached 225 million across 119 countries in 2024.

‘Fun and interactive’ original content

With this in mind, Kim explains that one of the key strategies being pursued is to create “fun and interactive” content “that other pro sports leagues cannot provide… rather than competing directly with the big players”.

In practice, Kim says, this means producing original content that extends beyond the action on the pitch.

“Controlling production in-house gives us the opportunity to be a direct storyteller, domestically and internationally,” she says, adding that the league has experienced particular growth in South Asia and Japan in recent years. “Those markets are geographically close to us, so the time zones are more aligned for the games.”

Unlocking value through digital

Digital engagement will also be key. In 2023, a four-year extension was struck with Sportradar, adding sponsorship sales and a revamped streaming platform to the existing international media and betting rights partnership.

The over-the-top service is available in markets where media rights deals have not been sealed, ensuring coverage of South Korean football across the globe.

“We see a growing viewership and interactions with our content thanks to the OTT platform,” Kim says. “Working with Sportradar has unlocked a lot of value for us.”

Whereas some Asian leagues are hoping that big-money megastars will drive awareness and growth, Kim insists that K League’s is focusing on building stable foundations for the future.

“What K League always keeps in mind is that we want to build a sustainable framework, rather than relying on superstars,” she says. “The key point is to focus on the core values of the league.”

At SPORTEL Asia 2026 in Singapore, Kim will provide compelling insights into building a scalable media ecosystem for the global stage in ‘Beyond the Pitch: Showcasing K League Through Media and Content Strategy’ (Wednesday 25 March, 10:35–10:55), with K League also participating in the event as both a sponsor and exhibitor.

Register to attend by February 18 at SPORTELAsia.com to save 20% off the full price while securing beneficial partner hotel rates.

• Dec 09, 2025

SPORTEL Asia 2026 conference to showcase unique perspectives on emerging industry trends

Fundamental shifts in the sports media landscape will be explored by influential experts discussing how to navigate the industry’s key challenges and opportunities during the SPORTEL Asia 2026 conference programme.
The highly anticipated gathering, taking place from 24-25 March 2026 at the Orchard Hotel Singapore, will focus on a region that, according to Ampere Analysis, is projected to generate a 37.5% increase in sports media rights value by the end of the decade.
With leading decision-makers from across the globe convening in the heart of Southeast Asia, the conference summit will showcase a variety of engaging perspectives on essential industry developments.

Key trends and dynamic discussions

The agenda will feature a technology masterclass titled ‘Making Sense of New Trends’, along with insights into ‘Streaming and the Holy Grail of Personalisation’ and ‘Women Leaders in Sport: Inspiring Legacy and Economic Power’.

Other topics will include Australia’s ‘Booming Sports Media and Tech Landscape’ and a ‘Spotlight on MENA’. A ‘Pitch Perfect Innovation Contest’ and a dynamic discussion about ‘What the Buyers Want’ with a Q&A session on ‘Content Acquisition in APAC’.

A glimpse into the future

The conference will open on Tuesday 24 March with an overview of ‘Sports Media Rights in Asia’, examining the ‘Landscape, Challenges and What’s Next’.

The masterclass will be moderated by Shoto Zhu, CEO of SponsorForce, who is “looking forward to gaining a clearer glimpse into the future landscape of sports media”.
Zhu expects to explore the innovations that will move the industry forward while debating whether AI-enhanced content delivery, smarter fan data utilisation or fully immersive viewing experiences will become the next major growth engine.

“Over the past few decades, media consumption has undergone continuous transformation – from terrestrial broadcast to cable and satellite TV, then OTT platforms, and now global tech giants entering the game,” Zhu says.
“Each shift has driven rights fees upward while also reshaping how fans engage with sports. The core of our discussion is how both rights owners and broadcasters can remain agile, unlock greater value, and build sustainable partnerships in an increasingly complex, dynamic media ecosystem.”

Tackling the major issues

Another pertinent topic will be tackled in a panel hosted by Matthew Cheetham, General Manager, CAP, Asia Video Industry Association.

Cheetham expects three themes to shape his panel’s discussion on ‘Tackling the Streaming Piracy Threat in Asia’.

“First, the shift from viewing piracy purely as an IP issue to recognising it as a consumer-harm and cybersecurity problem, with fans increasingly exposed to malware, scams and identity theft,” Cheetham says.

“Second, the role of intermediaries – from e-commerce platforms selling illicit devices to messaging apps, CDNs and payment processors that unintentionally support the piracy ecosystem. Third, the need for coordinated action between rights holders, broadcasters, tech platforms and governments to deliver real, practical disruption.”

Conversations that align the industry

Such discussions help industry stakeholders to take solid steps in the fight against piracy.
“The conversations here help align the industry on smarter, more consistent anti-piracy responses that protect both revenues and fans,” Cheetham adds.

“What I’m most looking forward to is hearing directly from sports broadcasters and rights holders about the challenges they’re facing on the ground, especially around major live events.”

For Zhu, the power of SPORTEL lies in its ability to bring people together from media companies, rights-holders, broadcasters, technology suppliers, all offering “unique perspectives on where the market is headed”.

Zhu added: “I’m excited to exchange insights, challenge existing assumptions, and discover new ways we can collectively elevate value for fans and partners.”

Register for SPORTEL Asia in Singapore by 18 February 2026 at SPORTELAsia.com and save 20% off the full rate while securing beneficial partner hotel rates and the ability to preschedule meetings.

• Nov 14, 2025

Deal-making and top-level discussions as SPORTEL Monaco 2025 highlights ‘optimism’ in evolving sector

The evolving sports media landscape and emerging opportunities at the heart of the global marketplace came under the spotlight as SPORTEL Monaco once again lived up to its reputation as the sector’s number-one meeting place.

With SPORTEL Monaco 2025 attracting nearly 800 enterprises from 70 countries, engaging conversations, panel sessions and showcases throughout the Grimaldi Forum gave 2,000 delegates plenty of food for thought.

From UEFA and CONMEBOL to the Giro d’Italia and F1, key talking points featuring some of the biggest properties and organisations in sport were never far away, inside and outside the conference sessions. Meanwhile, the latest trends and technology-driven opportunities were analysed and debated by leading decision-makers over three vibrant days of networking, with nearly half of the attendees being C-level executives.

For expert observers who see SPORTEL as a chance to take the temperature of the sports media sector, the feeling of “optimism” was palpable. This was illustrated by the marked increase in the number of active content buyers seeking to engage in “fruitful” discussions across the Grimaldi Forum.

A catalyst for deal-making

“For 35 years, SPORTEL has been a catalyst for innovation, connection and deal-making in the sports media industry,” says Loris Menoni, Executive Director of SPORTEL Monaco.

“This year’s event was no exception, and with a third of participants being content buyers this year, the growing momentum at the heart of the industry was clear for everyone to see.”

Around one in five businesses at the Grimaldi Forum were first-timers bringing new ideas to the marketplace, while there was also significantly stronger representation from the Americas than previous years. Indeed, at the truly global gathering, there was a record number of executives, rights holders, federations, broadcasters, agencies and technology providers in attendance from five continents.

Opportunities to make and strengthen connections with fellow delegates were strengthened by a reimagined exhibition space, incorporating fluid networking areas that injected fresh energy into the market floor.

Conference highlights

The Conference Summit underscored the quality of the conversations at the Grimaldi Forum.

Highlights included a keynote from LALIGA President Javier Tebas and sessions featuring SURJ Sports Investment, Liverpool FC, Kings League, Bundesliga International, Fox Sports Australia, PFL, Harmonic, LiveU, LFP Media, Veritone, Qualcomm and more. Various timely topics were dissected, from investment trends and emerging media strategies to AI and tech-driven fan engagement.

Furthermore, technology leaders such as AWS, Deltatre, WURL, Spiideo, XR Sports Alliance and Wasabi Technologies hosted dynamic showcases that offered engaging perspectives of the future.

Meanwhile, a reimagined SPORTEL experience that optimised networking opportunities provided the backdrop for insights and innovations aplenty. At the heart of this was the brand-new SPORTEL Sports Bar, which provided a lively and informal hub. Additionally, the returning Women’s Lunch amplified the leaders, creators, executives and entrepreneurs who are helping to shape the future of sports media.

Singapore on the horizon

Attention now turns to the next major event on the calendar – SPORTEL Asia (24-25 March 2026) – which will bring together the global sports media industry for an unmissable gathering at the Orchard Hotel Singapore. SPORTEL Monaco 2026 will return to the Grimaldi Forum from 19-21 October 2026.

“We’re proud to have built a community where business flows naturally, ideas are shared openly and fruitful partnerships are born,” Menoni says.

“Above all, the exceptional quality of SPORTEL participants raises the bar for the entire industry – and we will build on this momentum in Singapore.”

Register for SPORTEL Asia in Singapore by 4 December 2025 at SPORTELAsia.com and save 35% off the full price while securing beneficial partner hotel rates and the ability to preschedule meetings.

• Oct 28, 2025

SPORTEL Singapore connecting Asia and the global sports elite

SPORTEL will go back to Singapore from 24 to 25 March 2026 at the Orchard Hotel Singapore, further expanding SPORTEL’s global footprint, after the successful editions in Miami in 2025 and Bali in 2024. Singapore, a premier hub for international sport business and innovation, offers a unique position as a gateway to Asia. Its world-class infrastructure, business-friendly environment, and outstanding accessibility make it the ideal destination to bring together the global sports business community.

Exclusive Deal (1)
Full-Access Pass €720 (Original Early Bird price: €790 (2)
(1) Rate available from Thursday 18 September, to Friday 31 October, until 11:59 PM CET
(2) Offer strictly reserved for Participants of SPORTEL Monaco 2025 or SPORTEL Bali 2024 - 2023.

Register

• Oct 27, 2025

The time has come to say goodbye to an explosive and unforgettable SPORTEL Monaco 2025!

What an incredible few days it’s been — filled with energy, inspiration, and the unique buzz that defines the SPORTEL experience.

A huge shoutout to our amazing partners, rockstar speakers, innovative exhibitors, fabulous participants, and the dedicated International University of Monaco students whose enthusiasm and support helped make it all happen — thank you from the bottom of our hearts!

As the curtain closes on SPORTEL Monaco, what remains is deep gratitude — for the conversations, connections, and shared moments that make this community so special.
Hats off to our incredible SPORTEL team and to Loris Menoni, whose vision and leadership made this edition truly one to remember.

But the journey continues… Next stop: SPORTEL Singapore — 24–25 March 2026!

Registrations are now open — secure your place and enjoy early rates before 4 December
Website

• Oct 21, 2025

Fast Tracks and Dark Deals

How Sport Became Business and Business Became Sport

A powerful and unapologetic autobiography from one of the few surviving insiders, “Fast Tracks and Dark Deals” is a surgical dissection of the business of sport and its evolution over the past fifty years from a cottage industry to a trillion-dollar business.
Fast-paced and edgy, it profiles the characters and events that gave birth to the sports biz. Along the way, readers encounter dazzling highs and sobering lows, as wars, scandals, and economic crises threaten to pull the whole spectacle apart.

The story is told from a seat close enough to hear the whispers in the corridor yet distant enough to see the broader patterns – the fragile alliances, the unexpected friendships, and the bold ideas that reshaped global sport.
“Fast Tracks and Dark Deals” offers unique business insights from someone who was a major player in many of them, who knew everyone and has been everywhere in the labyrinth of world sport, even its dark corners.
The final part provides a telling and perhaps unsettling prediction for the next fifty years.

Website

• Oct 21, 2025

The Next Chapter: Hexagone MMA Unveils Ambitious €100K Tournament Series

After captivating fans with its world-class events and rising stars, Hexagone MMA is once again raising the bar. The French promotion, now recognized as Europe’s fastest-growing MMA organization, has firmly positioned itself as a key player on the European stage.

In 2025, Hexagone MMA hosted 15 events across Europe, from France to Belgium ,the Netherlands and Hungary while expanding its broadcast footprint to more than 15 broadcast partners worldwide. Each event has reinforced the organization’s mission: to deliver top-tier entertainment while offering fighters a professional and ethical platform to shine.

Now, the French organization is entering a new era with the launch of the Hexagone MMA Tournament Series, set to begin in January 2026. Featuring multiple divisions, including Lightweight and Middleweight, the competition will unfold through independent tournaments, each awarding the winner a €100,000 prize.
Fighters from across Europe will battle their way through elimination rounds, showcasing their talent, determination, and showmanship as they fight for glory and recognition on the European stage.

Read the full press release

• Oct 20, 2025

Meet WTV at SPORTEL

WTV. is showcasing its unique mix of “Connecting Sport” services at Sportel 2025 including :

• Audience Engagement with Live OTT streaming services
• Fan Engagement with an Award Winning UGC Video Content Platform
• Stakeholder Engagement with Production of Congress Events with Live Voting

• Oct 20, 2025

SyncWords introduces Live AI Dubbing with Emotion — revolutionizing live sports with authentic, emotionally rich multilingual experiences.

Instantly expand global audiences through real-time localization, unlock new revenue streams, and meet accessibility standards with ultra-low latency captioning.
Experience the future of live sports engagement and monetization at SPORTEL.

Website

• Oct 19, 2025

Raffle Alert at FeedConstruct stand in SPORTEL Monaco!

FeedConstruct invites all visitors to take part in an exclusive raffle for a chance to win an official AFA jersey signed by Lionel Messi, Julián Álvarez, and Emiliano Martínez!

To participate, have your business card ready and visit the FeedConstruct booth during SPORTEL Monaco to enter the draw.
The winner will be randomly selected and announced on October 21 at 2:30 PM (GMT+2) right at our booth.
Don’t miss the opportunity to own a piece of football history signed by three World Cup champions!

Stop by J04, say hello, and take your shot at bringing home this legendary collectible.

• Oct 17, 2025

Meet NFL at SPORTEL

Growing the NFL globally is a major strategic priority for the League, with growth of fandom accelerated by the NFL’s International Media team.  

NFL content is available in over 200 markets, via over 90 media partners and in 25+ languages. 

At SPORTEL we’re keen to meet media companies that can help us continue to accelerate this growth internationally.

• Oct 17, 2025

Meet Magnify at SPORTEL Monaco 2025

Magnifi is an AI-powered video automation platform by Minute Media, for sports, news, and entertainment.

It captures key moments in real time, instantly generating highlights and short videos.
With support for 50+ sports and 80+ languages, Magnifi simplifies publishing across OTT, cloud, CMS, and social while boosting engagement and monetization worldwide.

• Oct 16, 2025

MEET LEGA SERIE A at SPORTEL

Built on legacy and driven by innovation, Serie A unites the heritage of Italian football - historic clubs, classic rivalries, and a century of craft - bringing fans together on a global stage.

Across broadcast, live experiences, and digital fandom, we help partners scale impact across markets with the authenticity only Italy can offer.
Come visit us at Booth B10–B12  

• Oct 16, 2025

Pitch Perfect Innovation Contest

Join some of our new companies, who have a creative or innovative solution to showcase in our quick-fire "Pitch Perfect Innovation Contest" session!
Each pitcher will have just 3 minutes presentation time and 2 minutes Q&A, to impress the audience and international panel of Judges.

The lucky 1st place winner will receive one full access Visitor pass to SPORTEL Monaco 2026 and the runner-up one full access pass to SPORTEL Singapore 2026.
It's going to be fast, it’s going to be fun and it's got to be "Pitch Perfect"! 
More info

• Oct 15, 2025

Meet uniqFEED at SPORTEL – transforming live sports with virtual advertising

Discover how uniqFEED’s virtual advertising technology empowers rights holders to unlock new revenue opportunities and tailor sponsor visibility for audiences worldwide.

Powered by AI, trusted by the biggest names in sport, and delivered with Telstra Broadcast Services.
Meet us at stand H16 | H15 or schedule a meeting here.

• Oct 15, 2025

Are you ready to be inspired?

Take your seat, then repeat and repeat to not miss a beat of the exciting conference programme lined up for SPORTEL Monaco.

Join your peers at the open access Speakers Stage, to capture the most exclusive, expertly led, state of the industry Masterclasses.
Be immersed in the most innovative tech and customer case studies on the market today.

Complement your business meetings and plan your next strategies with insightful takeaways, Q&A’s and more…
Website

• Oct 15, 2025

Generative AI: Why Sports Media is Playing Catch-Up with a Transformational Opportunity

While artificial intelligence has been backed to transform a diverse array of sectors, from healthcare to education, it is widely acknowledged that many sports media entities have been stuck in first gear on their generative AI journeys.

However, seismic changes appear to be inevitable in the sports consumption space.

Spanning media rights, sponsorship, content creation, translations, distribution and more, the potential impact of the technology on fan-facing entities is unprecedented.

According to Peter Leeb, Vice President of Commercial at Veritone, a leading enterprise AI software, applications, and services provider, there is a huge opportunity to accelerate hyper-personalisation at the heart of the fan experience.

“The lag [in adopting generative AI] was rooted in data complexity,” explains Leeb, who highlights personalised highlights reels and real-time content generation as just two examples.

“Without a system to automatically read and enforce rights metadata, using AI was too risky. Additionally, the ROI was unclear because you can't value what you can't measure. An unstructured archive is an expense on a balance sheet.”

Solving data challenges
With the roadblocks being broken down gradually, change is afoot.

More platforms can now ingest content and automatically associate it with specific governance and compliance metadata. Put simply, this means there is clarity on who can use it, in what region, and for how long.

Once the media becomes structured – and underpinned by labelled data – enterprises can analyse its usage and demonstrate its ROI.

Furthermore, while most organisations do not treat media as data, building a catalogue and not just a library unlocks opportunities to train custom AI models and create unique experiences in a governed tech stack.

“Data is transforming from a liability to an asset on a balance sheet,” says Leeb.

The importance of data infrastructure
With foundational data infrastructures increasingly adopted across the industry, there is an expectation that interest in researching, testing and investing in generative AI technology will grow exponentially in sports media.

However, the task of building such data infrastructure remains a major challenge, Leeb says, with data governance, compliance and integration all vital components.

Leeb will outline the challenges and opportunities at the heart of the space as part of a SPORTEL Monaco panel session entitled ‘Generative AI Redefining the Sports Industry’ – and he is convinced there are immense opportunities on the horizon.

Specifically, he cites advancements in fusing multiple, real-time data streams as a key driver for the continued growth and adoption of generative AI in sports media.

“I’m excited by the development of truly interactive broadcasts,” he says.

“This future is entirely dependent on real-time, highly granular data. The ability for a fan to ask, ‘show me that last play from the quarterback's perspective,’ requires AI to instantly process and sync multiple data streams: positional data from player-worn sensors, multiple camera angle feeds, and the official play-by-play data log.”

Fuelling storytelling
Generative AI will also be a key tool in developing a compelling, data-driven narrative around the action on the field, court or track – helping to retain the engagement of fans and attract new enthusiasts.

“With predictive and prescriptive storytelling, we’re moving beyond just summarising what happened,” Leeb says.

“The next step is for AI to analyse structured data – like win probability shifts, historical performance data, and even player biometric data – to identify a ‘narrative arc’ as it emerges. It can then automatically create content that tells that story, transforming raw data into emotionally resonant narratives in real time.”

Sports media may have moved slowly in the space until now. However, it is clear that generative AI is carving out new opportunities that organisations can now ill afford to ignore.

Hear more from Peter Leeb at SPORTEL Monaco, where he will discuss ‘Generative AI Redefining the Sports Industry’
(Tuesday 21 October, 10:00 – 10:45).