Sports consumption is changing rapidly. Younger audiences increasingly experience live sport through mobile devices, social platforms and short-form video rather than traditional television. Yet much of the sports media ecosystem, from production workflows to advertising models, remains built for a linear era.

AI is helping close this gap. Intelligent video reframing can adapt live sports content for vertical and mobile-first viewing, supported by automated workflows that streamline content creation, localisation and distribution. Advances in AI-driven advertising are also creating new opportunities to deliver more personalised experiences and unlock greater value across streaming, mobile and broadcast environments.

This session explores how broadcasters, sports rights holders and advertisers can use AI to engage mobile-first audiences, unlock new revenue opportunities and build sustainable business models for the future of live sport. As AI increasingly shapes how content is produced, distributed and monetised, the discussion will examine how the industry can balance innovation, fan experience and commercial value, and how the value created by AI is shared across the sports media ecosystem.