Today’s sports organisations are operating in an increasingly complex ecosystem of broadcast, OTT, social, and direct-to-consumer platforms. Live content is no longer confined to a single endpoint, it must be captured, packaged, and distributed across multiple channels. AI is transforming how content is discovered and personalised, opening up new avenues for revenue.

This panel will explore how the industry is moving beyond siloed approaches to production, distribution, and monetisation, towards connected, end‑to‑end workflows. From real-time content capture to AI-driven enrichment and multi-platform distribution, panellists will discuss how organisations can unlock greater value from both live and archive content—at speed and at scale.

The session will also examine the shift from simply streaming content to actively “activating” it: making every moment discoverable, usable, and monetisable across a growing network of partners, platforms, and audiences.