Live rights remain central to the value of sports media, but audiences increasingly expect more than simply watching the match. They want personalised experiences, faster access to highlights, richer context, and year-round engagement across every screen and platform. This session explores how AI is helping sports organisations, broadcasters, and technology partners extend the value of live sport before, during, and after the event. Drawing on practical examples from live production and fan engagement, the conversation will examine how data, automation, and AI agents can support faster content workflows, more relevant audience experiences, and new commercial opportunities - while keeping reliability, trust, and human oversight at the centre.