• Oct 12, 2026

Fandom is firing in the age of fragmentation

Hillary Mandel, EVP, Head of Commercial Rights, Americas, IMG, offers her perspective on the opportunities and trends facing the sports media sector – and the “tougher” decisions facing businesses in a fragmented landscape.

As sports consumption fragments, media platforms face simultaneous challenges and opportunities in their efforts to convert fleeting interest into sustainable engagement, according to leading IMG executive Hillary Mandel.

However, having advised world-leading sports rightsholders and media platforms on rights strategy and negotiations, the agency’s EVP, Head of Commercial Rights, Americas is convinced fragmentation does not mean fans’ appetite for sport is weakening. Mandel will be an expert speaker during SPORTEL Monaco 2026 next week, participating on a panel that will explore the ‘New Global Sports Ecosystem’ and the key digital, data and investment trends reshaping sports media.

“The biggest trend is fragmentation, but that does not mean weaker fandom,” Mandel says.

“Fans now discover sport through live broadcasts, streaming, short-form video, creators, athletes, social channels, gaming and live experiences. The challenge and opportunity is turning those moments of attention into a deeper relationship with a property.”

Combining reach with relationship

Other key trends highlighted by Mandel are continued economic headwinds that have driven consolidation, and a sharpened focus on profitability. As a result, sports media platforms face “tougher decisions”, she adds.

“Premium properties remain must-have content. Others have to show how they will grow audiences and create value over the next rights cycle,” Mandel explains.

“Live sport will remain the premium asset, but the strongest properties will combine reach with relationship – using media partners to extend distribution while building their own connection with fans.”

The biggest challenge, Mandel adds, will be turning a fragmented marketplace into a coherent fan journey, while making the economics work for all parties. “There are more platforms and more ways to reach audiences, but also more confusion about where sport is available and which partners will create the most value,” she says. “The industry must get better at proving value beyond a rights fee or a single ratings number – through discoverability, production, promotion, data and the overall viewing experience. Those that connect these pieces and demonstrate growth in both reach and relevance will be best placed to navigate the rest of the decade.”

Achieving the right balance

With sports now reaching fans through a growing variety of broadcasters, streaming platforms and rightsholders’ own channels, there is no longer a single default sports-rights model, Mandel adds.

Instead, a property has to decide what it is trying to achieve, then “balance revenue, reach, relevance and regularity” while considering whether a partner is already part of people’s viewing habits, she says.

That may mean combining broadcasters, streaming platforms and owned channels, with different rights allocated to platforms or channels where they create the most value.

“The deal is only part of the proposition,” Mandel explains. “Properties also need to consider promotion, production, discoverability, data and the fan journey beyond the live event. They cannot expect a media partner to build the audience alone.

“The complexity means more thought around how rights are reserved and how you can calibrate the balance between your media partner and a property’s owned and operated platforms.”

Investing in data

While audience data is central to striking the right balance – and valuing media rights accordingly – Mandel insists that measuring viewing figures alone is insufficient. Instead, it is vital to explore who the viewers are, how they found the property, how engaged they are and whether they are becoming more committed.

To this end, IMG offers integrated, full-service solutions to help partners understand how someone discovers a property, what makes them stay, how they move into live viewing, and how they remain engaged between events.

Indeed, since TKO Group Holdings’ acquisition of IMG last year, the agency has invested heavily in data and intelligence to supercharge its advisory business.

“Rightsholders need first-party data to understand their audience and prove their value,” Mandel says. “It should inform distribution, content, production, marketing, sponsorship and the fan experience.

“Are we doing enough? No. Too much data remains fragmented and siloed, and rights discussions still focus heavily on headline reach. Ratings measure audience size… but not much on who the fans are and how engaged they are.

“Partners need to share more useful insight, responsibly and transparently, so properties can learn faster and use their own report card to build value over multiple rights cycles.”

More than just live

While fragmented viewing habits have altered the backdrop to media-rights discussions and deals, there have also been significant changes in the action that captures attention, especially among younger fans.

According to Altman Solon’s latest annual Global Sports Survey, 18 to 34-year-olds are now spending nearly three times as much time watching non-live sport as live action. Mandel is well aware of the implications of this shift.

“The sports product can no longer begin and end with the live event,” she says. “Live remains the centre of the ecosystem, but non-live content is often where fans discover a property and deepen their interest.

“Highlights, short-form video, athlete and creator storytelling, analysis and behind-the-scenes content are all part of how fandom is built – not just marketing around the ‘real’ product… The answer is not digital over live or streaming over linear; it is making the different parts work together.”

More broadly, Mandel foresees the biggest opportunity for IMG – and sports media as a whole – as helping properties “grow beyond their core audience and become more relevant to more people, in more markets, across more of the fan journey”.

That will require better localisation, more creative production, smarter use of data, stronger digital and social strategies, and partnerships connecting media, sponsorship, experiences and content, Mandel explains.

“IMG can bring those capabilities together around a property’s specific ambitions,” she adds. “Our job is to understand what a property is today, what it could become and which choices will help it build a bigger, more valuable fan base over time. Ultimately, it is a business of fans.”

Hear more unmissable insights from Hillary Mandel during ‘New Global Sports Ecosystem: Digital, Data & Investment Reshaping Sports Media’ at SPORTEL Monaco on Monday 19 October (14:35 – 15:20).

• Sep 28, 2026

Broadening the conversation: CMO Brand Programme brings together marketing leaders

SPORTEL Monaco’s CMO Brand Programme will bring a new dimension to the sports media and technology sector’s most important gathering – and marketing leaders are joining the conversation.

Powered by the invaluable support of QUALCOMM, a founding member of the XR Sports Alliance, the inaugural CMO Brand Programme will bring “candid conversations” to SPORTEL Monaco by connecting senior executives from major international brands with the wider sports business community.

SPORTEL’s first-ever senior marketing-focused networking and content experience will give participants exclusive access to a hand-picked group of leading decision-makers from international brands with a prominent presence in sport.

Senior marketing executives from the likes of Revolut, TCS and Diageo will participate in a day of high-level discussions, networking opportunities and premium hospitality, with the programme being delivered in collaboration with Qualcomm Technologies.

Brand perspectives

“Our ambition with the CMO Brand Programme is to bring a perspective to SPORTEL that has become increasingly important to the sports ecosystem: the perspective of the brand,” says Micheline Van Puymbroeck, SPORTEL’s Commercial and Marketing Director, who is leading the programme.

“SPORTEL has traditionally been a meeting place for the sports media and broadcasting industry, with a strong focus on media rights, distribution and technology. But the sports business has evolved considerably, and so has the role of technology, marketing and brands within that ecosystem.

“We want to create a space where senior marketing executives can have a direct conversation with the rights holders, broadcasters, platforms, agencies and technology companies that are shaping the future of sport.”

What brands really need from sport

The programme is designed to give registered SPORTEL participants a unique opportunity to learn what brands really need from the sports industry, and what the sector needs to understand about brands.

“The key point is that brands should not necessarily enter the conversation only once a media rights deal has been concluded, or when it is time to buy advertising inventory or negotiate a sponsorship,” Van Puymbroeck says.

“There is an opportunity to involve brands much earlier – in the thinking around content, audience, technology, data, distribution and ultimately the overall value proposition of a sports property.”

The launch of the CMO Brand Programme is also particularly timely, given that “the traditional media rights model is under pressure in parts of the market”, Van Puymbroeck explains. Other sources of commercial value, including sponsorship and brand partnerships, are therefore becoming increasingly important.

“We want the programme to explore how those opportunities can be developed in a more integrated way,” Van Puymbroeck adds.

“Ultimately, we hope the programme creates meaningful conversations and new relationships – and demonstrates that brands have a much bigger role to play in the sports media ecosystem than simply being an advertiser at the end of the chain.”

High-calibre participants

The response to the inaugural programme has been “very encouraging”, according to Van Puymbroeck, who highlights the stature of participating executives and brands as a key point of interest.

“We have deliberately focused on bringing senior marketing decision-makers into the room rather than creating another general marketing conference. The calibre of the companies already involved reflects that ambition,” Van Puymbroeck says.

“What is particularly interesting for us is the diversity of those businesses.

They operate in very different categories and approach sport from different angles, but all recognise its ability to build brands, engage audiences and create experiences that go well beyond traditional media exposure. “Their participation also reinforces the idea that the conversation around sport is no longer limited to rights holders and broadcasters. Technology companies, financial services brands, FMCG companies and other major advertisers are increasingly active participants in the sports ecosystem.”

The beginning of the conversation

The programme will explore the evolving relationship between brands and sport from a number of different angles, with panels including ‘Brands and Sport: The Two-Way Growth Engine’ and ‘Beyond the Rights Package: How CMOs Create Value from Sports’.

The day will conclude with an informal networking ‘happy hour’ in the dedicated space with invited guests and sponsoring exhibitors. “The objective is to create a genuine exchange between the people who are investing in sport and the people who are creating, distributing and commercialising it,” Van Puymbroeck explains.

“For us, the timing is important. SPORTEL has always reflected where the sports media industry is heading.

“The CMO Brand Programme is an opportunity to broaden that conversation and recognise that the future of sports media isn't just about how content is distributed or how rights are monetised. It is also about how brands, audiences, technology and sports properties come together.

“We see this first edition as the beginning of that conversation, rather than the finished product.”

The CMO Brand Programme on Monday 19 October is available exclusively to registered SPORTEL participants for an additional fee.
Limited launch offer: buy 1 ticket, get 1 free. rate: 990 eur excl. 20% vat (valid for the first 20 registrations only) contact: sales.sportel@monacomediax.com Places are limited, and access to some sessions is subject to capacity and confirmation. Click here for more information.

• Sep 24, 2026

Don’t miss out: 10 reasons SPORTEL Monaco 2026 belongs in your diary

SPORTEL Monaco 2026 is now less than a month away. Here are 10 reasons why you should register – and join the sports media and technology sector’s most important annual event.

For nearly four decades, SPORTEL Monaco has established itself as the premier event for sports content, media rights and technology executives – and this year’s edition will be one of its strongest yet.

Whether you return to the Grimaldi Forum every year, or you are considering attending for the first time, here are 10 reasons why you should register for SPORTEL Monaco 2026 from October 19-21.

Meet the deal-makers

SPORTEL Monaco’s delegate list is full of key decision-makers and deal-makers. Some 45% of attendees last year were C-suite executives, providing an opportunity to engage in top-level conversations on site that can deliver real results. Additionally, one-third of SPORTEL Monaco attendees are buyers, ensuring it is one of the sports industry’s few events that facilitates meaningful discussions and deals on the floor.

Stay a step ahead with the latest trends

The SPORTEL Monaco conference programme focuses on the industry's most consequential commercial and technological trends – and features insightful perspectives from the industry’s leading experts. Topics covered in the roundtables, keynotes, presentations and workshops include AI, streaming and distribution, media rights, emerging technology, investment trends, fan engagement, monetisation and much more.

The whole sports media and tech ecosystem – under one roof

SPORTEL Monaco brings together every part of the sports media and technology ecosystem in one place. From rights holders and broadcasters to technology providers, agencies, brands, investors, clubs and leagues, the opportunities to collaborate extend well beyond traditional media rights discussions.

The whole sports media and tech ecosystem – under one roof

SPORTEL Monaco brings together every part of the sports media and technology ecosystem in one place. From rights holders and broadcasters to technology providers, agencies, brands, investors, clubs and leagues, the opportunities to collaborate extend well beyond traditional media rights discussions.

Be in the room with the industry’s biggest players

The extensive line-up of exhibitors at last year’s edition of SPORTEL Monaco featured the industry’s leading organisations: the NFL, NBA, NHL, LaLiga, ESPN, Sportradar, Deltatre, Two Circles, Dentsu, Bundesliga, ATP Media, PGA Tour, Serie A, Infront Sports & Media, uniqFEED, Telstra and many more. SPORTEL Monaco is the place to be if you want to meet industry leaders.

Discover the next generation of sports technology

From the Pitch Perfect Innovation Contest to the exhibition floor, SPORTEL Monaco is where companies unveil game-changing innovations in AI, automated content creation, broadcast technology, data-driven services, digital media and fan engagement. Discover exciting new solutions that will give you a competitive edge.

Unparalleled networking opportunities

Delegates at the Grimaldi Forum have a unique chance to meet the sports industry’s leading decision-makers in social and formal settings. From the SPORTEL Sports Bar to the bustling exhibition floor, attendees can make and strengthen connections – while those outside risk missing out on the conversations shaping the sector’s future.

Maximise ROI from a single international trip

Rather than travelling globally for dozens of individual meetings, executives can meet existing clients, prospective customers, partners and suppliers all in one place. By using the SPORTEL Connect networking tool, which gives participants the opportunity to reach out directly to other registered attendees, executives typically line up more than 50 meetings over the packed three-day schedule.

Amplify your offering to an engaged audience

SPORTEL Monaco provides an opportunity to showcase your organisation, launch new products or announce partnerships, and connect with influential journalists covering the global sports business. With over 60 European and international media outlets accredited each year, the event offers a powerful platform to maximise visibility and media impact.

Unmissable extras

Alongside the bustling trade show and engaging conference programme are plenty of opportunities to connect and share knowledge, from the Sports Bar and networking lounges to the popular Women’s Lunch – a signature highlight of the event. This year, for the first time, the CMO Brand Programme will facilitate direct interactions between SPORTEL participants and a small group of invited international marketing chiefs.

Marvellous Monaco

Monaco is a stunning destination where delegates can enjoy a memorable time, both inside and outside the state-of-the-art Grimaldi Forum. The event attracts a truly international audience, with 65% of participants from Europe, 18% from the Americas, 10% from Asia and 7% from Africa, the Middle East and Oceania. With 2,000 delegates, 800 companies and representatives from about 70 countries, SPORTEL Monaco continues to be the global meeting place for the sports media and technology sector. That is why roughly 80% of businesses return year after year.

Visit sportelmonaco.com and register to secure your place at the Grimaldi Forum from October 19-21.

• Sep 23, 2026

Following the fan: where Bruin Capital sees the next wave of sports investment

Bruin Capital Founding Partner Jeff Roth explores how changing fan behaviour is creating new opportunities across sports media, data and technology ahead of his appearance at SPORTEL Monaco.

In a fragmented landscape, businesses across the global sports ecosystem that “follow where the consumer wants to go” are an increasingly attractive investment proposition, according to Bruin Capital Founding Partner Jeff Roth.
Since its launch in 2015, Bruin has established itself as a specialist investor in what it describes as the “global middle market of sports”.
At SPORTEL Monaco (October 19-21) Roth, who has led Bruin’s investment team and strategy since the firm’s inception, will participate in a panel session entitled ‘New Global Sports Ecosystem: Digital, Data & Investment Reshaping Sports Media’.
Ahead of his appearance at the Grimaldi Forum, Roth underlined how changing fan behaviour is creating new opportunities across the sports value chain.

New opportunities

“In a world where media consumption has become so fragmented, leagues and teams have had to become much more direct-to-consumer businesses. They’ve had to really focus on customers in the way an e-commerce business would,” Roth said.
“What’s the lifetime value of my customer? How much does it cost to acquire them? How can I cross-sell them from ticketing into merchandise and create a single customer view?
“The good news is that the overall pie of the sports ecosystem is continuing to grow. Sport is one of the few avenues that brings a live audience together, and we’re extremely bullish overall on the sports ecosystem.
“But the path to growth just isn’t as simple as traditional media rights being linear and moving up and to the right. You have to invest in new areas, grow internationally and follow where the consumer wants to go.”

Improving the experience

Bruin’s portfolio currently includes the likes of tech-led media company TGI Sport, sports betting-focused FairPlay Sports Media and Box-to-Box Films, which produces leading sports documentary series such as Formula 1: Drive To Survive. The firm previously acquired and exited companies such as Two Circles, Deltatre, On Location Experiences and Full Swing Golf.
From a sports media perspective, Roth highlighted the growing importance of data-driven businesses that are improving the viewing experience – from data-enhanced graphics and personalisation to microtransactions and live sports betting.
“Businesses that can customise coverage and enhance it, for example with data-rich graphics and content, are an area we’re spending a lot of time on,” he said.
“With the convergence of sports betting and media, the commonality is that, as a consumer, what you want is a data-rich, content-rich experience. For example, FairPlay Sports Media creates tools, technology and widgets that publishers use to give sports betting enthusiasts data and information.
“It’s that convergence of media, betting and content opportunities. These tools power media businesses and operators, with the knock-on effect of growing the lifetime value of the customer and producing more impressions and higher viewing time.”

Fuelling growth

Bruin raised a further $1bn in January to invest in ‘middle-market sports businesses globally’, with Roth identifying the internationalisation of both sport and its fanbases as significant drivers of growth.
He pointed to the growing popularity of European football among younger US audiences as an example of how dramatically international fandom has evolved within a generation.
“Leagues around the world have done a really good job of growing in new markets, and there’s a whole range of technology and event businesses helping them win new fans and put on events in other markets,” Roth added.
While artificial intelligence is already transforming sports media and data, Roth believes the broader sports ecosystem is less exposed to disruption than many other industries.
“Not a day goes by without us talking about AI or questioning how it’s going to impact current or future businesses, but the most honest answer is that no one really knows,” he said. “What I know for sure is that it’s not going to impact people’s desire to participate in and consume sports content.
“The size of the sports business pie isn’t going to be negatively impacted by AI. There will probably be new challenges and new opportunities. I don’t think it’s going to be massively disruptive to the sports industry as a whole in the way it could be to other businesses.
“I think all leagues, teams and media companies are embracing AI in interesting ways. People have to be aware of it. If you’re not using it, you’re going to be falling behind.”

Why SPORTEL matters

While next-generation technology is reimagining sports media and the global business of sport, Roth highlighted the importance of gatherings like SPORTEL in establishing face-to-face connections that continue to shape the industry.
“SPORTEL is unparalleled in terms of its unique global remit,” he said. “It’s one of those conferences where you can go in without having one meeting set up and still run into 50 people, and it’s going to end up being productive.
“There are a lot of opportunities wherever the industry gets together, but not many that are this broad and this global. I think that’s one of the things that sets SPORTEL apart, and I’m excited to be there.”

• Sep 07, 2026

IBC2026 is just two weeks away

With IBC 2026 fast approaching, now is the perfect time to start planning your visit — and to secure meetings with the companies you want to see. At SPORTEL, we’re proud to be part of IBC 2026 in Amsterdam, bringing together industry insight, real-world experience, and practical conversations on the topics shaping the future of media and live workflows.

We invite you to join us at IBC 2026 in Hall 5 — Content Everywhere Stage, where SPORTEL will host four panel sessions moderated by three SPORTEL representatives, featuring four invited clients as panelists.

The future of sports is inseparable from the future of media and technology. IBC and SPORTEL bring these two worlds together through complementary events, creating a unique opportunity to connect innovation with the people and businesses driving sport forward.

SPORTEL at IBC 2026:
Panel Discussions in Hall 5 - Saturday 12 September

Panel 1: 10:15–11:00 | Stage 1
The New D2C Era: Why Sports Organisations are Becoming Media Companies

Moderator:

• Giovanni Aquilanti, Sales & Sponsorship, SPORTEL

Speakers:

• Govindraj Basatwar, Managing Director, Doverunner Inc.
• Ashley Reynolds-Horne, Vice President of Technology, Simplestream
• Matthew Parker, Commercial Director from TWO CIRCLES

Panel 2: 12:45–13:30 | Stage 1
Beyond the Live Event: How Sports Content Is Expanding Fan Engagement

Moderator:

• Micheline Van Puymbroek, Commercial and Marketing Director, SPORTEL

Speakers:

• Paul Boustead, VP of Product Strategy, Dolby OptiView
• Nina Walsh, Global Leader, Business Development, Media & Entertainment, Games, Advertising & Sports, Amazon Web Services
• Kay Dammholz, Director Media Rights, DFB

Panel 3: 14:30–15:15 | Stage 1
Personalised Sports Streaming: Building the Next Viewer Experience

Moderator:

• Agnes Marsan, Executive Director, SPORTEL International

Speakers:

• John Morash, Global Sports Lead, Gracenote
• Gabriela Takacova, Co-Founder & CBO, Recombee
• Melissa Lawton, Chief Content Officer, SailGP
• Aymeric Legal, VP of Sales, Media & Telecom, Kaltura

Panel 4: 17:00–17:45 | Stage 1
Where Sports Rights Go Next: Distribution, Discovery, and Revenue

Moderator:

• Giovanni Aquilanti, Sales & Sponsorship, SPORTEL

Speakers:

• Fernando García Calvo, CRO of TVUP Streaming Media and CEO of The Channel Store, TVUP Streaming Media
• James Varndell, Senior Director of Product Management, Bitmovin
• Cyprien Castanedo, Head of Media Platform & Innovation, Ligue de Football Professionnel (LFP)

Book your meeting in advance
If you'd like to ensure we have plenty of time to discuss your requirements, we encourage you to book a meeting with the team in advance using the link below:

• Jul 23, 2026

A new destination. A new chapter for SPORTEL.

We're proud to announce that
SPORTEL is coming to Canada for the very first time, with the inaugural edition taking place in Toronto on 23–24 March 2027.

Following SPORTEL Rio de Janeiro, Buenos Aires, and Miami across the Americas, and the return of SPORTEL Singapore in 2026, this expansion marks another exciting milestone in our global journey and a strategic step in strengthening our presence in the North American market.

As we continue to grow our global footprint, our mission remains the same: bringing together the international sports media, technology, and sports business community in the world's most dynamic markets.

More details will be unveiled soon. In the meantime, if you're interested in exhibiting, sponsoring or attending, our sales team sales.sportel@monacomediax.com would be delighted to discuss how you can be part of this exciting new edition.

• Jul 01, 2026

Inside SPORTEL: The event that continues to connect the global sports industry

Since its first edition at the Loews Hotel in Monaco in November 1990, SPORTEL has forged an unrivalled reputation at the intersection of sports media and technology.

Founded under the High Patronage of Prince Rainier III of Monaco and under the Presidency of Prince Albert II of Monaco, SPORTEL was the brainchild of Monegasque journalist George Bertellotti. He created SPORTEL Monaco, which remains today the world’s leading sports content media rights and technology convention and its associated initiatives—including the Golden Podiums and the Renaud de Laborderie Book Prize, today known as the SPORTEL Awards, celebrating the most outstanding sports images of the year.

Its creation was a masterstroke for a global industry on the cusp of explosive growth over the years to come.

For example, the FIFA World Cup in Italy, held just months before SPORTEL’s first event, generated $71m in media rights fees for football’s global governing body. Fast-forward to 2026, ahead of the start of the World Cup in Canada, Mexico and the USA, the running total for the tournament’s rights fees is reportedly $3.9bn.

Underpinning this exponential growth are countless technological, behavioural and financial trends that have been discussed and debated over the years at SPORTEL, where deals have been struck that have reshaped how sport is consumed worldwide.

Over 35 years on from that inaugural gathering, SPORTEL has been a constant in an ever-changing industry. From the fragmentation of the sports broadcast landscape to digital transformation and AI, SPORTEL has tracked every major shift – and the event’s role in bringing together the sector’s leading decision-makers is more important now than ever.

Strategic destinations and International Growth

In 2026, SPORTEL is a flourishing international brand and platform for the global sports industry.

Alongside its flagship annual event in Monaco, SPORTEL has established a track record for taking its winning format and reputation to strategically important destinations across the globe.

In 1997, the International Olympic Committee bestowed its official patronage upon SPORTEL– and the first edition of SPORTEL America took place in Miami Beach, USA. This landmark event set the tone for more international expansion after the turn of the millennium.

Following the sell-out success of SPORTEL Dubai in 2004, the first edition of SPORTEL Asia was launched in Hong Kong the following year in 2005. To better serve its global community, SPORTEL continued to expand its international footprint by organizing an annual spring edition in strategic sports business hubs, alternating between the Americas and Asia. Over the years, SPORTEL has been hosted in key destinations including Hong Kong, Singapore, Shanghai, Macao, Rio de Janeiro, Miami, Bali, Buenos Aires and, most recently, Singapore once again in 2026.

After an enforced hiatus due to the Covid-19 pandemic, SPORTEL successfully relaunched its international development strategy in the 2020’s. Between 2023 and 2026, editions were held in Bali, Miami, Buenos Aires and Singapore, reinforcing SPORTEL's position as a global platform connecting broadcasters, rights holders, technology providers, agencies, media companies, investors and sports organizations.

In March 2026, SPORTEL Asia confirmed its position as a gateway to the fast-growing Asia-Pacific market by returning to Singapore, eight years after its last edition in the city-state. The event welcomed nearly 400 participants representing more than 220 companies from 35 countries for two days of networking, business meetings and conference sessions featuring leading industry stakeholders including FIFA, Premier League, World Rugby, NBA, Six Nations Ruby, PGA TOUR, World Table Tennis and Formula E etc.

While the destination for 2027 has yet to be confirmed, SPORTEL is actively exploring new opportunities across the Americas, Asia-Pacific and the Middle East. The objective is to establish SPORTEL in strategic business hubs that provide direct access to regional sports ecosystems while connecting local stakeholders with the global SPORTEL community.

Through its international development strategy, SPORTEL aims to build a network of regional hubs that complement SPORTEL Monaco, the flagship global marketplace for the sports media and technology industry.

Monaco return

Last year’s edition in Monaco attracted around 800 companies from 70 countries for engaging conversations, panel sessions and showcases throughout the Grimaldi Forum, giving 2,000 delegates plenty of food for thought.

Notably, eight out of every 10 businesses present at SPORTEL were returning – conscious that the sports sector’s most important gathering is unmissable from a strategic perspective.

This year, SPORTEL will return to the Grimaldi Forum from 19-21 October for another event packed with insights, product innovations and networking opportunities. Like the industry, though, SPORTEL continues to evolve.

For the very first time, from 18-19 October, an invitation-only CMO Brand Programme will bring together senior marketing executives for high-level discussions and the opportunity to engage directly with the SPORTEL community, including exhibitors and industry leaders.

Designed for senior brand decision-makers with a strong interest in sport, sponsorship and innovation, the CMO Brand Programme will feature a hand-picked group of international executives from complementary, non-competing companies.

The CMO Brand Programme is just the latest example of how SPORTEL continues to evolve, ensuring its unrivalled role as a catalyst for innovation, connection and deal-making in the sports media industry.

SPORTEL Monaco’s reputation as a hub of unparalleled networking opportunities is built on relationships that have been forged inside the Grimaldi Forum over the years, with attendees regularly lining up more than 50 meetings over the three-day schedule.

However, SPORTEL’s enduring appeal internationally and its global growth show that this famous name in sports media and technology is equipping its community to navigate future challenges and opportunities with confidence.

Benefit from the regular rate until 10 September. Visit sportelmonaco.com for more information about attending, exhibiting and sponsorship opportunities.

• Apr 22, 2026

SPORTEL Asia Reinforces Role as Gateway to APAC Sports Media Market

More than 370 participants representing over 220 organisations from 35 countries gathered in Singapore on 24-25 March, underlining SPORTEL Asia’s position as a vital vehicle for connecting the global community with the fast-evolving Asia-Pacific region.

An international mix of industry leaders, broadcasters, rights holders, technology providers and media companies engaged in conversations in Singapore that will shape the sector’s future.

The Orchard Hotel Singapore welcomed hundreds of participants from across the region and beyond to SPORTEL Asia, with an engaging conference programme and a bustling exhibition complementing numerous networking opportunities.

From welcome cocktail hosted by World Table Tennis to an exclusive tour of the National Stadium and the Singapore Sports Museum in collaboration with The Kallang, participants were also able to connect in social settings throughout their stay.

Timely topics

The conference sessions gave expert speakers a platform to dive deep into the industry’s most important evolving trends.

Topics under discussion included the changing sports media-rights landscape, strategies for European leagues’ commercial expansion in the region, the growing influence of women in the sports industry, and content acquisition in an increasingly digital-first market.

Industry leaders also discussed next-generation opportunities and challenges, including cloud production, generative AI, streaming personalisation, piracy and changing sports media ecosystems in Australia and New Zealand.

“One of the most prominent themes was the maturation of artificial intelligence within sports media operations,” says Laurent Puons, General Manager of SPORTEL.

“While AI has been widely discussed in recent years, the industry is now clearly moving beyond experimentation. The focus is shifting toward scalable, real-world applications – from automated production workflows and content creation to enhanced personalisation and audience insights – with companies increasingly looking for solutions that deliver measurable business value.”

This shift from vision to delivery is at the heart of some of the most important trends underpinning the sector – and comes against the backdrop of fan engagement strategies that are “undergoing significant transformation”, Puons says. The continued evolution of sports rights distribution models was another key topic of discussion.

“The balance between traditional broadcasters, global streaming platforms and direct-to-consumer strategies is becoming more nuanced, with rights holders exploring hybrid approaches that allow them to maximise both reach and monetisation while maintaining greater control over their audiences,” Puons adds.

“As younger audiences consume sports content differently – often through shorter, more interactive formats and social-first platforms – the industry is rethinking how to build deeper and more sustained connections with fans through new storytelling formats, immersive experiences and more personalised content ecosystems.”

A strategic bridge

Just over half of the participants travelled to Singapore from across Asia-Pacific and the Middle East, with the remaining guests hailing from Europe and the Americas, reaffirming SPORTEL Asia’s role as a key bridge between regional and global markets.

“SPORTEL Singapore reinforced the growing strategic importance of the Asia-Pacific region within the sports media landscape,” Puons adds. “Singapore has once again proven to be a strategic gateway for connecting the Asia-Pacific sports media industry with the global SPORTEL community.”

About one-third of participants were content buyers, with a similar proportion representing rights holders, demonstrating the event’s role in facilitating commercial activity. Attendees included Advanced Info Services, Asian Football Confederation, Astro, Australian Football League, beIN Sports APAC, BG Sports, Bundesliga International, CJ ENM, COUPANG, DAZN Japan, FIFA, Fox Sports Australia, K-League, Lega Serie A, LaLiga, LFP Media, Mediacorp, NBA, Premier League, Riedel Communications, SportRadar, SPOTV Media, StarHub, Telkom Malaysia, Telstra, WSC Sports and many more.

The Pitch Perfect Innovation Contest – which gave enterprises an exclusive opportunity to showcase their solutions to the SPORTEL community – was won by Layercake, a provider of automation and orchestration solutions for media production and distribution.

Racing towards Monaco

Attention now turns to SPORTEL Monaco from 19-21 October 2026.

Held at the iconic Grimaldi Forum, the event will bring together global leaders from across the industry for more conversations that will influence the future direction of sports media and technology.

“Beyond the business conducted during the event in Singapore, these regional editions are essential for welcoming new companies into the SPORTEL ecosystem and introducing them to the opportunities it offers – because SPORTEL is where deals are made, partnerships are built, and announcements come to life,” Puons concludes.

“As these conversations continue to evolve, SPORTEL Monaco will provide a unique global platform where these insights can translate into concrete partnerships, strategies and new business opportunities for the industry.”

Save the date: registration opens May 26, visit sportelmonaco.com

• 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 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.

• 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 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 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).

• Oct 13, 2025

Reshaping the Ecosystem: Seeking Scalability and Innovation in a New Era of Sports Investments

The transformation of the sports M&A landscape over recent years has raised the stakes in the battle for investment.

At the top end, the average value of NFL franchises has more than doubled since 2021 to $7.1bn, according to Forbes. However, countless clubs, competitions and commercial entities face a fight to future-proof their financial futures while private, public and state-backed investors explore an array of unprecedented opportunities.

“The global sports investment landscape is evolving at pace, and in my view, we’re entering one of the most dynamic and opportunity-rich periods the industry has ever seen,” says Danny Townsend, Chief Executive Officer at SURJ Sports Investment, Saudi Arabia’s leading sports investment company.

“Investor interest is no longer just about rights acquisition or team ownership; it’s about reshaping the ecosystem, from media and fan engagement to technology, data and event formats.”

Core drivers for investment
It has certainly been a busy year for SURJ, with investments in DAZN, football’s Kings League and the Professional Triathletes Organisation demonstrating the variety of investment opportunities on the table.

“Each of our investments reflects a different dimension of our strategy, but they’re all underpinned by the same core drivers: scalability, innovation and audience growth,” Townsend explains.

“These aren’t just financial plays but rather strategic investments that align with our wider goals: building the regional sports economy, empowering young talent, and bringing world-class experiences to fans across Saudi Arabia and beyond.

“Our pipeline remains strong. We’re continuing to assess opportunities across team ownership, leagues, digital platforms, and IP-led event properties, with a focus on assets that offer long-term global growth potential and strategic alignment with Saudi’s vision for sport.”

Deep due diligence
In an “incredibly competitive, global space”, Townsend acknowledges that many of the deals pursued by SURJ have taken longer than anticipated to conclude.

“Our ambition from day one has been to be selective, long-term and strategic in how we deploy capital, but that takes time,” says Townsend, who will participate in a SPORTEL Monaco panel session entitled ‘Investment in Sport: Where is the Next $1bn Coming From?’

“Whether you're dealing with complex rights structures, shared ownership models, or legacy governance frameworks, many of the most interesting assets require deep due diligence and thoughtful structuring. We’re not just looking to take a stake; we want to create value and be additive to the ecosystem.

“Another lesson has been around narrative alignment – making sure that our partners understand not just the ‘what’, but the ‘why’ behind SURJ. We’re not a typical investor. We bring a long-term vision, a national mandate, and a platform that can help accelerate global growth. That’s powerful, but it also means we often need to spend time building trust and aligning on ambition.”

Impact of fragmentation
Furthermore, the broader evolution of sports industry economics – particularly in relation to media rights-fees and fragmentation – has also affected the sports investment landscape.

“We’re at a point now where the traditional model of linear broadcasting and bundled rights is being fundamentally reimagined. That creates disruption, but also a lot of opportunity,” Townsend adds.

“From an investment perspective, this means we’re looking closely at properties with direct-to-consumer potential, strong IP and global fan engagement models that go beyond just matchday or live broadcast. It also puts a premium on organisations that understand data, content and how to build audiences in a more fluid, digital-first environment.”

Major shifts
Townsend highlights three significant shifts at the heart of the space.

The convergence of media and sport is accelerating – and not just through traditional broadcasting, but also via OTT platforms, creators and digital-native leagues. There is also a growing focus on global scalability and audience diversification, with formats that can travel and engage younger fans. However, and perhaps most importantly of all, investors are becoming more disciplined.

“There’s a clear pivot toward sustainable, long-term plays with the infrastructure and IP to grow globally,” he adds. “At SURJ, we’ve designed our investment approach around these very dynamics. We’re not chasing short-term hype; we’re backing bold ideas that have the potential to reshape the future of sport.”

Asking tougher questions
Looking ahead, Townsend says that “the headline-grabbing deal frenzy of the past few years is giving way to a more measured phase”, with investors asking tougher questions about financial fundamentals, scalability and long-term value creation.

“For rights holders and properties, the key challenge will be moving beyond vanity metrics and demonstrating tangible return on engagement,” he adds.
“A lot of organisations are still operating with outdated commercial models, legacy cost structures or ambitions that are out of step with market realities. That’s especially true for some clubs and leagues running at persistent losses without a clear path to profitability.

“But it’s not all caution. There are significant opportunities as well. For investors, the upside lies in backing properties that are digital-native, globally minded, and diversified in revenue streams. Women’s sport, underserved fan segments, emerging markets and tech-enabled formats will continue to offer compelling growth stories.”

Hear more from Danny Townsend at SPORTEL Monaco, where he will discuss ‘Investment in Sport: Where is the Next $1bn Coming From?’
(Monday 20 October, 11:35 – 12:20).

• Oct 08, 2025

LFP Media Breaks New Ground with Ligue 1+ OTT Launch and a Push for Personalisation

The recent launch of the Ligue 1+ direct-to-consumer OTT service has given France’s Ligue de Football Professionnel (LFP) a unique position among Europe’s major leagues.

As the first of the continent’s ‘Big Five’ to start showing its games domestically on its own platform, the LFP’s strategic move is being watched closely by sports properties across Europe, and beyond.
So far, results have exceeded expectations.

With a promotional offer and discounts for under-26 year olds complementing a competitive standard price of €14.99 per month, the sign-up target for the 2025-26 season – one million subscribers – was surpassed within one month.
Meanwhile, from a technical perspective, the launch has been relatively smooth, with Cyprien Castanedo, Head of Media Platform and Innovation at LFP Media, highlighting the support of OTT specialist Endeavor Streaming and production partner Mediawan.

Striking the right balance
“It was a real challenge to launch the platform so quickly, but the whole team was 100% behind the project,” Castanedo says.
“It was a good balance between our understanding of the project and the expertise of our partners. Endeavor Streaming has done a fantastic job with developing a stable platform so there have not been any major issues on the streams, and Mediawan have played a crucial role too, while it’s important to acknowledge the quality of every single distributor.

“It was a real achievement to coordinate all the pieces of the puzzle.”
The LFP had already worked with Endeavor Streaming on developing a D2C OTT platform for international markets, beginning with a technical test in Iceland before launching in the UK and Ireland ahead of last season. Such familiarity inevitably helped to expedite the development of the domestic platform in an accelerated timeframe.
“That existing relationship was really important,” Castanedo says. “It made a lot of sense to go with them domestically.”

A focus on personalisation
After navigating the lightning-quick launch, with approximately 10 weeks between the initial discussions and going live, Castanedo is now focusing on the next phase of the groundbreaking project.
With this in mind, the topic of Castanedo’s panel session at SPORTEL Monaco – ‘New Live Sports Tech for Tailored Fan Experiences & Personalisation’ – is particularly pertinent.

“The whole gist of the project was to first design a channel that in itself was personalised for Ligue 1 fans,” he explains.
“In the core of the channel, our whole motto was that it needed to be for the fans.”

Building a narrative
This mantra is reflected by the behind-the-scenes content available through the platform.

“We have a collaborative approach with the clubs, who are opening their doors for the platform,” Castanedo adds.
“A lot of clubs see the value in doing that as it builds a narrative, and if you’re a Ligue 1 fan, you can access personalised content from your club.
“Obviously, because of the short length of time before the launch, ensuring the platform was stable was the ‘must have’. But now we are trying to be a bit more customised in the original content we are pushing on the platform.”

A partnership with LiveLike – a provider of tailored, interactive experiences – is bringing on-demand features like statistics and fan polls to the platform. Additionally, expert feeds, fuelled by Genius Sports/Second Spectrum tracking data, offer insights such as shot speeds on-demand during big games.
“It is where I see the platform evolving,” Castanedo says.
“Personalising the user experience while they are watching the game is an obvious step.”

Engagement ideas
Furthermore, several potential ideas are under consideration.
By building ever-closer collaborations with clubs, there may be future opportunities to incorporate ticketing and merchandising options into the platform.
“Getting more integration with the clubs will be key to the product,” Castanedo says.
Viewers may also be given the ability to clip coverage, so they can jump forward or back to a particular incident or get a quick summary of what they have missed.
Integrating fantasy sports content is another “interesting opportunity”, Castanedo says, with the LFP having acquired popular fantasy football game Mon Petit Gazon three years ago.
Meanwhile, content dedicated to children and younger viewers is in the pipeline, and augmented reality graphics may also be integrated in the future through the provision of tracking data – either in live coverage or shoulder programming, or both.

Prioritising the viewing experience
As Castanedo explains, though, “not everything will come soon”, with enhancements gradually tested out to ensure they genuinely enhance the viewing experience, and are well received as a result.
“We have a lot of time to put new innovations in place in the coming months and years,” he says, adding that certain games will be selected to test out different technological innovations.
“On the technical side, we will not propose something unless it’s 100% stable for the platform, and we will also continue to gather user feedback in an ongoing discussion with the fans. This is only the beginning.”

Hear more from Cyprien Castanedo at SPORTEL Monaco, where he will discuss ‘New Live Sports Tech for Tailored Fan Experiences & Personalisation’ (Monday 20 October, 14:00 - 14:45).

• Oct 03, 2025

Embrace a Natural Environment for Networking at SPORTEL Monaco

SPORTEL Monaco’s reputation as a hub of unparalleled networking opportunities is built on relationships that have been forged inside the Grimaldi Forum over the years.
From the moment delegates enter the striking glass and steel venue, they have an unmissable chance to make and strengthen game-changing connections – while those outside risk missing out on the conversations shaping the sector’s future.
“SPORTEL has always been about creating an environment where business happens naturally,” says Loris Menoni, Executive Director of SPORTEL Monaco.
“The real value is in being inside the event, surrounded by the global sports business community.”

Unique opportunities to meet
From the brand-new Sports Bar to the bustling exhibition floor and the returning Women’s Lunch, SPORTEL Monaco’s 2025 delegates have a unique opportunity to meet the sports industry’s leading decision-makers in social and formal settings.
Indeed, by using the SPORTEL Connect networking tool, which gives participants the power to reach out directly to other registered attendees, executives typically line up more than 50 meetings over the packed three-day schedule.
“What makes the event so effective is the balance between structured opportunities and organic encounters,” Menoni adds. “The dedicated meeting areas and the SPORTEL Connect platform mean you can plan your schedule in advance, but there’s also tremendous value in the unexpected meetings that happen in the corridors, networking lounges, or on the show floor itself.
“By being in the heart of the tradeshow, you significantly increase your chances of connecting with the right people. And with half of our attendees being C-level executives, the quality of those interactions is extremely high.”

Dedicated to the business of sport Unlike many other trade gatherings, SPORTEL Monaco is dedicated to the business of sport.
That focus is reflected not only in the calibre of executives and enterprises in attendance. The conference sessions cover a range of pertinent topics, with generative AI, innovative streaming solutions and new investment opportunities among the items on this year’s agenda.
The value delivered by the vital connections, deal-making opportunities and industry insights ensures the majority of businesses that attend SPORTEL Monaco return to the stunning seafront location year after year.

Face-to-face exchanges
However, the 2025 event will also attract hundreds of new attendees who are keen to get to the heart of the global sports business ecosystem, rather than being on the outside looking in.
“Executives should come prepared with a clear plan – know who you want to meet, and use the SPORTEL Connect platform to arrange meetings in advance,” Menoni adds. “But it’s just as important to stay open to the unexpected business opportunities that arise when you’re immersed in the event.
“Ultimately, SPORTEL is about people; those spontaneous face-to-face exchanges are where trust is built and partnerships begin. Be present and visible within the tradeshow itself: that’s what maximises your networking opportunities and ensures you make the most of SPORTEL’s unique environment.”
Register by October 18 at SPORTELMonaco.com and save 6% off the full price while securing beneficial partner hotel rates and the ability to preschedule meetings.