From virtual studios and immersive LED environments to AI-powered graphics and real-time data visualisation, the technology transforming sports broadcasting is changing how audiences experience live sport.

This session explores how broadcasters, production companies and technology providers are reimagining the sports studio — creating more dynamic analysis, personalised content and visually compelling storytelling, both on screen and across digital platforms.

Where is virtual production delivering genuine value? How is AI changing workflows, graphics and the way presenters bring the action to life? And as the boundaries between live production, gaming and digital experiences continue to blur, what will the sports broadcast of the future actually look like?