Agenda
Take a look at the topics and trends we’ll be discussing at SportsPro AI USA 2025.
Click on each session to find out more, and check out confirmed speakers here.
- 08:30AM
- Networking
New Era Meet-Up
- AM
- Networking
New Era Meet-Up
Join us and connect with fellow women and non-binary sports executives and grab some refreshments before the next sessions start.
You can confirm your place when we release the event app in February.
*Please note, this meet up is for females and non-binary sports executives only.
- 09:30AM
- Panel
Inside the San Antonio Spurs’ generative AI strategy
- AM
- Panel
Inside the San Antonio Spurs’ generative AI strategy
Since 2018, the Spurs have been leveraging GenAI to understand what fans like, and don’t like. This session looks at the team’s most recent project – an internal cross-departmental ChatGPT programme. What you’ll learn:
- How the Spurs are taking a human-centric approach to its 150 employees on the pilot.
- The creative GenAI use cases that have emerged from the pilot.
- How this approach can be adopted by any team, league or organisation.
Chris Wilson
Charlie Kurian
Speakers Include:


- 10:00AM
- Keynote
Unlocking the power of AI in sports and entertainment
- AM
- Keynote
Unlocking the power of AI in sports and entertainment
From hyper-personalised content to immersive fan experiences, learn how AI is shaping the future of sports media through the lens of the world’s biggest properties.
John Nicastro
Alon Cohen
Speakers Include:


- 10:30AM
- Workshop
Immersive workshop breakouts
- AM
- Workshop
Immersive workshop breakouts
These immersive networking workshops bring together all attendees from both SportsPro AI and These immersive networking workshops bring together all attendees from both SportsPro AI and SportsPro New York. Use themed workshop breakouts to spark creativity and share expertise, or mingle in the central networking hub to forge connections. Relevant functions include:
- Technology
- Marketing
- Commercial
- Operations
Stay tuned, more details coming soon!
- 11:00AM
- Networking
Networking & refreshment break
- 11:30AM
- Case Study
Game, set, match: Powering the US Open fan experience
- AM
- Case Study
Game, set, match: Powering the US Open fan experience
USTA and IBM delve into the AI that’s transforming the US Open fan experience and creating world class digital experiences for tennis fans worldwide. What you’ll learn:
- How US Open’s GenAI content engine covers hundreds of matches with descriptions and reports.
- How USTA rolled out AI-generated commentary for highlights.
- The digital partnership’s plans ahead of US Open 2025.
Brian Ryerson
Tyler Sidell
Speakers Include:


- 11:55AM
- Case Study
Case study: NEXT League
- AM
- Case Study
Case study: NEXT League
Join sports strategy and solutions provider Next League, as they share their transformative AI solutions to the industry’s most pertinent challenges.
- 12:15PM
- Tech Showcase
Maximising the value of your digital content inventory
- PM
- Tech Showcase
Maximising the value of your digital content inventory
Discover innovative ways to streamline how you manage photos, videos, sponsor logos and more by harnessing the power of AI and digital asset management technology. See how teams and leagues are leveraging these tools to more efficiently and effectively leverage content assets for themselves, their athletes, and sponsors. What you’ll learn:
- The true value of your digital content inventory and how to make the most of it.
- How AI and DAM can empower your operational efficiency.
- How to use these technologies to facilitate commercial growth.
Andrew Hall
Speakers Include:

- 12:30PM
- Tech Showcase
Technology showcases
- PM
- Tech Showcase
Technology showcases
Sports technology is transforming the industry at a rapid pace. Hear from innovative tech-enabled start-ups as they pitch their solutions to industry challenges – all in front of our panel of experts and you, the audience!
André Antonelli
Speakers Include:

- 12:40PM
- Tech Showcase
Technology showcases
- PM
- Tech Showcase
Technology showcases
Join a range of innovative companies as they share their transformative solutions to the industry’s most pertinent challenges.
- 13:00PM
- Networking
Networking & refreshment lunch
- 14:00PM
- Presentation
Pitching power session
- PM
- Presentation
Pitching power session

Sports technology is transforming the industry at a rapid pace. Hear from innovative tech-enabled start-ups as they pitch their solutions to industry challenges – all in front of our panel of experts and you, the audience!
André Antonelli
Speakers Include:

- 14:00PM
- Case Study
Teeing up technology: PGA Tour’s innovation drive
- PM
- Case Study
Teeing up technology: PGA Tour’s innovation drive
Explore how the PGA Tour is using AI to revolutionise golf, from enhancing player performance and optimising tournaments, to creating immersive fan experiences. What you’ll learn:
- The innovative ways AI is used to create immersive and personalised fan experiences in golf.
- The evolving expectations of golf fans in today’s digital world.
- PGA Tour’s future vision as AI continues to rapidly transform sports.
Ken Lovell
Speakers Include:

- 14:25PM
- Interview
Comcast NBCUniversal SportsTech’s innovation strategy
- PM
- Interview
Comcast NBCUniversal SportsTech’s innovation strategy
Comcast NBCU SportsTech is a leading accelerator program that identifies, invests in, and accelerates the growth of innovative startups at the intersection of sports and technology. What you’ll learn:
- How Comcast NBCUniversal SportsTech’s program differs from others and what innovation they see driving the sports industry.
- What role partners like the Premier League, NASCAR, and the PGA Tour play in the strategy.
- How SportsTech is leveraging AI to personalise the fan experience.
- 14:50PM
- Case Study
Betting on AI: Fanatics’ playbook for smarter gaming
- PM
- Case Study
Betting on AI: Fanatics’ playbook for smarter gaming
Discover how Fanatics Betting & Gaming leverages AI to revolutionise responsible gaming, while enhancing player experiences, and ensuring smarter, safer play. What you’ll learn:
- How machine learning proactively identifies problematic gaming behaviors and better protects at-risk users.
- How Fanatics processes clickstream data from users in near real-time through AI.
- How AI elevates betting and gaming experiences, from high-quality and low latency, to interactive live content.
- How pivotal AI implementation is in the industry’s fastest growing sector.
Andrea Ellis
Maddy Want
Speakers Include:


- 15:30PM
- Networking
Networking & refreshment break
- 16:15PM
- Keynote
AI-driven fan engagement
- PM
- Keynote
AI-driven fan engagement
Uncover how innovative AI strategies, from personalised experiences to predictive insights, are empowering teams and brands to connect with fans on a deeper level and enhance the overall sports experience.
Chris Carman
Speakers Include:

- 17:15PM
- Networking
Networking drinks
- 10:15AM
- Keynote
How scalable tech is driving global sports domination
- AM
- Keynote
How scalable tech is driving global sports domination
Advances in technology now mean it’s possible for major sports properties to scale their IT infrastructure around the world. Expanded deals with tech giants like Cisco could be a crucial, if unheralded factor, in the expansion of their international ambitions.
Matt Sebek
Bryan Bedford
Speakers Include:


- 10:45AM
- Networking
Networking & refreshment break – Day 2
- AM
- Networking
Networking & refreshment break – Day 2
Take time out for refreshments, catch up with your peers in our pre-booked meeting spaces and visit our exhibition areas to discover the latest products and solutions.
- 11:30AM
- Tech Showcase
Technology showcases – Day 2
- AM
- Tech Showcase
Technology showcases – Day 2
Join a range of innovative companies as they share their transformative solutions to the industry’s most pertinent challenges.
- 12:00PM
- Panel
The AI advantage: Transforming monetisation strategies in sport
- PM
- Panel
The AI advantage: Transforming monetisation strategies in sport
AI is growing existing revenue streams while unlocking new ones across the industry. Discover how data-driven insights and personalised fan experiences are helping sports organisations unlock new monetisation opportunities.
Rachel Jacobson
Speakers Include:

- 12:30PM
- Case Study
Unlocking the possibilities of AI: How Meta is equipping content creators
- PM
- Case Study
Unlocking the possibilities of AI: How Meta is equipping content creators
Join Meta to learn more about the cutting-edge Gen AI technology they’re developing for the world of creators and sports organisations.
Specific topics include:
- Introduction to AI Studio and use cases for creators, and fans to create, share, and discover AIs.
- How AI at Meta is personalizing the sports fan experience
Alex Cook
Speakers Include:

- 13:00PM
- Networking
Networking & refreshment lunch – Day 2
- 13:45PM
- Presentation
How to implement AI for internal success
- PM
- Presentation
How to implement AI for internal success
Explore practical strategies for integrating AI within your organisation. From streamlining operations to enhancing decision-making, discover how leveraging AI internally can boost efficiency and drive innovation for your organisation.
- 14:00PM
- Presentation
AI for good: How to protect athletes and fans from online abuse
- PM
- Presentation
AI for good: How to protect athletes and fans from online abuse
While social platforms are key to fan engagement, they are also home to a rise in abuse and hurtful comments. Discover how major rights holders and teams are using AI to protect their athletes and fans from online hate. What you’ll learn:
- How the rise in online abuse impacts individuals, clubs and brands.
- How AI can power automatic, real-time removal of abuse for further investigation or intervention.
- The role of AI in providing on-demand education for athletes when they need it most.
- 14:15PM
- Panel
Beyond the highlights: Redefining sports content creation
- PM
- Panel
Beyond the highlights: Redefining sports content creation
AI is revolutionising sports content creation, moving beyond traditional highlights to deliver personalised, engaging stories. Learn how AI-powered tools are enhancing storytelling, automating production, and transforming the way fans experience the game.
- 14:45PM
- Keynote
Closing keynote
- PM
- Keynote
Closing keynote
Stay tuned, more details coming soon!
- 15:15PM
- Networking