The Next Generation of Content: Unlocking Immersive and Interactive Sports Media

Sports media is shifting from a one-way broadcast to a participatory, multi-stream ecosystem where every fan curates their own experience. Today, media rights are more than just airtime… they are the fuel for interactive overlays, creator-driven feeds, athlete owned channels, and GenAI enabled content. As fans shift from viewers to prosumers, the tension between shared cultural moments and personalized, real-time experiences is building. This panel brings leaders from NBCUniversal, Prime Video, DAZN, and ESPN to discuss the next decade of sports storytelling.