As global sports consumption fragments across broadcast, OTT and social platforms, leagues, federations and broadcasters are under growing pressure to deliver faster, more relevant content at scale. Fans expect instant access to key moments, personalised storytelling and consistent coverage across formats and devices, while rights holders are expected to do more across packed sporting calendars without proportionally increasing production overheads. Eurovision Sport and NAGRAVISION are responding to this shift by embedding AI-led automation at the core of their content workflows, offering a practical example of how modern sports organisations can scale efficiently. Supported by Indian sports technology solutions company Sportz Interactive (SI), the collaboration reflects a wider industry move towards technology-enabled production models that prioritise speed, scale and flexibility. Across this approach, AI is being used to streamline the most resource-intensive parts of content creation, from identifying key in-game moments to assembling highlights and distributing them across platforms. By automating these workflows, the collaboration enables the processing of over 10,000 hours of live sports annually across more than 20 sports, while allowing editorial teams to …