On the 29th and 30th September 2026, we sent some of our Trint experts to the London Stadium for SportsPro AI + Tech. With more than 200 organizations in attendance and speakers from renowned sporting brands, this was the event to get a steer on where AI is heading in the industry. Here’s some of the highlights from our team on the ground:
I spend most of my time with newsrooms, and what struck me at SportsPro AI + Tech was how closely sport's challenges now match theirs. Clubs, leagues and rights holders publish on more platforms than ever, in more languages, for fanbases all over the world. Often they do it with content teams of only a handful of people. Their ambition keeps growing but their headcount doesn't.
Three themes came up in almost every conversation:
Integration. Nobody wants another standalone tool. They want AI that plugs into the editing, asset management and publishing systems their teams already use.
More formats, more languages. One press conference has to become a match report, social clips, a podcast segment and translated posts for international fans, ideally within the hour.
The archive. Many organisations have years of interviews and footage they can't search, so some of their best moments are effectively lost. When the anniversary of a famous win comes round, or two old rivals meet again, being able to pull up the right clip or quote in minutes gives a content team a real edge.
To me, that's where AI can help sport most. It shouldn't replace the people telling the stories. It should give small teams the capacity to tell more of them.
Martin Thouroude, Director Media Sales - Europe
-----------------------
One of my main takeaways from the event is that the conversation around AI in sport is becoming much more practical rather than theoretical, with teams wanting to know not just the software they can buy into, but exactly how best to leverage it within their organizations. With so much AI tech out there already, it seemed that most people were ready to dive deeper and discover how those systems can become part of the infrastructure they already use.
A highlight for me was getting to catch one of the last talks of the day with Eleni Sharp, Head of Product for BBC Research and Development, on how they are rethinking live TV and bringing more interactive elements to live viewing than ever before. As someone who’s found themself increasingly watching less live TV of late, I found this particularly interesting and it definitely got me thinking about how I consume live coverage of events.
Jade Ledingham, Content Writer
-----------------------
Rather than the players or teams, the big question people were asking was how AI could drive outcomes across their entire organisation, such as content production and customer support. They specifically talked about wanting tools to help surface important moments or create clips in real time. This is something that is layered in accurate transcription so at Trint we could have good conversations around where technology is going and how you can get a clear ROI from these tools.
Conferences like SportsPro are also a great opportunity to test Trint’s mobile app and live transcribe my conversations. It meant I could focus on the content and then return to get direct quotes from the transcript itself, and share any interesting insights with my team. A common theme was around AI security and how to mitigate risk, with one person saying – “The job of governance is not to say no. It’s to make yes safe.” This aligns with Trint’s own approach to AI innovation. I also loved this analogy to F1 in the same vein – “Brakes don’t slow you down, they help you go faster. If you had a F1 car without brakes, it would have to go extremely slowly, but one with brakes can actually go much faster.”
Jamie Morrison, Head of Product
-----------------------
One of the clearest challenges raised at the event was the archive. Sports organizations are sitting on years of spoken content: press conferences, post-match interviews, podcasts, commentary and behind-the-scenes footage. Yet when a big moment happens, finding the right historical clip is still slow and manual. Sean Hunter, SVP, Core Engineering at FOX Corporation, described exactly this problem. When a story breaks during a tournament like the World Cup, his team wants to surface relevant moments from its back catalogue, but first has to know where to find them. At the same time, the people who need that material are increasingly journalists, commentators and content producers rather than data specialists, so the tools have to be simple enough for them to use directly.
The opportunity now is to treat spoken content as searchable data. With accurate, time-coded transcription, every word ever said on camera or mic becomes something a producer can search in seconds, pull as a verified quote and turn into new content. That same archive can also be opened up to the AI agents and workflows that rights holders are now building on top of their stacks. Organizations that make their archive searchable today will be the ones able to react fastest when the next big moment arrives.
Fahim Afghan, Head of Go To Market
-----------------------
Spending both days at SportsPro AI + Tech at London Stadium, I was reminded how different the sports world is from the broadcast floors. It was small, focused and personal, and the best conversations happened over coffee in my opinion. What stood out most? How quickly sports organisations are moving from experimenting with AI to working out how to govern it and build it into their everyday workflows.
Again and again, I heard the same practical needs from clubs, leagues and rights holders: turning press conferences and interviews into searchable content faster, working across multiple languages, and plugging transcription straight into the tools their teams already use. It was a great chance to hear those challenges firsthand, and I'm coming away with a much sharper sense of where Trint can make a real difference in sport.
Angel Jones, Mid Market Account Executive
-----------------------
