How AI Is Revolutionizing Fantasy Leagues, Second Screens & Watch Parties

Live sports are no longer confined to a single screen or a linear broadcast. Fans are watching games while scrolling highlights on Instagram, checking fantasy scores on mobile apps, and chatting in real-time watch parties.

Behind this evolution sits a powerful engine: Artificial Intelligence (AI).

AI is reshaping how fans interact with sports by turning data, video, and fan behaviour into personalised, real-time experiences. From automated highlight generation and fantasy draft recommendations to AI-powered co-watch experiences, rights holders are finding new ways to keep fans hooked — and to monetise every moment.

Why AI in Fan Engagement Matters

In a crowded sports entertainment ecosystem, attention is the new currency. Fans have multiple screens and infinite content options, making it harder than ever to sustain engagement.

Here’s why AI is changing the game for sports marketers and rights holders:

1. It keeps fans engaged longer. Personalised highlights, quick recaps, and real-time stats ensure viewers stay connected even during game lulls.
2. It opens new revenue streams. Tailored sponsor activations, micro-transactions, and personalised e-commerce recommendations add fresh layers of monetisation.
3. It reduces operational overhead. AI automates editing, translation, and clip creation — saving production costs and accelerating publishing.
4. It powers retention for fantasy and watch platforms. Smart recommendations and in-play nudges keep users active longer, reducing churn.

In short: AI isn’t just a technology trend — it’s a commercial strategy for maximising fan lifetime value.

How Rights Holders Can Win with AI

Forward-thinking leagues and teams are integrating AI into every layer of their fan experience. Here’s how:

Automated, Personalised Highlights

AI platforms like WSC Sports and Pixellot tag every goal, boundary, or dunk automatically — and instantly assemble highlight clips tailored to each fan’s preferences or fantasy roster.
Result: Higher engagement, more sharing, and increased app session time.

AI-Powered Fantasy Assistants

Imagine a fantasy sports “copilot” that gives lineup suggestions, injury alerts, and predictive analytics — all powered by natural language AI. Tools like Microsoft Copilot and FanDuel’s AI Chat Assistant already do this.
Result: Longer session duration and higher retention in fantasy and betting products.

Smarter Sponsor Activation

AI-driven segmentation allows brands to own specific moments during a game — like a “Goal of the Match” highlight or a “Player of the Moment” reel — personalised to each fan segment.
Result: Higher brand recall, more targeted impressions, and measurable ROI.

AI Watch Parties and Co-Viewing Experiences

Watch parties are evolving from simple live streams to interactive, data-rich, and social co-viewing experiences. AI can moderate chats, clip fan reactions, and create short-form recaps featuring user-generated moments.
Result: Stronger community engagement and organic content creation.

Which rights holders are already doing it

LaLiga — personalised short-form content via AI highlight platforms. WSC Sports

NBA — alternate telecasts and analytics overlays powered by tracking/ML partners (Second Spectrum / Genius ecosystem). NBA.com: NBA Communications+1

Cleveland Cavaliers (NBA team) — fan-built highlights and app growth via automated clip tools. WSC Sports

TVNZ / ICC & regional cricket broadcasters — automated cricket highlights and real-time publishing for cricket content. WSC Sports

NBC / Peacock — personalised recaps and AI-narrated playlists during major events (e.g., Olympics experiment). Sports Video Group+1

MLS, individual clubs & broadcasters — player tracking + visualisations via Second Spectrum historically in soccer and MLS. mlssoccer

Real examples — measurable wins (case snapshots)

• LaLiga + WSC Sports: Scaled tailored highlight packages for platforms and increased engagement metrics across socials and apps. (WSC reports session increases and platform reach improvements post-automation.) WSC Sports+1
• Cleveland Cavaliers + WSC: Let fans build their own highlights — drove an 85% uplift in app downloads and large session gains. Use case: fan personalisation = acquisition + retention. WSC Sports
• TVNZ (cricket) + WSC: Moved from long manual edit cycles to near-instant publishing of wickets and big plays, increasing discoverability and consumption across platforms. Real-time automation made the platform more central for cricket fans. WSC Sports
• FanDuel (commercial): Launched AI chat/assistant features to help users with in-app props and real-time suggestions — driving higher live-bet interactions. (Shows behavioural lift when AI nudges are contextually right.) Forbes+1
• NBC / Olympics: Produced personalised recaps using AI-narration and auto-playlists — a test bed for scalable, personalised OTT recaps. NBC Sports

AI has become the new engine of modern fan engagement. Rights holders that once relied solely on broadcast and social feeds can now deliver deeply personalised experiences through automated highlights, AI-powered fantasy recommendations, and interactive second-screen features. The key is to start small and scale fast — automate a few key moments, test engagement within targeted fan segments, and layer in sponsorship or commerce opportunities to prove revenue impact. The real winners will combine data intelligence (Opta, Second Spectrum) with video automation (WSC Sports, Pixellot) and AI assistants or copilots that help fans make smarter decisions, join communities, and stay engaged longer. From LaLiga and the NBA to cricket and Olympic broadcasters, early adopters are already seeing measurable lifts in engagement, retention, and monetisation. For every rights holder, the message is clear: AI isn’t replacing storytelling — it’s scaling it, making every moment more personal, valuable, and profitable.