Globecast – Navigating Sports Media’s Hyper-Personalized Future
Steve MacMurray, Head of Digital Media Development at Globecast
2024 was one of the busiest years in sport: the triumphs of Paris, major international football tournaments, and the continuing rise and powerful momentum of women’s sport. Fans had access to an unprecedented volume of live and on-demand content, highlighting both the richness and the challenges of today’s media environment.
With so much content available, the way it is delivered is becoming as crucial as the events themselves. Audiences now expect immersive, interactive, and personalized experiences—from multi-angle viewing and real-time stats to customized highlights and gamified engagement. This shift towards hyper-personalization is only accelerating, driven by giant leaps in AI, cloud-based production, IP workflows, and contribution connectivity models in the form of LEO satellite.
For rights holders and broadcasters, this abundance of tools and services present a double-edged sword. On one hand, there are more opportunities than ever to expand audiences and monetize content. On the other, the sheer volume of technological options can create “decision paralysis.” With so many vendors and a plethora of platforms promising innovation, how do organizations even begin to choose solutions that deliver sustainable value?
Here lies the growing need for expert guidance. Just as fans need help discovering the content right for them, content owners need trusted partners who can translate technological potential into clear, tailored, commercial strategies. The goal is not simply to early adopt the latest tools, but to align technology decisions with long-term audience and business objectives.
The challenge today is less about access to technology and more about making sense of the tech stack. With the picture delivered on screen comes the bigger picture of the end-to-end roadmap. Consultancy in sports media is becoming essential—providing organizations with the ability to evaluate options, weigh cost against return, and implement solutions that enhance reach, reliability and performance.
Cloud production, for example, offers gains of flexibility, sustainability, and cost efficiency, but rights holders need to be fluent with how it can integrate with existing workflows. AI can personalize content at scale, though the maximum value is with the foresight of retaining expert human input and oversight. Low-latency streaming and interactive services are translating into an enriched viewer experience, but the full and long-term benefits will only be achieved if they are integrated seamlessly into the wider media ecosystem.
This is why consultancy-led approaches are gaining ground. They help content owners move from tools to strategy, ensuring technology is an enabler rather than a dilemma. The explosion of market options can feel like being at an all-you-can-eat buffet—so many dishes that it is hard to know what to choose. The real value comes when someone helps you select the right ingredients for a balanced, satisfying plate that matches your tastes and needs. At Globecast, we bridge that gap, turning abundance into clarity. Our consultancy-led approach helps clients evaluate the right technologies for their needs—balancing cost, quality, sustainability, and ROI.
As we are more than half way through 2025, the pace of change is quickening. Hyper-personalization will become the new standard, while cloud, IP, and hybrid-network solutions will underpin the delivery chain. For sports organizations, the winners will be those who combine innovation with clarity—deploying the right technologies in service of audience growth and new revenue.
Trusted expertise is the key to achieving this balance. By cutting through complexity and providing direction, consultancy ensures that sports organizations can focus on what matters most: maximizing the value of their content in an increasingly dynamic media landscape. Backed by global infrastructure, hybrid-cloud expertise, and decades of broadcast experience, Globecast combines technical depth with strategic consultancy to help rights holders cut through the noise, implement reliable and scalable solutions, and ultimately turn technology into growth—expanding reach, deepening engagement, and unlocking new revenue opportunities.
