THE BILLION DOLLAR RACE: WHO WINS SPORTS AI?

There's a race on. Bloomberg Terminal for sport. Sports Business GPT. The industry's operating system. Who builds it first?

THE LAST FRONTIER

"Once you give away that level of knowledge, it's gone. This is the last frontier before all your intelligence is gone." — Craig Hepburn

Live from Fuse UK, featuring Craig Hepburn (ex-UEFA), Richard Ayers (Rematch), Sean Betts (Omnicom), Andy Shora & Chris Woodcock (TFG Labs and 21st Group).

BIG QUESTIONS

Will sports bodies repeat the platform mistakes? Is your archival footage the new gold? What happens when AI commoditizes entertainment?

KEY INSIGHT: Data isn't spreadsheets anymore—it's everything. Your match footage trains robotics. Your highlights feed Google's models. Are you selling or building moats?

"Don't give it away. Build your own API layer. Make them pay for your oxygen." — Craig Hepburn

The optimistic take: live experiences become priceless when AI makes content free.

Who adapts fastest wins.

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