Comment: Why sports broadcasting will be better in 2025

For years, we’ve been hearing about how the future of sports broadcasting is right around the corner. Terms like AI, 5G, and XR have been thrown around at conferences, demos, and in headlines. But let’s be honest—despite the hype, much of that promise hasn’t fully materialised yet.

We’ve seen some impressive trials and innovations, but 2025 is when it all finally clicks into place. This is the year when sports broadcasting moves from potential to reality, transforming not just how sports are produced but how we experience them as fans.

What’s making all this possible? The cloud. It’s the quiet engine behind all the flashier technologies we’ve been hearing about.

The cloud is what pulls everything together, allowing AI to deliver real-time insights, enabling 5G to push immersive content instantly to millions of devices, and powering the rise of XR (extended reality) experiences that combine virtual and augmented reality.

If you still think of AI as just smart commentary during a match, you’re missing the bigger picture. In 2025, AI will be at the heart of every sports broadcast, shaping everything from the camera angles to the real-time replays and even the personalised content we see. Imagine tuning into a match, and the broadcast feels like it’s made just for you—your favourite player’s stats are highlighted, the commentary reflects the moments you care about, and AI ensures you don’t miss a single important replay.

But that’s only half the story. AI will also be working behind the scenes, automating production workflows and analysing huge amounts of data in real-time, all thanks to the cloud. No more human editors sifting through hours of footage to find the perfect highlights—AI will do it in seconds, serving personalised clips to viewers based on their preferences.

It’s this seamless interaction between AI and the cloud that will allow broadcasters to deliver more engaging, interactive, and tailored experiences.

There’s a common fear that as AI and automation become more widespread, jobs will disappear. But 2025 should put those concerns to rest—if anything, we’ll see the opposite happen. The truth is, the rise of AI, XR, and cloud technology will create new and better jobs, particularly for creatives and storytellers.

Yes, AI can automate a lot of the heavy lifting—like data analysis, content curation, and even camera work—but it’s the human touch that will bring the magic to life.

AI can quickly generate highlight reels or automate camera angles, but it’s the creative vision behind the broadcast that will set it apart. The best sports productions in 2025 will be the ones where creative professionals use AI and cloud tools to their advantage. Directors, editors, and content creators will be free from the repetitive tasks that used to bog them down, giving them more time to focus on what they do best—telling compelling stories, capturing the emotion of the game, and creating unforgettable viewing experiences.

Remember when VR was supposed to change the world? Well, that never really happened—at least, not yet. In 2025, XR—extended reality, which blends virtual and augmented reality—will finally live up to its potential.

Why now? Because major players like Apple, Meta, and Sony are pushing forward with headsets that are lighter, more powerful, and, crucially, more affordable.

We’re not just talking about virtual stadiums anymore (though, yes, you’ll be able to ‘sit’ in the best seat at any game in the world). XR goes further by layering augmented reality features onto live events. Imagine being in the stands at a match and having player stats, tactical analysis, and even social media feeds overlaid directly onto your view of the game.

The lines between what’s live and what’s digital will blur, creating a truly immersive, hybrid experience that lets fans interact with the game in new ways. And again, the cloud makes this possible—handling the massive data flow required for these real-time, augmented experiences.

Let’s address the elephant in the room—yes, technology is changing the way sports are broadcast, but it’s not taking away jobs. Quite the opposite. By automating the repetitive, time-consuming tasks, AI and cloud technology will free up creative professionals to do what they do best—be creative.

Directors, editors, designers, and content creators will find themselves in a position to experiment with new formats and styles, using AI as a tool to amplify their work rather than replace it.

In fact, the sports broadcasting industry will need more creative professionals, not fewer. As immersive XR experiences become mainstream, broadcasters will need storytellers who understand how to create compelling content across multiple platforms. Designers will be tasked with developing AR and VR graphics that enhance the viewer’s experience, while data specialists will work hand-in-hand with creatives to deliver personalised, interactive broadcasts.

The fear that tech will take jobs is outdated—in reality, it’s going to create more opportunities for innovation, collaboration, and creativity than ever before.

One of the most exciting parts of all this is that the technology isn’t just reserved for the big-name leagues. Traditionally, only the top-tier sports could afford the broadcast quality that comes with multi-camera setups, live commentary, and real-time stats. But the cloud, combined with AI, will change that. Suddenly, grassroots and niche sports will have access to the same tools that were once exclusive to the major players.

But there’s more to this than just technological upgrades. The real power of these innovations lies in their ability to make sports more inclusive. With the cloud at the centre of it all, AI can break down barriers—think real-time translation that lets global audiences tune in without language being an obstacle. Or personalised streams that provide accessibility features like live subtitles, audio descriptions, and simplified graphics, ensuring that everyone can enjoy the game no matter their abilities.

None of this is going to happen in isolation. The cloud might be the engine driving these innovations, but it’s the partnerships between broadcasters, tech providers, and sports leagues that will bring them to life. It’s a connected ecosystem that will make sure these technologies don’t just exist in silos but work together to create something bigger.

So, where does this leave us? 2025 isn’t just another year of technological trials or speculative demos. This is the year that sports broadcasting will finally deliver on the promises we’ve been hearing about for years. AI, 5G, XR, and cloud-driven production aren’t separate innovations—they’re part of a larger transformation that will change how we experience sports forever.

The broadcasters who act now, who stop thinking and start doin, will be the ones to reap the rewards. The future of sports broadcasting is here, and it’s time to embrace it.

Matt Stagg is a media and entertainment innovation specialist