The structural shift at the heart of the afternoon: media as part of the sport product. Moving past the tired “old vs new media” debate, this session looks at how roles are being redistributed, and how premium broadcast, social-first content, editorial depth and athlete visibility can reinforce rather than weaken each other, the way Formula 1 and Red Bull have turned year-round storytelling into audience growth.

Drones, FPV, micro-cameras, onboard audio, live telemetry: not just better images, but a new storytelling grammar that makes the invisible visible. The America’s Cup opened this road with the augmented graphics layers that first made foiling legible on screen, and SailGP has turned live racing data into graphics a first-time viewer can follow. The session also confronts the real constraints: safety, cost and editorial discipline.

Feeds the Capture Technology Standards working group.

AI as workflow and narrative infrastructure: clipping, subtitling, translation, metadata, automated recaps, archive search. What is already in production, what it costs, what it breaks, and what human editorial control must protect: originality, coherence, rights, and the archive as a strategic asset.

Feeds the AI & Intelligent Workflows working group.

Who owns the narrative when rights holders, athletes, teams, creators and AI systems all produce content around the same event? Creator access, athlete rights versus team obligations, archive ownership: the panel where positions legitimately diverge.

Feeds the Creator Ecosystem & Access working group.

Why everything before it matters economically: better storytelling changes what sponsors buy, how fans convert into communities that persist between events, and what premium sports media delivers for host venues and destinations. Metrics beyond reach.

No white papers. The summit closes by launching three working groups (Capture Technology Standards, AI & Intelligent Workflows, Creator Ecosystem & Access), each with a named lead and a commitment to report back on the road to the 2027 Media Congress.