Elevate Performance & Insights Cloud (EPIC)
Elevate’s AI-powered data platform, EPIC, taps sports fan, brand and property data at enormous scale — with more than 450 million individuals and 1.7 billion devices — to power consumer insights, ticketing management and property analytics services, among others. The platform launched last year and has already driven significant adoption. More 230 Elevate clients use it, including the Titans, Cavaliers, Nasvhille SC, NWSL’s Spirit, Legacy and Courage, University of Illinois, ACC, and NBA’s Team Marketing and Business Operations department.
F1 & AWS: Track Pulse
Seeking to enhance its broadcast storytelling, Formula 1 collaborated with Amazon Web Services to develop Track Pulse, a software tool that identifies compelling narratives from real-time race data. The system processes an astounding 1.1 billion telemetry data points per second, sourced from the 300 sensors embedded in each of the racing circuit’s 20 cars, and includes multilingual commentary capabilities powered by generative AI. Its implementation has improved the efficiency of F1’s broadcast operations and fan experience for those watching, in-market and internationally.
Fastbreak Pro Schedule
Fastbreak AI’s schedule-making platform, Fastbreak Pro Schedule, is now the primary scheduling engine for more than 60 professional sports leagues worldwide, including MLS, the NBA and NHL. The platform uses machine learning to factor for hundreds of variables, including travel time, player health/rest, venue availability and league rules — making the once-manual scheduling process faster, more accurate and, through elements like broadcast optimization, a potential growth driver.
Magnifi
In 2025, AI-powered video clipping platform Magnifi committed to product expansions that now have it calling itself a “storytelling layer” for sports. In addition to generating highlights in multiple video formats, the company now offers technology that automates the production of visual graphics and multilingual dubs — and publishes content in seconds. These capabilities have been especially valuable for niche sports properties that don’t typically receive the amount of production attention as mainstream ones, such as Wimbledon’s wheelchair tennis and Soccer 7s Singapore.
MLS AI Center of Excellence
MLS calls its cross-functional AI governance framework its “AI Center of Excellence,” and it is driving results across the league’s business. In 2025, MLS rolled out multiple developments that tapped agentic AI technology, including an internal product for analyzing fan data; a mobile app with enhanced personalization features; and a system that helps validate player contracts. The league also advanced partnerships with graduates from its MLS Innovation Lab startup incubator in Edge Sound Research (around broadcast audio production) and Camb.AI (multilingual commentary).
SeatGeekIQ
SeatGeekIQ is the ticketing company’s internally developed, AI-native ticket price modeling platform. It managed more than $230 million in total assets in 2025, its first full year since launching in late 2024, and drove lifts in revenue and sell-through for clients such as the NBA’s Cavaliers and NHL’s Panthers, respectively. In all, 35 rights holders are system users, including 28 pro sports clients across MLB, MLS, the NBA, NFL and NHL.
WolfCycle
WolfCycle’s conversational AI system taps a network of more than 600 virtual assistants to automate and personalize sales messaging and lead management. In 2025, its presence across sports and entertainment exploded. The company says it more than doubled its client base among sports and entertainment properties to approximately 250 last year and saved its clients a total of 366,000 hours overall. The revenue lift WolfCycle’s services provide to team partners, too, ranges from hundreds of thousands to millions of dollars, depending on the client.
