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IBM Study: Fan Engagement and Consumption of Sports Shifting, Reveals New Opportunities for Technology Integrations including AI

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International sports fans surveyed are optimistic about the impact of technologies like AI on their digital sports experiences.Real-time updates and personalized content rank as top priorities for fans when it comes to how generative AI can enhance following and engaging with sports events.Younger sports fans overwhelmingly embrace AI-powered experiences and digital platforms for sports content consumption and engagement.

ARMONK, N.Y., June 26, 2024 /PRNewswire/ — As sports fans worldwide tune in to a myriad of athletic events this summer, new research commissioned by IBM (NYSE: IBM) reveals a growing generational shift and acceptance of technology-driven experiences that will impact the future of sports consumption.

The international study*, conducted by Morning Consult, gathers insights from more than 18,000 sports fans across 10 countries to better understand both how they follow and engage with sports, including live coverage, highlights, and summaries, as well as preferences for future engagement and consumption. The findings confirm that fans are prioritizing more personalized and time-saving digital sports content, with the majority recognizing the positive impact technologies like artificial intelligence (AI) will have on these experiences.

The data also confirms that younger sports fans are more likely to favor AI-enhanced features as they increasingly turn to digital platforms for sports content. Surveyed fans aged 18-29 are using a mobile phone or tablet as their primary device to watch sporting events more often than older fans, with subscription streaming of live sporting events being most popular among the younger age group. More than half (58%) of 18-29 year old respondents also believe AI will have a positive impact on sports.

Alternatively, respondents from older age groups remain loyal to traditional methods of consumption, with linear broadcasting being most popular among fans 45+. Forty percent of surveyed fans over the age of 55 believe AI will have a positive impact on sports.

“Fans worldwide are continuing to embrace platforms and solutions that allow them to feel more connected and informed on their favorite sporting events and athletes, and IBM’s new study confirms this now includes embracing technologies like AI to deliver these experiences,” said Noah Syken, Vice President, Sports and Entertainment Partnerships. “IBM’s longstanding portfolio of Sports and Entertainment partnerships aims to deliver on these expectations from fans by putting in the hands of our partners the most advanced IBM technologies from our AI and data platform watsonx.”

Other key study findings include:

Fans are optimistic about the impact of technology on sports, paving the way for generative AI powered experiences

63% of respondents point to data analytics as having the most positive impact on sports, while 50% of respondents think AI will have a positive impact.When it comes to how generative AI can improve engagement, surveyed sports fans identify real-time updates (34%) and personalized content (29%) as the top priorities.India, UAE and Saudi Arabia rank the highest in countries where fans are prioritizing real-time updates and personalized content powered by generative AI.

Fans now prioritize personalized, bite-sized content when it comes to their consumption of sport content

More than half (56%) of respondents turn to social media for additional sports content; 46% are getting additional content from broadcast/video news while 35% are turning to news articles.64% of those fans engaging in additional sports content are viewing highlight videos of best moments; 48% are consuming post-match recaps and analysis.Among those engaging in additional sports content, respondents rank summarized content (33%) as their top priority followed by personalized content (26%).Sports fans are watching event summaries more often, with 41% of respondents indicating they watch summaries or highlights weekly; 24% report daily engagement.

Younger fans may be reshaping how consumers experience sports content, as they engage with content via multiple screens and are more likely to favor AI-powered enhancements

Younger fans (18-29) are most likely to view sports highlights through social media over other platforms.When it comes to consuming sports content, fans aged between 18-29 are more likely to rank personalized content as their top priority.Fans aged 18-29 are more likely to rate AI improvements as high priority, with real-time updates (40%) and personalized content (36%) topping the list of priorities.While real-time updates (26%) and personalized content (19%) also top the list of AI improvement priorities among older fans (55+), these respondents are much less likely to consider AI improvements a high priority.Younger fans are also more likely to be using multiple devices while engaging with sporting events than older fans (55+). 10% of younger fans surveyed use three or more devices while watching sports compared to only 2% of older fans.

While TV is the most common method for viewing sports, fans are increasingly using multiple devices to follow sporting events

64% of surveyed fans say linear or streaming TV is their top choice for watching sports.31% of respondents say they are most likely to watch a live sporting event on linear broadcast; 28% say they use a subscription streaming service and 23% use a free streaming serviceSubscription streaming of live sporting events is most popular among younger fans aged between 18-29.Mobile devices are a noteworthy alternative for watching sports, with 20% of consumers reporting it is the top way they watch sporting events and 38% saying it is their second most likely options.28% of surveyed sports fans use at least two devices while watching sporting events; 24% report they use at least two devices while listening to sportsFans between 18-44 are more likely to be using three or more devices.Respondents rank multi-tasking as the top reason for using multiple devices when consuming sports, followed by finding more game information while watching or listening to the sport.

To view the full study, visit: https://newsroom.ibm.com/image/IBM+Global+Sports+Attitudes+and+Behaviors+Report+June+2024.pdf

*Study Methodology
This survey was conducted in May 2024 among a total sample of 18,082 sports fans 18+ in the US, Canada, the UK, France, Germany, Italy, Spain, India, the UAE, and Saudi Arabia. The interviews for each country were conducted online, and the data is unweighted, with ~2,000 responses per market in the US, Canada, the UK, France, Germany, Italy, Spain, and India and ~1,000 responses per market in the UAE and Saudi Arabia.

To qualify for this survey respondents must be at least an average sports fan and follow one or more of the following sports: Soccer, Cricket, Tennis, Basketball, Baseball, Rugby, Golf, American football, F1 racing, Track and field, Swimming, and the Olympics.

About IBM
IBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Thousands of government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM’s long-standing commitment to trust, transparency, responsibility, inclusivity and service. Visit www.ibm.com for more information.

Media Contacts:

Sarah Benchaita
IBM Corporate Communications
sarah.benchaita@ibm.com

Marisa Conway
IBM Corporate Communications
conwaym@us.ibm.com

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Ineffable Intelligence Selects Google Cloud To Power Its Superintelligence Mission

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Following a rigorous evaluation of the infrastructure market and a historic $1.1 billion seed round, Ineffable Intelligence enters agreement with Google Cloud to develop the world’s first “superlearner”

LONDON, June 16, 2026 /PRNewswire/ — Google Cloud Summit London ’26 — Google Cloud and Ineffable Intelligence today announced a strategic partnership in which Google will provide the specialized infrastructure for Ineffable’s new frontier AI lab. Under the agreement, Ineffable Intelligence, the London-based startup founded by AlphaGo visionary David Silver, has selected Google Cloud as its preferred cloud partner, utilizing Google’s world-class AI-optimized technology to advance the next frontier of artificial intelligence: systems that learn continuously from their own experience.

The partnership follows Ineffable Intelligence’s historic $1.1 billion seed round, the largest of its kind in European history. Ineffable Intelligence will utilize Google Cloud’s high-performance computing capabilities to accelerate its mission of developing a “superlearner.” This partnership will also see Ineffable Intelligence deploy one of the largest clusters of A5X, powered by NVIDIA Vera Rubin NVL72 GPUs on Google Cloud, delivering massive computational scale.

Experience-based learning places fundamentally different demands on computing infrastructure than training on static datasets. Rather than learning from static datasets, these systems generate, evaluate, and learn from vast amounts of experience in real time, requiring enormous computational scale, high-performance networking, and tightly integrated training and inference systems. Google Cloud’s infrastructure will provide the foundation for this next generation of AI development.

Powering frontier AI with Google Cloud’s AI stack

While the industry has seen a surge in simple GPU-renting agreements, Ineffable Intelligence chose Google Cloud for its integrated AI Hypercomputer architecture. Unlike a standard “box of chips” approach, Google Cloud provides a systems-level optimization that combines performance-engineered GPUs with high-efficiency AI networking and storage.

“Training frontier models requires more than just raw compute; it requires a sophisticated orchestration of hardware and software,” said David Silver, CEO and Founder of Ineffable Intelligence. “We evaluated the space and chose Google Cloud as the best fit for our reinforcement learning infrastructure. We aren’t just looking for processors; we are building a resilient and scalable environment to make ‘first contact’ with superintelligence, AI that transcends human limitations in science, mathematics, and technology.”

Europe’s new frontier in AI

The collaboration signals a shift in the global AI landscape, positioning Ineffable Intelligence as a cornerstone of Europe’s growing AI ecosystem. By basing operations in London and leveraging Google Cloud’s secure infrastructure, Ineffable is poised to attract the continent’s premier engineering talent to solve the world’s most complex technical challenges.

“We are honored that the Ineffable Intelligence team has chosen Google Cloud to power its mission,” said Thomas Kurian, CEO of Google Cloud. “Ineffable is leveraging our full-stack AI Hypercomputer, from Jupiter networking to our optimized storage, to ensure its researchers can focus on breakthroughs, not bottlenecks. This partnership reflects how leading AI innovators are choosing Google Cloud to move faster and focus on revolutionary research and real-world impact.”

About Ineffable Intelligence
Ineffable Intelligence is the frontier AI company on a mission to make first contact with superintelligence. Founded by David Silver in London, it aims to create a superlearner that discovers all knowledge from its own experience, from elementary motor skills through to profound intellectual breakthroughs. This superlearning capability – the ability to endlessly discover knowledge and skills, without relying on human data – will be driven by the world’s most powerful reinforcement learning algorithms. The superlearner is expected to rediscover and then transcend the greatest inventions in human history, such as language, science, mathematics and technology – a scientific breakthrough of comparable magnitude to Darwin.

About Google Cloud
Google Cloud offers a powerful, optimized AI stack — including AI infrastructure, leading models like Gemini, data management capabilities, multicloud security solutions, developer tools and platform, as well as agents and applications — that enables organizations to transform their business for the Agentic Era. Customers in more than 200 countries and territories turn to Google Cloud as their trusted technology partner.

 

View original content to download multimedia:https://www.prnewswire.com/news-releases/ineffable-intelligence-selects-google-cloud-to-power-its-superintelligence-mission-302801139.html

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Univers Unveils Next Generation Platform for Physical AI at VivaTech 2026

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One Univers. One Intelligence Fabric. One Platform for the Physical World.

PARIS, June 16, 2026 /PRNewswire/ — At VivaTech 2026, Univers unveiled the next generation of its industry-leading platform suite: a Platform for Physical AI that enables enterprises to transform energy, infrastructure and industrial operations into a source of enduring competitive advantage.

As Europe seeks to strengthen industrial competitiveness, energy resilience and technological leadership, organizations face a growing challenge: applying AI reliably across the physical systems that power economies. While generative AI is transforming information work, the next frontier is enabling assets, facilities, energy systems and operations to sense, decide and act in real time.

Built on years of experience managing complex physical infrastructure, the Univers Platform for Physical AI brings together AI, energy and operational intelligence through a unified Intelligence Fabric. The platform continuously learns from operational outcomes, creating what Univers calls Compounding Intelligence—a growing intelligence advantage that enables organizations to deploy generative, agentic and autonomous AI in mission-critical environments with confidence.

Today, Univers connects over 400 million devices and manages more than 1,000 GW of energy assets and globally, orchestrating complex operational workflows across energy, building, transportation, logistics and industrial sectors.

“Europe’s next competitive advantage will be built not only on AI, but on the ability to apply AI to the physical world,” said Valerio Dilda, Senior Vice President, Europe, Univers. “The organizations that move first to build compounding intelligence across their operations will create a lasting advantage in productivity, resilience and innovation. Our Platform for Physical AI provides the foundation to make that possible.”

With four Centers of Excellence focused on Solar, Wind, Mobility and Energy and Resources across Europe alone, Univers helps enterprises unlock greater value from existing infrastructure while accelerating the transition from digital intelligence to autonomous operations.

About Univers

Univers operates one of the world’s largest real-time intelligence platforms for physical infrastructure, managing more than 1,000 GW of energy assets and connecting over 400 million devices globally. Through its Platform for Physical AI, Univers helps organizations orchestrate complex energy, infrastructure and operational systems with intelligence that continuously learns and improves over time.

View original content:https://www.prnewswire.co.uk/news-releases/univers-unveils-next-generation-platform-for-physical-ai-at-vivatech-2026-302798852.html

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DXC Expands Relationship with Norske Skog to Modernize Network and Technology Operations

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Multi-year partnership delivers a modern, secure network solution while broadening DXC’s role across Norske Skog’s technology environment

OSLO, Norway, June 16, 2026 /PRNewswire/ — DXC Technology (NYSE: DXC), a leading enterprise technology and innovation partner today announced an expansion of its long-standing relationship with Norske Skog, a leading producer of publication paper and recycled containerboard in Norway. DXC will design, implement and operate a new software-defined wide area network (SD-WAN)—a modern, software-driven network that securely connects sites and —over the next four years, while also serving as its primary technology partner and trusted advisor across its broader technology estate.

Norske Skog’s network is the critical backbone connecting the company’s physical locations including offices and mills. Because the infrastructure plays a central role in ensuring availability and security, reliable service delivery is paramount. In selecting DXC to support the transformation of its network services, Norske Skog sought a more robust and responsive solution to improve service quality. DXC’s new network solution is designed to deliver stronger security, improved performance, greater scalability, and simplified management across Norske Skog’s locations.

“We are pleased to expand our long-standing partnership with DXC Technology as we modernize our network infrastructure. With a new software-defined wide area network, we will benefit from secure, scalable connectivity across our sites, improving performance and supporting our continued digital development. We also value DXC as a trusted advisor across our broader technology landscape.” Says Børge Teigland, CIO Norske Skog

“Expanding our relationship with Norske Skog reflects the trust we’ve built over time and DXC’s ability to deliver in critical environments,” said Espen Olsen, Managing Director DXC Norway. “By modernizing Norske Skog’s network infrastructure and taking on a broader role across their technology operations, we’re helping build a stronger, more secure foundation that supports the business today and as it evolves.”

DXC Technology is a long-standing partner to Norske Skog with more than 20 years of experience delivering end-to-end business and IT services. Today, DXC manages a significant part of Norske Skog’s IT estate, reflecting a deep and strategic partnership built on trust, reliability, and consistent delivery. As a trusted advisor, DXC continues to support Norske Skog across infrastructure, applications, and operational services, helping to modernize and optimize its technology landscape.

About DXC Technology
DXC Technology (NYSE: DXC) is a leading enterprise technology and innovation partner delivering software, services, and solutions to global enterprises and public sector organizations — helping them harness AI to drive outcomes at a time of exponential change with speed. With deep expertise in Managed Infrastructure Services, Application Modernization, and Industry-Specific Software Solutions, DXC modernizes, secures, and operates some of the world’s most complex technology estates. Learn more on dxc.com.

About Norske Skog
Norske Skog is a producer of packaging paper and publication paper across four mills in Europe. Packaging paper includes testliner and fluting and publication paper includes newsprint and magazine paper. The annual production capacity of packaging paper is 0.8 million tonnes, and the annual production capacity of publication paper is 1.2 million tonnes. Packaging paper and publication paper are sold through sales offices and agents. Norske Skog has approximately 1 650 employees and the parent company, Norske Skog ASA, a public limited liability company, is incorporated in Norway and has its head office in Oslo. The company is listed on Oslo Stock Exchange with the ticker NSKOG.

MEDIA CONTACT: Ashley Houk-Temple, Media Relations, ashley.houktemple@dxc.com 

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