AI, Tech and the Future of Fan Engagement
Where cocktails, connections and conversation bring leaders together in Barcelona
Across stadiums, broadcasts and digital platforms, AI is shifting from experimentation phase to core infrastructure in global sport. Whether the recent Milan-Cortina Winter Olympics or the first-ever 48-team FIFA World Cup this summer, or the many other major sporting events on the global calendar this year, sports are becoming a proven proof point for how AI solutions can operate at scale, in real time and under intense scrutiny. At the same time, fan expectations are rapidly evolving: audiences increasingly demand more personalised, seamless and always-on experiences, from AI-generated content to agent-driven discovery and ticketing. The next phase of growth in sport will be defined by how effectively organisations use data and technology to engage fans before, during and after live events.
This Financial Times event, in partnership with IBM, will explore why 2026 is shaping up to be an inflection point for AI in sport and fan engagement. Bringing together leaders from sport, media and technology, the discussion will examine how AI is reshaping live experiences, content creation and marketing models – and what organisations must do now to turn potential into lasting value in an increasingly data-driven sports ecosystem.
The Financial Times is proud to be an Official Media Partner for MWC Barcelona. Please note that registration for this event does not provide access to MWC Barcelona which is a separate and independent event that you can find more information about attending here about MWC Barcelona.
“The speakers were stimulating, as were the topics but it was the conversations that we most nourishing, both in session and away from the sessions.”
Delegate, FT x IBM Networking Reception at Barcelona 2025
Connect with Peers
A networking reception will follow the panel discussion, giving attendees time to continue the conversation and build relationships in an informal setting.
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We’re Here To Help
Speaking Opportunities
Amrit Harrar
amrit.harrar@ft.com
Sponsorship Opportunities
Jack Austen
jack.austen@ft.com
Frequently Asked Questions