Sports media teams are being asked to create more content, for more channels, in less time.

Highlights, news clips, social stories, player moments, recaps and video summaries now extend the value of a sporting event far beyond the live broadcast. At the same time, producing this content manually still requires significant time, coordination and editorial effort.

InBrief helps media teams increase production capacity without increasing the production burden.

The Game Is Only the Beginning.

The relationship between fans and sport no longer starts and ends with the live event.

According to the IBM Sports Survey 2025, 90% of sports fans consume sports content beyond watching live games. Highlights, post-event recaps, interviews, analysis and other forms of digital content have become part of the everyday fan experience.

Fans move between screens, platforms and formats throughout the entire lifecycle of an event.

They want to relive decisive moments.
They want to discover stories they missed.
They want content that fits the platform they are using.
And increasingly, they expect that content to be available quickly.

90%

of sports fans engage with sports content beyond live games.

Source: IBM Sports Survey 2025.

The opportunity for sports organisations and media companies is therefore larger than the event itself. Every match can generate many more stories.

More Demand. Same Production Capacity.

The challenge is that content demand scales much faster than traditional production workflows. Creating a short-form sports clip manually may require an editor to:

review footage,
identify the relevant moment,
find accurate in and out points,
check audio continuity,
assemble the sequence,
add graphics and branding,
prepare different aspect ratios,
write accompanying copy,
export the content,
and publish it across the appropriate channels.

Each individual step may be familiar. The problem appears when the number of events, feeds, formats and publishing destinations grows. A media team that could comfortably produce a few pieces of content may suddenly be expected to produce dozens. More platforms create more opportunities — and more production pressure.

Production Should Scale With Demand.

Adding more people is one way to increase production capacity. Technology offers another.

InBrief applies specialized AI agents across the media workflow so that repetitive, time-sensitive production tasks can be automated while editorial teams retain control over what is created and published.

The objective is simple: turn production capacity into scalable technology capacity.

AI Agents Across the Media Workflow.

InBrief agents work together across live and archived media feeds. A Key Moment Agent identifies the moments that matter. An Edit Agent prepares accurate cuts around those moments, analysing video, audio and available data. A Content Agent selects and combines moments into highlights, recaps, skills, goal compilations and other editorial formats. A Reframe Agent adapts content for vertical, square and other digital formats. A Social Agent prepares accompanying copy and commentary according to the required tone and channel. An Insight Agent analyses content performance and helps inform what comes next.

The result is a production workflow in which automation can support the media team from moment detection to publishing.

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From Footage to Published Content.

In fully automated workflows, InBrief can dramatically reduce the time between a moment happening and content becoming available for distribution.

Around 60 seconds

from footage to published clip in a fully automated InBrief workflow.

Internal InBrief benchmark. Actual processing time depends on workflow configuration, infrastructure, content format and deployment conditions.

Speed matters because the value of many sports moments is strongly connected to timing. A goal, an overtake, a match point, an interview or a decisive play can generate the greatest audience response when content reaches fans while interest is still at its highest.

Automation Without Giving Up Editorial Control.

Producing content faster should not mean losing control over it. InBrief is designed to work alongside professional media teams. Automation can be applied where it creates value, while editors remain able to review, refine or continue production in professional environments whenever required.

This allows organisations to decide how much of each workflow should be automated. Some content can be generated and distributed automatically. Other content can move from InBrief into professional editing environments for additional editorial work.

Automation when you want it. Editing when you need it.

One Event. Many Outputs.

A single sporting event can generate many different forms of content.

A match can become:

highlights,
individual player moments,
skills compilations,
goal collections,
match summaries,
social clips,
vertical stories,
sponsor content,
news packages,
archive collections,
and editorially curated sequences.

The underlying footage remains the same. What changes is the ability to identify, transform and distribute its most valuable moments. More content does not require more events. It requires making more of every event.

Live and Archive Work Together.

Content opportunities do not disappear when the match ends. InBrief can work across both live and archived media feeds, allowing teams to create new content from existing media libraries as well as from current events. Archive content can therefore become an active production resource. Historical moments can be rediscovered. Players and themes can be followed across seasons. New compilations can be created around current events. Older footage can become relevant again when the context changes. Your archive becomes part of your active content workflow.

More Channels. One Production Flow.

Sports content rarely has a single destination. The same moment may need to reach:

broadcast,
web,
mobile apps,
social platforms,
partners,
sponsors,
newsrooms,
and professional editing environments.

Each destination may require a different format, duration or presentation. InBrief helps prepare content for these different contexts within the same production flow, reducing the amount of repetitive work required from the media team.

The Fan Experience Keeps Changing.

The shift toward digital sports consumption is still evolving. The IBM Sports Survey 2025 reports that 73% of sports fans expect their sports consumption habits to change by 2027. That means the formats, channels and expectations media teams face today will continue to evolve. The production technology behind them has to evolve as well.

InBrief follows a planned release cycle throughout the year, combining product vision with customer needs and feedback from real media operations.

A product that never stands still for an audience that never stands still.

Scale Production, Not Complexity.

The purpose of media automation is not simply to make an existing workflow faster. It is to make new levels of production possible.

With InBrief, sports organisations and media companies can increase the number of stories they create from the media assets they already produce — while maintaining editorial control and integrating automation into their existing operations.

More moments identified.

More Content. Same Team.