3 Trends to Watch at IBC 2026
AI is the word on every badge at IBC this year, but almost no sports organisation has actually put it into production at scale.
If you're staring down a show floor full of vendors promising the same thing, how do you know who's actually built something real versus who started six months ago and calls it innovation? And if direct-to-fan is supposedly the biggest lever left to pull, why hasn't every league already pulled it?
For this episode, LiveLike Co-Founder and CRO Samuel Westberg swaps seats and sits on the guest side of the mic, walking through what he expects to see at IBC in Amsterdam…
The skinny
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