As sports, media and entertainment converge, Sports Illustrated Tickets is exploring how emerging digital technologies can expand the relationship between athletes, brands and audiences beyond the live event.

Among these developments is the emergence of Digital Athletes as a new class of licensable sports media. Built from authenticated digital representations of real athletes, these rights-cleared, reusable assets are designed for media production, storytelling and commercial applications. A single Digital Athlete Asset can serve as the foundation for multiple forms of content and experiences, providing production flexibility, cost efficiencies and expanded creative and commercial opportunities across platforms, audiences and markets.

Discover how broadcasters, leagues, clubs and commercial partners can extend athlete-driven storytelling and unlock new opportunities throughout the sports calendar. From original broadcast programming and branded entertainment to personalized content, immersive fan experiences and international campaigns, the session will explore how Digital Athlete Assets enable scalable content production while opening new opportunities for licensing and monetization.

Get a sneak peek at what’s coming for Sports Illustrated Tickets’ NFL Madrid 2026 activation, showcasing a new approach to athlete-driven content and immersive sports experiences with its media and technology partner.