Key takeaways
-Real-time translation is becoming essential to serving increasingly diverse, global sports audiences.
-True localization goes far beyond words, requiring tone, emotion, and cultural nuance to make international fans feel genuinely included.
-AI-powered content platforms now make scalable, authentic multilingual storytelling possible, turning global reach into a sustainable competitive advantage.
It's no secret that the Brooklyn Nets are rebuilding. A big part of the rebuilding playbook in American sports is taking as many bites of the apple as possible, with the apple being the draft. And the Nets follow this playbook to the letter; in the 2025 NBA draft, they became the first team in history to make five selections in the opening round.
Three of these picks are international players — coming from Russia, France, and Israel — whose addition draws attention from their respective communities in New York. To capitalize on this attention, YES Network, the regional sports home of the Nets and the Yankees, recently partnered with speech synthesis and translation firm CAMB.AI. With testing set to begin in 2026, the collaboration will allow fans to select their preferred language when streaming games.
“New York’s considered the most diverse city in the world with a massive multilingual audience,” said Jason Feneque, Senior Director of Distribution at YES. “So the next step for us was naturally to find a partner with capabilities to better engage the YES viewer. The Nets roster is extremely diverse. The Yankees roster is diverse with Spanish speakers from Puerto Rico, the Dominican Republic, Venezuela, and Panama. Each Spanish-speaking country has its own unique dialect that CAMB.AI can personalize for the viewer.”
The era of multilingual experiences
Personalizing the viewing experience through AI-powered multilingual translation has become an expectation in today's culture. A recent study by IBM, which draws on the insights of more than 20,000 sports fans across 12 countries, revealed that 33% of respondents believe real-time translation technology will have the most significant impact on their sports viewing experience in the next 2-3 years – particularly in markets where English is not the dominant language.
Recognizing this, global sports marketing agency IMG has included translation technology in its Digital Trends 2026 report. Now in its eighth year, the report explores the technologies and strategic developments expected to shape the sports and media landscape over the next 12 months. This year’s edition highlights the growing influence of AI, with advancements in real-time translation detailed under the title “The world speaks one language.”
However, the report implores rights owners not to forget one fundamental point: that "content localization has never been about translation; it is about cultural relevance.” "The language barrier is as much about tone as it is about the words used. Marketing teams within sport wouldn't adopt a one-size-fits-all approach to targeting fans in the United States and Australia just because they both speak English.”
From vision to execution
Some rights holders have already embraced this approach. The NBA and the Australian Open, for example, leverage WSC Sports’ LSM (large sports model) — the first-ever large language model dedicated to sports content — to generate voice-over commentary in multiple languages for game highlights, and deliver tailored content experiences at a global scale.
The technology uses ground-breaking scripting capabilities and fine-tuned text-to-speech models. In a single workflow, an English-speaking highlight can become a Spanish, Japanese, or Arabic one, complete with authentic voice tones and synced emotion that make the language feel authentic and local.
“We believe in the power of storytelling to connect fans with the sport and the players,” explained Xavier Muhlebach, Head of Original Content at Tennis Australia. “By combining cutting-edge AI technology with our passion for tennis, we’re making the tournament more accessible, inclusive, and engaging for fans around the world.”
Tech that makes sports borderless
By allowing fans to experience sports in their own language, rights holders aren’t just expanding reach; they’re removing long-standing barriers. AI-driven multilingual translation turns global fandom into a shared, inclusive experience where every supporter can follow storylines, understand context, and feel emotionally connected. It’s about giving every fan, whether local or international, an equal seat at the table.
Technologies that enable this shift are quickly becoming foundational. AI-powered content creation platforms now deliver commentary that captures cadence, humor, and cultural specificity — not merely literal translation. They produce highlights and stories that sound native to each region, preserving the emotion and nuance that make sports compelling. As New York — arguably the world’s most linguistically rich city — reminds us every day, embracing diversity doesn’t dilute the experience. It elevates it.
Actionable insights
-Audit your current content output by language and market, then identify one high-impact format (highlights, reels, live clips) to localize first.
-Focus on moment-based localization: key plays, player reactions, and fan-favorite personalities for faster global impact.
-Ensure translated content is published natively across platforms (not reposted generically) to maximize discovery and engagement.
