AI, Tech and the Future of Fan Engagement
Cocktails, connections and conversation from MWC 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, held during MWC Barcelona, 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 event will take place during Mobile World Congress in Barcelona. Please note that registration for this event does not provide access to MWC.
2025 Speakers Included
About MWC 2026
Mobile World Congress is the world’s leading event for mobile and digital communications, bringing together senior figures from across the sector. The FT x IBM event will take place during MWC 2026 in Barcelona.
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.
“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 MWC Barcelona 2025
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Speaking Opportunities
Amrit Harrar
amrit.harrar@ft.com
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Jack Austen
jack.austen@ft.com
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