Rugby League & SI Partner for AI-Powered Digital Highlights & Fan Engagement
Rugby League will notice a significant overhaul of its digital content strategy following a new partnership between RL Commercial and SI, formerly Sportz Interactive, announced today.
The collaboration will leverage SI’s Automated Content Technology to accelerate the production and distribution of real-time highlights and social media content across Rugby League’s digital platforms, including the Super League and Challenge Cup. The aim is to deliver more dynamic and timely content to fans, according to RL Commercial.
SI, which boasts over two decades of experience in sports data and digital innovation, currently supports more than 150 global sports clients, including the NBA, ICC and IPL. The company’s AI-powered clipping technology automatically detects, tags, and renders key moments from matches, creating broadcast-quality clips within seconds of the action. This will allow RL Commercial and its Super League Clubs to rapidly share content tailored to different platforms.
“Our focus is always on giving Rugby League fans more of the moments they love,” said Adam Whiteside, Head of Digital at RL Commercial. “By integrating SI’s AI clipping tool, we can deliver instant, high-quality highlights across our platforms, ensuring supporters never miss a moment – wherever they are.”
The partnership builds on recent digital investments by RL Commercial, including upgrades to the Our League app and the SuperLeague+ platform, as well as the relaunch of the Predictor and Fantasy League games. These initiatives demonstrate a broader commitment to enhancing the fan experience through digital innovation.
Blair Richardson, SI’s Director of Business Development, emphasized the importance of creating more content to engage fragmented audiences. “In a world where audiences are increasingly fragmented, the need for sports to create more content “SKUs” that appeal across all fan personas is paramount to success,” Richardson stated. “Our automated content creation tools are designed to simplify operations, increase output, and unlock new levels of fan engagement. We’re excited to see them power Rugby League’s digital growth.”
SI’s FanOS platform, described as a “Fan Engagement Operating System for Sports Organisations,” provides a suite of modular solutions for data, experiences, and activations. The company positions itself as a partner that helps sports organizations operate as scalable, data-integrated enterprises.