ESPN is exploring the use of artificial intelligence to create personalized “SportsCenter” shows for subscribers to its upcoming flagship streaming service, slated to launch in the fall of 2025. This initiative was revealed by the network’s chief executive during a news conference on Wednesday.
ESPN Chairman Jimmy Pitaro discussed several innovative ideas in progress, including a new “Where to Watch” guide that debuted on Wednesday on ESPN.com and the ESPN app. The personalized “SportsCenter” concept aims to offer tailored highlights packages, evoking a feature from NBC Sports’ Peacock streaming service during the Olympics, which used broadcaster Al Michaels’ voice to personalize content according to viewers’ interests.
The network did not provide many specifics on how it plans to implement this personalized experience for its signature highlights show. The forthcoming Flagship streaming service is expected to feature a large portion of ESPN’s main channel programming, alongside content from other branches of the network. It will primarily target audiences who have moved away from traditional cable or satellite TV subscriptions.
The newly launched “Where to Watch” guide is positioned as an intuitive tool for sports fans, helping them locate broadcasts of sporting events across various ESPN platforms, including broadcast, cable, regional sports networks, and streaming services. “Simplifying the discovery of sporting events and where a fan can watch has become increasingly important as sports viewing has become fragmented across networks and platforms,” explained Brian Marshall, Disney Entertainment and ESPN’s vice president for sports product and technology.
This feature is designed for customization, allowing fans to prioritize searches based on their favorite teams and sports. Subscribers to pay television or ESPN+ will have the ability to click directly to events through the service. Additionally, some partner networks, like NESN and Monumental Sports, are included in this offering.
Pitaro also highlighted conversations with various sports leagues and commissioners about how ESPN streaming might remedy challenges faced by regional sports networks, aiming to deliver specific teams’ games directly to fans. “We want to be at least part of the solution here,” said Pitaro.
In other developments, Venu Sports, a streaming partnership between ESPN, Fox, and Warner Bros. Discovery, planned to start offering live sports events this fall. However, this initiative has been postponed after a federal judge granted a preliminary injunction following a challenge by FuboTV, claiming Venu Sports operators violated antitrust laws. “We respectfully disagree with the court decision,” Pitaro noted, asserting that ESPN believes it is presenting an additional option for consumers.
ESPN also announced the extension of its rights agreement with the U.S. Tennis Association. This deal secures U.S. Open coverage on ESPN, ABC, and its streaming services through 2037.
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