United Media, the Southeast Europe-based media company, has agreed a new partnership with WSC Sports that will see it utilize the Israel-based sports video content provider’s AI-driven platform to boost its content production across five of the group’s core markets.

The tie-up will see WSC Sports provide United Media with localized real-time highlights of several high-profile sports leagues to distribute across its digital platforms – streaming services, websites, and social media channels – in Greece, Bulgaria, Serbia, Croatia, and Slovenia.

Content will include action from soccer’s English Premier League, Germany’s Bundesliga, and UEFA Euro 2024 qualifiers, as well as EuroLeague basketball.

As part of the partnership, WSC Sports will also amplify the reach of United Media’s real-time highlights through its end-to-end storytelling solution – WSC Stories – that will port the content directly to tech giant Google’s prime search location OneBox to increase accessibility.

Aviv Arnon, WSC Sports co-founder and chief business development officer, said: “United Media understands the evolving habits of sports viewers and the need to innovate the digital experiences it offers across the region. We are thrilled they have chosen to partner with us to turbocharge the scale and efficiency of their content workflow, providing fans in these five markets with more content than ever before.

“We have added another leading international broadcaster to our portfolio who will lean into the localization aspects that our AI-driven platform can deliver with incredible efficiency. It’s proving to be a real game-changer for multi-market content producers.”

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United Media joins a roster of over 350 leagues and broadcasters across the globe, including basketball’s NBA, soccer’s Bundesliga, LaLiga, and Serie A, as well as broadcasters ESPN and DAZN, which have partnered with WSC Sports.

Ivan Krstic, digital director at United Media, added: “Our collaboration with WSC Sports is one of the key steps in our ongoing efforts to deliver an unparalleled digital experience to our audiences across the SEE region. Not only will we expand the amount of content we share, we will also make it more relevant and personalized across these five markets.

“In addition, WSC Sports’ technology provides limitless potential to drive greater reach and unlock more value from our content for the benefit of all sports fans in these countries.”

During an interview with GlobalData Sport in March, co-founder and chief executive Daniel Shichman said the trend for more personalized content is only in its infancy and every fan could have their own personalized highlights, tailored perfectly to what, who, and when they want to see it – with WSC Sports poised to take the lead having already won over all major sports league and organizations worldwide.

He said at that point: “Rights owners are becoming much more aware that they need to move and become more direct in their consumer approach, they need to be more innovative and sophisticated.

“It’s getting to a point where media rightsholders can’t just put a game on TV and that’s it, they need to build the right experience and collect the data and monetize to justify the price.”

WSC Sports: How AI has led the highlights revolution