Deltatre adds sport-related functionality to AXIS

Staff Writer

Deltatre, the global leader in fan-first video experiences, has announced the development of a new suite of sport-focused features and functionality within its user experience (UX) management tool, AXIS, to support leagues, teams and federations. 

AXIS is a targeted UX management console and suite of multi-platform Reference Apps. For many years, AXIS has been the go-to product for OTT services, including BritBox, Rogers Sports & Media and DR.

AXIS empowers an OTT service’s editorial team, reducing churn and boosting personalisation and monetisation options.

This latest evolution of AXIS brings Deltatre’s expertise to life, offering sports-focused OTT providers the ability to offer their users uniquely different ways of following specific leagues, tournament rounds, teams or players. 

By putting the power in the hands of knowledgeable editorial staff, clients consistently report increased engagement and reduced churn from their OTT offering. 

Deltatre has added the ability for broadcasters and rights holders to adapt their services, so that sports content such as competitions, events, teams, and athletes can be promoted out-of-the-box, with dedicated templates enabling easy discoverability of live and catch-up sport video content. 

In addition, a new personalisation feature allows users to follow their favourite team or player so they never miss a moment of the action. 

Using a simple drag-and-drop interface, AXIS helps editorial teams control every element of their OTT video service, including design, navigation, promotions, page layout, and content. 

This builds on an already extensive set of core AXIS functionality that includes the following features:

• A drag-and-drop management system: Enables any content producer to make real-time changes to an OTT service without needing to touch any code – helping to boost engagement and monetisation opportunities. 

• Smart lists: Streamline efficiency with ‘smart’ lists of content that combine manually curated and rules-based content.

• Advanced Segmentation Tags: Target your audience by demographic type, device, location and so on. 

• Personalisation:  Dynamically surface related content that you know your users are interested in, based on their followed items. 

• Page and row templates: Ready-to-use templates and row types let you create and configure detail pages for your competition, event, team, and other assets, that users can navigate to from anywhere in their app. 

• Monetisation options: Boost revenue potential in a non-intrusive way, by adding brand sponsored rows or banners directly into the UI. 

Gilles Mas, President of Video Experiences, Deltatre, said: “As a long-standing streaming technology provider to leading OTT platforms across sport and entertainment, Deltatre is uniquely positioned to understand the complexities and differences in the way fans and users engage with and consume different content. 

“We know how important it is to combine a greater user experience with clear, actionable audience data. Truly understanding your customers, and giving an editorial team the tools to act on that knowledge, is key to maximising engagement and reducing costs and churn.”

AXIS complements Deltatre’s comprehensive end-to-end offering across sports and entertainment, which includes its OTT player DIVA, the world’s most powerful sports publishing platform FORGE, and mtribes, a SaaS platform for real-time, data-driven UX targeting. 

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‘Wunderbar’ – FC Bayern turns to enterprise AI with Wonderful partnership

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Image Credit: FC Bayern Munich

FC Bayern Munich is taking another step into the world of artificial intelligence after agreeing to a three-year global partnership with enterprise AI company Wonderful. The deal makes Wonderful the German club’s Official Enterprise AI Partner until 2029. The partnership will focus on putting AI into real-world use across Bayern’s operations, rather than limiting it to experiments or demonstrations.

AI to assists Matchday Fan Services

Wonderful’s first project will target one of the busiest and most varied areas of the club: matchday fan support. Specifically, initial implementation will be an AI agent designed to provide digital ticket support. Matchdays create a huge spike in demand for customer service for all manner of reasons: fans may struggle to access tickets, encounter account problems or need help with time-sensitive issues shortly before kick-off.

Bayern plans to use Wonderful’s technology to handle these requests faster than previously. Instead of each individual case entering a traditional support queue, the AI agent can process requests instantaneously, interacting with the club’s existing systems to hopefully resolve it. The aim is simple: get fans answers in moments, and into their seats!

The system will be integrated into Bayern’s existing technology environment – important as the AI will not operate as a separate chatbot disconnected from the club’s data and systems. It is being designed to work within the infrastructure Bayern already uses.

How Wonderful AI works

Wonderful describes its platform as an ‘enterprise AI system built to create, operate and improve AI agents.’ Those agents can perform tasks rather than simply generate text. They can work with company data, access connected systems and complete multi-step processes. The platform uses a system of reusable “skills”. Each skill can contain the instructions, tools, information and checks needed to complete a particular task. An agent can then use the appropriate skills depending on what a user needs.

For Bayern, that could mean an agent identifying that a fan has a ticket-access problem, retrieving the relevant information from the club’s systems and helping resolve the issue. Wonderful also connects its agents to existing enterprise systems. Its platform is designed to work with data platforms, customer relationship systems and other systems of record. This allows an agent to act on current information instead of relying solely on a static database.

More than a ticketing tool

Bayern and Wonderful have indicated further enterprise AI use cases will be introduced during the partnership. While customer support is an obvious starting point, AI agents could theoretically assist internal teams, automate administrative workflows or help employees find and process information.

Wonderful’s platform is designed to support customer-facing agents as well as internal and back-office workflows. It can operate across channels including chat, email and voice, giving the partnership room to expand beyond the first use case. The company also uses a deployment model built around teams working directly with organisations to put AI into production.

Bayern’s AI Strategy Enters a New Phase

The partnership signals a broader shift in how football clubs can use AI. Rather than focusing solely on analytics, Bayern is looking at AI as part of its everyday operations.

The first test will come through fan service. If the ticketing agent can reliably solve problems during the pressure of matchdays, the club will have a practical foundation for expanding AI into other areas. For the club, the biggest opportunity is therefore not one chatbot, but the creation of AI infrastructure that can support multiple parts of its organisation.

The three-year partnership gives the club and Wonderful time to develop that infrastructure. The first use case is focused and practical. The longer-term ambition is considerably broader. The next phase will be about proving that technology can make the experience better for fans while also making the organisation more efficient behind the scenes.

LaLiga and CANAL+ strengthen anti-piracy alliance across nearly 50 countries

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Image Credit: Shutterstock

LaLiga and CANAL+ have strengthened their partnership with a new anti-piracy agreement covering almost 50 countries. The deal spans Europe, Sub-Saharan Africa and Haiti. It brings together the league’s anti-piracy capabilities with CANAL+’s technology, intelligence and enforcement resources. The move reflects a growing commercial priority for sports rights holders. Protecting live content has become essential to protecting the value of broadcasting deals.

LaLiga and CANAL+ will share intelligence and coordinate their response to illegal distribution networks. They will also work on joint investigations and enforcement activity. The partnership builds on an existing relationship between the two organisations. CANAL+ distributes LaLiga content across multiple international markets. The new agreement now takes their relationship beyond broadcasting.

The partnership creates a joint focus on protecting the underlying value of the rights being sold. While broadcasters invest heavily in football rights, illegal streaming undermines revenue and weakens the commercial proposition of legitimate broadcasters.

LaLiga’s latest figures highlight the importance of audiovisual income to professional clubs. Broadcast revenue across Spanish professional football fell 5.2% to $2.3 billion (1.43 billion Euros) in the 2024/25 season. Commercial revenue reached $2.4 billion (1.58 billion Euros) and became the largest revenue source.

Piracy therefore represents a direct business risk. Illegal access can reduce the value broadcasters place on future rights packages, ultimately affecting the money flowing back into clubs and competitions.

LaLiga and CANAL+ are responding by pooling resources. For CANAL+, the agreement also protects its investment in international sports rights. The broadcaster operates in nearly 70 countries and has expanded its relationship with LaLiga alongside its international growth. For LaLiga, stronger enforcement can help protect the value of its global media proposition.

The partnership also carries implications for the wider sports industry. Rights holders increasingly need technology, legal expertise and cross-border cooperation to tackle illegal distribution. The message is clear. Winning a rights deal is only part of the commercial battle. Sports organisations and broadcasters must also protect the content once it reaches the market.

LaLiga and CANAL+ are betting that closer cooperation can make that protection more effective. This agreement may provide a model for other leagues and broadcasters facing the same challenge.

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