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| (Image Source: The Manila Times/IBM Corporation) |
New global research commissioned by IBM reveals that sports fans are turning to more dynamic digital content experiences, with AI (Artificial Intelligence), personalization and real-time features central to how they engage with sports. The study of more than 20,000 sports fans across 12 countries shows they increasingly view technology – particularly AI — as a positive force in sports.
Total AI usage among fans has grown since 2024 across nearly all re-tested markets with 85% of respondents seeing value in integrating the technology into their sports experience and 63% expressing trust in AI-generated sports content. Surveyed fans identify real-time game/match updates (35%) and personalized content (30%) as their top priorities for AI-enhanced sports engagement. Beyond live events, many respondents are turning to video highlights (51%), post-event recaps (37%) and player interviews (32%) to stay connected to their favorite sports. Dedicated mobile sports apps are also widely adopted — 73% of surveyed fans confirm using them to stay updated. Social media is the leading platform for accessing additional content, and social media influencers play a prominent role, with 59% of surveyed followers engaging with them for analysis and predictions. Only 27% of surveyed fans expect their sports consumption habits to stay the same over the next two years. Eighty percent (80%) believe technology – specifically AI — will have the greatest influence on how they follow sports by 2027. More than half (56%) of surveyed fans want AI-powered insights and commentary for past, current and future sporting events. Additionally, 33% of respondents believe real-time translation technology will have the most significant impact on their international sports experience in the next 2-3 years — particularly in markets where English is not the dominant language. “The sports media landscape is more complex than ever, and fans are comfortable consuming digital content around the clock. With fans signaling their readiness to embrace AI, we will continue working with our tournament, league, and media partners to meet fans where they are, whether they’re watching the action in person or enhancing their second-screen experience,” said IBM Vice President of Sports and Entertainment Partnerships Kameryn Stanhouse. Other key findings include:
Sports engagement expands beyond the game with fast, non-stop content across screens
• Most (90%) fans surveyed consume sports content beyond watching events, with younger fans leading the trend.
• 40% of surveyed mobile sports app users rely on apps for centralized information and 35% for real-time updates when unable to watch games live.
• About 1 in 5 F1, golf, and tennis fans use apps tailored to their favorite sports.
• Mobile sports app usage jumps among in-person event attendees, with 82% of surveyed fans using apps during events. Of those, 91% engage with apps during live events, mostly for real-time commentary (44%), stats or analytics (41%) and enhanced in-stadium experiences (35%).
• Among fans surveyed in both 2024 and 2025, multi-device usage to follow sporting events increased from 27% to 29%, indicating a significant upward trend in second-screen behavior.
• 74% of respondents following sports influencers say storytelling is important to how they experience or connect with sports, especially among fans ages 18-44.
Fans seek more connected, community-driven sports experiences
• 35% surveyed plan to watch more live content over the next two years, and 29% expect to attend more events in person.
• Fans surveyed agree that enhancements like faster recaps (67%), personalization capabilities (65%) and greater access to players and teams (65%) will improve their digital sports experience.
Interest in community-driven experiences is rising
• More fans rank community engagement as their first or second priority when consuming sports content, with the share of respondents ranking it as their top priority (1st) rising from 9% in 2024 to 11% in 2025.
• More respondents now identify community-building and fan interaction as important areas for AI-driven improvements in sports engagement (21% in 2025 vs. 20% in 2024).
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DOT Boosts Sports Tourism With Launch Of PH Golf Experience
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| Top government officials, led by Tourism Secretary Christina Garcia Frasco, and VIP guests at the launch of the Philippine Golf Experience in Clark, Pampanga (Image Source: Manila Standard/Department Of Tourism - Philippines) |
Positioning the Philippines as a premier golfing destination, the Department of Tourism (DOT) officially launched the first-ever Philippine Golf Experience (GolfEx) last August 29, 2025 at Clark, Pampanga, one of the country’s emerging golf and leisure hubs — marking a major step in integrating golf into the country’s tourism agenda. GolfEx is a pioneering initiative of the Department designed to showcase the country as a premier golf destination, modeled following the nationwide launch of the DOT’s flagship Philippine Experience Program (PEP): Heritage, Culture, and Arts Caravans. Tourism Secretary Christina Garcia Frasco led the ceremonial tee-off at the scenic Mimosa Plus Golf Course where she was joined by Senator Lito Lapid; members of the Diplomatic Corps including Ambassador Abdul Malik Melvin Castelino of the Embassy of Malaysia, Ambassador Thai Binh Lai of the Embassy of Vietnam, and Ambassador Marielle Geraedts of the Embassy of Netherlands; Clark Development Corporation President and Chief Executive Officer (CEO) Atty. Agnes Devanadera; Filinvest Hospitality Corporation Senior Vice President Francis Gotianun, and other golf stakeholders from the tourism and business sectors.
In her speech, Secretary Frasco emphasized, “For many years, it has been a long-held desire to bring golf and tourism together in a way that truly unlocks their potential. We have always known that the Philippines — with its stunning landscapes, vibrant culture, and warm hospitality — together with more than a hundred world-class quality golf courses across our islands, has all the makings of a world-class golf destination. What was needed was a deliberate effort to place golf within our broader national strategy, not only as a sport, but as an experience that brings together play, culture, as well as community.” The tourism chief said that under the Marcos Administration, the DOT pivoted to an innovative approach that not only counts the country’s tourist arrivals but also puts a premium on measuring the value of tourist offerings. She noted, “Tourism, after all, is not only about how many people have arrived, but rather about how many livelihoods it sustains, how many enterprises it strengthens, and how deep the pride of place it nurtures across our communities. Golf captures this most beautifully — for when done sustainably, golf is a high-value, low-impact form of tourism that draws travelers to stay longer, spend more, and engage more deeply with our destinations, not to mention come back again and again.” With the presence of partners from the public and private sectors as well as members of the Diplomatic Corps, she said that the event strengthens partnerships among all stakeholders by likewise campaigning for the Philippines as a destination for tourist source and opportunity markets. Furthermore, the Secretary described that the launch of GolfEx in Clark “is no coincidence” as the emerging leisure golf and leisure hub now has a world-class international airport and facilities.
For her part, Atty. Devanadera expressed confidence in Clark’s readiness to host major golf tournaments and other sporting events, stating, “Clark is ready for the golf tournaments and all kinds of sports tournaments, and we would like to inform you, and to show you, that the secret here is synergy — synergy among the locators, synergy with the government agencies, synergy with our foreign friends, and above all, the leadership of the Department of Tourism, under, of course, the guidance of our President.” Also present at the kickoff event are Global Tourism Business Association (GTBA) Founder and Chairman Michelle Taylan, Tourism Congress of the Philippines President (TCP) James Montenegro, DOT Undersecretaries Shahlimar Hofer Tamano and Ferdinand Jumapao, Tourism Infrastructure and Enterprise Zone Authority (TIEZA) Chief Operating Officer Mark Lapid, Assistant Secretaries Judilyn Quiachon and Ronald Conopio, Director for Golf Tourism Lyle Uy, DOT-3 Regional Director Richard Daenos, and other officials of the DOT Central and Regional Offices. The event highlighted basic golf lessons facilitated by the Professional Golfers Association of the Philippines, Inc. (PGAP) through the Mimosa Plus Golf Academy while members of the Diplomatic Corps, professional golfers and enthusiasts engaged in an 18-hole friendly golf tournament, allowing them to experience the country’s world-class golf facilities and scenic courses. On its second day (August 30), delegates were introduced to key landmarks such as the Parade Grounds, Fort Stotsenberg, Centennial Barn Houses, and the historic White House through a rolling tour. Participants were also oriented with Clark’s modern attractions, including Aqua Planet, Clark Safari, Sun Valley Golf and Country Club, and the world-class Clark International Speedway, along with major developments such as the Clark Multi-Specialty Hospital Site and the newly opened Clark International Airport Terminal.
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World Volleyball Epicenter Rumbles In Southeast Asia
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| (Image Source: OneSports.PH/Philippine National Volleyball Federation) |
The Asian Volleyball Confederation (AVC) marked a historic milestone last September 5, 2025 with the official opening of its new headquarters, the AVC House, in Bangkok. The inauguration took place during the recently concluded FIVB Women’s Volleyball World Championship 2025 in Thailand and comes just days ahead of the FIVB Men’s Volleyball World Championship 2025 which will be held in the Philippines on September 12–28.
The ceremony began with a warm welcome from AVC and Philippine National Volleyball Federation (PNVF) President Ramon Suzara who shared some of the AVC’s history and vision for the future of volleyball in Asia and Oceania. He stated, “The AVC House will be a place of unity and excellence for Asian volleyball…This is more than a building. It is a home – welcoming and open, just like the spirit of Asia. This is also a very special moment for Asian volleyball because the two biggest events of our sport are here in Asia. In just two days, we will see the finals of the FIVB Women’s World Championship here in Bangkok. And in one week, we will begin the FIVB Men’s World Championship in the Philippines. These show that Asia is now one of the most important regions for volleyball in the world…may this House be a place where the future of volleyball is built together.” He was joined by FIVB President Fabio Azevedo, who praised the AVC’s commitment to growing the sport and highlighted the significance of Bangkok as a hub for volleyball development. He remarked, “Asia stands as an important hub for volleyball development, and this gathering reflects our shared vision for the future. To truly unlock the full potential of volleyball, all stakeholders we must work Together as One. By collaborating, we can empower the next generation, create more opportunities and ensure that volleyball continues to inspire communities and bring people together across the world.”
Dignitaries and sports leaders from across Asia were also in attendance, including Philippine Sports Commission (PSC) Chairman John Patrick C. Gregorio and Thailand Volleyball Association President Somporn Chaibangyang. The event concluded with a guided tour of the new AVC House, a headquarters designed to strengthen AVC’s operational capabilities and enhance support for National Federations across the continent.
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BRAVE Combat Federation Announces Historic BRAVE CF 100 In Bahrain On November 7, 2025
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| (Image Source: FightbookMMA.com/BRAVE Combat Federation) |
BRAVE Combat Federation, the world’s fastest-growing MMA promotion, has officially announced that BRAVE CF 100 will take place at the iconic Khalifa Sports City Arena in Isa Town, Bahrain on November 7, 2025. The milestone event marks a significant achievement for BRAVE CF which has grown from a single show in 2016 to become a global powerhouse in mixed martial arts, hosting events in more than 30 nations. BRAVE CF 100 will be a celebration of the organization’s mission to elevate MMA worldwide while showcasing the best athletes from Bahrain and around the globe.
BRAVE CF President Mohammed Shahid said, “When the world looks at today’s MMA stars, many of them were first discovered here. BRAVE CF gave them their first global stage, and that is our legacy in building the sport. To bring our 100th event back to Bahrain is symbolic of everything BRAVE CF stands for — vision, unity, and the belief that athletes deserve a platform that represents nations, not just promotions. BRAVE 100 is not only a milestone for us, it’s a milestone for MMA.” BRAVE CF Ring Announcer “The Roaring Lion” Carlos Kremer said, “BRAVE CF’s 100th event is an incredible achievement not only in mixed martial arts but the entire world of sports. His Royal Highness Sheik Khaled Bin Hamad Al Khalifa and BRAVE CF President Mohammed 'The Hawk' Shahid have changed the landscape of MMA while becoming the most global promotion in the world, having had incredible events in 36 countries all across the globe. BRAVE CF scouting program has gone all over the world to find the best talent and former BRAVE CF Warriors Khamzat Chimaev and Ilia Topuria are now Superstars and UFC Champions with countless others now in the UFC. One of the pound for pound best fighters in the world Mohammad Mokaev, has returned back to BRAVE CF showing the phenomenal relationships BRAVE CF maintains with all of our fighters and amazing countries we host with. BRAVE CF is now a rich part of MMA history and only getting stronger. I’m blessed to be part of this incredible team since BRAVE CF 1 and I can’t wait for our future.” Khalifa Sports City Arena, one of the most prestigious sporting venues in Bahrain, will serve as the perfect stage for this landmark event. BRAVE CF officials have promised a fight card stacked with world-class talent including multiple championship bouts and the return of some of the biggest stars in the organization’s history.
BRAVE CF Color Commentator Kirik Jenness said, “BRAVE Combat Federation is in a league by itself, not simply growing the sport, but elevating the very nature of mixed martial arts. At BRAVE 100 this will be on display as never before.Being a part of it will be an honor beyond my ability to describe!” BRAVE CF Color Commentator Phil Campbell said, “For me brave 100 is so much more that simply our one hundredth show. It is the realisation of a vision, the realisation of a dream. What we have achieved under the tutelage of our leader Sheikh Khalid bin Hamad Al Khalifa is nothing short of revolutionary. From fostering new talent. Creating superstars. The curation of legacies. Biral moments seen by millions around the globe and more importantly creating history. Brave 100 is a symbol of all that is good, of all that is great in our sport. And it is my distinct honour and pleasure to be a part of it.” BRAVE CF 100 will be broadcast live worldwide, continuing the promotion’s commitment to bringing international attention to Bahraini sports and athletes. The event is expected to draw fans, media, and fighters from across the globe, solidifying Bahrain’s status as the home of MMA in the Middle East. Tickets for BRAVE CF 100 are expected to go on sale soon via BRAVECF.com and select local outlets. Broadcast details and the full fight card, including title fights and special showcase bouts, will be announced in the coming weeks.
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DAZN To Exclusively Broadcast acb Competitions For the Next Five Years
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| (Image Source: DAZN Group) |
DAZN, the global leading sports entertainment platform, has recently announced a new partnership with acb, acquiring the exclusive rights to broadcast Liga Endesa, Supercopa Endesa, and Copa del Rey for the next five seasons. The agreement also includes exclusive international broadcast rights for these competitions for five seasons in the United States, MENA (Middle East and North Africa), Italy, France, the United Kingdom, Ireland, Belgium, Canada, Australia, Taiwan, and Japan, and starting from the 2026/27 season in Germany and Austria. Coverage will kick off with the 2025 Supercopa Endesa, taking place in Málaga on September 27-28, 2025, marking the start of a historic season for Spanish basketball on DAZN. In addition to Liga Endesa, the platform will also exclusively air the Copa del Rey, scheduled to be held on February 19-22, 2026.
Under this partnership, fans will be able to enjoy over 1,700 games live and on-demand over the next five years. DAZN will also offer exclusive content, including interviews, highlights, and special programmes focused on the standout teams and players each matchday. One Liga Endesa game per matchday will be free-to-view, available to all viewers. Fans can watch these games for free by downloading the DAZN app and registering with their e-mail. This deal strengthens DAZN’s commitment to Spanish sports and enhances its offering with the most competitive national basketball league in Europe. The acb joins an ever-growing portfolio, positioning DAZN as the ultimate destination for sports fans. To meet the growing interest from basketball fans, DAZN will launch a dedicated basketball plan for Spain, providing access to all acb matches live and on demand. This plan will be available for just €9.99/month (with annual commitment and instalment payments), €14.99/month (monthly subscription), or €109.99/year (single annual payment). The plan will soon be available to fans in Spain via the DAZN app and DAZN.com. DAZN Spain and Portugal CEO Óscar Vilda said, “acb is one of the most exciting and followed leagues in Europe. This long-term agreement reinforces our commitment to sports fans and confirms DAZN as their go-to destination. We aim to offer them the best experience, with a dedicated basketball plan that brings the excitement of every matchday to every corner of Spain.”
acb President Antonio Martín commented, “We are thrilled to be part of a platform that hosts many of the world’s top sports competitions. We are excited about this project and eager to work together to increase the visibility of our competitions. Our clubs are grateful for DAZN’s strong commitment to basketball.” From established stars to emerging talents, from intense derbies to the most thrilling finals – catch every moment of Liga Endesa on DAZN. In addition to Liga Endesa, Supercopa Endesa, and Copa del Rey, DAZN also offers Courtside 1891 globally. This channel can be purchased separately or added to existing DAZN plans. With Courtside 1891, basketball fans can enjoy FIBA’s continental and international competitions, including the World Cups and qualifiers, as well as the Youth World Cups. Fans can also experience the excitement of pan-regional club tournaments such as the Basketball Champions League.
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Run For Glory, Race For Rewards At ASICS Meta: Time: Trials
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| (Image Source: Manila Standard/ASICS Philippines) |
The ASICS META: Time: Trials is making its highly anticipated Philippine debut on October 19, 2025 at the Ayala Vermosa Sports Hub in Cavite, marking a new milestone in the regional race series known for championing personal breakthroughs and goal-smashing performances. But while it’s all about breaking barriers, a little extra motivation never hurts. To add excitement to this already electrifying experience, the 10km Open event is offering a total cash prize fund of Php400,000 with the winners in the men’s and women’s categories to receive Php100,000 each. The second to 10th placers will each get Php10,000.
With P200,000 per gender division, the ASICS Meta: Time: Trials Philippines cements itself as one of the most competitive 10km races in the country this year. Participants, however, must be 16 years old and above on race day to qualify for prizes. Registration is now open via Race Roster at https://bit.ly/ASICSMTT-PH. But beyond the chase for cash and podium glory, the event’s spirit remains unchanged – it’s about testing oneself against the clock. From elite athletes to everyday runners, everyone will take on the ASICS Meta: Time: Trials Philippines in precision-built conditions designed to push limits, unlock speed and set new personal bests. “ASICS Meta: Time: Trials Philippines gives Filipino runners a rare opportunity to compete at an elite level while still welcoming those who simply want to challenge themselves. It’s about creating an environment where everyone has the chance to cross the finish line stronger, faster and prouder than ever before,” said Ishina Buxani, Marketing Director of the SONAK Retail Group, the official distributor of ASICS in the Philippines.
Fresh from its success in Spain, Thailand and Malaysia, the global event is engineered for speed: wide, flat courses, race-day precision and world class support. It’s a format that has already produced breakthrough moments, including Sonny Wagdos’ victory in Thailand 2024, and Richard Salano’s podium finish – proof that Filipino runners can rise to the international stage. Even in the female division, Joida Gagnao bagged second play in the 2023 edition in Kuala Lumpur. Meanwhile, the ASICS Running Club (ARC) continues to offer free weekly sessions at ASICS Glorietta (Tuesdays) and SM Mall of Asia (Fridays), providing structured training programs and showcasing ASICS’ latest performance innovations to prepare runners for the challenge ahead. Only limited slots are left for this first-of-its-kind race in the country. Competitive runners will battle for cash prizes, while others will embrace the true spirit of the event – beating the clock, not the crowd.
