From the goal-line technology used in football to the Hawk-Eye and the Direct Review System (DRS) in India's favourite game – cricket, technology is being used every moment to make decisions on-ground, and to enhance viewer experiences off-ground. Right from marketing, ticketing, merchandise sales, sponsorship activations, athlete training, visual analysis and more, capturing and analysing data has become the life and blood of sporting events worldwide. USA's National Association for Stock Car Auto Racing (NASCAR), for instance, uses technology and cameras to identify racing infractions; fitness enthusiasts have AI-supported workouts that not only provide them with biometric details but also pep-talk; AI supported golf platform Arccos Caddie allows players to virtually walk the course with guidance on which club to use, which direction to hit, and other information based on weather, course, and player ability. With technology itself undergoing several transformations, new and disruptive ones are emerging more frequently than ever, and Artificial Intelligence (AI) is gaining popularity as it covers several areas within the sports domain. Examples on the rise of this trend are rife, such as Goldman Sachs' analysis on the likely winner of the FIFA World Cup, 2018.

Whether you're training to run a marathon or gearing up for a marathon of binge-watching TV, both athletes and casual sports fans can benefit from advances in sports video. Due to its widespread appeal, high demand, and abundance of related data, sports video is a prime candidate for innovation. Cog...

Viewers are more likely to be paying attention, and the clips ultimately reach a larger audience due to highlight reel replays and social media shares. First, by tuning an algorithm to look for specific entities -- in this case sponsors' logos -- cognitive technology can find and quantify brand placements in a video. With AI technology, production teams could efficiently source relevant content to integrate past segments into the current broadcast. To beat the competition, sports networks can utilize AI technology to provide an engaging viewer experience.

Whether you're training for a marathon race or gearing up for a marathon of binge-watching TV, both athletes and casual sports fans can benefit from advances in sports video. Due to its widespread appeal, high demand, and abundance of related data, sports video is a prime candidate for innovation. Cognitive technology is teed up to enhance the viewer experience and maximize advertising revenue. What's more, AI technology can disrupt the game itself. Here are the three main players in sports broadcasting that stand to gain the most from cognitive advancements in video technology.