PubMatic Launches AI-Powered Live Sports Marketplace Across Major US Leagues

The sports sponsorship and advertising industry is undergoing significant transformation driven by artificial intelligence and emerging sports trends. A recent survey in Ireland highlights that while 70% of industry experts see AI as a major opportunity, over half express concerns about data privacy, reflecting a cautious approach to AI adoption. Meanwhile, PubMatic has launched an AI-powered Live Sports Marketplace in partnership with FanServ, enabling advertisers to target specific high-engagement moments in real-time across streaming platforms, addressing challenges like fragmented inventory and unpredictable viewership spikes. This platform provides access to premium sports content from major leagues such as the NBA, NFL, MLB, and NHL, as well as niche leagues and local teams, aiming to enhance precision in programmatic sports advertising. The launch coincides with a surge in live sports streaming activity, with PubMatic reporting a tripling of live sports ad inventory in the first half of 2025 compared to 2024, signaling robust growth and demand. Industry experts believe that effectively leveraging AI while managing privacy concerns will be key for brands to stand out in an increasingly crowded sports sponsorship marketplace.