Top entities: IBM, Morning Consult, Kameryn Stanhouse.

What category does this event fall under?

Business — classified as market research.

What is the sentiment of coverage?

Aggregate sentiment score: 10 on a -100 to +100 scale (negative = critical coverage, positive = favorable coverage).

What were the key actions taken?

IBM commissioned survey Morning Consult · IBM published report

Is this event still developing?

This is an active story, last updated Aug 24, 2026. Coverage continues to evolve.

Business market research

IBM Sports Intelligence Report 2026

Q: When did this event occur?

First reported Jul 20, 2026; last updated Aug 24, 2026.

Q: What is the market impact?

General. The report provides insights into consumer behavior in sports media, potentially influencing strategies for streaming services, sports apps, and advertisers.

Analysis based on 10 articles · First reported Jul 20, 2026 · Last updated Aug 24, 2026

Sentiment

Attention

Articles

Market Impact

General

Live prominence charts, article sentiment distribution, and event development timeline available on the Ergen Dashboard

Market Impact

The report provides insights into consumer behavior in sports media, potentially influencing strategies for streaming services, sports apps, and advertisers. IBM's brand is reinforced as a thought leader in AI and sports technology, though the direct market impact is limited.

Sports Media Technology

Event Summary

IBM released its 2026 Sports Intelligence Report, a survey of over 20,000 sports fans across 12 countries conducted by Morning Consult in June 2026. The report reveals rising digital expectations among fans, with 46% saying their expectations have increased over the past one to two years. AI usage among fans rose from 52% to 69% year over year, though trust in AI-generated sports content declined from 63% to 59%. Accuracy is the top driver of trust in AI insights, cited by 45% of respondents. Nearly three-quarters (72%) of fans use sports apps, and 47% would download a centralized sports app, but only 29% would pay for one. Managing multiple subscriptions frustrates 39% of fans, rising to 46% among Gen Z. The report also highlights the growing influence of sports creators, with 49% of fans following them and 70% saying creators shape opinions beyond sports. IBM's Vice President of Sports and Entertainment Partnerships, Kameryn Stanhouse, commented on the findings, emphasizing the need for reliable, consolidated digital experiences.

Key Actions

80 IBM commissioned survey Morning Consult

80 IBM published report

Entities Involved

stock

IBM

IBM commissioned and published the report, positioning itself as a leader in AI-driven sports insights. The study reinforces IBM's expertise in AI and data analytics, potentially benefiting its consulting and technology services.

Importance 100.0 Sentiment 10.0

priv

Morning Consult

Morning Consult conducted the survey for IBM, demonstrating its capability in large-scale market research. The engagement may enhance its reputation as a research provider.

Importance 30.0 Sentiment 0.0

per

Kameryn Stanhouse

As IBM's Vice President of Sports and Entertainment Partnerships, Stanhouse provided commentary on the report, representing IBM's perspective and reinforcing her role in the company's sports initiatives.

Importance 20.0 Sentiment 0.0

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