Thursday, February 15th, 2024


LOS ANGELES (Thursday, Feb. 15) – NBC Sports has partnered with AI and computer vision startup MOVRS to pilot the use of its generative AI-enabled production platform to create more engaging content and visualizations for analysis and storytelling within their productions.

“We are always looking for new ways to provide more context, deeper analysis and relatable awe for the viewer,” said Amy Rosenfeld, Senior Vice President, Olympic & Paralympic Production, NBC Sports. “The ability to capture precise athlete movement and generate real-time data points to create impactful content without subjecting the athlete to an intrusive measurement device or requiring huge camera arrays is exciting. MOVRS has simplified the process and provided us with the capabilities and expertise to engage the viewers in a new and innovative way.”

Following their participation in the Comcast NBCU SportsTech program, MOVRS will enable NBC Sports to augment its live sports programming with enhanced bio-mechanical statistical analysis and digital twin visualizations. To date with the pilot project, MOVRS has captured data and generated content for golf, soccer, tennis, track and field, football and gymnastics. This sport-specific data will provide NBC Sports with the information and tools to develop engaging and relatable storylines that integrate with its sports programming in real time.

“When we think about the future of the live sports experience, we see endless possibilities to bring the fan into the action with our AI-powered approach and capabilities in digital twins visualizations and across a variety of mediums,” said MOVRS Executive Vice President, Product and Operations Nicole DeFord. “We’re thrilled to engage with NBC to provide a pipeline of data, ideas and content that can enhance the network’s diverse programming in sports and entertainment.”

About NBC Sports

NBC Sports connects people to the moments that matter most and serves sports fans 24/7 with premier live events, insightful studio shows, and compelling original programming. As the sports division of NBCUniversal, NBC Sports presents premier content across linear platforms NBC, USA Network, Golf Channel, as well numerous digital sites, including Peacock. NBC Sports possesses an unparalleled collection of media rights agreements, partnering with some of the most prestigious sports properties in the world: the International Olympic Committee and United States Olympic and Paralympic Committee, the NFL, Big Ten Conference, NASCAR, INDYCAR, PGA TOUR, Notre Dame, The R&A, PGA of America, USGA, Churchill Downs, Premier League, MLB, Tour de France, Roland-Garros, and many more. It also consists of NBC Sports Next, a subdivision of NBC Sports and home to all NBCUniversal digital applications in sports and technology within its three groups: Youth & Recreational Sports, Golf, and Betting & Gaming.


MOVRS empowers experiences that bring audiences closer to the sports they love. Harnessing the power of AI and digital twins to quantitatively tell the story of sports, MOVRS provides the quickest and most accurate platform for partners to create innovative and relatable sports experiences. A Comcast NBCU SportsTech startup, MOVRS provides a first-of-its-kind holistic approach to data-driven content creation and revenue possibilities across the sports industry. For more information, visit