Rugby League Accelerates Digital Growth with AI-Powered Content Technology

The Rugby Football League (RFL) is entering a new era of digital engagement through a strategic partnership between RL Commercial and SI (formerly Sportz Interactive). The collaboration, announced on February 19, 2026, will see the implementation of SI’s Automated Content Technology across professional Rugby League competitions in the UK, aiming to deliver real-time highlights and social media content to fans more efficiently than ever before.

Enhancing Fan Engagement Through AI

RL Commercial’s partnership with SI focuses on enhancing its digital content output using Automated Content Technology. This technology will accelerate the speed, scale, and consistency of real-time highlights and social content across all digital platforms, including the Super League and Challenge Cup. SI, a global leader in sports technology and digital fan engagement, supports over 150 global clients with scalable solutions designed to drive engagement and revenue. Source

The AI-powered clipping technology automatically detects, tags, and renders key moments from matches, delivering broadcast-quality clips within moments of the action. This allows RL Commercial and Super League Clubs to provide fans with more dynamic, timely, and platform-specific content throughout the Rugby League calendar. Source

Modernizing the Digital Ecosystem

This partnership builds upon RL Commercial’s ongoing efforts to modernize its digital ecosystem and deepen fan engagement. Recent advancements, such as upgrades to the Our League app and the SuperLeague+ platform, along with the relaunch of the Predictor and Fantasy League games, demonstrate a commitment to providing richer, more interactive experiences for supporters. Source

According to Adam Whiteside, RL Commercial’s Head of Digital, “Our focus is always on giving Rugby League fans more of the moments they love. By integrating SI’s AI clipping tool, we can deliver instant, high-quality highlights across our platforms, ensuring supporters never miss a moment – wherever they are.” Source

SI’s Role and Expertise

SI specializes in creating scalable, enterprise-grade digital products that translate fan engagement into measurable commercial value. With 24 years of experience, SI works with prominent sporting organizations, including the NBA, ICC, IPL, UFC, and FIBA, as well as global technology and media brands like Google and Amazon Prime Video. Source

Blair Richardson, SI’s Director of Business Development, stated, “We’re delighted to support RL Commercial in strengthening its real-time content capabilities. In a world where audiences are increasingly fragmented, the need for sports to create more content “SKUs” that appeal across all fan personas is paramount to success. Our automated content creation tools are designed to simplify operations, increase output, and unlock new levels of fan engagement. We’re excited to see them power Rugby League’s digital growth.” Source

Through FanOS, SI provides a portfolio of productized solutions for the sports industry, offering flexible modules across Data, Experiences, and Activations that can operate as a complete ecosystem or integrate seamlessly into existing workflows.