Sports Graphics Forum 2026: AE Live 'S Stuart Coles on Data for Storytelling and Multi-Feed GFX

Why It Matters

By turning real‑time data into customizable graphics, broadcasters can engage diverse fans and monetize sponsorships more effectively, reshaping the economics of live sports coverage.

Key Takeaways

• AE Live’s Etha platform aggregates multi-source data for graphics
• Multi-feed capabilities target diverse demographics, including younger audiences
• Live data integration enhances storytelling and brand sponsorship value
• Cloud‑based HTML graphics reduce hardware, speed up workflow deployment
• Virtual studios and AR see rising demand as technology improves

Summary

Stuart Coles of AE Live explained how the company is leveraging data to transform sports graphics storytelling. The discussion centered on AE Live’s proprietary Etha platform, which pulls statistics from multiple providers and feeds them into on‑screen graphics, virtual studios, and augmented‑reality experiences.

Coles highlighted several strategic moves: multi‑feed workflows that let broadcasters tailor content for different audience segments, live‑data pipelines that move beyond pre‑game analysis, and a shift to cloud‑based HTML graphics that cut hardware costs and accelerate deployment. The new Aero product exemplifies this, enabling rapid spin‑up of customized feeds for major rights holders.

Concrete examples included the Nickelodeon‑styled kids broadcast for the Super Bowl and other high‑profile events, demonstrating how playful, data‑rich graphics can attract younger viewers. He also noted that brands now demand more than static logos—they want predictive data visualizations that deepen engagement and justify higher sponsorship spend.

The broader implication is a more agile, data‑driven graphics ecosystem where broadcasters can personalize experiences, unlock new revenue streams, and stay competitive as virtual studio technology and audience fragmentation evolve.

Original Description

How are broadcasters using data and graphics to reach new audiences and unlock commercial value? In this interview, AE Live Chief Commercial Officer Stuart Coles discusses his company's approach to data-driven storytelling, cloud-based graphics workflows, virtual studios, HTML graphics and multi-feed production for different demographics.

Coles also explains how live sports graphics are evolving beyond branding to create more engaging sponsor integrations and richer editorial experiences.

Recorded at The Sports Graphics Forum 2026, sponsored by AE Live, which took place in London on 6 May 2026.

#Graphics #SportsBroadcasting