SPORT TV is Portugal’s leading sports broadcaster, offering live streams of major football competitions, including the UEFA Champions League and UEFA Europa League. With excellent content already in place, the goal of the partnership with Magycal was to further drive audience engagement, increase content consumption, and transform how fans experience sports through its broadcast technology.
Smart Moments: Putting Fans in Control & Decreasing Content Production Efforts
The UEFA Champions League and UEFA Europa League viewing experience on SPORT TV features Smart Moments, a groundbreaking tool that combines user-generated content with AI-powered automation. Fans can clip their own highlights, whilst the machine learning-driven Artificial Intelligence algorithm simultaneously learns, identifies, and generates clips of key events automatically.
As matches unfold, goals are automatically captured using Computer Vision (to analyse on-screen graphics) and added to the VOD library, along with Smart Moments created by fans in the app, ready to be shared instantly with friends and communities.
This solution is ideal for companies that want to boost operational efficiency, achieving a 28% cost reduction through automation and optimised infrastructure, while unlocking new revenue streams with ad-supported clips and sponsored thumbnails.
Following Multiple Matches Simultaneously
SPORT TV’s coverage of the UEFA Champions League and UEFA Europa League will also feature Smart Info, enabling users to follow multiple simultaneous matches with direct implications for qualification, rankings, and final stage rounds. Magycal’s Smart Info technology enables SPORT TV to serve fans who want to monitor several matches without constant channel switching.
Call-to-Action overlays automatically display notifications when key moments occur in parallel matches. When a goal is scored in another match, viewers receive instant notifications to review those moments, then seamlessly return to their primary match.
When watching matches on desktop or tablet and keeping up with notifications on mobile, fans stay informed about every decisive moment, from goals to red cards, through push notifications, widgets, and live activities.
This multi-match awareness transformed how fans experienced football through SPORT TV’s broadcast, which covers multiple matches simultaneously across their platforms.
Smart Info: Contextual Intelligence During Live Action
In addition to Smart Info’s call-to-action notifications for simultaneous matches, SPORT TV’s coverage of the Champions League and Europa League will showcase Smart Info’s contextual intelligence, Magycal’s system that enriches every frame with relevant information.
Facial Recognition uses Computer Vision to detect when players appear on screen, automatically presenting overlay information about that individual, which can also be shown depending on context.
Contextual Information Overlay adds pertinent information directly into the live broadcast, layered seamlessly when most relevant.
This feature creates an enriched viewing experience that traditional coverage cannot match.
Setting New Standards for European Football
Magycal’s broadcast technology integrates seamlessly across SPORT TV’s web, mobile, and tablet applications. Whether fans watch at home on their desktops, commute on mobile devices, or follow matches on tablets, Smart Moments and Smart Info deliver consistent experiences across every platform.
The award-winning system scales effortlessly during peak Champions League and Europa League match nights, handling concurrent usage surges when engagement naturally peaks. Behind the fan-facing innovations lies the robust infrastructure that processes real-time data, applies facial recognition algorithms, generates automated clips, and orchestrates contextual overlays, all whilst maintaining broadcast-grade reliability.
The SPORT TV partnership demonstrates what’s possible when broadcasters embrace innovation to serve modern sports fans. Smart Moments transforms passive viewing into active participation, and Smart Info adds contextual intelligence to every moment while providing multi-match awareness, which keeps fans connected to the complete European football picture.
For SPORT TV, this translates to deeper engagement, longer viewing sessions, new monetisation opportunities via advertisement and sponsored thumbnails, and audiences who return match after match because the experience consistently exceeds expectations.