Stagwell’s Code and Theory introduced the artificial intelligence–driven Content Operating System for Sports, powered by Adobe CX Enterprise and Adobe GenStudio, enabling teams handling 80–150+ brand partners across 13+ channels to automate content creation and rights clearance. The system embeds AI-fluent engineers to deliver season-over-season refinements and performance insights via Adobe CX Analytics.
Code and Theory, part of Stagwell, has launched the Content Operating System for Sports, an AI-driven platform designed to centralize and automate content operations for professional teams and leagues at portfolio scale.
The solution leverages Adobe CX Enterprise, Adobe GenStudio and Adobe CX Analytics to generate, assemble and optimize content from real triggers—sponsor windows, fan behavior, game moments—while delivering actionable insights on campaign performance and ROI.
A dedicated group of full-stack, AI-fluent engineers is embedded within each customer’s organization to operate and continuously refine the content system, ensuring infrastructure improvements season after season rather than a one-off deployment.
The system tackles structural mismatches in sports content operations—managing 80–150+ brand partners, publishing across 13+ channels at 13× the average cadence, and automating rights clearance and sponsor obligation fulfillment.
