Sofascore and Recommend are partnering on AI delivery infrastructure

Recommend is building Sofascore's context infrastructure: an AI system that runs beneath every activation on Sofascore inventory. It reads live context as the flight runs, the match, the market, the audience's response, and turns it into creative updates in real time, delivery that adjusts to what is working, and independent measurement. The platform's reach stays the foundation; the context layer is what makes each impression on it worth more.

The layer is not a tool that runs the same way for everyone. Every flight an advertiser runs on Sofascore teaches the system what works for that advertiser's audience: which moments, which formats, which messages. The learning is saved and the next flight starts from it, so the service gets more bespoke the longer an advertiser stays. That is the difference between selling reach and maximising client value: the tenth activation on Sofascore is measurably smarter than the first.

The partnership formalises what has already been proven on Sofascore inventory. During the World Cup, the system turned live market data into dynamic creative that updated as the markets moved: on equal volume, creative carrying live context produced 73% more clicks than static. The flight closed at 105% of the contracted impression commitment and 234% of the click plan, with delivery scaling to its strongest day on finals day.

Advertisers get a service few publishers anywhere can offer: creative that lives in the moment their audience is watching, delivery steered while it runs, verified numbers their teams can forward without caveats, and a system that knows their audience better with every flight. For Sofascore, context becomes part of the product: not just the world's sports audience, but the intelligence to reach it at the right moment, with proof of what every impression earned.

"What matters in sport are moments. Being relevant in a specific moment drives the performance, so flight dates no longer matter. Especially on Sofascore, where fans actively engage with those moments. With Recommend we're able to offer the layer that lets advertisers be present the second a moment happens, be relevant in that moment and, ultimately, measure what it earned." — Dejan Zadnikar, Head of Growth, Sofascore

"Sofascore has what every advertiser wants: the world's sports fans in their most engaged moments. Together we are building the next layer of applied AI on top of it, a system that learns from every activation and turns live context into value nobody else can offer." — Ivan Andabak, Co-founder & CEO, Recommend