Lewis Smithingham, the executive vice president of strategic industries at Monks, joined Melody Brue and Robert Kramer on Moor Insights & Strategy’s Game Time Tech podcast to discuss technology innovation in sports broadcasting. Moor Insights & Strategy

Technology has gone beyond just supporting sports; it’s become an integral part of how we experience them. In a recent Game Time Tech podcast episode , Lewis Smithingham, executive vice president of strategic industries at digital media services consultancy Monks, shared insights with the two of us about how cloud-native workflows, evolving fan expectations and cultural differences are transforming the sports media world. Smithingham, whose diverse career has included stints as a punk rock roadie and a VR technologist, provided his insider’s take on the future of sports broadcasting.

The Impact Of Technology Innovation On Fan Engagement

Smithingham refers to sports as “the last bastion of monoculture” — a rare cultural space where mass audiences incorporating many different demographics still tune in at the same time and place. But even as this piece of broadcast monoculture persists, fan engagement is moving far beyond the stadium and television screen. “You can’t assume fans are watching on the same platform anymore,” he said. “The primary platform is wherever your fans are.”

That shift forces a rethink in how sports content is produced and delivered. In line with this, Monks works with teams, leagues and broadcasters to move away from a one-size-fits-all approach and toward a more flexible model that reflects how fans consume media today — including short-form highlights, vertical video, VR streams, social media cutdowns and niche community targeting. Smithingham notes that some sports organizations have adopted the new model avidly. For example, “The Los Angeles Kings do a great job of acknowledging [their]

audiences with all the different types of subcultures,” he noted. “That’s fan engagement built around identity.”

But what about preserving the traditions — or nostalgia — that many fans cherish? Rather than treating nostalgia as a constraint, Smithingham believes it can be part of a broader engagement strategy, so long as it’s paired with innovation. “We’re not trying to abandon tradition,” he said, “but if you only serve the fans you already have, you’re going to miss the next generation.”

How Cloud Production Improves Efficiency And Sustainability For Broadcasters

Since it was founded in 2001, Monks has traditionally worked alongside broadcast partners using on-site production teams and equipment. Monks’ transition to cloud-based production began in early 2020 as a practical response to pandemic-related shutdowns. With on-site crews and travel restricted, the company quickly adopted remote workflows using tools like vMix and Nimble . These software-defined systems allowed Monks to continue producing live sports content even under the constraints of Covid lockdowns.

This shift reduced production costs by eliminating the need for trucks, cross-country travel and large crews. It also created operational advantages such as faster setup, easier scaling across events and improved team flexibility. The model proved not only efficient but also environmentally responsible. Monks later joined the AWS Climate Pledge , recognizing that cloud production significantly lowered energy use and emissions compared to traditional methods.

Incubating Innovation In Sports Technology

Sporting events have become an effective testing ground for new technologies thanks to their speed, complexity and large audiences. Monks has used events such as the Super Bowl to deploy innovations including 5G-enabled cameras and low-latency video indexing. Big tech vendors are also actively engaged in this work — as we saw, for example, when T-Mobile recently deployed a portable private 5G network at the 2025 PGA Championship .

Tools proven in these high-pressure environments are valuable beyond sports, with important applications in manufacturing, logistics, healthcare and beyond. For instance, a real-time video search tool that was built to streamline production of sports highlights is now being applied to facility security, industrial monitoring and retail analytics scenarios, where quick access to specific visual moments is critical.

Meanwhile, the tools needed to produce live broadcasts have become significantly more accessible. With software such as OBS Studio , a stream deck and a smartphone or small camera, organizations such as schools and local teams can stream events without traditional trucks or large crews. As Smithingham noted, “The tools are out there. You no longer need a $20,000 truck to reach your audience.”

Challenges And Opportunities In Sports Broadcasting

Despite clear technological advances, modernizing legacy systems remains one of the toughest challenges in sports broadcasting. Much of the infrastructure today — such as camera mounts, routing hardware and control systems — was designed for workflows that predate mobile and cloud-first delivery. Many organizations are still tied to outdated gear and long depreciation cycles, which makes upgrading both financially and operationally complex. The result is that some broadcasts still go out in 720p stereo, even as audiences have come to expect 4K, HDR and multi-platform support.

But the deeper issue isn’t just the hardware — it’s the mindset. Many broadcasters still treat linear television as the default destination, despite the shift in viewership toward social, mobile and on-demand platforms. In many cases, small digital teams produce short-form or vertical content that outperforms traditional broadcasts in reach and engagement. Still, the core business model hasn’t caught up.

To address this gap, Monks prioritizes change management in every transformation initiative for its clients. The focus isn’t just on introducing slick new tools — it’s on enabling adoption so that the tools align with existing team dynamics and operational realities. To really make it work, you have to speak the same language as the people whose workflows you’re trying to change. As Smithingham put it, “You can’t walk into a control room and talk about digital workflows unless you’ve cut tape yourself.” That kind of real-world experience helps ensure that Monks’ transformation efforts are grounded, respectful and more likely to succeed.

The Future Of Sports Broadcasting And Technology

By fits and starts, sports broadcasting is shifting toward a more modular, flexible model that aligns with how today’s audiences consume content. The growth of NIL (name, image, likeness) rights for youth and collegiate athletes, the increased momentum behind women’s sports and the rise of localized fan bases are just a few of the trends driving demand for more personalized, on-demand viewing experiences. Fans now expect to watch both major events and community-level games in ways that reflect their interests, their identities and their media consumption habits.

A major gap remains in covering underserved events. In the U.S. alone, there are approximately 1.2 million NIL-eligible games each year, yet only about 20,000 are currently broadcast. That leaves a vast amount of untapped content — not due to lack of interest, but because traditional production models are too expensive and inflexible to support it at scale.

Monks sees cloud-native production as the key enabler for expanding coverage. Instead of investing in trucks or physical broadcast facilities, organizations can deploy software-based workflows that spin up production capacity when and where it’s needed. As Smithingham put it, “Why pay for a truck you use three months a year?” This pay-as-you-go approach makes it financially feasible to broadcast lower-profile events, such as high school or regional games, without sacrificing quality or scalability.

The broader message is clear: adapting to new viewing habits and emerging markets isn’t optional — it’s a competitive necessity. The next wave of innovation will favor those willing to reimagine how sports content is created, distributed and experienced.