For years, sports broadcasting was a one-size-fits-all experience. Fans tuned into the same live feed, listened to the same commentators, and consumed post-match analysis and highlights designed for a mass audience. Today, digital platforms are transforming the way games are produced and delivered. A growing trend among sports streamers and broadcasters is the move toward hyper-personalised live and post-live content, an approach designed to deepen fan engagement and unlock new monetisation models.