New York, 9 March 2026 — Looper Insights, the leading CTV merchandising analytics platform, today announced that Francesca Pezzoli, Vice President of Marketing, will participate in a featured session at SportsPro New York, taking place March 12-13, 2026.
Pezzoli will join Ken DeGennaro, Executive Vice President of Media Operations and Technology at the National Basketball Association, for a session titled “The NBA Tech Stack: Powering Global Growth.”
The discussion will examine how the NBA leverages artificial intelligence, advanced data infrastructure and streaming platforms to drive global audience growth and deepen fan engagement in an increasingly connected TV-first media landscape.
As sports distribution continues to evolve toward direct-to-consumer and streaming environments, the session will explore how AI-powered analytics, real-time data and technology are shaping how live sports are produced, surfaced and discovered by fans around the world.
“Live sports remain one of the most powerful forces in media, but the rules of visibility are changing fast,” said Francesca Pezzoli. “In a streaming-first world, success is no longer just about owning the rights; it’s about how effectively those moments are surfaced across connected TV interfaces and digital ecosystems. AI is becoming central to that shift, helping leagues understand fan behaviour, optimise distribution and ultimately ensure that the right content finds the right audience at the right moment.”
Looper Insights recently explored this shift in its latest analysis of the 2026 NBA All-Star Game and NBCUniversal’s cross-platform strategy to drive tune-in across NBC and Peacock, highlighting how a small number of premium connected TV placements can deliver disproportionate visibility and reach for major live sports events.
The full report is available here.
Pezzoli’s session at SportsPro New York will explore how leagues such as the NBA are building sophisticated technology stacks combining AI, data analytics and streaming infrastructure to support the next phase of global sports growth.
SportsPro New York brings together senior leaders from sports leagues, media companies, technology providers and streaming platforms to explore the future of sports distribution, fan engagement and digital innovation.
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