RL Commercial Taps SI for AI-Powered Digital Content Transformation

RL Commercial has announced a partnership with SI (formerly Sportz Interactive) to revolutionise the delivery of digital content across professional Rugby League.

The collaboration will see the implementation of SI’s Automated Content Technology, an AI-driven ecosystem designed to accelerate the speed and scale of match highlights and social video output.

The move comes as RL Commercial seeks to modernise its digital footprint following the successful launch of SuperLeague+ and the relaunch of the Predictor and Fantasy League games.

By integrating SI’s AI-powered clipping engine, the organisation will be able to generate broadcast-quality clips within moments of key on-field action, serving fans across the Super League, Challenge Cup, and international windows.

Commenting on the partnership, RL commercial’s head of digital, Adam Whiteside, said: “Our focus is always on giving Rugby League fans more of the moments they love.”

“By integrating SI’s AI clipping tool, we can deliver instant, high-quality highlights across our platforms, ensuring supporters never miss a moment—wherever they are,” Whiteside said.

Strategic Scaling and Fan Engagement

SI, which recently rebranded to reflect its evolution into a global enterprise technology partner, brings over two decades of experience working with the ICC, IPL, and NBA. Its proprietary “Playground” platform uses computer vision and machine learning to detect, tag, and render clips automatically, significantly reducing the manual workload for club digital teams.

SI’s director of business development, Blair Richardson, noted that the partnership addresses the challenge of audience fragmentation.

“The need for sports to create more content ‘SKUs’ that appeal across all fan personas is paramount to success.”

“Our automated tools are designed to simplify operations, increase output, and unlock new levels of fan engagement,” Richardson added. 

The technology allows for the rapid creation of platform-specific content, optimised for vertical, square, and horizontal formats, enabling clubs to capture the “emotional peak” of a live match while engagement is highest.

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