FanCode, India’s leading digital sports platform, has announced a landmark partnership with CAMB.AI, a company at the forefront of speech-to-speech translation technology. The collaboration, unveiled at the IBC Convention 2025, is set to transform the way Indian fans experience live sports, making commentary more inclusive and accessible than ever before.
Breaking Barriers With AI-Driven Commentary
Through this agreement, FanCode will integrate CAMB.AI’s advanced artificial intelligence systems into its broadcasts, enabling real-time multilingual commentary. The AI will not only deliver commentary in multiple Indian languages but also replicate the authenticity of live sport by incorporating:
- Male and female voice options for diversity in delivery
- Natural crowd sounds and ambient noise to recreate stadium atmosphere
- Background action cues aligned with the pace of play
- Integrated real-time ads, opening new commercial models
- Excitement-driven prosody, ensuring energy levels match the intensity of sport
The ambition is clear: to make cricket, football, and other sports more accessible across India’s linguistic spectrum while maintaining the passion and emotion that traditional commentary brings.
Industry Voices
Yannick Colaco, Co-founder of FanCode, stated:
“As a sports-tech platform, our mission is to keep innovating around fan experience. India’s linguistic diversity means millions can now enjoy sport in their own language. Working with CAMB.AI, we are not just adding features — we are reimagining how sport is consumed.”
Akshat Prakash, Co-founder and CTO of CAMB.AI, added:
“Sports are universal, but language has always been a barrier to scale. With FanCode, we’re proving AI can deliver broadcast-grade multilingual commentary in real-time. This partnership validates our growth strategy in India and its dynamic sports ecosystem.”
Scale of Integration
FanCode already broadcasts nearly 17,000 live matches annually, including more than 6,000 cricket fixtures, making it one of the largest digital sports content providers in India. CAMB.AI’s AI commentary has already been successfully trialled during the 2025 Caribbean Premier League (CPL), where full Hindi commentary was powered by AI.
FanCode’s portfolio spans global properties including:
- Formula 1, MotoGP, and PGA Tour
- Football leagues such as LaLiga and the Saudi Pro League
- Global cricket events including CPL, Super Smash, and The Hundred
With multilingual commentary in place, FanCode has the potential to unlock mass fan engagement across India’s regional markets, driving both accessibility and retention.
Why This Matters for Sports Broadcasting
AI-led commentary isn’t just about language translation. It’s about building a scalable, cost-effective, and hyper-personalized fan experience. For broadcasters and rights-holders, it could reduce reliance on large commentary teams while allowing fans to consume content in their preferred language instantly.
As India remains the world’s largest cricket market and a rapidly growing hub for sports consumption, innovations like this will likely shape the future of sports media globally.
365247 Consulting Insight
For other leagues, rights-holders, and OTT platforms, FanCode’s move offers three critical lessons:
- Localization Drives Growth
Regional-language content is no longer optional — it’s central to building audience loyalty in diverse markets. - Technology Partnerships Unlock Scale
By collaborating with specialists like CAMB.AI, leagues and broadcasters can leapfrog years of R&D and deploy world-class solutions quickly. - New Monetization Pathways
Real-time ad insertion in commentary, AI-led personalization, and fan-specific experiences open up innovative revenue models beyond traditional sponsorship and subscriptions.
In a crowded global sports media market, the winners will be those who blend technology with cultural context, ensuring sport feels personal, inclusive, and accessible. FanCode’s partnership with CAMB.AI may well be the blueprint for the future of sports broadcasting.
