*By Jacqueline Corba*
Fox Sports is teaming up with IBM to offer soccer fans a unique experience during this year's World Cup.
The tech giant's artificial intelligence system Watson is powering a cognitive-based platform that lets fans make their own customized highlight videos throughout the tournament.
"It's about unlocking that fan experience wherever folks are in the United States," Robert Schwartz, Global Leader of Strategy and Design at IBM iX, the company's digital ad agency, told Cheddar's Peter Gorenstein at the Cannes Lions festival. "It is a huge opportunity to tap into that fan passion."
Dubbed the FIFA World Cup ["highlight machine,"](https://www-935.ibm.com/services/ibmix/case-studies/fox-sports.html) the platform allows fans to browse FIFA's archive of current and past matches. IBM's Watson compiles and analyzes the footage based on the user's commands. The software also encourages users to share their clips on social media.
Schwartz says IBM iX is looking to roll out this platform for fans of other professional sporting events, including this summer's U.S. Open tennis tournament.
For the full interview, [click here](https://cheddar.com/videos/world-cup-powered-by-artificial-intelligence).
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The Baltimore Ravens are rolling the dice on a new partnership with Horseshoe Casino. The agreement will allow Horseshoe to use team trademarks and logos; the casino plans to eventually build a new Ravens-themed bar on site. The real opportunity, however, will present itself if the state of Maryland decides to legalize sports betting, the NFL team's Senior VP of corporate sales, Kevin Rochlitz, said Wednesday in an interview with Cheddar.
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Sean Pate, brand communications officer for Zenni Optical, and Matt Kobe, VP of business and analytics for the Chicago Bulls, spoke with Cheddar about why the new partnership was a perfect fit.
Peloton, the stationary bike maker with a cult-like following, has launched Tread ー an all-in-one treadmill and bootcamp experience. CEO John Foley said you can now get a full-body workout at home.
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