A Visionary at Sofascore: Behshad Behzadi on AI, Sports, and the Future of Fan Experience
Before the summer break kicks in, Sofascore closed its event season on a high note by hosting a special guest at our Zagreb HQ – Behshad Behzadi, one of the key figures behind Google’s AI evolution.
In an engaging fireside chat with our Chief Business Development Officer Toni Jermaniš, Behzadi shared his unique insights on the role of artificial intelligence in shaping the future of sports consumption and fan engagement.
From Google to Sportradar: A Leader Who Shaped the Course of Artificial Intelligence
Behzadi spent 18 years at Google, where he helped lead the development of some of the company’s most groundbreaking AI products, including Google Assistant, Google Lens and Google Smart Display. During his time there, he played a pivotal role in steering Google’s AI strategy and shaping the way millions of users interact with technology every day – making it more contextual, personalized, and real-time.
AI in Sports: What’s Next and How the Industry Should Prepare
At the Sofascore event, Behzadi addressed questions about how he applies his experience from Google to the world of sports, the opportunities AI creates for deeper fan engagement, and the common mistakes sports companies make when defining their AI strategies.
‘Sport will always remain deeply human, but the fan experience is evolving – just like in every other digital industry. As personalized content, short formats, and infinite scroll become standard, fans will expect the same engagement from sports platforms as they do across the rest of the digital ecosystem. The challenge will be delivering that experience – personalized, scalable, in real time, and cost-effective,’ said Behzadi.
Sofascore and Sportradar: Merging Data, Technology, and Storytelling
As industry partners, Sportradar and Sofascore share a vision where data is not just used to inform — but to create an exciting, personalized sports experience.
‘Having someone like Behshad join us was not only a privilege, but also a sign that key conversations about the future of sports and technology can happen right here in Croatia,’ said Zlatko Hrkać, co-founder and CEO of Sofascore.
Sofascore brings together industry leaders and builds community through knowledge
At Sofascore, we’re committed to building a strong community around sports, data, and technology. By organizing meetups and talks with global leaders and visionaries, we aim to create a space for open dialogue, collaboration, and innovation – and continue putting Croatia on the map as a hub for sports-tech excellence.
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26 de nov. de 2025A Visionary at Sofascore: Behshad Behzadi on AI, Sports, and the Future of Fan Experience
Before the summer break kicks in, Sofascore closed its event season on a high note by hosting a special guest at our Zagreb HQ – Behshad Behzadi, one of the key figures behind Google’s AI evolution.
In an engaging fireside chat with our Chief Business Development Officer Toni Jermaniš, Behzadi shared his unique insights on the role of artificial intelligence in shaping the future of sports consumption and fan engagement.
From Google to Sportradar: A Leader Who Shaped the Course of Artificial Intelligence
Behzadi spent 18 years at Google, where he helped lead the development of some of the company’s most groundbreaking AI products, including Google Assistant, Google Lens and Google Smart Display. During his time there, he played a pivotal role in steering Google’s AI strategy and shaping the way millions of users interact with technology every day – making it more contextual, personalized, and real-time.
AI in Sports: What’s Next and How the Industry Should Prepare
At the Sofascore event, Behzadi addressed questions about how he applies his experience from Google to the world of sports, the opportunities AI creates for deeper fan engagement, and the common mistakes sports companies make when defining their AI strategies.
‘Sport will always remain deeply human, but the fan experience is evolving – just like in every other digital industry. As personalized content, short formats, and infinite scroll become standard, fans will expect the same engagement from sports platforms as they do across the rest of the digital ecosystem. The challenge will be delivering that experience – personalized, scalable, in real time, and cost-effective,’ said Behzadi.
Sofascore and Sportradar: Merging Data, Technology, and Storytelling
As industry partners, Sportradar and Sofascore share a vision where data is not just used to inform — but to create an exciting, personalized sports experience.
‘Having someone like Behshad join us was not only a privilege, but also a sign that key conversations about the future of sports and technology can happen right here in Croatia,’ said Zlatko Hrkać, co-founder and CEO of Sofascore.
Sofascore brings together industry leaders and builds community through knowledge
At Sofascore, we’re committed to building a strong community around sports, data, and technology. By organizing meetups and talks with global leaders and visionaries, we aim to create a space for open dialogue, collaboration, and innovation – and continue putting Croatia on the map as a hub for sports-tech excellence.