London, United Kingdom - 25 February 2026

Spicy Mango today announced the launch of Gameday MCP, a new Model Context Protocol (MCP) capability for Gameday designed to make sports data actionable through natural language. Unlike MCP implementations that sit as thin wrappers around provider-specific APIs, Gameday MCP is built directly on a governed, unified sports data platform, connecting Gameday’s entity model to AI-driven experiences and workflows that span fan engagement, content operations, product delivery and commercial journeys.

Until now, conversational and interactive data experiences have typically required bespoke work, because many sports data foundations weren’t structured, unified, or queryable at scale. With Gameday, customers start with a globally scaling sports data warehouse and a consistent entity model, and MCP turns that foundation into an interface that people can use instantly, by asking questions, making requests, and triggering actions.

Turn fragmented sports data into connected experiences

MCP (Model Context Protocol) is a standardised way to connect AI systems to structured data, tools and services. In Gameday, MCP provides a secure, governed interface between the unified sports data model and product experiences - so outputs are grounded in official and structured data, not ad hoc prompts.

That matters because sports experiences are often fragmented: stats, video, editorial, ticketing and commerce sit in separate layers. Gameday MCP brings these closer together by making the data model the organising layer - so content and actions become discoverable through sports entities (clubs, teams, players, competitions and venues) in real time.

Actionable workflows

Gameday MCP, designed for broadcasters, leagues, clubs, sportsbooks, publishers and OTT platforms, enables a set of core capabilities that unlock both fan-facing and internal workflows:

• Chat with live sports data
  Ask questions about teams, players, competitions, form and fixtures in plain language, including during live play.

• Search using natural language
  Find the right moment, stat or context without rigid filters, and move directly from insight to the relevant content.

• Generate analytics and reporting on demand — in real time
  Create live insight as the game unfolds. This is particularly valuable for commentators, editors and product teams who need fast, defensible context in the moment.

Beyond Q&A and search, MCP also enables actionable sports data workflows, including:

• Create custom highlights from natural language instructions
  For example: “Build a highlights package of all [Player] chances created and include key build-up phases.”

• Transcribe and generate spoken audio commentary
  Support accessibility use cases, including audio-first experiences and commentary for visually impaired audiences.

• Discover and trigger commercial journeys through the data model
  Examples include finding tickets or navigating store/catalogue experiences linked to clubs, teams, players, matches or venues.

The strategic shift is that sports data stops being something only specialists can interrogate. It becomes something audiences and teams can interact with directly, using the language they already use on matchday.

Unify, then let MCP do the work

Gameday is built as a globally scaling sports data warehouse — bringing live and historical sports data into a consistent, governed model that can be queried in real time. MCP then turns that foundation into an interface: natural language becomes a practical way for fans and teams to interrogate data, generate insight, and trigger actions reliably.

As customers evolve their use of Gameday, the value compounds by aligning additional sources to the same entity model - for example ticketing platforms, commerce and storefronts, venue and stadium systems, and weather and environmental data. When those sources are linked to clubs, teams, players, matches and venues, audiences can interact not only with sports performance data, but also with the information and services connected to that entity, such as finding relevant tickets, navigating merchandise, or accessing venue-specific context, using the same conversational and search experiences.

For operators, this creates a step-change: a single, structured data foundation that supports personalised engagement and materially stronger monetisation pathways, because commercial journeys can be driven by context (who, what, where, when) rather than generic segmentation.

Privacy, security and compliance by design

Gameday MCP is built with a privacy- and security-first approach. Customers retain full control over data governance and compliance, including the ability to run MCP with Gameday’s AI or their own customer-hosted LLM and AI stack. This ensures sensitive data can remain within a customer’s infrastructure and security boundaries, while still enabling interactive chat, search and real-time analytics on a governed sports data model.

Learn more about Gameday here.

Media and enquiries

To request a product briefing, demonstration, or supporting materials, please contact:
Ben Davison
Director of Commercial
ben.davison@spicymango.co.uk