How MLS Brought An International Audience By Live-Translating Its Broadcast With AI

On April 2, 2024, CAMB.AI made history by becoming the first company to live-dub professional soccer commentary into multiple languages in real time. The milestone came through our partnership with Major League Soccer — a league whose fanbase is as diverse as the cities it plays in.

MLS sits at the intersection of a uniquely multilingual audience: English, Spanish, and dozens of other languages spoken across its markets. Yet live commentary, the emotional heartbeat of any match, was traditionally locked to a single language feed. Fans who didn't speak that language missed the excitement, the tension, and the storytelling that make live sport unforgettable.

Using CAMB.AI's real-time speech-to-speech translation, MLS delivered live match commentary in additional languages — preserving the energy, cadence, and emotion of the original announcers. Instead of a flat, robotic translation, fans heard commentary that rose and fell with the action, as if the broadcaster were calling the match in their own language.

The result was a broadcast that expanded MLS's reach to international and multilingual audiences, deepening engagement and opening new commercial opportunities — all without adding commentary booths or reshooting a single second of footage.