Paul Pettas Joins IBM in New Sports Role

Paul Pettas has started a new role as corporate communications lead, for the Sports and Entertainment Partnerships division of IBM.

Pettas previously worked for eight years as various communications roles at Centerplate and Sodexo Live!, including the last three years as vice president of brand and communications.

IBM has worked with various professional sports leagues and brands in recent years including Wimbledon, The Masters, U.S. Open tennis, Scuderia Ferrari in F1, UFC and ESPN Fantasy Football. This is the first full-time position IBM has dedicated to its sports and entertainment partnership portfolio.

Among other examples of the company’s work, at the U.S. Open, which the company has been involved with for more than 30 years, IBM partnered with the USTA to create digital experiences for millions of tennis fans around the world, tapping into generative AI to add spoken commentary to match highlights, produce match previews and write hundreds of match summaries.