A system for the automatic recognition of entities in media-captured events, comprising: a hardware processor, and a memory device configured to store computer-executable instructions that when executed by the processor cause the processor to enable computer-executable components, the components comprising: an access component configured to access information related to entities including people in an event captured in a video; an entity recognition component configured to process social media messages, and output a set of named entities and attributes, wherein the attributes include entity popularity parameters, and entity type information; a trend component configured to access trend information that indicates entities that are trending in correlation to the event in social media networks, and from which information about the live content of the video is inferred, and to produce a ranked list of entities, for the set of named entities and attributes; a collection component configured to collect training data for the set of named entities and attributes by querying a search engine to retrieve images for each entity in the ranked list of entities, the training data used for identification of the entities in the video; a training component configured to train a model using the training data that comprises a set of tagged images of the entities to learn facial features of the entities; a recognition component configured to receive video frames of the event and to perform facial recognition processing of the entities in the video frames to identify a specific entity, the facial recognition processing performed using the model; and a content component configured to obtain content relevant to the specific entity for presentation with the video of the specific entity. an access component configured to access information related to entities including people in an event captured in a video; an entity recognition component configured to process social media messages, and output a set of named entities and attributes, wherein the attributes include entity popularity parameters, and entity type information; a trend component configured to access trend information that indicates entities that are trending in correlation to the event in social media networks, and from which information about the live content of the video is inferred, and to produce a ranked list of entities, for the set of named entities and attributes; a collection component configured to collect training data for the set of named entities and attributes by querying a search engine to retrieve images for each entity in the ranked list of entities, the training data used for identification of the entities in the video; a training component configured to train a model using the training data that comprises a set of tagged images of the entities to learn facial features of the entities; a recognition component configured to receive video frames of the event and to perform facial recognition processing of the entities in the video frames to identify a specific entity, the facial recognition processing performed using the model; and a content component configured to obtain content relevant to the specific entity for presentation with the video of the specific entity.