XR Sports Alliance (XRSA) has announced its first cohort of members, including Deutsche Telekom, sports rights owner E1 Series and AR glasses manufacturer XREAL.
Launched in June 2024, the XR Sports Alliance was founded by Accedo, a provider of software and services for video streaming companies, together with Qualcomm Technologies and HBS, a specialist sports host broadcast organisation. Technology service providers Ateme and Skyrim.ai have also joined the alliance.
The new members will all be contributing to the XRSA, which aims to accelerate knowledge gathering, technological advancement and time-to-market for XR sports services, as well as gather and share industry knowledge across the globe.
Michael Lantz, CEO at Accedo, said: “The XRSA was born from a shared vision. Our ambition is to build a powerful collective of passionate leaders and experts from both the sports and XR industries, all committed to advancing the commercialisation of XR sports services. Every member is important for how we shape our end-to-end experimentation framework and how we lay the foundation for scalable technology and sustainable XR business models.”
Patrick Costello, senior director, business development at Qualcomm Technologies, added: “Through the XRSA user testing framework, the XRSA will gather valuable data from global deployments and share these lessons learned reports with our members, ensuring insights are drawn from diverse audiences to inform future developments.”
Sylvain Lebreton, head of digital at HBS, also commented that the planned experimentation deployments in early 2025 “will involve extensive experimentation with both non-live and live spatial video formats and evaluating user interaction with various immersive fan features and spatial advertising. We will continue to grow the membership over the coming months and welcome interest from companies across the ecosystem, both those wishing to serve as contributing members, as well as observing members.”
You are not signed in
Only registered users can comment on this article.
.jpg)
Expanded Future Tech to showcase the very best in innovation, technology and talent
After a successful debut in 2025, Future Tech returns to Hall 14 of the RAI this year, with more features, more innovation and more of the technologies shaping the next era of media and entertainment.
.jpg)
UK TV industry advocates out-of-hours guidelines
The UK television industry has backed new guidelines to minimise out-of-hours contact to help improve work-life balance in the sector.
.jpg)
EU approves Paramount's WBD acquisition with conditions
The European Commission has approved Paramount Skydance’s proposed $110bn acquisition of Warner Bros. Discovery.
Isabel Davis to become Director of BFI Filmmaking Funds
The British Film Institute (BFI) has named Isabel Davis as Director of its BFI National Lottery Filmmaking Funds.
Netflix uses GenAI on 300 titles in 2026
Netflix has revealed that nearly 300 titles on its platform have used generative AI, from early concept stages and pre-visualisation through to post-production and release.
.jpg)
