The XR Sports Alliance (XRSA) has introduced its first cohort of members, marking a significant step toward revolutionizing XR in sports. Notable members include Deutsche Telekom, E1 Series, and AR glasses leader XREAL. These companies join forces under XRSA to push the boundaries of innovation and accelerate the commercialization of XR-based sports viewing experiences.
Launched in June 2024, the XRSA is a strategic initiative powered by Accedo, Qualcomm Technologies, and HBS. It aims to unite key players from the sports and XR ecosystems to facilitate knowledge sharing, foster innovation, and reduce the time-to-market for next-generation fan experiences.
First Cohort Highlights Diverse Industry Players
The newly announced members span multiple industries, each playing a vital role in shaping the future of XR sports:
- Sports Rights Owners: E1 Series
- Telecom Operators: Deutsche Telekom
- Original Equipment Manufacturers (OEMs): XREAL
- Technology Service Providers: Ateme and Skyrim.ai
By joining XRSA, members gain access to a comprehensive go-to-market program, including custom experimentation deployments. This initiative provides data-driven insights into user behavior, monetization strategies, and technology frameworks to define clear paths to commercialization.
Driving XR Sports Forward
The XR Sports Alliance positions itself as a full-spectrum solution for the XR and sports industries. Founding members Accedo, Qualcomm Technologies, and HBS provide end-to-end capabilities, ranging from immersive video production and user experience design to data reports, business model advisory, and app development.
Michael Lantz, CEO of Accedo, commented:
“Our ambition is to bring together passionate leaders from sports and XR industries to shape frameworks for scalable technology and sustainable XR business models. Each member adds value to how we collectively experiment and innovate.”
Patrick Costello, Senior Director at Qualcomm Technologies, highlighted XRSA’s unique focus on data:
“Through global experimentation deployments, XRSA will gather diverse audience insights to inform future developments and refine our commercialization efforts.”
Sylvain Lebreton, Head of Digital at HBS, outlined the upcoming experimentation phase:
“We’re planning deployments in early 2025 to test live and non-live spatial video formats, immersive fan features, and spatial advertising. This collaboration will set the stage for the next wave of sports entertainment.”
CES 2025: Showcasing the Vision
The XR Sports Alliance will have a strong presence at CES 2025 (January 7–11) in Las Vegas, where founding members will share their latest advancements. Attendees can learn more about XRSA’s initiatives and connect with its members to explore opportunities for collaboration.
For more details, visit the XR Sports Alliance website.
The Streaming Wars is intentionally ad-free
We don’t run display ads. Not because we can’t, but because we don’t believe in them.
They interrupt the reading experience. They cheapen the work. And they burn advertisers’ money on impressions nobody actually wants.
So we chose a different model.
We say the things people in this industry are already thinking but don’t say out loud. We connect the dots beyond the headline and focus on explaining why things matter to the people working in this business.
If you believe industry coverage can exist without clutter and interruption, you can support it here → SUPPORT TSW.
Support is optional. But it directly funds research and continued coverage — and helps prove this model can work.
Support TSW →
