XR SPORTS ALLIANCE
Accelerating time-to-market and commercialization of XR Sports experiences.
Sign upHOW WE THINK
Bringing together the XR ecosystem to facilitate knowledge sharing and innovation.
The XR Sports Alliance is a strategic initiative that supports the sports and XR industries to accelerate time-to-market, facilitate knowledge gathering, and power technology advancement to drive adoption of next-generation sports viewing experiences. In joining the Alliance, sports rights owners, rights holders, telco operators, XR OEMs and other relevant ecosystem players will be guided through a comprehensive go-to-market program including custom experimentation deployments to define a clear and data-driven path to commercialization.
The initiative is powered by founding members Accedo, HBS, Qualcomm, bringing together a group of industry leaders to collectively cover end-to-end needs from immersive video production and distribution, data and monetization frameworks, UX and app development, user testing and data reports, business model advisory, and more.
Foster knowledge sharing and learning to unlock new opportunities.
The learnings from one sport and market can provide valuable insight and be adapted to other use cases within the next-generation sports viewing context. The XR Sports Alliance works to foster a culture of knowledge sharing and learning for its members, by providing a collective intelligence platform that helps address common challenges and identify opportunities. The aim is to jointly collect and share lessons learned from live test deployments across global territories to benefit the entire Alliance ecosystem, empowering members to build their own XR business case that suits their unique business objectives.
Bridging industries to advance the global technology roadmap.
The XR Sports Alliance connects leading companies from the sports, telco, host broadcast, video, infrastructure and hardware industries to jointly participate in test deployments, collectively contribute to each others’ roadmaps by exchanging knowledge, feedback, and evolve a joint global agenda for the acceleration of XR powered viewing experiences. lt also brings in stakeholders from across the XR ecosystem who have an intrinsic motivation for its continued evolution including XR OEMs, immersive technology partners, agencies, and video distributors - serving as a glue between the necessary pieces for developing and launching commercial XR experiences.
Joining forces to set new standards for XR sports experiences.
In order to truly establish XR as a widespread content distribution, user engagement and monetization platform, global enablers need to come together to minimize fragmentation and drive higher market adoption. The XR Sports Alliance works to standardize immersive video formats and distribution methods to facilitate increased production and intuitive platform-agnostic adoption of XR user experiences. It also focuses on creating a solid XR advertising framework that enables members to both capitalize on existing ad inventory and unlock entirely new ad opportunities that suit the XR sports viewing use case.
Who should join the XR Sports Alliance?
The Alliance founding members and partners will help you experiment at scale to collect market data from your existing customers in key global territories. Our sports and XR industry experts will then advise you on a clear path to commercialization, helping you define data-driven next-generation customer engagement and revenue opportunities to build a solid XR business case.
An Alliance founded by leading players from across the XR ecosystem.
Award-winning video solutions provider.
Accedo is a global pioneer and provider of video-centric streaming solutions, with 20 years experience designing, building and optimizing innovative and engaging video experiences.
Leading host broadcaster for premium sports.
HBS’ 25 years of work on sports events in over 100 countries gives a unique position to offer exceptional technical and project management experience.
Cutting-edge XR ecosystem enabler.
Qualcomm delivers intelligent computing solutions that drive transformation across industries, and our Snapdragon® platforms power extraordinary consumer experiences.
Meet the XR Sports Alliance first cohort
The XR Sports Alliance proudly unveils its inaugural cohort—a pioneering group of forward-thinking leaders and experts from the sports and XR industries. Launched at CES in January, this cohort brings together diverse sectors, including:
- Sports Rights Owners: E1 Series
- Telecom Operator: Deutsche Telekom
- OEM: XREAL
- Technology Service Providers: Ateme, Skyrim.ai
Together, these members are driving advancements in XR sports services by accelerating technological progress, streamlining time-to-market, and exchanging valuable insights across industries. This cohort establishes the foundation for a scalable experimentation and user testing framework, set to expand in Q2/Q3 2025.
Award-winning video solutions provider.
Ateme leads in video compression and delivery, boosting viewership with innovative streaming and TV solutions, personalised experiences, and flexible business models.
Cutting-edge XR ecosystem enabler.
Deutsche Telekom AG is a leading global telecommunications provider, delivering innovative connectivity, mobile, and digital solutions to millions worldwide.
Leading host broadcaster for premium sports.
E1 Series is the world's first electric powerboat racing series with teams owned by some of the biggest stars of sport and entertainment
Award-winning video solutions provider.
Skyrim.AI delivers immersive spatial sports media, redefining live events by letting fans experience the game as if they’re anywhere on the field, from anywhere in the world.
Leading host broadcaster for premium sports.
XREAL is the global leader in the design and manufacture of consumer AR glasses. XREAL was first to popularize the concept of connecting AR glasses with existing computing devices.
Why members choose the XR Sports Alliance
“Joining the XR Sports Alliance aligns perfectly with my vision of pushing the boundaries of innovation to create immersive, engaging, and interactive viewing experiences.”
Mickael Raulet
CTO, ATEME
“Deutsche Telekom must play a part in shaping this promising future. Together with other great companies, we aim to continue driving innovation and creating exceptional experiences for our customers.”
Daniel Aslam
TV Innovation Lead, Deutsche Telekom
“It was clear to me that this was something that E1 should be part of. I wanted E1 to share our experience of XR tech and to learn from some of the industry’s most innovative thinkers.”
Laurence Boyd
Chief Content and Product Manager, E1
“We're energized to collaborate with industry leaders to bring our best-in-class AR glasses to new and exciting experiences.”
Jon Li
General Manager
