The XR Sports Alliance (XRSA) has welcomed a new cohort of members.
Formed to promote collaboration between members with the aim of boosting commercialisation and time-to-market of extended reality (XR) sports services, the organisation is driven by founding members Accedo, Qualcomm Technologies and HBS.
Ranging across the sports, technology and XR ecosystem, the new additions include Google, Lenovo, the French Soccer League (LFP), Premier Lacrosse League and Global Urban Sports Series (FISE), along with Red Bull, T-Mobile US and sports data provider Stats Perform. These new members aim to bolster the initiative’s ability to drive scalable end-to-end experimentation, said the XRSA.
Michael Lantz, CEO, Accedo Group, commented, “Welcoming these globally recognised players into the XR Sports Alliance marks a major step in scaling immersive experiences for the sports industry. Together with all other members, I believe that this collaboration will be a blueprint for the sports entertainment industry—laying the foundation for immersive video delivery, next-generation fan engagement, and sustainable monetisation at scale.”
Ziad Asghar, SVP & GM of XR at Qualcomm Technologies, Inc. said, “We are thrilled to welcome such a diverse and innovative group of members to the XR Sports Alliance. These new members, along with our first cohort, will help us push immersive sports experiences to new heights. By working together, we can unlock new possibilities for both fans and sports organisations, creating more engaging, immersive, and interactive ways to enjoy the action only possible through an XR device.”
Head of digital at HBS, Sylvain Lebreton, added, “HBS welcomes the new members and looks forward to collaborating closely as the Alliance continues to grow. It’s encouraging to see the level of energy and investment each organisation is bringing to the table. This collective effort reflects a shared ambition to evolve how sports content is created, distributed, and experienced.”
