SportsTech Weekly: AI Acquisitions and the Future of Fan Engagement
Week 6 of 2025 brings major tech acquisitions, innovative stadium upgrades, and AI-powered performance analytics reshaping sports.
Hello sports tech enthusiasts 👋🏼
As we dive into week 6 of 2025, the sports technology landscape continues to evolve at a rapid pace. From Electronic Arts' strategic acquisition of TRACAB Technologies to groundbreaking AI implementations in performance analytics, we're seeing a transformation that touches every aspect of sports. This week's developments highlight how technology is not just enhancing the game – it's changing how we experience, analyse, and interact with sports at every level.
Let’s get into it:
ACQUISITIONS & MERGERS
Image source: Sports Video Group
Electronic Arts agreed to acquire TRACAB Technologies, leveraging the optical tracking technology to enhance EA SPORTS' ability to deliver immersive experiences
Hudl, a cloud-based technology connecting video and data for sports teams, has acquired Balltime, an AI-powered highlights and analytics platform
Why This Matters: EA's acquisition of TRACAB Technologies represents a significant shift in how gaming companies are approaching the intersection of real and virtual sports. This merger could revolutionise sports gaming by incorporating real-time player tracking data into video games, creating unprecedented levels of realism and immersion in sports gaming experiences.
PARTNERSHIPS & SPONSORSHIPS 🤝🏼
Image source: Sportcal
The E1 all-electric motorboat racing series and DAZN announced a new multi-year, global broadcast rights deal, expanding a short team deal between the two from last season
Sports Illustrated Tickets has entered an agreement with the Pittsburgh Steelers to become the Official Fan Experience partner, enhancing fan experiences at the stadium
Islamabad United and Binance announced a partnership, making Binance the official exchange partner of the cricket team, transforming fan engagement and education
Formula 1 driver Charles Leclerc has partnered with Eight Sleep, joining the roster of 300+ pro athletes using the brand's smart sleep technology
Major League Soccer announced a multiyear partnership renewal with IMG, aimed at its broadcast studio plans of MLS Productions, the media and broadcast production arm
Good Good Golf announced an expanded partnership with NBC Sports and an ownership stake in the TGL’s LA Golf Club
Silverside AI, San Francisco-based artificial intelligence innovation lab, announced its partnership with the new team-based MMA league, Global Fight League (GFL)
Formula 1 team McLaren has renewed existing commercial deals with Stanley Black & Decker, Smartsheet, Salesforce, Medallia and Alteryx ahead of the new 2025 season
Image source: England Netball
England Netball has partnered with performance nutrition brand, Science in Sport (SiS) in a multi-year agreement as they prepare for the 2027 Netball World Cup
Chelsea FC have announced a multi-year partnership with US cloud communications firm Twilio, enhancing fans' interactions and experiences on and off the pitch
Why This Matters: The E1 and DAZN broadcast rights deal signals growing mainstream interest in sustainable sports. This partnership could accelerate the adoption of electric motorsports and create a new category of eco-friendly entertainment that appeals to both traditional racing fans and environmentally conscious viewers.
FUNDING & INVESTMENTS 💰
Samba Digital, a sports digital marketing firm, announced the launch of a €4 million capital increase to revolutionise sports content production through generative AI
Pickleheads, a provider of a platform for pickleball players to connect and organise games, raised $2.5M in seed funding led by Overline
Alma, a nutrition startup that uses AI to track and analyze users eating habits, recently launched on the Apple store, and received pre-seed funding from Menlo Ventures
Sidley LLP is advising Ariel Investments in their launch of a women’s sports-focused fund, as well as their initial investment in NWSL’s new Denver expansion team
Former pro tennis player CiCi Bellis, raised $40 million in a second fund through her VC, Cartan Capital, investing in sports and health technology startups
Why This Matters: Ariel Investments' launch of a women's sports-focused fund, including investment in the NWSL's Denver expansion team, demonstrates the growing recognition of women's sports as a viable investment opportunity. This could catalyse more institutional investment in women's sports and accelerate the growth of professional leagues.
PRODUCT LAUNCHES & INNOVATIONS 🔬
Alma, a nutrition startup that uses AI to track and analyze users eating habits, recently launched on the Apple store, and received pre-seed funding from Menlo Ventures
Image source: NBA
The NBA announced the five companies that will make up the fourth cohort of NBA Launchpad, namely OneCourt, Somnee, SportIQ, Trashie and VReps
MLB team the Milwaukee Brewers have announced a suite of upgrades to their stadium, including MLB Go-Ahead Entry and express lanes ahead of the 2025 season
Elevate, the agency network for sports and entertainment brands is launching a new AI-powered data platform, EPIC, to transform audience data
ShotQuality and Field Vision have partnered to introduce Drive Quality- a real-time location data and predictive analytics platform that measures offensive performance
Why This Matters: The NBA Launchpad's fourth cohort selection shows the league's continued commitment to innovation. By supporting startups focused on performance, fan experience, and sustainability, the NBA is helping shape the future of sports technology while creating new opportunities for technological advancement in athletics.
EVENTS & AWARDS 🥇
Sports Cloud Australia and NSC Events have announced the inaugural Digital Sport Business Summit to be held in Melbourne in April
Five Australian sports tech companies; Catapult, Layercake, MyVenue, Box Altitude and Chicks Who Ride Bikes, have been shortlisted for the 2025 Sports Technology Awards
Why This Matters: The strong showing of Australian companies in the 2025 Sports Technology Awards highlights the growing global nature of sports innovation. This demonstrates how sports technology development is no longer centred in traditional markets, leading to more diverse and innovative solutions.
This past week showcases the sports industry's continued evolution toward a more technologically integrated future. From major acquisitions in the gaming space to innovative partnerships in sustainable sports, we're seeing technology reshape every aspect of the sports ecosystem. What's particularly noteworthy is the increasing focus on sustainability and women's sports investment, suggesting a more inclusive and forward-thinking approach to sports business. As we look ahead, it's clear that the convergence of sports and technology will continue to create new opportunities for innovation, investment, and fan engagement. Stay tuned for next week's roundup as we continue to track these exciting developments in the ever-evolving world of sports technology.
Track the Trends. Spot the plays. Shape the game.
Thanks for reading,
Dean