SportsTech Weekly: DTC Revolution and AI Integration Accelerate Sports Media Evolution
Week 28 features leagues launching DTC platforms, AI-powered safety innovations, and immersive fan experiences driving shifts in sports consumption and athlete protection
Hello sports tech enthusiasts 👋🏼 Welcome to Regen Sports, your twice-weekly deep dive into the intersection of sports and technology. Every Monday, catch up on the week's most important developments in sports innovation, and every Thursday, explore in-depth analysis of trends, companies, and technological breakthroughs reshaping the future of sports.
Before we get into it, if you missed last week’s developments, you can find the recap of week 27's sports tech highlights.
The last week demonstrates the sports technology sector's pivot toward direct-to-consumer broadcasting models and comprehensive AI integration across performance, safety, and fan engagement.
Ligue 1's launch of its DTC channel Ligue 1 Plus through multiple distribution partners and the Premier League's strategic Adobe partnership signal major leagues' commitment to controlling their digital fan experiences.
The week showcases significant funding activity with Fantasy Life's seed round and Movetru's pre-seed funding highlighting investor confidence in AI-powered sports media and wearable technology solutions. Innovation accelerates with breakthrough applications including MLB's robot umpire technology, Pickleball Inc.'s automated line calling partnership, and accessibility advances through the Arizona Diamondbacks' tactile sports broadcasts partnership.
Without further ado;
PARTNERSHIPS & COLLABORATIONS 🤝🏼
Image source: Adobe
The Premier League has partnered with Adobe, with the software giant being named as the Premier League’s Official Digital Fan Experience and Official Creativity Partner
LFP have launched their DTC broadcast channel, Ligue 1 Plus, with the likes of Boygues Telecom, Free, Orange, SFR and DAZN OTT all distributing the stream
The Aquatics GB governing body has agreed a deal with the European Broadcasting Union to showcase the upcoming World Aquatics Championships on its website for free
Uber has partnered up as a sponsor of the Olympic and Paralympic Games, as well as Team USA, as the Official Rideshare and On-Demand Delivery Partner
The Open announced that R&A and NTT DATA have been making technological changes to enhance the fan experience ahead of The 153rd Open
Ideagen, a Nottingham-based software company, have extended their sleeve partnership with Nottingham Forest heading into the 2025/26 season
Two Circles has launched a new project with Aberdeen FC, deploying KORE Intelligence platform and Staylive streaming platform to deliver an upgraded RedTV product
PlayHQ, a sports registration platform, in partnership with OHO, a credential verification system, launched PlaySafe, a platform to automate child safety in grassroots sports
The Australian Sports Commission announced a 3-year research partnership with CSIRO to help Australian sport benefit from artificial intelligence
Pickleball Inc. announced that it has partnered with PlayReplay to bring automated line calls and AI tracking to pickleball
The Athletes Unlimited Softball League announced a partnership with PitchCom, the communication technology company, bringing advanced communication tools to the game
Image source: UVU
Utah Valley University Athletics announced a partnership with FanWord, leveraging the company's AI-powered software, FanWord Assist to elevate its storytelling efforts
The Arizona Diamondbacks Foundation has partnered with OneCourt to launch tactile sports broadcasts at Chase Field, providing accessibility solutions for fans
Cricket Ireland has announced a partnership with Ludimos, an Amsterdam-based video analytics company, to enhance player performance and development across all levels
Athlete.ai, a sports analytics and technology company, announced a partnership with Select Events Basketball, the premier girls' basketball tournament provider
Agassi Sports Entertainment Corp. announced a collaboration with IBM to innovate in racquet sports through AI, benefiting both players and fans alike
Snap announced a partnership with RWS Global that will enhance fan engagement at sporting events, via Snap’s AR technology and Global's sport presentation software
ARfuture, the Madrid-based augmented reality and artificial intelligence startup, has received a €100,000 investment from investment fund Eoniq
Bryson DeChambeau’s LIV Golf team Crushers GC announce a multi-year collaboration with Qualcomm Technologies
Image source: Yahoo
Athlete.ai, a sports analytics and technology company, announced a partnership with Ohio Basketball, a basketball event management company
Plait, the wearable metrics converter platform, debuted its AI nutrition coach for Whoop users, turning live strain, sleep and recovery scores into instant meal plans
Why This Matters: The Premier League's partnership with Adobe as Official Digital Fan Experience and Official Creativity Partner represents a strategic shift toward technology-first fan engagement. By leveraging Adobe's creative software suite and digital experience platform, the Premier League is positioning itself to create personalized, interactive content that goes beyond traditional broadcasting. This partnership could establish new standards for how major sports properties integrate creative technology into their fan engagement strategies, potentially influencing how other leagues approach their digital transformation initiatives.
FUNDING & INVESTMENTS 💰
Fantasy Life, the media and technology company, successfully raised $7 million in a new seed round, helping launch a new platform and its acquisition of Guillotine Leagues
Movetru, a Northern Ireland-based AI wearables startup, has raised €1.4 million in pre-seed funding, aimed at movement analysis and injury prevention
Theo Health, a Scottish start-up, has raised £1.2 million in fresh funding, bringing golfer Xander Schauffele on as an investor to grow its smart clothing platform
ARfuture, the Madrid-based augmented reality and artificial intelligence startup, has received a €100,000 investment from investment fund Eoniq
Why This Matters: Fantasy Life's $7 million seed round signals growing investor confidence in AI-powered sports media platforms that combine content creation with technology-driven fan engagement. The funding, paired with their acquisition of Guillotine Leagues, positions Fantasy Life to capitalise on the convergence of sports content, community building, and interactive gaming. This investment reflects a broader trend of sports media companies leveraging technology to create more engaging, personalised experiences that keep fans actively participating rather than passively consuming content.
PRODUCT LAUNCHES & TECH INNOVATIONS 🔬
Major League Baseball announced that it plans to use its robot umpire technology for ball-strike challenges in the upcoming All-Star Game at Atlanta
Cosm, in partnership with Bedrock, and Rock Entertainment Group, announced plans to build its fifth immersive venue in Cleveland’s Rock Block district, near Rocket Arena
Why This Matters: MLB's implementation of robot umpire technology for ball-strike challenges at the All-Star Game represents a watershed moment for AI-assisted officiating in major professional sports. By introducing this technology during one of baseball's most visible events, MLB is taking a calculated risk that could fundamentally change how the sport is officiated. The success or failure of this implementation will likely influence adoption timelines across other major sports leagues and could accelerate the broader integration of AI in sports officiating.
FINAL THOUGHTS 💭
Week 28 showcases the sports technology sector's evolution toward direct-to-consumer broadcasting models and comprehensive AI integration across multiple touchpoints. The Premier League's Adobe partnership and Ligue 1's DTC channel launch demonstrate how major sports properties are taking control of their digital fan experiences, while MLB's robot umpire technology and various AI-powered safety innovations highlight the industry's commitment to leveraging technology for both performance enhancement and fan engagement.
The diverse funding activity across wearable technology, sports media platforms, and AI startups reflects continued investor confidence in sports technology's potential to transform how sports are consumed, played, and experienced. As always, stay tuned for next week's roundup as we continue tracking the transformative developments reshaping the global sports technology landscape.
Track the Trends. Spot the plays. Shape the game.
Thanks for reading,
Dean
P.S. If you found this newsletter valuable, please consider subscribing. The sports tech industry grows stronger when we learn together.