A weekly look at some of the advances being made in the global world of sports technology over the past seven days.
AI FOR FAN EXPERIENCE
At Cannes Lions 2025, Lenovo’s Chief Marketing Officer, Emily Ketchen, spotlighted the increasing role of artificial intelligence in reshaping the fan experience in sports. She explained how AI is no longer just a backend tool for data processing but is actively being used to create personalised, immersive content for viewers. This includes tailored highlight reels, predictive analytics for in-game engagement, and conversational AI experiences that help fans connect more deeply with teams and athletes. The emphasis was on how AI helps brands stay relevant by delivering real-time, emotionally resonant content that reflects fan behaviour and preferences.
LED BASKETBALL COURTS
Meanwhile, in Germany, ASB GlassFloor unveiled a groundbreaking innovation in basketball infrastructure: the Lumiflex LED court. This fully interactive glass surface integrates LED technology and embedded sensors to offer real-time instructional overlays, such as training drills or virtual defenders projected directly on the court. Already used by top teams like Panathinaikos and Bayern Munich, as well as during NBA youth events, this tech allows coaches and players to enhance performance through instant visual feedback. Beyond training, it offers fans an augmented in-stadium experience with dynamic visual effects during games.
TECH TRIALS AT FIFA WORLD CLUB CUP
FIFA has also pushed forward on the innovation front with the ongoing Club World Cup, which is taking place in the United States from June 14 to July 13. The tournament is serving as a testing ground for five new officiating technologies. These include body-worn cameras on referees to stream live match footage from their perspective, real-time VAR reviews displayed on stadium screens to increase transparency, and a ball-integrated sensor system to support semi-automated offside calls. Additional features being tested are an AI-powered data system that delivers instant match analysis and a tablet-based substitution platform to streamline changes on the pitch. These trials are designed to enhance both officiating accuracy and fan trust.
DRIVING ON IN PLAY BETTING
In parallel with FIFA’s experiments, Sportradar, the global leader in sports data and betting services, secured an exclusive agreement to distribute live betting data for the Club World Cup. Partnering with DAZN, the deal includes coverage of all 63 matches, with data being delivered to over 800 betting platforms and 900 media outlets. This move is expected to significantly enhance in-play betting accuracy and engagement. The deal comes as Sportradar’s Q1 financials exceeded Wall Street forecasts, and its stock has seen notable gains, underscoring the growing market confidence in data-driven sports solutions.
HAWK EYE FOR ICE HOCKEY
In North America, the National Hockey League is fast-tracking the integration of Hawk-Eye Innovations technology—famous for its use in tennis and cricket—for tracking player and puck movement in real-time. While the NHL has already piloted puck and player tracking using chip-based systems, Hawk-Eye’s video-based solution promises greater precision and fewer disruptions. League officials are currently reviewing reliability data, with the goal of full implementation during the next season. This move is expected to assist referees in making more accurate decisions and provide broadcasters with enhanced visual analytics for fans.
TACTILE BROADCASTING
Another innovative area gaining attention is accessibility in sports, specifically for visually impaired fans. Startups such as OneCourt, based in Seattle, and Dublin’s Field of Vision are developing “tactile broadcasting” devices. These gadgets translate live game data into haptic feedback and tactile surfaces, allowing blind or low-vision fans to follow matches through touch. At NBA arenas and smaller venues alike, the technology is being hailed as a game-changer, creating a new avenue for inclusivity in sport. Future development aims to deliver more portable, home-use versions of these devices.
HIGH SCHOOL WEARABLES
In American high school football, wearable technology is also evolving. Over 1,000 schools in Texas are trialling smart wristbands and tablets from GoRout, a company offering real-time coach-to-player communication tools. Traditionally reliant on helmet radios (used only at higher levels), teams can now send plays, formations, and adjustments directly to players on the field via encrypted wristband screens. Recently approved by the University Interscholastic League, this system enables faster decision-making and a more efficient game flow, signalling a potential revolution in how grassroots teams prepare and perform.
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