16th October 2025 – The XR Sports Alliance (XRSA) has announced the third cohort of members. The new members include MLSE, Vegas Golden Knights, Pro Climbing League, FansXR, Focal Point VR, and Nexus Studios, bringing the total member count up to 22.
The XRSA is a strategic initiative designed to accelerate time-to-market and commercialization of XR sports services by collaboration between its members. Its founding members Accedo, Qualcomm Technologies, Inc. and Host Broadcast Services (HBS) remain key driving forces powering the XRSA forward.
The latest XRSA cohort brings together leaders from across the sports, technology, and XR ecosystem. It includes sports intellectual property (IP) owners MLSE, one of the world's premier sports and entertainment companies, Vegas Golden Knights, National Hockey League team; and Pro Climbing League, a professional competition series for the world’s strongest climbers; FansXR, a computer vision sports and entertainment company that provides live multicast fan controlled broadcast views for gamification; Focal Point VR, specialists in live ultra-high-resolution stereo and immersive video technology; and Nexus Studios, a Creative and Technology Studio.
Michael Lantz, CEO, Accedo Group, commented: “With this latest cohort of members, the XR Sports Alliance adds new testbed opportunities and capabilities—from immersive video capture to interactive fan engagement and gamified experiences. As the XRSA grows from strength to strength, these new members will further advance our mission to build frameworks for XR sports services through deep collaboration across technology, media, and sports organizations.”
The XRSA’s experimentation framework has now been deployed for the first time with E1, the world’s first all-electric raceboat Championship. The deployment served as a testbed to explore how immersive XR content can enhance fan engagement and create new monetisation opportunities across live sports—testing over 20 different immersive camera angles to capture the action in entirely new ways. XRSA will share key learnings from this collaboration at Sportel Monaco, including insights on production workflows, cross-partner collaboration, and how to scale XR sports experiences from pilot to large-scale service.
Laurence Boyd, Chief Content and Product Officer, E1, added: “At E1, we wanted to be part of the XR Sports Alliance to share our experience to-date, as well as being a test-bed for cutting edge tech that can engage the next generation of fans. The test deployment has demonstrated some of what is possible and we’re excited to continue to push the boundaries of technology to develop engaging fan experiences that help to grow our audience and develop the next generation of Champions of the Water.”
Join Accedo’s Lucy Trang Nguyen at a panel session at Sportel Monaco, on Tuesday 21st October at 10.50, to find out about the XRSA’s first experimentation deployment with E1 Series. In this session, Lucy Trang Nguyen and Laurence Boyd, Chief Content and Product Officer of E1 Series, will share valuable learnings from XRSA’s work with this experimentation deployment.
Accedo will be at SPORTEL Monaco from 20th – 22nd October 2025. Visit the Accedo booth for a demo of the E1 Series deployment, and to find out more about XRSA.
The XRSA is a strategic initiative designed to accelerate time-to-market and commercialization of XR sports services by collaboration between its members. Its founding members Accedo, Qualcomm Technologies, Inc. and Host Broadcast Services (HBS) remain key driving forces powering the XRSA forward.
The latest XRSA cohort brings together leaders from across the sports, technology, and XR ecosystem. It includes sports intellectual property (IP) owners MLSE, one of the world's premier sports and entertainment companies, Vegas Golden Knights, National Hockey League team; and Pro Climbing League, a professional competition series for the world’s strongest climbers; FansXR, a computer vision sports and entertainment company that provides live multicast fan controlled broadcast views for gamification; Focal Point VR, specialists in live ultra-high-resolution stereo and immersive video technology; and Nexus Studios, a Creative and Technology Studio.
Michael Lantz, CEO, Accedo Group, commented: “With this latest cohort of members, the XR Sports Alliance adds new testbed opportunities and capabilities—from immersive video capture to interactive fan engagement and gamified experiences. As the XRSA grows from strength to strength, these new members will further advance our mission to build frameworks for XR sports services through deep collaboration across technology, media, and sports organizations.”
The XRSA’s experimentation framework has now been deployed for the first time with E1, the world’s first all-electric raceboat Championship. The deployment served as a testbed to explore how immersive XR content can enhance fan engagement and create new monetisation opportunities across live sports—testing over 20 different immersive camera angles to capture the action in entirely new ways. XRSA will share key learnings from this collaboration at Sportel Monaco, including insights on production workflows, cross-partner collaboration, and how to scale XR sports experiences from pilot to large-scale service.
Laurence Boyd, Chief Content and Product Officer, E1, added: “At E1, we wanted to be part of the XR Sports Alliance to share our experience to-date, as well as being a test-bed for cutting edge tech that can engage the next generation of fans. The test deployment has demonstrated some of what is possible and we’re excited to continue to push the boundaries of technology to develop engaging fan experiences that help to grow our audience and develop the next generation of Champions of the Water.”
Join Accedo’s Lucy Trang Nguyen at a panel session at Sportel Monaco, on Tuesday 21st October at 10.50, to find out about the XRSA’s first experimentation deployment with E1 Series. In this session, Lucy Trang Nguyen and Laurence Boyd, Chief Content and Product Officer of E1 Series, will share valuable learnings from XRSA’s work with this experimentation deployment.
Accedo will be at SPORTEL Monaco from 20th – 22nd October 2025. Visit the Accedo booth for a demo of the E1 Series deployment, and to find out more about XRSA.
About the XR Sports Alliance
The XR Sports Alliance (XRSA) is a non-profit initiative co-founded by Accedo, Qualcomm, and HBS, bringing together leaders in sports, media, and technology to accelerate the adoption of immersive and extended reality (XR) across the global sports ecosystem.
XRSA unites sports organizations, telcos, OEMs, and technology providers to drive experimentation, scalable frameworks, and next-generation fan engagement. Through hands-on deployments and collaborative working groups, the alliance explores new opportunities in XR production, content distribution, AI and data integration, monetization, and 5G-powered fan experiences.
With 16 members and growing, XRSA serves as a cross-industry collaboration platform to test, learn, and scale immersive sports technologies that shape the future of how fans experience live events.
Website: https://www.accedo.tv/xr-sports-alliance
LinkedIn: https://www.linkedin.com/company/xr-sports-alliance/
About Accedo
Accedo is a global provider of award-winning software and services to optimize, grow, and evolve video streaming services. Our expert teams have helped many of the world’s leading video companies - including Paramount, Deutsche Telekom, ITV, Hallmark, BBC, Cogeco, and Tata Play - become more competitive. Our offerings range from no code video solutions to complete OTT managed services, always backed by a data-driven approach and with the end user experience in mind.
Accedo was founded in 2004 and is headquartered in Stockholm, Sweden with 15 global offices across the world.
Website: https://www.accedo.tv/
Twitter: www.twitter.com/accedotv
Facebook: www.facebook.com/accedo.smarttv
LinkedIn: https://www.linkedin.com/company/accedo-tv/
About HBS
Host Broadcast Services (HBS) was originally established with the core mandate of being the host broadcaster (HB) for the 2002 FIFA world cup Korea/Japan™; the organisation has since developed as a renowned host broadcast expert. HBS offers expertise and experience in project managing the delivery of the most prestigious sports events around the world.
The company has always pushed to reduce the broadcasting footprint, allowing organisers and broadcasters to optimise both venue resources and media rights with flawless reliability. HBS is based in Switzerland and has its planning headquarters in France (Paris/Boulogne), as well as offices in Miami, US, and London, UK.
Media Contact:
Helen Weedon
Communications Manager, Accedo
+44 (0)1570 429817
+44 7733 231922
helen.weedon@accedo.tv
The XR Sports Alliance (XRSA) is a non-profit initiative co-founded by Accedo, Qualcomm, and HBS, bringing together leaders in sports, media, and technology to accelerate the adoption of immersive and extended reality (XR) across the global sports ecosystem.
XRSA unites sports organizations, telcos, OEMs, and technology providers to drive experimentation, scalable frameworks, and next-generation fan engagement. Through hands-on deployments and collaborative working groups, the alliance explores new opportunities in XR production, content distribution, AI and data integration, monetization, and 5G-powered fan experiences.
With 16 members and growing, XRSA serves as a cross-industry collaboration platform to test, learn, and scale immersive sports technologies that shape the future of how fans experience live events.
Website: https://www.accedo.tv/xr-sports-alliance
LinkedIn: https://www.linkedin.com/company/xr-sports-alliance/
About Accedo
Accedo is a global provider of award-winning software and services to optimize, grow, and evolve video streaming services. Our expert teams have helped many of the world’s leading video companies - including Paramount, Deutsche Telekom, ITV, Hallmark, BBC, Cogeco, and Tata Play - become more competitive. Our offerings range from no code video solutions to complete OTT managed services, always backed by a data-driven approach and with the end user experience in mind.
Accedo was founded in 2004 and is headquartered in Stockholm, Sweden with 15 global offices across the world.
Website: https://www.accedo.tv/
Twitter: www.twitter.com/accedotv
Facebook: www.facebook.com/accedo.smarttv
LinkedIn: https://www.linkedin.com/company/accedo-tv/
About HBS
Host Broadcast Services (HBS) was originally established with the core mandate of being the host broadcaster (HB) for the 2002 FIFA world cup Korea/Japan™; the organisation has since developed as a renowned host broadcast expert. HBS offers expertise and experience in project managing the delivery of the most prestigious sports events around the world.
The company has always pushed to reduce the broadcasting footprint, allowing organisers and broadcasters to optimise both venue resources and media rights with flawless reliability. HBS is based in Switzerland and has its planning headquarters in France (Paris/Boulogne), as well as offices in Miami, US, and London, UK.
Media Contact:
Helen Weedon
Communications Manager, Accedo
+44 (0)1570 429817
+44 7733 231922
helen.weedon@accedo.tv