Inside XRSA: Building the Business Case for Immersive Sports Experiences, Lessons From Real-world Deployment

In this episode, we welcome host Lucy Trang Nguyen (Director of Strategic Alliances & Business Development for Emerging Technologies, Accedo), our guests Laurence Boyd (Chief Content & Product Officer, E1 Series), and Charles-Edwin Rolot (Marketing Digital Manager, HBS) to the show, as they unpack the first pilot of the XR Sports Alliance (XRSA) and what it means for rights holders, broadcasters, and tech partners who are starting to take immersive seriously.

Through the stories of XRSA's real-world deployment with the E1 Series, we get behind the scenes to see what it actually takes to bring XR into live sports. The conversation covers everything from strategic timing and internal buy-in to very practical lessons learned on boats, buoys, podiums, and in headsets. It’s a candid look at where XR in sports stands today, what fans actually value, and how to build towards sustainable monetization rather than one-off experiments.

Topics and timeline:

• What XRSA is and why it matters for the industry – 02:00
• Why now is the moment to test and learn in XR – 05:30
• XRSA's first deployment with the E1 Series and lesson learned – 08:40
• What immersive actually adds for fans, and who needs to be convinced internally – 19:45
• User testing insights: motion sickness, content formats, and reuse for social – 22:18
• Interactive XR, brand engagement, and the path to monetization – 29:00
• Practical advice on KPIs, rights constraints, and how to start with XR today – 39:00