New Members Join XR Sports Alliance Including Google, Red Bull, French Soccer League LFP, Premier Lacrosse League, FISE, Lenovo, Stats Perform, and T-Mobile US

10th June 2025 – The XR Sports Alliance (XRSA) - founded by Accedo, Qualcomm Technologies, Inc. and HBS - has announced its second cohort of joining members including Google, Red Bull, French Soccer League (LFP), Premier Lacrosse League (PLL), FISE, Lenovo, Stats Perform, and T-Mobile US.

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The XRSA aims to accelerate time-to-market and commercialization of XR sports services by collaboration between the members. The strategic initiative is powered by founding members: Accedo, a global provider of video streaming software and services, Qualcomm Technologies, a leading hardware and software enabler shaping the XR industry; and HBS, a specialist sports host broadcast organization.

The latest XRSA cohort brings together leaders from across the sports, technology, and XR ecosystem. It includes a technology ecosystem enabler (Google), an OEM (Lenovo), sports IP owners (French Soccer League, Premier Lacrosse League, and Global Urban Sports Series FISE), a multi-platform media company (Red Bull), a sports data provider (Stats Perform), and a telecom operator (T-Mobile). These members will strengthen the XRSA’s ability to drive scalable end-to-end experimentation.

Michael Lantz, CEO, Accedo Group, commented: “Welcoming these globally recognized players into the XR Sports Alliance marks a major step in scaling immersive experiences for the sports industry. Together with all other members, I believe that this collaboration will be a blueprint for the sports entertainment industry—laying the foundation for immersive video delivery, next-generation fan engagement, and sustainable monetization at scale.”  

Ziad Asghar, SVP & GM of XR at Qualcomm Technologies, Inc. said, “We are thrilled to welcome such a diverse and innovative group of members to the XR Sports Alliance. These new members, along with our first cohort, will help us push immersive sports experiences to new heights. By working together, we can unlock new possibilities for both fans and sports organizations, creating more engaging, immersive, and interactive ways to enjoy the action only possible through an XR device.”

Sylvain Lebreton, Head of Digital, HBS, added: “HBS welcomes the new members and looks forward to collaborating closely as the Alliance continues to grow. It’s encouraging to see the level of energy and investment each organisation is bringing to the table. This collective effort reflects a shared ambition to evolve how sports content is created, distributed, and experienced.”

Accedo and Qualcomm Technologies, will be at AWE USA from 10^th - 12^th June. To find out more about the XR Sports Alliance visit https://www.accedo.tv/xr-sports-alliance.