Accedo, Qualcomm, and HBS launch alliance to commercialize XR sports

The formation of this alliance signals a push to move XR sports from experimental pilots to a sustainable B2B commercial layer. By aligning the silicon (Qualcomm), the software (Accedo), and the production (HBS), the group addresses the fragmentation that has hindered spatial computing's ROI for broadcasters. The project aim to solve the lack of hardware standardization and the ambiguity of XR rights definitions that currently complicate licensing. For the broader ecosystem, this creates a blueprint for high-bandwidth, low-latency sports services that could drive volume for both 5G networks and premium headsets. Watch for the first major deployment in action sports and upcoming updates to the Snapdragon Reality Elite solutions.

The XR Sports Alliance (XRSA) has significantly expanded its footprint since its June 2024 launch, growing its membership to 33 organizations by June 2026. Per TV Technology, the newest cohort includes Manchester United, Creative Artists Agency (CAA), and Pico, alongside specialized firms like Antigravity, which developed an 8K 360-degree drone for immersive capture. This expansion indicates the alliance is evolving from a technical testbed into a broad industry ecosystem spanning rights owners, talent agencies, and hardware manufacturers. The inclusion of Manchester United, facilitated through their existing Qualcomm partnership, suggests that top-tier European football clubs are now viewing XR as a critical pillar for global fan engagement.

While XRSA focuses on the infrastructure and commercial frameworks, other major players have accelerated their own spatial sports offerings. Per MacRumors (January 2024) and NotebookCheck (October 2025), Apple has positioned sports as a primary driver for its Vision Pro headset, launching native apps for the NBA, MLB, and MLS. More recently, Apple and Spectrum SportsNet reached an agreement to stream live Los Angeles Lakers matches in immersive 3D for the 2025-26 season using Blackmagic Design’s URSA Cine Immersive Live cameras. This competitive activity underscores the urgency for the XRSA members to establish a standardized, cross-platform production and monetization framework.

Simultaneously, traditional broadcasters are integrating these capabilities into a unified production stack. Per SVG Europe (July 2024), HBS is leveraging its XRSA work to prepare for the 2026 FIFA World Cup, where XR features might transition from "proof of concept" marketing tools to core broadcast elements. This aligns with moves by Sky Sports, which in late 2023 unveiled a multi-million-pound LED-based mixed-reality studio in London. Per The Drum and ROE Visual, the facility uses 12G SDI and ST 2110 networking to integrate live data and AR graphics, demonstrating that the technical backend for the XRSA’s vision is already being built into modern broadcast centers.