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Premier League champions Manchester City and kit provider Puma have unveiled a generative AI project that will invite supporters to design the club’s official 2026/27 third kit.
Enabled by co-creation platform DEEPOBJECTS, the Puma AI Creator tool will allow fans to use text prompts, customisation inputs and sliders to produce their concepts, which they will be able to submit to the club ahead of a judging process and public vote.
World Aquatics has signed a four-year global partnership with Sony that promises to transform coverage of swimming, diving and water polo events.
The Japanese giant will provide and develop pioneering camera technology to help broadcasters and photojournalists capture spectacular imagery at World Aquatics competitions, while its Hawk-Eye Innovations arm will bring its tracking and officiating solutions to aquatic sports for the first time.
Gracenote, Nielsen’s content data business, has unveiled a solution to help fans discover the games they want to watch across multiple streaming and linear channels.
The Gracenote On Sports tool will use metadata to help content distributors identify events on their multi-channel platforms and integrate them into universal search functions. Future updates will offer features like real-time score updates and details of athlete appearances in entertainment programming.
Media, marketing and technology company Brave Bison has confirmed its acquisition of global sports marketing business Engage Digital Partners, which has provided services to brands and events like Formula 1 and cricket’s ICC T20 World Cup.
The deal follows Brave Bison’s takeover of Social Chain – the digital marketing firm co-founded by entrepreneur and media personality Steven Bartlett – as it builds a multinational business using proprietary technology, digital strategy and content creation to help sports organisations grow and monetize their audiences.
NBA superstar Giannis Antetokounmpo is among the new backers of social gamification technology provider Lucra, contributing to a $10 million round of funding.
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Lucra, whose white-label tools allow sports and entertainment brands to build friendly challenges and ‘side-bets’ for fans on their own digital platforms, has also welcomed investment from the likes of 7GC, SeventySix Capital, and Major League Pickleball founder Steve Kuhn.
Live event technology company TFL has launched NIL Seats, a branded ecommerce and ticketing marketplace for US college sports.
The portal will offer tickets to live events, concerts, games and shows nationwide, and will allow colleges to direct 50 per cent of order proceeds to collective funds which pay name, image and likeness (NIL) rights to NCAA student-athletes.
The Sports Technology Awards 2025 ceremony will take place on Wednesday 23rd April, with a new format at Evolution London.
And it’s #onlyfortheinnovative…
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