European sports technology ventures into the US alongside media powerhouse Comcast.

      Two European sports technology startups are making their way to the US to participate in a research and development program organized by media giant Comcast. Ireland's Orreco is bringing a wealth of athletic performance software, while Iceland's Oz Sports is introducing an AI-powered camera system.

      Upon arrival, the two companies will be part of Comcast NBCUniversal SportsTech, a six-month accelerator. Throughout this program, they will leverage insights from various industry leaders, including Comcast's broadcast networks such as NBC Sports, Sky Sports, and the Golf Channel. Additional support will come from notable partners like the Premier League, the PGA Tour, and NASCAR.

      The varied expertise within the program is a significant draw. In a video call from Comcast's headquarters in Philadelphia, Jenna Kurath, Head of Comcast NBCUniversal SportsTech, emphasized that the program is "powered by partnerships." Kurath explained to TNW that by integrating innovative ideas into their organization and collaborating with leading sports organizations around the globe, they are able to move beyond traditional limits.

      The collaborative model aims to develop a new generation of sports technology, with varied benefits for the involved teams. Selected teams can accelerate product development, build industry connections, and refine their commercial strategies, while partners gain access to promising technologies that could enhance future broadcasts and sporting experiences. For Comcast, the program presents an opportunity to stay ahead of market trends, strengthen alliances, discover new revenue channels, and improve customer experiences. The company is also investing in the selected startups.

      The potential benefits have attracted many startups, with over 1,600 teams applying for this year’s program, which ultimately selected just 10 companies. Kurath outlined the selection criteria, which include whether the proposed solution addresses a specific problem, the feasibility of testing and piloting the technology during the program and beyond, and the confidence in the team’s ability to execute the vision.

      Orreco garnered attention with its AI sports analytics platform that analyzes data from cameras, blood biomarkers, GPS, and other sources to offer personalized insights on performance, nutrition, training, sleep, and recovery. Oz Sports made the cut for its development of an AI-driven, multi-camera 4K60p HDR production unit designed for broadcasting, which delivers remote sports coverage in high quality at a lower cost. Kurath noted that with Comcast's recent acquisition of rights to NBA and Premier League games, this system could enhance their expanded coverage. "This is a really cost-effective, efficient way for us to do that and deliver an exceptional broadcast experience," she stated.

      Orreco and Oz Sports join a range of European companies that have participated in the program.

      One recent graduate from Europe is the UK’s Kymira, which created infrared-infused recovery apparel for the Philadelphia Flyers ice hockey team. Initially designed for the players, the gear also showed benefits for front office staff. Another alumnus, Manchester-based Dizplay, engages sports fans by making them active participants in their viewing experience. In collaboration with Sky Sports, they launched a “Viewer’s Verdict” feature for boxing broadcasts, enabling audiences to express real-time opinions and enhance social commentary. This technology has potential applications beyond sports, such as in live news, talk shows, and other broadcasts. Additionally, the British graduate Tickets for Good provides a platform for discounted tickets to targeted audiences, ranging from sports fans to teachers and first responders.

      "We're always on the lookout for companies showcasing their potential on a larger sports stage, especially those with applicability to other sectors of our business," Kurath noted.

      For European startups in the program, the accelerator serves as a gateway to the largest market in the world. Kurath explained that many international companies are strong in their respective countries but seek to penetrate the US market. "It’s immense and multifaceted. It's not an easy market to enter, particularly in the sports industry. We’re helping to unlock doors and provide in-depth customer insights about what is required for success in the US market," she said.