#148 🎾 Laver Cup Gets Animated Broadcast Treatment

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Watching highlights from the crazy Derby d'Italia (Juventus 4 - 3 Inter) on the Refcam was really fun. Between referee Andrea Colombo's fantastic (unintentional) camera work and that unbeatable feeling of being right in the action, it's hard not to want more of this perspective.

Some fun stuff from the Laver Cup, plus Champions League matches could be in your ‘New on Netflix’ section.

⚽ Increased Digitalisation in Officiating and Tracking

We've really enjoyed watching RefCams in action across various leagues. The point-of-view footage creates a fantastic, immersive viewing experience that gives fans an unprecedented glimpse into how referees operate during games.

Bodycams are just one aspect of how tech is steadily pushing the boundaries of how football is officiated. Referees and governing bodies are embracing automated systems, 3D tracking, and public transparency tools to improve accuracy, speed, and fan trust.

Here are some of the most relevant moves in the last year:

• Bundesliga trials in-stadium VAR announcements - From 2025-26, referees in the Bundesliga and Bundesliga 2 were to announce VAR decisions in stadiums, with RefCam footage added in select games.
  

• RefCam rolling out across Bundesliga, MLS, FIFA, EPL - The DFL has begun deploying referee-worn cameras (RefCam) to enrich broadcast and matchday experience, giving fans direct insight into a referee’s view. MLS debuted the Ref Cam during the San Jose Earthquakes vs. LAFC match on Sept. 13. After successful deployment in the Club World Cup, FIFA approved this innovation for all leagues. EPL was conducting a 6 week trial to test out RefCams before a permanent rollout. 

• Semi-automated offside technology (SOAT) used across EPL, EFL, FA Cup trials - In 2025 the Emirates FA Cup used SAOT in several matches, applying optical player tracking and automating virtual offside line placement to speed up decisions. Starting April 2025, the Premier League officially introduced SOAT in top-flight matches, following successful trials and unanimous club approval. The English Football League deployed SAOT during its playoff finals at Wembley, using optical tracking for decision visuals and improved efficiency. 

• Skeletal tracking & event detection tools - Innovations like Hawk-Eye’s SkeleTRACK are being applied in football to monitor up to 29 body points per player, enabling automated event detection beyond just offside (goals, fouls, etc.).

The bigger picture

These developments show that the game is betting on blending human judgment with machine precision. Semi-automated systems reduce delays and error margins. RefCam and live announcements push transparency. Skeletal tracking unlocks richer event data.

However, fan acceptance remains mixed, not because of flaws in the underlying technology, but due to inconsistent implementation and poorly timed human intervention (or lack thereof). These are implementation problems, not fundamental tech limitations, and they're far easier to solve than reverting to pre-technology officiating. As protocols mature and operators gain experience, we should expect smoother integration and growing fan confidence.

This trend overlaps closely with advances in data analytics, broadcast innovation, and fan engagement. In our Upcoming Football Tech Report, we’ll dig deeper into how these tools integrate with performance platforms and media rights models.

Stay tuned to the STX Weekly Newsletter and keep an eye out in your inbox to read the report for free. 

Top News from the World of Sports Tech & Biz

🎾 The Laver Cup introduced an animated broadcast feed, giving players virtual avatars alongside real-life competition between Team Europe and Team World.

🏀 The NBA’s Launchpad accelerator opened applications for its fifth cohort, supporting startups developing sports innovation solutions.

⚽ Mercury13-owned FC Como Women launched an AI-designed fashion line, created in collaboration with the co-founder of the Fashion AI School.

⚽ The Premier League app’s new AI features drove 25% higher engagement, with Fantasy Premier League on track for 12 million players this season.

⚽ Men in Blazers launched VAMOS, a new media network aimed at Hispanic soccer fans in the US, expanding content and brand opportunities.

🏌️ GoVision installed 27 LED displays at the 2025 Ryder Cup at Bethpage Black, creating the largest on-course digital setup in tournament history.

⚽ EA Sports streamed three MLS games live in its FC Mobile app this month, including LAFC vs Real Salt Lake on Sept 17 and a Sept 27 doubleheader, rewarding fans through FCM TV.

⚽ Premier League Fan Fest attracted thousands of fans to Kansas City, offering a preview of fan experiences leading into the 2026 World Cup.

⚽ UEFA revamped the Champions League broadcast tender process to attract streaming giants like Amazon and Netflix.

🏃‍♀️ Strava prepared to hire investment banks for a potential US IPO, according to Reuters.

🏈 The Baltimore Ravens celebrated their 30th season with a mixed reality halftime show by The Famous Group, honoring Ravens Legends and iconic moments.

🏈 Arizona State University tested a facial recognition system at its sold-out football games to improve stadium entry.

🏈 Tom Brady partnered with robotic massage startup Aescape to bring his recovery and longevity protocols to the company’s AI-powered devices. He also announced his return to play in the inaugural flag football tournament in Saudi Arabia in March 2026, promoting the sport ahead of its Olympic debut at LA28.

📺 Fox Corp. entered talks to join an investor group bidding to acquire TikTok’s US operations.

Money Talks:

💸 Sports Illustrated Tickets secured a $50 million credit facility led by Eagle Point Credit Management with support from Feenix Venture Partners to expand its operations, with inventory exceeding $2.5 billion across sports, concerts, and theater.

💰 Rec, a San Francisco-based recreation technology startup that builds software for booking, managing, and engaging in recreational activities, raised $11 million in Series A funding to expand its platform.

💰 PlaySuper raised $1 million in seed funding led by Singapore-based gaming VC Chimera to scale its gaming commerce platform with real-world rewards.

💸 Betr, a Miami-based sports betting and media company co-founded by Jake Paul and Joey Levy, added NBA brothers Lonzo and LiAngelo Ball as equity investors to reach new audiences.

💸 Somnee launched its second-generation AI-powered sleep wearable and added the NBA as an investor for an undisclosed amount.

🤝 The Chiliz Group acquired a 51% stake in OG Esports, reuniting with co-founders to drive fan engagement, $OG Fan Token growth, and Web3 innovation.

⚽ Mercury13 acquired a majority stake in Bristol City Women for an undisclosed amount, expanding its footprint in women’s football.

⚽ Apollo Global Management entered advanced talks to acquire a majority stake in Atlético de Madrid, according to Reuters.

🤝 Xplor Technologies and Clubessential Holdings merged to form a scaled global provider of software and embedded payments solutions.

Recap from our content archive:

🔙 STX Article: New Leagues and Emerging Formats

✅ STX Monthly: Last month’s sports tech dealflow, in case you missed it.