Two European sports technology startups are preparing to cross the Atlantic to participate in a research and development program run by Comcast in the US. Ireland’s Orreco will bring its athletic performance software to the program, while Iceland’s Oz Sports will showcase its AI-driven camera system.
The two companies will join Comcast NBCUniversal SportsTech, a six-month accelerator. During the program, they will have access to expertise from industry leaders, including Comcast’s broadcasting networks such as NBC Sports, Sky Sports, and the Golf Channel. Support will also come from partners like the Premier League, the PGA Tour, and NASCAR, providing diverse perspectives and industry connections.
Jenna Kurath, Head of Comcast NBCUniversal SportsTech, emphasized the collaborative nature of the program, stating that it is “powered by partnerships.” She explained that by incorporating innovation, forming strategic relationships, and working alongside leading sports organizations, they aim to “push us beyond the status quo.”
The program’s overall goal is to foster innovation within sports technology. For the participating startups, the program offers a chance to accelerate product development, build industry relationships, and refine commercial strategies. At the same time, the partners can access emerging technologies to enhance broadcasts and sporting events. Comcast can also gain insights into market trends, establish new partnerships, create additional revenue streams, and enhance customer experiences through its involvement in the program.
Over 1,600 teams applied for this year’s program, with only 10 startups finally selected. Kurath outlined three key criteria: identifying a relevant problem, assessing the feasibility of testing the technology during and beyond the program, and evaluating the team’s capabilities and compatibility.
Orreco’s AI sports analytics platform was of particular interest to the program. The software analyzes camera data, blood biomarkers, GPS data, and other data points. It then provides personalized recommendations on nutrition, training, sleep, and recovery. Meanwhile, Oz Sports secured a spot for its AI-powered, multi-camera 4K60p HDR production unit for broadcasting. The system enables remote sports coverage with high quality at a lower cost. According to Kurath, with Comcast gaining new rights to NBA and Premier League games, the system could play an important role in expanding coverage, “This is a really cost-effective, efficient way for us to do that and make it the best broadcast experience,” she said.
Orreco and Oz Sports are joining a group of European companies, including Kymira from the UK, which developed infrared-infused recovery apparel, and Manchester-based Dizplay, which enhanced fan engagement through real-time opinion sharing during sports broadcasts. Another graduate, Tickets for Good, focuses on providing discounted tickets to targeted audiences, which could include sports fans, teachers, or first responders. “We’re always looking for companies that are proving themselves in the grand stage of sports, but when they have extensibility into other areas of our business, it’s just all the more powerful,” Kurath said.
For European participants, the accelerator presents an opportunity to break into the large US market. Kurath noted that while many international companies are strong in their specific countries, they often seek to expand into the US market, and that Comcast helps them to do so, “It is huge, it is nuanced. It is not an easy market. The sports industry is not an easy one to break into, so we’re opening doors for them and giving them really deep customer insights on what it means for your technology to succeed in the US market.”
