Technology insights for the sporting goods industry
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News briefsAgassi’s venture signs Jannik Sinner’s coach
The coach of Agassi, Sinner and Halep will support Agassi Intelligence, the AI coaching platform ASE is developing with IBM.
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ArticleWhat Taiwan’s fitness diplomacy tells the industry
Taiwan is using the health and fitness economy as a channel for economic diplomacy, and the sporting goods industry should take note.
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ArticleOura: small ring, large ambitions
Ring 5 launch: the biggest media push in Oura’s history is also its most strategic.
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ArticleWTA names Accenture technology partner
Multi-year deal covers digital platform development, AI integration, audience growth and live event experience — starting with the WTA Player Zone.
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News briefsStrava’s most-uploaded sport type gets rebuilt
Strava’s strength update includes muscle maps, a workout log, and integrations with Garmin, WHOOP, Fitbod and 11 other partners.
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ArticleAmazon goes agentic, for customers and retailers alike
Amazon licenses the architecture behind its own shopping AI to competing retailers, deepening its infrastructure role across e-commerce.
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ArticleGolf’s AI rebuild: inside the DPWT–HCLTech deal
Multi-year deal covers full redevelopment of the tour’s website and app, plus marketing activation at six tournaments in five countries.
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ArticlePolymarket hooks into another football league
Polymarket becomes Italian Serie A’s exclusive US prediction markets partner, with official data supplied via Genius Sports following its Legend acquisition.
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ArticleGenius Sports buys a media network worth a billion
Genius Sports completes its acquisition of digital sports and gaming media network Legend, valued at up to $1.2 billion including earnout.
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News briefsGoPro tests whether its IP is worth more in defense
The action camera company entered defense consulting in April. Within weeks, its board was fielding acquisition bids.
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News briefsUnder Armour tests its gear on robots
The apparel brand is applying its materials science to humanoid robots in industrial environments – a category with no incumbent
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ArticleOura lands its third major US sports body in six months
The USTA’s first wearable deal covers US Open players, grassroots programs and the federation’s 2027 Player Performance Center.
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News briefsASICS builds elite lab where it all began
ASICS is building a dedicated facility in Kobe for elite athlete footwear and rapid prototyping, due to open in December 2027.
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News briefsDICK’S and Adobe team up on AI customer experience
The US sports retailer deploys AI agents, real-time data and generative content tools to individualize the customer journey. Powered by Adobe.
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ArticleNBA in talks with Kalshi and Polymarket
The NBA has entered formal talks with both Kalshi and Polymarket. Sources say a deal before next season is possible.
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ArticleWhy Publicis is spending $500m on a sports agency
The French ad giant is assembling a data-driven sports marketing stack to challenge Omnicom-IPG in a $240 billion market.
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ArticleKiprun embeds wear sensor in running shoes
Decathlon’s running brand partners with London startup Movmenta on a shoe that monitors its own foam degradation in real time.
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ArticleFanDuel Sports Network to wind down
Main Street Sports Group is preparing to close, leaving 13 NBA and seven NHL teams to rebuild local broadcast revenue from near zero.
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ArticleLaLiga signs with Polymarket
LaLiga has become the first European football league to sign a deal with a prediction market – in this case Polymarket, the world’s largest. The first European league, because Major League Soccer (MLS), in the US, has beat out LaLiga by a few months – its commercial arm, Soccer United ...
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ArticleOura’s big bet on gesture control
Oura’s ring may soon do more than track you. Gesture control could turn it into your everyday remote.
