The next decade could be the most technologically transformative in human history. Sports could be the most radically transformed space of all. The business of sport will be reshaped in this landscape and the beginnings of this new world are already here. Merge Sport will show you how it starts, and where it’s all going.



“There’s something inherently amazing and awesome about playing sports. If you add technology to remove the friction of that experience. If I can just make it a little bit better, or a lot better, but keep the magic. Then you’ve got something.”
Al Guido, President, San Franciso 49ers

Hear from industry experts as they explain how technology such as AI, mixed reality and wearables will completely transform the way we experience sport over the next ten years.

About Merge Sport


As better connectivity is integrated into stadiums and more people use Virtual Personal Assistants we will see two major developments: the advent of “smart stadiums” and VPAs that will help you with every phase of your journey from your home to the arena and back again.


Mixed Reality will change the way we experience sport beyond the stadium. Fans will no longer be “locked-in” to a flat screen but will be able to watch from the point-of-view of a player or watch from a “god’s eye” view in volumetric 3D from their sofa.


Fans will be able to individualise their broadcast experience by picking whatever view, angle or commentary type they want. Beyond live matches, technologies that combine AI with computer vision will automatically select the parts of a game a fan will be most interested in.


Fans will be able to teleport themselves to any pitches, tracks and courts in the world to compete against the best. We’ll be able to train with elite coaches and practice our technique at home against the top sports people. The distinction between viewing and participation will look very different.

Technology will revolutionise fans’ sports experience in the next ten years

Soon you won’t just lean back and watch a match. Virtual reality will put you on the pitch, watching the game through the eyes of your favourite player. Your AI-powered virtual personal assistant will make sure you catch the best events, creating personalised highlight reels with the most exciting moments from matches you don’t have time to watch. How and when you view will be up to you. If you’d rather catch a game at a stadium, your virtual assistant will arrange every detail, from tickets to transportation, to finding your seats to having refreshments ready when you get there. Players and fans will interact more than ever, as the walls between the audience and athletes come tumbling down.

Drawing on insights from experts across the worlds of sport and tech including Al Guido, president of the San Francisco 49ers; Twitter director of sports partnerships, Theo Luke; Twitch director of global sponsorships, Nathan Lindberg and Intel Sports director of planning and strategy, Paul Kandel; Merge Sport discusses the future of live sports, immersive at-home experiences and the new landscape for sports content.

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