New research from global advertising powerhouse WPP Media suggests that 2025 marks the beginning of a monumental shift in the world of advertising. For the first time, content created by individuals on platforms like YouTube, TikTok and Instagram is expected to draw more ad revenue than all traditional media combined, including television, cinema and news outlets.

The past 18 months in Sports Technology have been nothing short of mind-bending. This week, XV's Research team explores how artificial intelligence has evolved from a buzzword (very much the case between 2015–2018, when it was largely confined to lab demos) into today’s creative force, shaping live events and sports experiences on a global scale. This is no longer the slow, incremental progress of past technological eras; it is an explosive rebirth, a new renaissance in which reality itself can be rewritten in real time and imagination flows freely across sports fields, fashion runways, retail storefronts and music stages, unbound by the limitations of the past.

The XV Research team sees the digital landscape for sports organisations undergoing one of its biggest upheavals ever, driven by the explosion of AI-generated content and shifting fan behaviours. In 2025, content creation for sports is less about having the most content and more about cultivating an engaged, loyal community that can cut through the noise.

For decades, Sports-tech hovered on the fringes, an experimental space where early adopters tinkered with data tracking, AI-driven analysis, and rudimentary wearables. In the early 2000s, the sector resembled a fledgling startup, fueled by youthful energy, innovation, and determination. Fast forward to 2025, and it is clear: Sports-tech has at last matured beyond its introductory phase and is now squarely in its growth phase.

Spatial intelligence is redefining how we interact with the real world through AI. As sport enters the next wave of digital transformation, 3D movement, perception and physical awareness will drive the future of performance, coaching and fan experience.

As the Tour de France enters a new era, the intersection of elite sport and cutting-edge innovation has never been more evident. From AI-powered race insights to immersive broadcast experiences, we explore the technologies shaping the 2025 Tour de France both on and off the bike.

Could the next billion-dollar sports startup be built by just one person? With AI advancing at lightning speed, XV believes the era of the one-person, billion-dollar company in sports is closer than we think.

Creating an AI roadmap is a great starting point for leaders. For sports organisations, major events, and governments - it's about using AI to re-engineer the athlete experience, fan experience, broadcast, front-office and back-office delivery, mass participation, and next-generation sports experiences through the lens of AI-powered innovations

Our XV Research team infographic explores the integration of these elements has revolutionised every aspect of racing, from car design to race strategy and fan engagement with an eye to the future of what comes next.

XV celebrates the women trailblazers redefining sports, entertainment, fitness, and wellness. With unstoppable passion and fresh innovation, these thought leaders view problems that need solving through a unique lens, delivering amazing solutions that positively impact society. Join us this International Women’s Day in championing a more diverse, inclusive, impactful future for all.

6G technology will transform sport with faster, more immersive and personalised experiences for fans and athletes alike. From real-time tracking to holographic broadcasts, the future of sports is here. XV’s research team breaks it down.

The XV research team has compiled a snapshot of 15 key themes and groundbreaking areas we expect will enter the mainstream across the world of sports innovation, digital and technology in 2025.

One of the most rewarding yet challenging tasks is setting a future strategic roadmap for what comes next in your sports organisation. Whether you choose a 5, 10 or 20 year or longer-term horizon, bringing together different perspectives and stakeholders is a powerful way to create a comprehensive strategic vision for the future.

Meet our 2024 list of the world’s largest and most influential Sports Innovation, Sports Digitisation and Sports Technology firms.

The AFL's new 'smart footy' is at the centre of a new score assist system that will operate in the coming 2024 NAB AFLW season. The smart-ball technology will provide score assist officials with alerts when the footy crossed the goal line, hits the post or is touched in flight.

XV Capital advisory panel member and US consultant, Professor Rick Burton, and his co-author Norm O'Reilly, write about sports leadership and innovation. Rick is the David B. Falk Professor of Sport Management at Syracuse University and Founder/CEO of Burton Marketing Group.

XV Capital, along with partner Stadia Ventures, has launched a new focus it calls Innovation as a Service (IaaS), designed to support the vitally important but under-resourced sports sector to a more sustainable future through innovation, particularly sports technology.

The AFL are so pleased with their ball-tracking technology trial in the VFL, that they are considering its introduction for the upcoming AFLW season.

Stirling Mortlock, former Wallabies Captain now co-founder of venture capital firm XV Capital, and Alex Chalmers, Managing Partner at Stadia Ventures join Lachie Wills in this episode.

There’s been a ‘real compression’ of valuations in the sports industry, sports investment firm says

Stirling Mortlock & Alex Chalmers joined Gerard Whateley in studio to discuss the tech advancements in sport and the future impact it could have.

Together, XV and Stadia Ventures have formalised a partnership to offer ‘Innovation as a Service’ to Australian and New Zealand sports organisations and live events.

XV Capital and CoachMate partner to transform grassroots sports community coaching and engagement.

Clubfunders, a Gold Coast based sports payments technology company, has today announced a strategic partnership, and equity investment from, leading sports advisory and investment firm XV Capital.

XV Capital attracts high profile Board and Executive to scale locally, launch sports tech fund, and expand globally.

Game changing technology from Sportable and Intaneous featured on Channel 9's Footy Classified.