The XR Sports Alliance (XRSA) has announced its second cohort of joining members including Google, Red Bull, French Soccer League (LFP), Premier Lacrosse League (PLL), FISE, Lenovo, Stats Perform and T-Mobile US.

The XRSA aims to accelerate time-to-market and commercialisation of XR sports services by collaboration between the members. The strategic initiative is powered by founding members: Accedo, a provider of video streaming software and services, Qualcomm Technologies, a hardware and software enabler shaping the XR industry; and HBS, a specialist sports host broadcast organisation.

These latest members will strengthen the XRSA’s ability to drive scalable end-to-end experimentation.

Michael Lantz, CEO at Accedo Group, commented: “Welcoming these globally recognised players into the XR Sports Alliance marks a major step in scaling immersive experiences for the sports industry. Together with all other members, I believe that this collaboration will be a blueprint for the sports entertainment industry – laying the foundation for immersive video delivery, next-generation fan engagement, and sustainable monetisation at scale.”

Ziad Asghar, SVP & GM of XR at Qualcomm Technologies, said: “We are thrilled to welcome such a diverse and innovative group of members to the XR Sports Alliance. These new members, along with our first cohort, will help us push immersive sports experiences to new heights. By working together, we can unlock new possibilities for both fans and sports organizations, creating more engaging, immersive, and interactive ways to enjoy the action only possible through an XR device.”

Sylvain Lebreton, Head of Digital at HBS, added: “HBS welcomes the new members and looks forward to collaborating closely as the Alliance continues to grow. It’s encouraging to see the level of energy and investment each organization is bringing to the table. This collective effort reflects a shared ambition to evolve how sports content is created, distributed, and experienced.”

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Tags: games, google, Red Bull, xr