England is using STATSports technology to monitor player distance, sprinting, exertion and recovery in real time during the World Cup. With heat, travel demands and expanded fixture list all increase the physical demands on squads, live performance data is more important than ever for selection, substitution and recovery decisions.

The ASICS Institute of Sport Science Europe has been unveiled in partnership with HumanFab, and will strengthen athlete testing and product development for the brand. Initially focusing on tennis, its competition- size indoor court laboratory will allow researchers to study movement, ball speed and spin under conditions that more closely reflect elite competition.

The United Football League used its championship weekend to showcase and test technologies spanning cameras, player equipment, artificial intelligence and performance data. Notably, emerging leagues can create commercial and intellectual value by offering tech cos a faster route from prototype to live competition than more established or larger competitions.

Electronic Arts has launched EA Advertising, allowing brands to place dynamically served advertising across digital boards, scoreboards and broadcast overlays within selected EA Sports games. Virtual sports environments are becoming measurable media inventory, extending sports marketing beyond broadcasts, venues and social platforms.

US athlete influencer marketing platform, MOGL, has launched Athlete Paid Social, an AI enabled product that allows brands to run targeted campaigns through authenticated athlete social accounts. The model makes athlete influence easier to buy and measure while giving athletes another route to commercial income.