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At STA Towers, we do appreciate a smart turn of phrase as much as smart tech… And thanks to the happenings in SW19, we’ve gone with ‘Roborefs’.


Despite polls trying to prove the public hates them, the Roboref genie isn’t going back in the bottle. Like it or not, judgement calls are increasingly digital, which is particularly good news for V6 Sports. They have just unveiled a new Decision Review System for cricket, tested and trusted widely in India and now ready for rollout.


Another line being blurred is between sport and betting. Gambling addiction is rising. So is discomfort with its presence in sport. Yet right now, the market is awash with promos linked to summer competitions. The relationship isn’t new - but will this latest push finally trigger regulatory backlash?


And finally, something less contentious: Brad Pitt in racing mode. F1: The Movie has just crossed $293 million globally, giving Apple the biggest film release in its history … and another sports vehicle for Pitt. 

 

Here is what we thought mattered this week...

Your Turn: Talk to Us!

At The STA Group, we love to spark meaningful conversations, so tell us what matters to you.

Drop us a comment HERE and let’s keep the conversation rolling.

     

 Leader: Handlebar Rule Enrages ‘Small Men’

New UCI regulations mandate wider handlebars for all riders - but elite females say the rule ignores biomechanics and compromises safety.

Top athletes including Niamh Fisher-Black and Lorena Wiebes have called it out as unfit for purpose with critics claiming it's the latest example thinking of women as ‘small men’.


Go Deeper
     

Fuel? Fasting? Fancy Footwork.

Liverpool John Moores University is running a global study into how elite athletes perform during Ramadan. Researchers are looking at everything from sprint speed to reaction time to see how far you can push the human body on an empty stomach.


Go Deeper

Spurs Ditch Doctors, Again

Tottenham have parted ways with long-time performance boss Adam Brett and head of sports science Nick Davies. It’s a big move. Both were respected figures, but after another injury-ridden season, the club is assumed to be hoping that a new approach might break the cycle.


Go Deeper

From Ballet to Biceps: Meet Movetru

Movetru - a Belfast-based wearables start-up founded by former ballerina, Naomi McGregor, just raised €1.4m in pre-seed to take its sensor-packed injury prevention tech global. The round was led by Two Magnolias and was supported by a group of international investors.


     

Smart Shorts Reduce Bum Swing

Scottish start-up, Theo Health, has signed PGA Tour player, Xander Schauffele, to trial its “Alpha Shorts” - wearable tech that tracks joint movement and muscle symmetry. The solution will scan his swing from glutes to hamstrings.


     

HOK Takes Detroit from A&E to USL

Detroit City FC has appointed global architecture firm, HOK, to design a new 15,000-seat stadium on the site of a former hospital and aims to anchor their 2027 USL campaign.


Go Deeper

     

Pitch Invasions Go Digital

Interpol and Group-IB, a global cybersecurity company, say cyberattacks around sports events are skyrocketing. From fake ticket sites to data theft, stadiums are becoming digital minefields.


Go Deeper
     

Decathlon Puts €40m on Yellow

Decathlon has cranked it's pro cycling budget up to €40 million in a bid to contend at The Tour de France. Under GM Paul Seixas, the retailer is shedding its budget label and going wheel-to-wheel with the sport’s biggest backers.


Go Deeper

     

Olympic Gold Might Be a Stretch

New research suggests it’s not just training that sets elite athletes apart, but the spring in their tissues. Energy-storing tendons and fascia could be the hidden factor behind podium finishes, meaning coaches need to consider bounce over brute force.


Go Deeper

     

This Week on LinkedIn


From AI management to Tour de France tech, here’s what we said on LinkedIn this week.


AI in Sport: A Tool, Not a Tyrant

Wimbledon’s AI got a clear call wrong and the umpire had to check by phone – which made us ask, is AI the servant or the master? Human judgment and common sense get bounced by tech makes us tetchy, but where do you sit – would you have called ‘out’ or made the call?


Tour de France: More Than a Bike Race

From sprints to hills, The Tour isn’t a long bike ride; it’s three weeks of strategy, teamwork and tech. Live data, AI-designed bikes, and smarter broadcasts sees The 2025 Tour scratch all our geeky itches.


Hot. Bothered. Still Competing.

With UK temperatures hitting Sahara levels and athletes competing in 36°C+, why is sport still behind on heat management? The tools are there so why not the will.


No No to Pom-Poms?

British sport is often told to aspire to US razzle-dazzle. But why? Two huge gigs took place in the UK and the different styles were stark. Beyoncé brought the spectacle. Oasis brought the swagger. Both were great but only one felt iconic. Does this tell us anything about how sports should be dished up to British fans?

     
   

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