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The STA Leader: The Wrong Sort Of Dopamine? | |
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Ruth Chepngetich’s stunning world record run in the Chicago Marathon was the latest in a series of remarkable performances achieved in the current era of high-performance footwear.
But as The STA Group CEO Rebecca Hopkins asks, is the competitive edge delivered by technology skewing results and overshadowing human endeavours?
Go Deeper | |
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FIFA Scores Global Technology Partnership With Lenovo | |
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FIFA as unveiled Lenovo as its official technology partner in a top-tier sponsorship deal covering the next editions of the men’s and women’s World Cups.
The Chinese multinational will provide its suite of computing and enterprise products to football’s global governing body and will also collaborate on innovations ranging from AI integration to enhanced fan engagement and experiences.
Go Deeper | |
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Sony Captures KinaTrax In Huge Biomechanics Boost | |
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Sony has added KinaTrax, a pioneer in markerless motion capture technology, to its collection of sports-focused performance and media companies. KinaTrax will deliver its biomechanical and analytical expertise to Sony clients while collaborating with companies like Hawk-Eye Innovations to create new ways of leveraging sports data for athletes, coaches, teams, leagues and fans. Go Deeper | |
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Two Circles Growth Continues With KORE Acquisition | |
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Data-driven sports and entertainment business Two Circles has added KORE to its growing portfolio.
The acquisition will help Two Circles build out its proprietary technologies through KORE’s intelligence platform for fans and partnerships, and brings sports organizations like NASCAR, The Madison Square Garden Company and 118 of the 154 professional US teams from the ‘big five’ men’s leagues into its client set.
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Tiger Woods And Rory McIlroy Join Dryvebox Round | |
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Golf simulator company Dryvebox has welcomed funding from TMRW Sports, the investment vehicle fronted by Tiger Woods and Rory McIlroy, as well as Golf Digest, Old Tom Capital and EP Golf Ventures.
Dryvebox will use its new resources to open additional weatherproof, climate-controlled, and solar-powered mobile golf simulators across North America and work with brands to target a broader audience of corporate and consumer clients.
Go Deeper | |
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Gatorade Fuels Fan Imagination With Generative AI | |
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Gatorade has launched a new AI-powered experience with Adobe Firefly to allow fans and athletes to design personalized Gatorade Squeeze Bottles.
The customizer tool will be freely available via the Gatorade iD membership platform, with automated design options accessible by entering favourite sports, hobbies and other interests into a search box on the brand's website. Go Deeper
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Clock’s Ticking! Final Call For Early Birds! | |
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The Sports Technology Awards are recognized as the leading international mark of excellence for tech-led innovation in the sports industry.
The 2025 Awards elevates this concept into 'The Arena of Innovation', a virtual, global hub at the intersection of sports, technology, science, engineering and design.
It's here that disruptive technologies are showcased, scrutinized and celebrated - and the vision of today meets the sports world of tomorrow.
And discounted Early Bird rates for 2025 entries end TODAY.
If you're looking for pointers, you can check out this handy guide to creating the perfect entry.
Now there should be nothing to stop you getting in on the action...
ENTER HERE NOW | |
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The STA Poll: Today's Leader explores technology and elite performance. Do you think equipment innovations are devaluing world records? | |
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Interested in partnering with The STA Group? Talk to us and find out more.
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