Accedo, Qualcomm, and HBS launch XR Sports Alliance to accelerate the path to commercialization of XR sports services

Accedo, Qualcomm, and HBS launch XR Sports Alliance to accelerate the path to commercialization of XR sports services

Accedo, Qualcomm, and HBS launch XR Sports Alliance to accelerate the path to commercialization of XR sports services

Thu 20, 06 2024

Stockholm, Sweden, 18 June, 2024 – Global video solutions provider, Accedo, joins forces with Qualcomm Technologies, Inc., a leading hardware and software enabler shaping the XR industry, and HBS, a specialist sports broadcast organization, to accelerate commercialization of XR sports services. The three founding members are collaborating to form a strategic alliance with the aim of bringing together market-leading stakeholders to bridge the sports and XR industry. It will draw on Accedo’s expertise in video user experience, distribution and monetization, Qualcomm Technologies’ Snapdragon powered XR technology and expertise, and HBS’ strong sports ecosystem. The program aims to accelerate knowledge gathering, technological advancement and time-to-market for XR sports services, as well as gather and share industry knowledge.

The XR Sports Alliance aims to drive development and deployment of XR Sports product and services by providing an end-to-end solution framework to help key stakeholders deploy state-of-the art XR services efficiently and at scale. The framework encompasses immersive video production and distribution, system architecture definition, data and monetization frameworks, user testing and technology and business model advisory elements.  Moreover, the program will be open to third parties to join, including XR OEMs, to drive development of purpose-built XR hardware for the sports and video entertainment use case.

At its core, the program aims to connect leading companies from the sports, video, telco, infrastructure, and hardware industries to collaborate with one another in innovation projects, collectively contribute to each other’s roadmaps, and exchange knowledge and feedback, with the aim of supporting and accelerating industry growth and innovation.

Michael Lantz, CEO, Accedo, commented: “We believe XR will become an important content distribution and user engagement platform and we want to connect industry stakeholders to collaborate and innovate. The Alliance network will enable industries to uncover industry demand in different geographical regions and shine light on the pipeline of upcoming XR solutions, allowing sports rights owners and holders to make data-driven decisions.”

Patrick Costello, Senior Director, Product Management, Qualcomm, Technologies, Inc., added: “We are entering a new era of spatial computing. We firmly believe that XR experiences will revolutionize how fans engage with sports and we are already seeing a rise in adoption of immersive entertainment experiences thanks to the emergence of new XR devices and increased investment by OEMs for sports content rights. The XR Sports Alliance, will bring together key players in the sports entertainment value-chain, collectively fostering the ecosystem to deliver game-changing immersive sports experiences.”

Sylvain Lebreton, Head of Digital Services, HBS, commented: “This program aims to be a game-changer for the sports industry, helping to drive innovation. We are engaging with industry leaders across every part of the XR and sports broadcast ecosystem, which we are sure will ultimately accelerate development and deployment of commercial XR sports services.”

XR Sports Alliance founders Accedo, Qualcomm Technologies and HBS will be taking part in a panel discussion at AWE USA on Wednesday, June 19 at 11:45am in the Grand Ballroom, discussing how immersive sports experiences will transform the future of fan engagement.

To arrange a meeting with Accedo at AWE or to find out more about joining the XR Sports Alliance, get in touch with Accedo.


About Accedo

Accedo is a global video solutions provider, powering some of the world’s most impactful video-centric experiences. We reduce the complexity of an ever-evolving video ecosystem, enabling businesses of all shapes and sizes to provide world-class video services to their customers. Through a combination of award-winning products and our deep technical expertise, we empower global industry leaders – such as Deutsche Telekom, NBC Universal, ITV, Globo, Hallmark, Bloomberg and Tata Play – to inspire and entertain people across the world.

Accedo was founded in 2004 and our 600+ employees are constantly innovating so that our clients can bring the future of video-centric experiences to hundreds of millions of users on a global scale. We support businesses at every stage of the video journey, from strategy and design through to delivery, maintenance,

and post-launch optimization. Accedo is headquartered in Stockholm, Sweden, and has an additional 14 offices spread across all corners of the world.






Media Contact:

Helen Weedon

Communications Manager, Accedo

+44 7733 231922


About HBS

HBS’ work on single and multi-sport events in over 100 countries has given the company a unique position in the industry; it offers exceptional technical and project management experience, guidance and support in all areas of production, and maintains close, trusted relationships and an excellent working alliance with broadcasters all over the world. Furthermore, HBS has forged a strong reputation within the global community of international federations, properties and stakeholders, assisting them with enhancing their coverage and growing their digital footprint.

HBS’ unparalleled expertise and experience have made the company a pioneer for innovating in both its editorial content and technological solutions. From the multi-feeds concept at the FIFA World Cup™ in 2002, through HD, 3D, 4K, UHD/HDR and VR, HBS has led the way, right up to Digital First content at last year’s FIFA World Cup™ in Qatar.


About Qualcomm

Qualcomm relentlessly innovates to deliver intelligent computing everywhere, helping the world tackle some of its most important challenges. Our proven solutions drive transformation across major industries, and our Snapdragon® branded platforms power extraordinary consumer experiences. Building on our nearly 40-year leadership in setting industry standards and creating era-defining technology breakthroughs, we deliver leading edge AI, high-performance, low-power computing, and unrivaled connectivity. Together with our ecosystem partners, we enable next-generation digital transformation to enrich lives, improve businesses, and advance societies. At Qualcomm, we are engineering human progress.

Qualcomm Incorporated includes our licensing business, QTL, and the vast majority of our patent portfolio. Qualcomm Technologies, Inc., a subsidiary of Qualcomm Incorporated, operates, along with its subsidiaries, substantially all of our engineering and research and development functions and substantially all of our products and services businesses, including our QCT semiconductor business. Snapdragon and Qualcomm branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries. Qualcomm patented technologies are licensed by Qualcomm Incorporated. For more information, visit

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