Upshot League, an emerging women's basketball league, has signed AI startup AirPLAi Sports to power the stats experience on its website and other workflows.

La Liga club Real Madrid F Kylian Mbappé is returning as the cover athlete for EA Sports FC 27 Ultimate Edition, marking his first time as an EA Sports FC cover star and his return to the franchise cover after four years.

GSE Worldwide is partnering with advisory firm Extraordinary AI to train staff on how to integrate AI across its talent, events and brand businesses.

For sports owners, athlete representatives, league executives and sports operations leaders reading this: The owner-level work is the primary lever. Not franchise marketing. Not stadium naming. The principal’s AI portrait carries the franchise reputation across every commercial decision.

The Spurs’ Victor Wembanyama, Fever’s Caitlin Clark and retired Bulls legend Derrick Rose will appear on the covers of 2K Sports’ NBA 2K27. The latest entry of 2K Sports’ long-lived basketball video game sim launches Sept. 4 on PlayStation 5, Xbox X/S, Switch 2 and PC.

RAJ Sports has signed a wide-ranging sponsorship with AI-infused customer data platform Treasure AI that will include assets and technology deployments with the NWSL’s Portland Thorns and WNBA’s Portland Fire.

A Canadian-based technology company that supplied LIV Golf’s 'Any Shot, Any Time' features during its broadcasts has sued the league for more than $1 million for outstanding unpaid invoices and lost revenue.

VR and AR consumption is going to increase as avid spectators demand closer proximity to the field, pitch, rink and court … as well as intimacy with their favorite players, coaches, GMs and game analytics experts.