HCLTech extend and expand at MetLife Stadium
HCLTech, a leading global technology company, have announced a new extension and expansion of its Cornerstone Partnership with MetLife Stadium, including its new designation as an Official AI Partner to the Stadium, the New York Giants and the New York Jets.
Building on its designation as the Official Digital Transformation Partner of MetLife Stadium in September 2022, the partnership now enters its next phase, with HCLTech exploring the integration of its AI-led capabilities to create intelligent, scalable solutions that enhance customer experiences and support smarter, safer, and more connected environments.
"Our partnership with MetLife Stadium, the New York Jets and the New York Giants demonstrates how strategic collaborations can drive meaningful brand impact and business outcomes," said Jill Kouri, Global Chief Marketing Officer, HCLTech. "We have created experiences that resonate with clients while strengthening HCLTech's brand presence across the strategically important Tri-State market. We look forward to building on the momentum and equity of our relationship by leveraging this multi-year extension as a model for experience-led marketing."
"HCLTech is an indispensable partner as they enable us to explore how technology can transform the customer experience in meaningful ways," said Ron VanDeVeen, President and CEO, MetLife Stadium. "As we continue to innovate, this collaboration will play a key role in enhancing the customer journey while continuing to ensure a secure and seamless experience."
With a growing portfolio of Fortune 500 clients in the United States, HCLTech continues to strengthen its presence through select, long‑term sports and brand partnerships that provide a global platform to showcase its strategic work. MetLife Stadium anchors HCLTech's sports partnership portfolio that has expanded into global golf, cricket and branded hospitality.
Electronic Arts announce landmark collaboration with VISA
Electronic Arts Inc., a global leader in interactive entertainment, have announced a landmark, multi-year collaboration with Visa, the world’s leader in digital payments, to deliver the next generation of immersive, player-first experiences across EA SPORTS™ franchises.
Visa is partnering with EA SPORTS franchises EA SPORTS FC™ and EA SPORTS™ College Football, offering in-game rewards and experiences for EA SPORTS’ global community of fans. By combining EA’s interactive, participatory platforms with Visa’s expansive global brand, this partnership demonstrates how the line between sports fandom and video games continues to blur as audiences increasingly play, watch, and connect across both physical and virtual sports.
“We’re thrilled to be partnering with Visa for one of Electronic Arts’ most expansive brand partnerships to date, bringing more value to fans,” said David Tinson, Chief Experiences Officer at Electronic Arts. “At EA, we bring together a global community of hundreds of millions of fans through interactive play and fandom. That gives us a unique platform to connect sports, players, and culture in meaningful ways. Together with Visa, we’re building for the long term to create more connected, rewarding experiences for fans across some of the biggest moments in sports.”
The partnership will introduce immersive experiences that feel organic, premium and contextually relevant, leveraging dynamic technology designed to enhance gameplay without disrupting the experience. EA SPORTS will create tailored content as part of the partnership to drive meaningful and measurable value for partners and players alike.
“Interactive entertainment has become the new stadium for sports fans around the world, and our partnership with Electronic Arts and EA SPORTS puts Visa at the heart of that experience,” said Frank Cooper, Global Chief Marketing Officer at Visa. “Together, we’re creating meaningful ways for fans to engage with the sports they love, blending digital gameplay and real-world moments while making it more rewarding to play, engage, and connect through Visa and our many partners.”
Key highlights will include:
- Player-First In-Game Experiences:
- Within EA SPORTS FC, players can participate in limited-time challenges and live moments that grant in-game rewards as they play and compete.
- In EA SPORTS College Football, players can unlock in-game name, image, likeness (NIL) sponsorship opportunities within the game’s career mode, Road to Glory, reflecting how real college athletes partner with brands. As players accept branded deals, they receive boosts to their stats and attributes, mirroring real-world sponsorship opportunities for athletes.
- Rewards That Extend Play and Community: Players around the world can earn in-game rewards and participate in a branded Visa Objective in EA SPORTS FC 26, including Squad Building Challenges and a branded Visa Live Game Mode. In EA SPORTS College Football, players can participate in Visa-themed College Ultimate Team (CUT) challenges, featuring curated objectives, lineup-building moments, and limited-time events, to earn in-game rewards and engage more deeply with the Ultimate Team experience.
- Celebrating the Biggest Moments in Sports and Culture: The partnership comes to life at marquee sports moments like the Visa Infinite lounge experience at the EA SPORTS Presents Madden Bowl event during Super Bowl LX week, elevating the fan experience with immersive, premium moments that blend competition, entertainment, and culture, while celebrating the energy and passion of the player fandom.
To learn more about EA’s brand partnership opportunities, visit https://www.ea.com/brand-partnerships.
Genius Sports secure major partnership with Liga MX
Genius Sports Limited (“Genius Sports”), a global leader in real-time sports data, has secured a major technology and AI partnership alongside Liga MX, with GeniusIQ set to power an incredible suite of fan engagement, sponsorship and performance solutions.
As the operating system of modern sport, Genius Sports has deployed GeniusIQ, its data and AI platform, across every Liga MX stadium. GeniusIQ creates a real-time understanding of soccer, combining rich tracking, video and insights to then power real-time advertising activations, augmented broadcasts, semi-automated offsides and data-driven coaching tools.
Connecting brands with the biggest moments
Genius Sports’ Moment Engine will enable Liga MX sponsors and brands to activate real-time advertising around key moments in games. For example, immediately after a crucial goal, save or substitution, brands can trigger moment-driven campaigns across live broadcasts, digital and streaming.
Already live across the NFL and NBA, the Moment Engine will now enable Liga MX sponsors to act on fan attention and drive a new era of immersive advertising when the live action is at its most compelling.
Augmented, data-driven broadcasts
In partnership with Liga MX and its suite of domestic and international broadcasters, Genius Sports will power augmented altcasts to engage the next generation of fan. Real-time game insights including shot and player speeds, player names, pitch minimaps, number of tackles and much more, will be integrated directly into live broadcasts for millions of fans.
GeniusIQ has a complete, semantic understanding of what is happening on the pitch at any moment. Because it can automatically detect what counts as a shot on goal, it immediately serves a shot speed statistic in real-time, along with a sponsor’s advertising at the opportune moment.
A new era of semi-automated offsides
Launched at the start of the ongoing 2026 Clausura season, GeniusIQ is powering the leading Semi-Automated Offside Technology (“SAOT”) in world soccer in Liga MX. When a potential offside incident occurs, the technology automates the kick point and alerts the VAR operators. Genius Sports’ system then delivers a clear 3D render showing an exact offside plane, removing the need for manual lines and providing a decision visual with the best possible angle within seconds.
Also used across the Premier League and Belgian Pro League, Genius Sports’ SAOT has already driven significant improvements across Mexican soccer with fast, transparent decisions.
Rich performance analytics at coaches’ fingertips
Liga MX teams will be equipped with Genius Sports’ Performance Studio, the most advanced analytics and video platform in world soccer.
Coaches and analysts from each team will have access to a suite of performance and analytics tools to enhance everything from training to tactics and player development. This includes Genius Sports’ state-of-the-art ProView3D feature, which enables coaches to step into their players’ shoes and review critical match moments, such as a striker before taking a shot or a fullback preparing for a 1v1.
"At Liga MX, we are very happy to close this partnership with Genius Sports, as it represents a significant step in elevating our competition to the standards of the world’s leading leagues,” said Edgar Martínez, VP of Content at FMF. “From a sporting perspective, SAOT technology enhances fairness and transparency on the field. At the same time, from a fan and consumption standpoint, the use of advanced data and augmented reality integrations will transform how audiences experience the game."
“Liga MX is the most-watched soccer league in the United States and a growing force in North American sport,” said Sean Conroy, EVP, North America at Genius Sports. “The deployment of our next generation data and AI platform, GeniusIQ, will connect every part of that ecosystem, delivering world-leading SAOT while enriching the broadcast and creating premium new commercial inventory for sponsors. This partnership gives Liga MX the infrastructure to grow the league on and off the field.”
Sports Illustrated Stadium introduce RightHear audio way-finding
Sports Illustrated Stadium has announced the introduction of RightHear, an audio-format way-finding system that enables guests with low vision or orientation challenges to navigate the venue independently using their smartphones.
RightHear's technology is deployed throughout Sports Illustrated Stadium, providing guests with real-time audio information about their surroundings. Using the free RightHear mobile app — available on iOS and Android — visitors can identify their current location, receive descriptions of nearby points of interest, and access directions to key areas of the stadium including entrances, restrooms, concession stands, elevators, and seating sections. Audio information begins playing automatically upon arrival near the stadium entrance.
Fans can also access RightHear through the official Red Bull New York app.
RightHear's platform supports content delivery in multiple languages, enabling the stadium to serve fans who are not native English speakers in their preferred language. For a venue that draws supporters from across the New York metropolitan area and beyond, the multilingual functionality extends the reach of the wayfinding system to a broader cross-section of the gameday audience.
The system is powered by Accessibility Spots, small, sensors installed at key locations throughout the facility, that detect nearby app users and deliver relevant, location-specific audio content in real time.
"Sports Illustrated Stadium is a gathering place for our entire community, and that means everyone who walks through our gates deserves a seamless, confident experience from the moment they arrive,” Tonilynn McCaffery, Senior Manager of Field Marketing & Community at Red Bull New York said. “RightHear gives our guests who are blind, have low vision, or navigate spaces differently a real tool for independence as a genuine solution built into the fabric of the venue. That's the standard we want to hold ourselves to."
Sports Illustrated Stadium already offers a broad range of accessibility services for guests, including ADA-compliant seating and parking, captioning services on videoboards, assisted listening devices, elevator access on all levels, companion restrooms and the Altec Lansing Sensory Room for families affected by autism and sensory sensitivities. The addition of RightHear builds on that foundation with an independent navigation option for guests who are blind, have low vision or experience orientation challenges.
RightHear has been deployed at more than 2,400 venues worldwide since its founding in 2016, supporting users across 26 languages. The company pioneered the category of indoor orientation through audio-format signage — technology that converts physical environmental cues into auditory guidance.
“For decades, stadiums have been engineered for scale, speed, and spectacle but not for independent navigation,” Idan Meir, Co-Founder & CEO of RightHear said. “What’s changing now is a new layer of infrastructure where the environment itself can communicate in real time for people who are blind, have low vision, or navigate spaces differently. Partnerships like this are what make that shift real. When a venue like Sports Illustrated Stadium invests in this kind of experience, it goes well beyond minimum accessibility requirements and sets a new standard for what truly inclusive design can look like.”
Etihad Stadium to host North Stand Test Event
This landmark occasion forms part of the phased opening of the expansion, with a series of public and private test events designed to assess key operational elements of the facility.
Subject to the new areas successfully passing initial internal checks, the event on Wednesday, 20th May, will operate at 50% of the additional seating capacity, allowing more than 3,500 fans to attend.
Should the test event be successful, the next phase will see City trial 100% capacity at the final Premier League home match of the season against Aston Villa. Hospitality areas, the fan zone and the wider Medlock Square development will open later in 2026.
Commenting on the first public event in the expanded North Stand, Danny Wilson, Managing Director – Manchester City Operations, said: “After years of planning and construction, we’re getting close to using the expanded general admission seating section of the North Stand – a significant moment in the history of this Club that will see us break the Etihad Stadium’s record matchday attendance.
“Our aim has always been to open the new general admission seating before the end of the 2025/26 season. To do this, we must host a number of test events, with the evening of entertainment on Wednesday 20th playing a vital role. We hope more than 3,500 fans will join us, enjoy the evening with friends and family, and be the first to experience the expanded North Stand.”
AMPYR joins Manchester City as Official Supplier
AMPYR Distributed Energy (ADE) has joined Manchester City as an Official Supplier and the Onsite Power Purchase Agreement (PPA) Funder, reflecting its role in supporting the funding, operation, and maintenance of onsite renewable energy solutions at the City Football Academy (CFA).
Through this collaboration, ADE has delivered Phase One of a significant solar installation across the Club’s training facilities and at the Joie Stadium, home to Manchester City Women.
The installation includes over 5,000 solar panels across multiple rooftops, generating clean electricity. This work has been designed to integrate seamlessly across the campus, as the Club continues its commitment to sustainability, with a focus on increasing the use of renewable energy resources.
John Behan, CEO of ADE, said: “Manchester City is setting the standard for how leading organisations approach sustainability in practice. Our role as an Official Supplier reflects the work delivered to date and the responsibility we take on in operating this infrastructure for the long term.
“This is about turning ambition into real, operational infrastructure – delivering clean energy solutions that perform day in, day out. We’re proud to be supporting Manchester City as they continue to progress towards their long-term sustainability goals.”
Shift4 Partner With Cubs to Power Commerce at Wrigley Field
Shift4, a global leader in integrated payments and commerce technology, has partnered with the Chicago Cubs to power the fan experience at Wrigley Field, one of Major League Baseball's most iconic ballparks.
Shift4 will provide a comprehensive commerce ecosystem at Wrigley Field, processing payments for food & beverage concessions, retail sales, and Gallagher Way, the entertainment district adjacent to the historic ballpark. From the first pitch to the last out, Shift4’s end-to-end solutions will deliver a seamless experience for Cubs fans while streamlining operations across multiple revenue streams.
“We are thrilled to team up with Shift4 to power purchases at Wrigley Field on gamedays and beyond,” said Cubs Senior Director of Hospitality and Retail Brad Johnson. “Shift4 shares our unwavering commitment to delivering an exceptional and seamless fan experience, and this partnership is another way we’re delivering on that promise to our fans.”
“Partnering with the Chicago Cubs at Wrigley Field represents a milestone moment for Shift4,” said Dustin Alpert, Shift4’s Head of Sports & Entertainment. “We’re excited to deliver world-class commerce technology to this historic venue. From grabbing a hot dog at the concession stand to purchasing a jersey, our integrated solutions will enhance every aspect of the fan experience.”
Shift4 provides sports and entertainment venues with a unified commerce ecosystem including a wide range of payments technologies and integrations to deliver a seamless ordering and payment experience while simplifying operations for venue operators.
Shift4's integrated commerce solutions are used by every major professional sports league as well as colleges, entertainment venues, and many other business verticals, transforming the way fans and guests shop, order, and pay. To learn more, visit shift4.com/sports-entertainment.
Playfly Sports become Exclusive Commercial Partner for Estadio Monumental
El Club Social y Deportivo Colo-Colo (Colo-Colo), the most popular and successful club football team in Chile, today announced a partnership with Playfly Sports, the sports industry’s leading revenue maximisation company, to lead naming rights and founding partner sales for Estadio Monumental as the iconic venue undergoes a landmark renovation.
Edgbaston extend partnership with Levy
Edgbaston Stadium and Levy, the visionary venue partner and market-leading sports and entertainment provider, are proud to announce a landmark long-term extension of their successful Joint Venture (JV). This renewal represents the longest contract ever signed by Levy UK + Ireland, marking a significant milestone in a partnership dedicated to world-class matchday experiences, community-led growth, and elite culinary standards.
The partnership extension comes at a pivotal time as the Edgbaston Masterplan continues its momentum into phase three. With the demolition of older stands paving the way for a new world-class stand, Radisson RED hotel, and expanded concourses, the Joint Venture will play a critical role in the stadium’s transformation. This redevelopment is central to the shared aim of using sport to drive positive change, creating long-term employment opportunities for local people and bringing diverse communities together to deliver regional economic growth.
A cornerstone of this social mission is Xcelerate with Edgbaston. To date, this dedicated hospitality skills and training hub has seen over five and a half thousand people pass through its doors and hosted training and development for the local community leading to long lasting careers in the wider hospitality sector.
Another key focus of the extension is the continued elevation of the stadium’s food culture. This will be led by the Levy team at Edgbaston, whose elite kitchen talent took the top prize for Chef Team of the Year at the prestigious Stadium Events & Hospitality Awards. This recognition underscores the dedication to delivering restaurant-quality dining at scale, prioritising local sourcing and sustainable-first ingredients.
Jon Davies, CEO of Levy, commented: “We are delighted to extend our stay at Edgbaston through our established Joint Venture. This is a close and trusted working partnership built on a shared ambition to be the best in the business, and it is a proud moment for us to sign the longest contract in the history of Levy UK + Ireland.
“Moving forward, we are focused on working together to maximise community involvement and building on the incredible impact of Xcelerate with Edgbaston. Our teams are hungry for continued innovation, and we look forward to continuing to showcase high culinary standards, underpinned by our award-winning chef teams. As the Edgbaston Masterplan comes to life, we are committed to ensuring this venue remains at the heart of the community, driving employment and excellence for years to come.”
Craig Flindall, Strategy Director at Edgbaston, said:“We’re pleased to continue our partnership with Levy, as we strive to provide our guests with a first-class hospitality and matchday experience. Through signing the contract extension, we’re also continuing to facilitate the next generation of talent through the “Xcelerate with Edgbaston” training facility – maximising local community involvement and assisting with regional economic growth.
“With the next stage of our stadium Masterplan well underway, we’re excited to be able to deliver our new hotel, redeveloped stands, and enhanced spectator facilities in time for the Men’s Ashes in summer 2027.”
This extension follows the announcement of the UK-first automated cup return system at the stadium. This initiative further demonstrates the partners’ shared dedication to using cutting-edge innovation to enhance fan experience while significantly reducing single-use plastic waste.
Philadelphia Union partner with Evolv Express
Philadelphia Union have announced a multi-year partnership with Evolv Technologies Holdings, Inc., naming the the leading security technology company pioneering AI-based solutions designed to create safer experiences, as the club's official Fan Screening Partner.
Evolv Express uses advanced sensor technology and AI to detect concealed threats and identify the person and location of the potential threat, while allowing people to move through checkpoints at their natural walking pace. The system is designed to screen visitors effectively while helping minimize congestion and disruptions to traffic flow at entry points. Subaru Park, which is located just outside Philadelphia in Chester, Pennsylvania, has been the team’s home since 2010. In addition to Union matches, the 18,500-seat venue hosts collegiate soccer matches and tournaments, other sporting events, and concerts.
The partnership begins with the Union entering a multi-year subscription agreement for Evolv Express hardware and software. It also designates Evolv as the team’s “Official Fan Screening Partner” and gives the company a media presence inside Subaru Park and throughout the surrounding campus, including the Union Yards tailgate zone and the WSFS Bank Sportsplex training center. In addition, the two organizations plan to collaborate on other marketing and community initiatives.
“Partnering with Evolv Technology is an important step in our ongoing commitment to providing a safe, seamless, and welcoming environment for every fan who enters Subaru Park,” said Brian Haggerty, Subaru Park Vice President and General Manager. “Their advanced screening technology further strengthens our security measures while keeping entry quick and convenient, allowing the club to continue enhancing the overall matchday and event experience.”
“We are proud to welcome Philadelphia Union and Subaru Park to our customer roster,” noted John Baier, Evolv’s Vice President of Sports & Entertainment. “Additionally, being of service to half the pro soccer teams in North America is a major accomplishment for us as a company and speaks volumes for the league’s commitment to a world-class fan experience. We are also proud to have a strong presence in Philadelphia, which is one of strongest and most passionate sports markets in the country.”