Inside XRSA: Building the business case for immersive sports experiences, lessons from real-word deployment

Host Lucy Trang Nguyen (Director of Strategic Alliances & Business Development for Emerging Technologies, Accedo) is joined by Laurence Boyd (Chief Content & Product Officer, E1 Series) and Charles-Edwin Root (Digital Manager, HBS) to unpack the first pilot of the XR Sports Alliance (XRSA) — and what it means for rights holders, broadcasters, and tech partners who are beginning to take immersive seriously.Using XRSA’s real-world deployment with the E1 Series as a case study, the discussion goes behind the scenes of bringing XR into live sports. You’ll hear how the teams approached strategy, operations, and collaboration, and what they learned from capturing immersive content on boats, buoys, podiums, and in XR headsets.Learn where XR in sports is today, what actually resonates with fans, and how to build toward sustainable monetization instead of isolated experiments.What XRSA is and why it matters for the industry – 02:00Why now is the moment to test and learn in XR – 05:30XRSA’s first deployment with the E1 Series and lessons learned – 08:40What immersive really adds for fans, and who needs to be convinced internally – 19:45User testing insights: motion sickness, content formats, and reuse for social – 22:18Interactive XR, brand engagement, and the path to monetization – 29:00Practical advice on KPIs, rights constraints, and how to get started with XR today – 39:00