Beyond Sports Absorbs Pulselive to Create Unified Fan Engagement Powerhouse

Beyond Sports has announced it will formally integrate Pulselive into its operations, effectively retiring the Pulselive brand to create a comprehensive end-to-end fan engagement platform.

The move unites two Sony Group sister companies, combining Beyond Sports’ expertise in data visualisation and virtual recreation with Pulselive’s established track record in building high-traffic digital ecosystems for major rights holders.

The strategic restructure will see the creation of two new dedicated departments within the Beyond Sports organisation: .DIGITAL and .PLAY. The .DIGITAL arm will absorb Pulselive’s existing personnel and technical know-how, ensuring continuity for their impressive client roster, which includes the AFL (Australian Football League), the Premier League, WTA, and World Rugby.

This specific capability will focus on the foundational digital architecture, websites and apps, that serve as the primary touchpoints for global fan bases.

Complementing this, the new .PLAY division is designed to drive the next generation of sports consumption, focusing on gamification and interactivity. By merging existing teams, Beyond Sports aims to provide rights holders with a “360-degree solution” that transitions fans from passive viewers to active participants.

The offering will allow users to seamlessly switch between live game streaming, instant virtual replays, fantasy sports management, and prediction games within a single ecosystem.

For the Australian market, the move is particularly relevant given Pulselive’s long-standing role as the digital backbone for the AFL.

The integration promises to bring enhanced interactive capabilities to local leagues that are increasingly competing for digital attention in a crowded entertainment market. The consolidation acknowledges that modern fandom demands more than just a broadcast; it requires “sticky,” personalised experiences that maintain user engagement outside the match window.

While the teams have already commenced collaboration on multiple client projects to redefine engagement strategies, the formal external consolidation of the brands is scheduled for early 2026.

This timeline allows for a methodical transition of assets and ensuring that the new .DIGITAL and .PLAY foundations are robust enough to support the massive traffic loads generated by their tier-one sporting partners.

The merger represents the final “puzzle piece” for Beyond Sports, allowing the company to leverage its data processing power not just for visualisation, but for direct-to-consumer communication and community building.

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