MLS Turns Spotlight on Sports Tech at All-Star Innovation Showcase

Major League Soccer (MLS) hosted its second annual Future of the Game Showcase during All-Star festivities at Q2 Stadium in Austin, presenting new technologies from its Innovation Lab program.

The showcase highlighted how artificial intelligence (AI) and data-driven tools are increasingly being used to enhance performance, content production, officiating and fan engagement across the football ecosystem.

Real-World Testing Meets Early-Stage Investment Strategy

Expressing enthusiasm on the event, MLS SVP of Emerging Ventures, Chris Schlosser, said: “The reason we call it a ‘lab’ is because we work really collaboratively with the companies to actually develop their different services.” 

Schlosser noted that the league currently holds equity in 10–20 tech firms and is reviewing whether to invest further from this year’s cohort.

The MLS Innovation Lab provides selected startups with access to real-match environments for pilot testing, live data collection, and commercial development.

Companies benefit from exposure to MLS club owners and league executives, while MLS retains the option to invest equity in these ventures. It’s a model that not only fuels innovation but also provides MLS with early access to high-potential technologies.

Audio Intelligence Could Transform Match-Day Broadcasts

One of the featured companies, Edge Sound Research, is working to isolate specific audio elements from within noisy stadium environments.

The tech could allow broadcasters to deliver “mic’d up” experiences while capturing player voices without violating FIFA’s restriction on sideline microphones. 

Wearable Tech Signals Data-Driven Player Development

Soccerment showcased AI-enhanced wearables and analytics tools aimed at improving player development and scouting outcomes.

Meanwhile, OLIVER Sports deployed GPS tracking devices during the MLS NEXT All-Star Game, reflecting the league’s commitment to integrating real-time biometric data into elite youth competitions.

Fan Engagement Tools Expand Commercial Opportunities

Beyond performance, fan-facing solutions were a key theme. Sportec Solutions and OneCourt demonstrated innovations in accessibility and content augmentation, which includes tools for visually impaired fans to experience live play through tactile devices.

Camb.AI presented a dubbing platform capable of translating content in real time without losing the speaker’s tone, offering potential for global broadcast expansion.

Wicket’s facial authentication tech, which covers ticketing, access control and credentialing, also suggests commercial upside through improved venue operations and sponsor activations.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.