The SportsTech Brief

The business of sports tech, in brief.

Personar

officiating tech · HQ United Kingdom

The London-based company’s TrackSwift platform, originally developed for Formula 1, analyses live audio communications between on-field referees and VAR officials.

Funding rounds

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Latest news

Partnerships · 24 Feb 2026 · GB

PGMO turns to F1 tech with Personar

Professional Game Match Officials (PGMO) has agreed a partnership with Personar to integrate AI audio analysis into Premier League officiating. The London-based company’s TrackSwift platform, originally developed for Formula 1, analyses live audio communications between on-field referees and VAR…

Sport Industry Group