The business of sports tech, in brief.
Formula 1 World Champion Lando Norris has invested in Seat Unique as the premium experiences platform continues its expansion across sport and live entertainment. Norris has joined Seat Unique as an investor following the company’s recent £20m funding round, which included backing from Nickleby…
Given the absolute critical nature of advanced knowledge systems in the sport for well over 40 years, it’s somewhat ironic to think that as Formula 1 had its unscheduled break
Sky and Formula 1 have announced a new multi-year agreement giving Sky Sports viewers in the UK and Ireland, and Sky Sport viewers in Italy, exclusive access to all the action from every
A two-time Formula One Sim Racing World Champion has secured a role at one of British motorsport’s most established venues. F1 Esports competitor Brendon Leigh will work as a driver instructor at Silverstone as part of its Drive Silverstone programme. Leigh, who won the Formula One Sim Racing World…
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…
Motorsport UK has unveiled its full sim racing calendar for the 2026 season, featuring a mixture of new and returning events. The national body for motorsport in the UK will host a total of 12 events from February to December. Announced on February 11th, the 2026 season begins with the Cross Car…
UK-based sim racer James Baldwin has joined the Mercedes-AMG Petronas F1 Team as the newest member of its simulator driver programme. The FIA Motorsport Games champion will assist the Formula One team by driving its state-of-the-art simulator to provide feedback to engineers working on the team’s…
Motorsport UK, the governing body of motorsport in the UK, is offering real-world racing opportunities through the Cross Car Esports Cup. Taking place in February, the sim racing competition offers a pathway for aspiring drivers to pursue a career in real-world motorsport, while also bridging the…
