Sports Ticker #137 - Amazon's AR revolution and UFC unleashed at the White House - a speed read of commercial updates from the sports world

In a fortnight which saw England victorious in the Women's Rugby World Cup, Team Europe retaining the Ryder Cup, Hannah Cockroft claiming her 17th world title at the World Para Athletics Championships, and a record-breaking $55bn takeover of gaming giant Electronic Arts by a consortium led by Saudi Arabia’s Public Investment Fund, we bring you news of the ongoing dispute between Olympic Champion Nafi Thiam and Belgian Athletics, Conor McGregor's return to the UFC at the White House, and Amazon's new game changing augmented reality football coverage.

From Pitch to Pixels: Amazon shifts the Goal Posts with Augmented Reality
Prime Vision, an alternative live football feed, has debuted in the UK on Amazon Prime during the first round of the UEFA Champions League games. The feed uses augmented reality to display live data, tactical pop-ups, and visuals during the game, with the aim of increasing viewer engagement among Gen Z. YouGov reported in 2023 that only 31% of 18-24 sports fans were watching live matches, compared to 75% of over 55s. The study found that young people prefer to watch highlights, follow athletes on social media or play sports video games. The live visual “enhancements” offer younger viewers a sense of familiarity, with the real-time insights and statistics offered similar to those in popular games. Prime Vision was successfully trialled in 2022 outside of the UK with the NFL, receiving overwhelmingly positive feedback. We're still at kick-off in the UK, but augmented reality may be the future of sports viewing.

Seven Disciplines, One Dispute
An offer to mediate has been floated in an attempt to resolve the ongoing dispute between heptathlete Nafissatou Thiam and Belgian Athletics over the World Athletics Championships in Tokyo last month. The issues began due to conflicts over image rights as Belgian Athletics' code of conduct clashed with Thiam's personal sponsorships. Specifically, the code required athletes to wear the official team kit provided by Asics, but this was inconsistent with Thiam's sponsorship with Nike. Belgian Athletics permitted Thiam to compete without signing the code but allegedly prevented her from joining the pre-camp, which negatively affected her Championship preparations. These events culminated in Thiam pulling out of the heptathlon, deeming the Championships a “real black cloud.” Following Thiam's withdrawal from the competition, Sports Minister Jacqueline Galant has offered to mediate the dispute and plans to meet with officials from Belgian Athletics, aiming to start constructive dialogue between the parties.

Striking Out in London: MLB Benches 2026 Games
Major League Baseball (MLB) has cancelled plans to stage two games in London between the New York Yankees and Toronto Blue Jays. The games, scheduled for June 2026, could not go ahead due to difficulties converting the London Stadium into a baseball field in time. MLB attempted to reschedule for later in the month, but US broadcaster Fox was unable to air the fixtures because of clashes with its coverage of the men’s FIFA World Cup. The last London MLB games, held in 2024, delivered an economic benefit of £56.5 million to the capital. Despite the setback, MLB Commissioner Rob Manfred confirmed that the league “remain interested in Europe”, though also indicated intentions to grow in Asia and Mexico. 

Mercury13 kicks off English Era with Bristol City Women
Mercury13, the multi-club women's investment fund, has acquired a majority stake in Bristol City Women in what has been deemed a “pivotal moment” for the football club's future. Bristol City Women is currently owned by Stephen Lansdown, who will retain a minority shareholding in the club along with control of the men's side and the Bristol Bears rugby teams. The deal remains subject to league approval. Commenting on the recent events, Lansdown stated, “we have always said we would look at investment if it was the right partner at the right time, and I believe now is that time for City Women.” Mercury13 has echoed this sentiment, stating that their entry into English football is a major milestone and that Bristol City Women represents everything they look for in a club. 

Politics & Punches: White House to host the UFC

US President Donald Trump has said that he is keen to host the UFC in Summer 2026 to celebrate Independence Day and commemorate 250 years of the USA. The official government X page posted a mock-up of the UFC Octagon on the South Lawn of the White House, showing an epic scene with a large arch over the cage, multiple viewing screens, and fireworks. The event is set to seat 5,000 people and will use wide angle cameras to capture the fights, scenes of the White House and Washington Monument. The UFC CEO Dana White, a long-time supporter of Donald Trump, has promised to “build the greatest card of all time for the White House.” Conor McGregor has confirmed his return to face long-time rival Michael Chandler, requesting $100 million and “100 U.S. Golden Visas” as his comeback fee, though UFC has not yet revealed the official card. For UFC and sporting fans alike, this event is not to be missed – watch this space for updates!

Extra time...

…and finally, fears that the World Conker Championships will be cancelled have emerged due to the unsuitable nature of this year's conkers. Organiser Charles Whalley theorises that the summer's heatwaves have caused trees to shed their conkers before reaching their full size. The measurably smaller conkers have resulted in concerns that they may crack when prepared for use in the competition, a delicate process involving drilling a hole through the centre of each chestnut. The Championships have taken place each autumn since 1965, and approximately 3,000 conker enthusiasts are expected to attend on 12 October. Attempting to save this year's competition, organisers have been resorting to desperate measures including freezing any useable conkers or preserving them in buckets of water. The fate of the event is set to be announced by 3 October, leaving fans and participants anxiously awaiting to hear whether the organisers' efforts have saved the day.