Sports Industry News: Harry Maguire AI, Fanatics and F1 Partnerships
- The sports industry is seeing a significant surge in the integration of artificial intelligence, strategic long-term licensing, and expanded accessibility infrastructure across various disciplines.
- Defender Harry Maguire has co-founded Feedz, a new coaching platform powered by artificial intelligence.
- The platform utilizes AI to convert short voice notes recorded by coaches regarding athlete performance into structured coaching reports.
The sports industry is seeing a significant surge in the integration of artificial intelligence, strategic long-term licensing, and expanded accessibility infrastructure across various disciplines. From the launch of AI-driven coaching tools to multi-decade collectibles agreements and global broadcast expansions for Olympic-bound sports, the commercial and operational landscape of professional athletics is undergoing a period of rapid modernization.
Harry Maguire Co-Founds AI Coaching Platform Feedz
England and Manchester United F.C. Defender Harry Maguire has co-founded Feedz, a new coaching platform powered by artificial intelligence. Developed alongside co-founder Matt White, the application is designed to streamline the way sports coaches provide performance analysis and player feedback.
The platform utilizes AI to convert short voice notes recorded by coaches regarding athlete performance into structured coaching reports. These reports can then be shared directly with players and their parents, reducing the administrative burden on coaching staff while maintaining a consistent feedback loop.
Several sports organizations have already integrated the technology into their operations. Sheffield United F.C. Has adopted the app for its academy sessions, and the platform has been implemented by Kent, Sussex, and Surrey County Cricket Clubs. Table Tennis England, Powerleague, and various grassroots football clubs have engaged with the software.
Maguire, who has invested in the tool, indicated that the platform serves as a foundation for his own potential transition into coaching following his retirement from professional football.
I believe better feedback builds better players. Coaches at every level should have access to tools that help them communicate clearly and consistently. Feedz creates environments where players, from youth level to the top of the game, understand what they are doing well and where they need to improve. Harry Maguire, Co-founder, Feedz
The practical application of the tool within youth development was highlighted by Matt Morley, the Head of Junior Phase Coaching at Sheffield United F.C., who noted that coaches from the Under-8 through to Under-18 levels use Feedz during sessions to improve planning and communication.
Fanatics Secures Long-Term England National Team Licensing
Fanatics has entered into an exclusive licensing agreement with The Football Association (FA) for trading cards, stickers, and trading card games featuring the England men’s and women’s national teams. The agreement is set to begin in 2031.
Under the terms of the deal, Fanatics-owned Topps will hold the rights to produce collectibles that utilize England team branding. This includes the use of player images, names, autographs, and cards featuring match-worn memorabilia from official competitions.
This partnership expands on a pre-existing relationship between Fanatics and the FA. Since 2018, Fanatics has managed the retail operations at Wembley Stadium and the official England online store, a partnership that was renewed in 2024.
The move comes amid a broader expansion of the sports collectibles market, bolstered by the commercial growth of women’s football. This growth followed the England women’s national team winning UEFA Women’s Euro 2022 and their appearance in the 2023 FIFA Women’s World Cup final.
Topps continues to diversify its portfolio, holding licenses for the Premier League, FIFA, and UEFA club competitions, as well as major American leagues including the NBA, NFL, and MLB, and Formula One.
Commercial Expansions in Formula 1 and Global Football
Formula 1 has partnered with Hasbro to launch a worldwide Monopoly Formula 1 Edition board game. Pre-orders for the game opened on May 20, 2026, with a full commercial launch scheduled for July 15, 2026.
The game departs from traditional property ownership, instead utilizing a “Monopoly Grand Prix” mechanic. Players select Formula 1 teams and compete for championship points across circuits featured on the official Formula 1 calendar.
This release coincides with record attendance figures for Formula 1 during the 2025 season. The sport, which is owned by Liberty Media and operates the FIA Formula One World Championship, continues to expand its consumer product reach beyond live broadcasts.
Simultaneously, the LEGO Group has addressed public debate regarding the use of artificial intelligence in its global football campaign, titled ‘Everyone Wants A Piece’. To prove the legitimacy of the original video, LEGO released behind-the-scenes footage showing professional footballers Cristiano Ronaldo, Lionel Messi, Kylian Mbappé, and Vini Jr. On set.
The footage depicts the athletes building the official LEGO FIFA World Cup trophy and appearing with their own LEGO minifigures. This content supports the launch of “LEGO Editions,” a collectible toy range designed for player-led storytelling and global fan experiences.
Global Broadcast and Accessibility Milestones
The International Federation of American Football (IFAF) has signed a multi-year global broadcast rights deal with DAZN, marking the first global broadcast agreement for the federation. The partnership makes a selection of IFAF events free to view in more than 200 markets.
The agreement includes the broadcast of the men’s and women’s IFAF Flag Football World Championships, which serve as a direct qualification pathway for the upcoming Olympic Games. DAZN has also added the following to its offering:
- The 2027 IFAF Flag Football Continental Championships
- The 2028 Flag Football World Championships
- European tackle football championships
DAZN has a proven track record of taking major US sports to fans around the world to accelerate their international growth. Our technology, multi-platform distribution, and ability to cross-promote with our extensive premium sports portfolio will accelerate flag football’s global reach and visibility. Shay Segev, CEO, DAZN Group
In the United Kingdom, Allied Mobility has been named the official accessibility partner for the Glasgow 2026 Commonwealth Games and an official partner for Team Scotland. The Games are scheduled to take place from July 23 to August 2, 2026.
The Glasgow-based manufacturer will provide a fleet of wheelchair-accessible vehicles for Para athletes and fund signage to highlight accessible spectator routes at venues. The 2026 event is expected to feature the largest Para sport programme in the history of the Commonwealth Games.
Mobility Solutions, a sister company of Allied Mobility under the Allied Vehicles Group, will provide electric scooters and wheelchairs for public use. Sean Frame, a Scotland wheelchair racer expected to compete in the T54 1500m for Team Scotland, stated that the partnership is critical for reducing travel challenges for athletes moving between the city’s four venues.