Comcast NBCUniversal SportsTech’s 2025 Startup Class Delivers Record Results with Global Sports Partners

80% of 2025 startups achieved commercial deals across Comcast, NBCUniversal and Sky through partner-driven technology testing with NBC Sports, Sky Sports, Premier League, NASCAR, PGA TOUR, and Notre Dame 

PHILADELPHIA, PA, November 17, 2025 – Comcast NBCUniversal SportsTech, powered by Boomtown Innovation, revealed record results from its fifth class — comprised of Camb.ai, Diddo, Ekkobar, Liminal Space, LiveLike, Orreco, OZ Sports, PAM, Satisfi Labs, and Transmit. These startups successfully completed Comcast’s global innovation program in collaboration with a world-class consortium of leaders to develop the next generation of sports technologies.

This year’s class collectively achieved 47 business engagements, including 14 POCs, 13 pilots, and 20 commercial deals.

“SportsTech’s 2025 class reflects the full realization of what we set out to achieve, bridging the gap between startup innovation and enterprise-scale impact across sports, technology, and media,” said Jenna Kurath, Vice President of Startup Partnerships and Head of Comcast NBCUniversal SportsTech. “These founders didn’t just pilot technology — they proved business outcomes and took every opportunity to advance their own game and elevate each other. Together, we’re delivering smarter fan engagement, more efficient production, and new revenue models that are reshaping how sports and media operate worldwide.”

The 10 companies, chosen from a pool of over 1,600 applicants, worked directly with industry leaders across NBC Sports, Xfinity, Peacock, Comcast Spectacor, and Comcast Technology Solutions, as well as decision-makers from the program’s consortium of major sports organizations, including NASCAR, Premier League, PGA TOUR, and University of Notre Dame, among others. Through collaborative testing and piloting, 8 of these 10 enterprise-ready companies are working within Comcast business units, driving revenue, operational efficiency, and deeper fan engagement.

Here are top highlights from the 2025 class of Comcast NBCUniversal SportsTech:

Camb.ai – Dubai, UAE

Camb.ai empowers top sports broadcasters and leagues to translate content into any language, using proprietary AI to help ensure seamless localization and maximize audience engagement. After completing numerous POCs with multiple partners, Camb.ai went live on air with NASCAR’s Motor Racing Network to provide the live broadcast in Spanish for the Mexico City Street Race. Additionally, Camb.ai has closed a commercial reseller relationship with Comcast Technology Solutions for localization services provided with their Media360 global offering.

Diddo – Los Angeles, California, United States

Diddo uses proprietary AI to empower video content providers with a platform to let their viewers buy the goods and products they see on any screen. Diddo piloted a commercial integration on Xfinity X1 that enabled real-time shopping moments for NBA games broadcast on the platform, setting the stage for what’s next in shoppable TV for Xfinity customers.

Ekkobar – Indianapolis, Indiana, United States

Ekkobar’s enterprise-wide solution is the “DNA Behind Social Decision Intelligence™,” a ground-breaking new way of understanding social media – beyond just numbers – that empowers sports and entertainment brands to mitigate risk, shape narratives, and boost their bottom line. NBC Sports and NBC Sports Athlete Direct have all completed successful commercial pilots with Ekkobar in the past few months. These, plus other commercial deployments with various entities, have positioned Ekkobar’s advanced technology for explosive growth.

Liminal Space – Los Angeles, California, United States

Liminal Space enables thrilling, wraparound holographic experiences for large audiences in sports, concerts, and attractions, providing VR-like immersion without the need for a headset. After a successful demonstration of their technology in Philadelphia, Liminal Space is now working with multiple entities in the NBCUniversal family to plan for location-based event deployments in the future.

LiveLike – New York, New York, United States

LiveLike empowers sports teams, media companies, and brands to transform passive audiences into highly engaged, revenue-generating fans. Through gamification, loyalty programs, interactive content, and social engagement tools, LiveLike drives retention, unlocks new monetization opportunities, and fosters deeper connections. After completing several successful pilots with multiple partners, LiveLike is in the planning stages with Xfinity to bring new functionality to Xfinity customers in the coming months. Additionally, LiveLike has conducted several successful lab tests with the product team that could bring new features to X1 customers.

Orreco – Galway, Ireland

Orreco’s AI sports analytics platform interprets camera data, blood bio-markers, GPS, women’s health, and other data sources to help teams and athletes make better decisions about their performance, nutrition, training, sleep, and recovery. After a successful pilot in 2025, Orreco is deploying their advanced athlete management technology with the Philadelphia Flyers again for the new 2026 NHL season with great positive response from their professional athletes.

OZ Sports – Reykjavik, Iceland

OZ Sports revolutionizes sports production with AI-driven, multi-camera 4K60p HDR technology, delivering Champions League-quality broadcasts at a fraction of the cost – featuring slow-mo replays, real-time graphics, and industry-first AI-driven optical zoom closeups. In conjunction with our broadcast partners, OZ Sports is deploying its six-camera AI-driven array at a test location to explore the long-term potential to bring more sports content to more fans than ever before.

PAM – Los Angeles, California, United States

PAM connects people to what they love through personalized smart navigation that seeks to help users maneuver large, complex venues and iconic city districts. Having been referred to Comcast SportsTech after successful work with NASCAR, PAM has continued its stellar work with deployments alongside the PGA TOUR and an upcoming deployment with Xfinity Mobile Arena in Philadelphia. Simultaneously, PAM continues to expand its deployed footprint with NASCAR at a growing number of tracks.

Satisfi Labs – Tampa, Florida, United States

Satisfi Labs is a conversational experience platform that helps businesses transform customer engagement by integrating AI agents, live chat, and marketing automation solutions that work together in real-time to convert interest into action. Satisfi Labs is currently finalizing commercial structures with a variety of Comcast NBCUniversal properties and SportsTech partners alike, including NBC-owned TV stations and Comcast Spectacor. Satisfi Labs has also excelled at educating partners about the rapid technical advancements in the AI market.

Transmit – Miami, Florida, United States

Transmit is an end-to-end monetization platform designed for experience-oriented advertising for content owners, distributors, and rights holders. By providing powerful tools to maximize the value of their content, Transmit empowers clients to optimize content distribution, create premium inventory, and drive greater financial success. Over the past few months, Transmit has closed commercial opportunities with multiple NBC Sports Regional Networks and has been live in-market this past baseball season and the new hockey and basketball seasons. Additionally, Transmit recently closed a commercial opportunity with Versant.

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About Comcast NBCUniversal SportsTech

Comcast NBCUniversal SportsTech invests in and accelerates the world’s most promising sports-technology startups. Through collaboration with leading organizations, including NBC Sports, Sky Sports, Premier League, NASCAR, PGA TOUR, and Notre Dame, SportsTech connects entrepreneurs directly with real-world challenges to drive measurable outcomes. Since 2021, the program has invested in 50 portfolio companies, achieving more than 224 commercial engagements across Comcast NBCU and Sky.

About Boomtown Innovation

Boomtown Innovation delivers custom, end-to-end innovation services to major corporations and organizations seeking to maximize the power of innovation to achieve measurable outcomes. Boomtown’s comprehensive services include Innovation Strategy, Innovation Operations, and Ecosystem Development. Since 2013, Boomtown Innovation has successfully executed more than 25 innovation programs and co-invested in nearly 250 startups, achieving a portfolio value of more than $1.9 billion in sports, health, education, environment, and sustainability. For more information visit https://btinnovation.com/.