The 2025 MLS All-Star Week Puts Emerging Tech on the Field
NEW YORK (July 10, 2025) Major League Soccer is redefining the intersection of sports and technology by actively piloting innovations that are transforming fan engagement, athlete performance, match officiating and content production. The league’s long-term strategy focuses on embedding AI, advanced wearables, immersive digital tools, and data-driven analytics directly into the fabric of the sport—positioning MLS as a proving ground for technologies shaping the future of soccer and the broader sports industry.
This leadership will be on full display during MLS All-Star Week in Austin, Texas, where the league will host its Future of the Game Showcase on July 22 and 23 at Q2 Stadium. The Showcase offers a rare in-game demonstration of breakthrough technologies and direct access to the innovators shaping the next generation of the sport.
More than a vision, this work is already in motion. MLS is piloting emerging technologies in high-profile, live environments, accelerating the sport’s evolution and delivering real value to fans, players, and clubs. From personalized fan experiences to new performance insights and advanced production tools, these efforts are expanding what’s possible both on and off the field.
Through its Innovation Lab and direct partnerships with emerging startups and technology pioneers, MLS is cultivating a robust pipeline of innovation that is delivering meaningful impact and strengthens MLS’ role as a sports tech incubator This work reinforces the league’s leadership in global soccer and provides tangible benefits to clubs, players, and fans—enhancing performance insights, creating more personalized and immersive experiences, and unlocking new opportunities at every level of the sport.
MLS’ efforts complement the league’s landmark partnership with Apple. Together, MLS and Apple are global trailblazers in sports streaming, driving innovations in production and fan experience while deepening connections with the league’s young, digitally native audience.
“We believe that through innovation we can define the future of soccer and sport,” said Chris Schlosser, SVP of Emerging Ventures, Major League Soccer. “At MLS, we are committed to testing and integrating emerging technologies that elevate athletes, transform fan experiences, and push the game forward. The Future of the Game Showcase is a unique opportunity to see this work in action—through live demonstrations and partnerships with some of the most forward-thinking companies in sports technology.”
Future of the Game Showcase -- Participating Technologies and Companies:
- **EDGE Sound Research**: Intelligent audio infrastructure for live entertainment that automatically isolates sound objects to create personalized, immersive experiences. Throughout the showcase EDGE Sound Research will be showing a live demo of immersive sound that is designed to enhance the stadium experience.
- **OLIVER Sports**: GPS trackers powered by AI that capture athletic and soccer-specific metrics—including ball interactions—to deliver actionable insights that help coaches optimize training and scout top talent, while enabling players to enhance performance and reduce injuries. Players participating in the MLS NEXT All-Stars Game presented by Allstate will be wearing the devices that will show data and insights from the match.
- **Soccerment**: A sports technology company leveraging AI, wearable devices, and advanced analytics to enhance player development, scouting, and performance analysis. Soccerment will showcase their connected devices, data from the MLS NEXT All-Star game presented by Allstate, and AI Content Generation capabilities.
- **Wicket**: Facial authentication platform leveraging computer vision technology to enable seamless event experiences with facial ticketing, payments, access control, and credentialing. Onsite at the Future of the Game Showcase, Wicket will be demoing their facial ticketing and payments systems for guests.
- Camb.AI: AI dubbing platform that instantaneously translates content into any language while preserving the original speaker’s voice and tone—bringing any game to life for global audiences. Camb.AI will be providing real-time audio translation into multiple languages throughout the MLS All-Star Skills Challenge presented by AT&T and MLS All-Star Game.
- **Lubu Technologies**: AI-powered wearable solutions that track force impacts, cleat performance, and foot pressure to improve athletic performance and recovery in real time. Lubu Technologies will be supporting the MLS NEXT All-Star game and showing output from the match.
- **Sportec Solutions**: MLS’ Data Creation Partner will present AI-driven technologies designed to enhance fan engagement and storytelling including AI Live Ticker and Data Story Finder tools along with innovative broadcast visualizations.
- **OneCourt**: A tactile broadcast that transforms gameplay into trackable vibrations, allowing fans with visual disabilities to experience the game through touch. OneCourt’s system will be showcased live during the MLS All-Star Game.
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About the 2025 MLS All-Star Game
The 2025 MLS All-Star Game will take center stage this summer in Austin, Texas, as the MLS All-Stars face off against the best from Mexico’s top soccer league, LIGA MX. The highly anticipated match is set for Wednesday, July 23 at 8 p.m. CT at Austin FC’s Q2 Stadium. Tickets for the MLS All-Star Game and the MLS All-Star Skills Challenge presented by AT&T are available at MLSsoccer.com/AllStar or by clicking here.
Media Contacts:
Major League Soccer
Sal Petruzzi
Peter O’Brien
