Tennis Australia has welcomed nine new companies into its AO StartUps program, significantly bolstering its focus on artificial intelligence-enabled innovation. This latest cohort is set to leverage the Australian Open as a live testing ground for emerging technologies in sports and major events. The initiative aims to fast-track concepts that will shape the future of fan engagement, athlete performance, and operational sustainability.
A New Wave of AI-Driven Innovation
Dr. Machar Reid, Tennis Australia's Director of Innovation, highlighted that AI is no longer a future concept but a "present-day competitive advantage." A significant portion of the new cohort utilizes AI to address tangible operational challenges within the sports industry. This strategic focus underscores the program's commitment to harnessing advanced technology to generate insights and efficiencies previously unattainable.
The program provides an invaluable platform for real-world experimentation, allowing founders to accelerate their ideas with genuine impact. These startups are developing solutions to improve sustainability, enhance content workflows, support coaches, and capture new audiences. Testing these systems at the scale of the Australian Open offers a unique opportunity to refine and prove their value.
Spotlight on the 2026 Cohort
Among the new entrants are companies dedicated to revolutionizing athlete and team management through advanced technology. VueMotion offers a smartphone-based AI platform for clinical-grade motion analysis, while Spain's truefuels is redesigning athlete nutrition with optimized energy solutions. Ireland-based Bronco provides an AI-powered operating system that unifies performance data and commercial deals for players, agents, and clubs.
The program also addresses critical aspects of event operations and fan experience with its new members. Australia's Bettercup is focused on sustainability, offering a reusable product system to eliminate single-use plastic waste at large-scale events. Meanwhile, Aircast delivers ultra-low-latency video streaming, and US-based CRED provides a predictive intelligence platform to help organizations identify high-value market opportunities.
Expanding the scope of innovation, the cohort includes platforms designed for content creators, coaches, and emerging sports communities. RootNote provides a comprehensive analytics platform for creators and athletes to leverage their data for business growth. Outcoach offers an AI coaching management platform to streamline administration, while the National Pickleball League aims to grow Australia's premium pickleball organization.
Fostering Growth Through Real-World Application
The AO StartUps program provides an unparalleled opportunity for emerging companies to validate their business models in a high-performance environment. Participants gain access to industry expertise, world-class venues, and a global broadcast audience of over one million fans. This immersive experience is designed to accelerate development by testing concepts at the scale of a Grand Slam tournament.
Beyond providing a testing ground, the initiative is a key component of Tennis Australia’s broader innovation and venture capital strategy. It streamlines corporate processes that can often hinder rapid innovation, creating a direct pathway for collaboration. Furthermore, the program offers potential investment opportunities through Tennis Australia’s dedicated funds, AO Ventures and Wildcard Ventures, supporting long-term growth.
The induction of this new, AI-centric cohort solidifies the Australian Open's position as a global leader in sports technology and innovation. By nurturing these startups, Tennis Australia not only accelerates their growth but also actively shapes the future of major events worldwide. This symbiotic relationship promises to deliver enhanced experiences for fans, athletes, and partners for years to come.