NRL Magic Round Sportstech Showcase 2025

Delivered as part of the broader NRL Magic Round, this initiative provided eight selected Queensland startups with a unique opportunity to refine and validate their solutions in collaboration with the NRL and its key stakeholders.

Program Objectives

• Connect Queensland’s leading sportstech startups with real-world NRL operational needs
• Support the NRL in identifying and adopting emerging technologies aligned to its strategic focus areas
• Equip startups with the skills, insights, and commercial pathways to work with major sporting bodies
• Showcase the strength of Queensland’s sportstech ecosystem to national stakeholders

ASTN’s Role

As the official delivery partner, ASTN served as the central innovation intermediary, connecting the NRL’s priorities with the capabilities of Queensland’s sportstech sector. ASTN participated in the Expression of Interest process and supported the NRL in selecting eight companies whose innovations aligned with league objectives.

ASTN delivered a structured 10-week program that included:

• A series of practical workshops tailored to the sportstech sector
• One-on-one mentoring sessions focused on product refinement and commercialisation
• Support to startups on navigating procurement, partnership development, and operating in elite sport environments
• Ongoing collaboration with the NRL to assess, adapt, and explore the integration of technologies across clubs, leagues, and venues

A key component of the program was the direct pairing of each startup with NRL subject matter experts, ensuring real-time feedback and alignment with league operations.

Magic Round Tech Showcase

The sprint culminated in the NRL Magic Round Sportstech Showcase, held at The Precinct in Brisbane on 2 May 2025. The event brought together more than 150 representatives from the NRL, clubs, broadcasters, sponsors, government, and the broader innovation community.

The Hon. Andrew Powell MP, Queensland Minister for Science and Innovation, officially opened the event, highlighting the state’s commitment to supporting innovation and commercialisation through major events like Magic Round.

NRL Commissioner The Hon. Peter Beattie AC reinforced the league’s commitment to technology as a key driver of performance and fan engagement. ASTN Executive Chair Martin Schlegel provided an update on Australia’s $5 billion sportstech sector and its relevance to Queensland’s economic growth and Brisbane 2032.

Participating Companies

The following eight Queensland sportstech companies participated in the Tech Sprint and showcased their innovations:

• Crowd Canvas Mobile fan engagement platform activating synchronised light shows in stadiums
• Myriad Studios VFX and 3D scanning technology to enhance athlete profiles and fan experience
• Talk All Sport Voice-activated scoring and officiating vests
• WearOptimo Micro-wearable hydration monitoring for athlete wellness
• Imagine Realities Immersive motion-sensor experience allowing fans to "play as" NRL athletes
• Cool Beans Underwear Scientifically designed compression garments for performance and recovery
• Australian Armour Company (Fempro Armour) Lightweight protective vests designed for NRLW athletes
• Cérge Digital concierge platform enhancing accessibility for spectators and athletes with disabilities

Live Deployment at Magic Round

Two standout companies, Imagine Realities and Crowd Canvas, were selected by the NRL to activate their solutions live at Suncorp Stadium during Magic Round. These activations showcased the power of direct industry collaboration and real-world validation.

Outcomes and Impact

• Enhanced industry engagement between startups and major sport stakeholders
• Improved readiness of sportstech companies to work with elite sporting organisations
• Greater visibility for Queensland-based innovations on a national stage
• Tangible outcomes, with several technologies being considered for ongoing deployment

Brochure

Download: NRL Magic Round Tech-Showcase Brochure

Gallery