Close
From sustainability to edge AI, Tennis Australia is turning its Grand Slam into a live testing ground for startups and investors are paying attention
Nine new companies have joined AO StartUps, reinforcing Tennis Australia’s push to embed artificial intelligence and emerging technologies directly into one of the world’s largest sporting events. The 2026 cohort will trial their products in live conditions at the Australian Open, covering use cases that range from sustainability and media workflows to coaching tools and fan engagement.
The latest group, which includes Aircast, Outcoach, truefuels, VueMotion, RootNote, Bettercup, Bronco, the National Pickleball League, and CRED, highlights how large sporting organisations are rethinking innovation. AO StartUps focuses less on small-scale trials and more on live deployment, with startups running their technologies in front of more than one million spectators and a worldwide broadcast audience.
AO StartUps was created to accelerate early-stage technologies by placing them inside demanding, real-world environments. Participating companies gain access to specialist expertise, elite venues, and live operational data, allowing them to prove their products where performance and scale truly matter.
This year’s intake includes five Australian startups, underscoring a local focus alongside international participation. Sustainability-focused Bettercup, for example, expects to process more than 100,000 reusable cups and plates during the two-week tournament — a scale that few early-stage companies can replicate outside a global event.
AI moves from “nice to have” to operational backbone
According to Tennis Australia Director of Innovation Dr Machar Reid, the latest cohort highlights how quickly AI has shifted from experimentation to necessity.
“Across sport and major events, AI is no longer a future concept — it’s a present-day competitive advantage,” Reid said.
He added that many startups are using AI to solve concrete operational problems, from reducing waste and automating content workflows to supporting coaches and extracting insights from complex performance data.
“There’s no substitute for real-world testing at the scale of the Australian Open, and we’re excited to help these founders accelerate their ideas with genuine impact,” Reid said.
A diverse cohort with clear commercial intent
The 2026 cohort spans multiple geographies and business models. International participants include Spain-based truefuels, focused on athlete nutrition, US startups CRED and RootNote, and Ireland’s Bronco, which is building an AI-driven operating system for the business side of sport.
Australian startups play a central role, with companies such as:
- VueMotion, offering smartphone-based AI motion analysis without wearables
- Aircast, delivering ultra-low-latency live streaming
- Outcoach, an AI platform for tennis coaching businesses
- National Pickleball League, reflecting the commercial rise of new racquet sports
Together, the mix points to a convergence of AI, performance analytics, sustainability, and media — areas where investors increasingly see scalable opportunity.
AO StartUps also sits within Tennis Australia’s broader venture strategy. Participating companies can access potential funding through Wildcard Ventures and AO Ventures, alongside commercial exposure. Earlier this year, AO Ventures disclosed its first investments from a US$40 million fund, backing companies across officiating technology, incident management, and emerging sports formats.
For founders, the program offers more than visibility. It provides a pathway to validation, customer access, and — potentially — institutional capital, at a time when early-stage funding conditions remain tight.
A high-stakes sandbox for AI startups
Since its launch, AO StartUps has piloted more than 40 startups, positioning the Australian Open as a proving ground for sports and event technology. More broadly, the program reflects how major global events are becoming platforms for applied innovation rather than passive showcases.
As AI becomes more deeply embedded in live operations, content production, and fan experiences, initiatives like AO StartUps may increasingly shape which startups scale — and which fail under real-world constraints.
AO StartUps is no longer just an innovation initiative — it is a filter. By exposing startups to the operational realities of a Grand Slam tournament, Tennis Australia is effectively stress-testing new technologies in front of global audiences, partners, and investors.
For the startup ecosystem, the message is clear: AI tools that cannot perform under real-world pressure will struggle to gain traction. For those that can, the Australian Open offers not just visibility, but a launchpad into global sport, media, and entertainment markets.
Quick Takeaways
- Nine startups have joined AO StartUps, using the Australian Open as a live testing ground for AI-driven solutions across sport, sustainability, media, and performance.
- The program signals a shift from AI pilots to real-world deployment, with startups operating at the scale of a global Grand Slam event.
- Australian startups feature prominently, while international participants highlight global interest in sports-tech and edge AI use cases.
- For founders and investors, the program acts as a stress test for AI products, separating scalable, production-ready solutions from experimental technology.
