Snap Inc. and RWS Global Team Up on In-Stadium Augmented Reality Experiences At Global Sports Events

Published: 2025-07-09 11:35:39 ET SNAP

Published on 07/09/2025 at 11:35

Snap Inc. and RWS Global announced a partnership that will enhance fan engagement at sporting events around the world. The relationship will formally bring together Snap's augmented reality lenses with RWS Global's revolutionary and proprietary sport presentation software, PV4, a centralized video and graphics playback system integrating video, graphics, text and third-party game data to deliver a seamless, best-in-class fan experience. The relationship will kick off with two global sporting events: The World Aquatics Championships in Singapore from July 11 to August 3, 2025 and the three-city British & Irish Lions Tour in Australia with fixtures on July 19, July 26 and August 2. At both events, the "Snapchat Cam" will be paired with venue video boards to create unique lens effects, taking fan interaction to the next level.

The AR filters can be customized to create interactive games and branded experiences for sponsors, driving incremental revenue for event hosts. The announcement builds upon Snap and RWS Global's work together at the Paris 2024 Olympic and Paralympic Games at which RWS Global produced the in-venue fan experience for 54 sports in 37 venues.