AI and digital strategy
Design a clear, practical digital strategy tied to your club's real goals, budget, capacity, and board priorities.
AI & Technology Consultancy for Sport
Helping sports clubs harness AI and emerging technology to get ahead.
Virtual Sport Group helps sports clubs and organisations build clear, board-ready strategies that improve performance, grow commercial value, and deepen fan connection.
We do not do off-the-shelf. We work with you to design the right strategy, build bespoke sport-specific solutions, and support delivery from first idea to measurable impact.
AI strategy, immersive technology, fan engagement, and digital transformation
New Application
Meta Quest • PC • PS5 • Apple Mac
Leeds Rhinos Legends
Walk the Legends Tunnel at AMT Headingley Stadium, where 130 players are honoured across every position and a timeline stretching back to 1890 traces the club's greatest moments alongside the wider story of rugby league.
Built by Virtual Sport Group as a long-term immersive fan engagement platform, Leeds Rhinos Legends combines photogrammetry, guided storytelling, intelligent digital companions and multilingual support. Meta Quest is available through the Meta Horizon Store, with PC, PS5 and Apple Mac versions coming in July 2026.
Legends Tunnel
130 players, club milestones and heritage storytelling.
Digital Guides
Natural voice, hand tracking and real-time support.
Coming July 2026
PC, PlayStation 5 and Apple Mac editions.
What We Do
We help sports clubs and organisations cut through the noise and build AI and technology programmes that work across the whole organisation, not just one isolated department.
Sport-specific technology solutions
Build bespoke solutions that work with your existing systems, data, workflows, and commercial ambitions.
Club-wide AI adoption
Embed AI across coaching, operations, commercial, content, and fan engagement teams with practical use cases and training.
Responsible governance
Set up governance so AI is used responsibly, ethically, securely, and in line with your club's brand and values.
Measurable commercial outcomes
Identify and track outcomes across revenue, performance insight, sponsor value, operational efficiency, and fan experience.
VR, AR, and immersive fan engagement
Create bespoke VR and AR experiences, from immersive matchday activations to sponsor-backed content that creates revenue as well as memories.
Archive digitisation and storytelling
Unlock your club's history as a commercial and cultural asset with digitised archives and immersive storytelling experiences for lifelong and new supporters.
Capability building
Support your people to build confidence and capability so you are not reliant on external help long term.
The challenge every club faces
AI is moving fast, and there is noise everywhere. Most clubs know they need to act, but do not know where to start, or they are already running isolated tools that never quite join up.
That is where we come in. We translate emerging technology into a practical roadmap that connects your club's performance, operations, commercial, and fan engagement priorities.
How We Work
Every club is different, so every solution we build is bespoke. Our process gives leaders clarity, momentum, and a strategy their board can back.
01
Listen first
We run workshops and stakeholder conversations to understand your priorities, challenges, data, and opportunities.
02
Find the wins
We identify where AI and technology will deliver the greatest impact commercially, operationally, and on the pitch.
03
Make a plan
We design a practical roadmap tailored to your ambition, budget, internal capacity, and governance needs.
04
See it through
From partner selection to pilot programmes and implementation, we stay with you through delivery.
About Us
Virtual Sport Group is a specialist AI and technology consultancy for sport. We combine strategic insight with real-world delivery across digital innovation, immersive technology, fan engagement, commercial growth, and sports operations.
Our team understands the pressures clubs face: tight budgets, internal politics, legacy systems, ambitious commercial targets, and fans who expect more personalised digital experiences.
Our mission is simple: help clubs make confident technology decisions, deliver measurable impact, and use AI responsibly without losing sight of the emotion and identity that make sport matter.
Team
Our leadership team combines extensive experience in building commercial strategies, technology solutions and developing partnerships to innovate how fans experience sport in the digital age.
Martyn Long
Chief Executive Officer
Martyn is a visionary leader with a proven track record in designing innovative solutions. His experience in securing strategic partnerships and funding has positioned VSG as a key player in transforming how sports clubs and communities connect with fans.
Jonathan Taylor
Chief Technology Officer
Jonathan blends deep technical expertise with entrepreneurial drive. He has spent over 15 years building real-time systems, XR platforms, and AI-powered fan technologies. As CTO, he architects VSG’s immersive pipelines and ensures the platform scales securely and reliably for clubs and fans worldwide.
Matt Ward
Chief Commercial Officer
Matt is passionate about innovation and talent development, fostering inclusivity in tech and sports. Previously, he held leadership roles at several technology companies. His expertise and forward-thinking approach are integral to VSG's technological advancements and long-term success, bridging user insight with product delivery.
Richelle Schuster
Chief Innovation Officer
Richelle has driven innovation and growth across sectors and ecosystems. An expert in designing and implementing complex multimillion-pound programmes, her strategic insight helps Virtual Sport Group push the boundaries of immersive and inclusive sports experiences.
Features
Our Experiences suite spans five pillars: Photoreal Virtual Stadiums, Interactive Virtual Fan Zones, AI Companions, Broadcast+ Streaming, and Immersive Storytelling. Each layer is put together in different ways, designed around the client’s growth opportunities - delivering new revenues from richer connections between clubs, brands, and fans platforms and media.
Meta Quest & VR devices
Photoreal Virtual Stadium experiences
From concourses to tunnels to the pitch itself, we recreate not just the stadium bowl but its full surroundings and interiors—bringing them vividly into virtual reality and web.
- • Explore interiors, exteriors, and fan zones
- • Photogrammetry-grade assets with spatial audio
- • Flexible sponsor and brand placement inventory
Interactive Virtual Fan Zones
Interactive moments, shoppable highlights, and social layers that extend engagement. Our app also opens the floor for team members, executives, and players to speak directly with fans—whether in live press-room style sessions or more casual virtual meet-ups.
- • Quizzes, predictions, polls
- • Shoppable overlays
- • Rewards + loyalty hooks
- • Real-time fan Q&As and live virtual sessions
AI Companion
AI-powered characters that act as stewards and concierges to help navigate your digital environments. Always on to answer questions, navigate flows, and activate sponsors with full multilingual support.
- • Voice + chat interfaces
- • Multilingual intents and translations
- • Event-day wayfinding
- • Personalised fan engagement
- • Integration with ticketing, retail, and loyalty systems
Immersive Storytelling
Brand activations and guided heritage experiences, where clubs can bring global fans together to access tours led by knowledgeable AI companions, bringing club history and legacy to life and community together.
- • AI-guided historical storytelling
- • Virtual museum & archive access
- • Global fan community tours
Broadcast+
We can capture games live end-to-end or work alongside your broadcast partners to deliver high-quality streams—whether in 360°/180° VR formats or traditional 2D. Every stream is built with monetisation in mind, unlocking new sponsor activations, rights-safe overlays, and audience data insights.
- • 360°/180° VR and XR streaming support
- • Traditional 2D broadcast integration
- • Sub-second sync for live moments
- • Interactive reactions, sponsor overlays, and monetisation hooks
Sound Familiar?
These are the questions we regularly hear from clubs and sports organisations. We help turn them into practical next steps.
"We know we need to do more with AI, but where do we start?"
We help you focus on what will make a real difference for your club instead of chasing the latest trend.
"How can we use AI without overcomplicating everything?"
We turn emerging technology into practical, real-world tools that are simple to use and add value quickly.
"How do we improve fan engagement and stay relevant?"
We design digital and immersive experiences that strengthen your fan connection and open new revenue streams.
"Our team does not have the skills to deliver this internally."
We work alongside your people to build confidence, knowledge, and capability rather than dependency.
"We cannot afford to get this wrong. We are working to a tight budget."
Everything we develop is tailored to your resources. You get clear plans, realistic delivery options, and no wasted spend.
Why Virtual Sport Group
Our team brings proven experience across sport, technology, digital innovation, immersive experiences, and commercial growth, combining strategic advice with hands-on delivery.
We have worked with clubs and sports organisations at different stages of their digital journey. We understand the pressure to move quickly, the need to protect brand trust, and the importance of making every technology investment count.
Partnerships
We collaborate with trusted production and brand partners to deliver premium fan experiences at scale.
Ready to Talk?
Whether you are at the early thinking stage or looking to accelerate an existing strategy, get in touch for a straight conversation about what is possible.