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RWS Global and Snap Bring AR Tech to Live Sports

July 10, 2025

By Allison Watkinson
TLL Reporter
RWS Global has partnered with Snap to introduce in-stadium Snapchat Cam AR experiences to its portfolio of live sports and entertainment events. The licensing partnership will combine Snap’s augmented reality lenses with RWS Global’s proprietary PV4 sport presentation software.
The company’s PV4 software is a centralized playback system that integrates video, graphics, text and third-party game data for a seamless fan experience.
RWS Global will use the collaborative tech integration to develop interactive games and branded experiences for fans to increase revenue for both the sponsors and hosts of its global sporting events.
“At RWS Global, we create more than one million exciting, engaging and lasting moments per day and are constantly looking for new ways to engage audiences and visitors on land and at sea,” said RWS Global EVP, Kim Henshaw.

“Naturally, we are thrilled to partner with Snap to leverage AR and cutting-edge technology to elevated, immersive fan experiences at sporting events around the world,” added Henshaw. “We look forward to working with Snap to revolutionize fan engagement and bring more fun to sports venues this summer and beyond.”
Kicking off at The World Aquatics Championships and the Rugby Lions Tour later this summer, the Snapchat Cam will be paired with video boards at the event venues to create customizable lens effects and AR filters.
The World Aquatics Championships will take place in Singapore from July 11 to August 3, while the British & Irish Lions Tour will be held at three cities in Australia on July 19, July 26 and August 2.
“We’re excited to expand our partnership with RWS Global and bring the magic of augmented reality to even more fans in stadiums around the world,” said Snap AR partnerships manager, Ashley Moje Goldstein. “With interactive lenses and dynamic in-venue activations, we’re turning big moments into unforgettable experiences and helping fans engage with the sports they love in new, playful ways—right from their seats.”
This announcement builds upon Snap and RWS Global’s previous partnership for the Paris 2024 Olympic and Paralympic Games.
During these events, the companies worked together to produce in-person fan experiences across 37 sports venues.

Photo Credit: Company Logos for RWS Global and Snap.

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Filed Under: Open Content, Editorial, Top Story, TLL, Recent Headlines, Archive, Articles, Featured, Sports Tagged With: Snap, AR technology, live sports, RWS Global, live events, Augmented Reality, Experiential Entertainment, Snapchat licensing, Sports Licensing

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