News

Snap and RWS Global Partner to Deliver AR Fan Experiences in Stadiums

Remix Reality Editors + AI

14 Jul 2025 — 1 min read

Source: Snap

Snap and RWS Global have entered a formal partnership to combine AR lenses with PV4 venue software.
The integration will debut at sporting events in Singapore and Australia this summer.

Snap and RWS Global are joining forces to bring more interactive moments to sports fans. The partnership links Snap’s AR lens tech with RWS Global’s PV4 system, a tool that runs video, graphics, and game data across big screens in stadiums.

The first activations will happen at the World Aquatics Championships in Singapore and the British & Irish Lions Tour in Australia. Fans at both events will see the “Snapchat Cam” in action, connecting with venue video boards to trigger AR effects. Lenses can be customized to create games and branded content for sponsors.

“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. 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,” said Kim Henshaw, Executive Vice President, Sports Business Operations at RWS Global, in an official news release. “We look forward to working with Snap to revolutionize fan engagement and bring more fun to sports venues this summer and beyond.”

This isn’t the first time RWS and Snap have worked together. They previously collaborated during the Paris 2024 Games. This announcement further strengthens their partnership and scales the combined solution for event organizers to enhance fan engagement in new ways.

🌀 Tom’s Take:

Live sports are ideal testbeds for AR, especially when fans don’t need a device to see the effect. Piggybacking on existing camera and video systems lets this kind of experience scale fast, transforming legacy setups into future-forward reality machines.

Source: RWS Global

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🌀 Tom’s Take:

Read more

Augmodo Secures $37.5M Series A to Scale Spatial AI Wearables for Retail

FAA Clears Flytrex for Remote Drone Delivery Across U.S.

Kudan Launches PRISM Platform for Photo-Realistic Digital Twin Management

Displays Could Trip Up the Race for the Face