NEOM Collaborates with Global Firms in Open Program for Sports Innovation

NEOM will become a hub for sports innovation. (NEOM)
NEOM will become a hub for sports innovation. (NEOM)
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NEOM Collaborates with Global Firms in Open Program for Sports Innovation

NEOM will become a hub for sports innovation. (NEOM)
NEOM will become a hub for sports innovation. (NEOM)

Microsoft’s Global Sports Innovation Center (GSIC) unveiled on Tuesday the “NEOM Sports Open Innovation Program” in collaboration with NEOM, aimed at transforming the sports sector through cutting-edge technologies, with a specific emphasis on artificial intelligence and adventure sports.

Iris Cordoba, general manager of GSIC, said the program offers a “golden opportunity” for startups and existing companies to shape the future of sports, harmonizing technology, nature, and sustainability.

She added that “we will work on creating an exceptional network that contributes to enhancing innovation and unleashing the human innovation potentials in sports,” noting that the center will collaborate with five leading global companies in sports tech to accelerate the program.

Jan Paterson, managing director of NEOM Sport, stated that this collaborative effort aligns perfectly with NEOM’s long-term vision to become a global hub for sports innovation, as well as promoting healthy lifestyles and ensuring an exceptional living environment for its residents and visitors.

“We are delighted with this program as it supports our vision to use technology to achieve growth and development in all aspects of the sports sector in NEOM, starting from creating different styles of healthy and active life, all the way to promoting a high-performance culture, holding quality events, enhancing infrastructure and activating partnerships, in order to achieve our goals in consolidating NEOM’s position as a regional center for sports and innovation,” she said.

Paterson also called on startups and other companies to join this program, to contribute to the development of adventure sports and artificial intelligence, and creating a constant influence in the sports sector.

NEOM will provide participants with a unique environment for developing innovative solutions, improving performances, and opening new horizons in the field. The program also serves rich experiences including expert-led sessions and interactive activities aimed at enhancing the potential of the firms involved.

Additionally, winners will receive a free membership in the GSIC, a cash prize of up to €50,000 to implement their ideas within NEOM, and the chance to benefit from the commercial opportunities in NEOM.

Winners will also be invited to spend a week at NEOM’s headquarters to explore the different business fields in sports and acquire valuable knowledge by taking a closer look on the work environment, as well as inviting them to take part in an exclusive event that NEOM will organize in collaboration with GSIC in 2024.

Applications for this program started on September 12 and will continue until October 12, and winners will be announced on November 23.



Real Madrid’s Rudiger Rebuked by Germany’s Sporting Director Over Ice Incident in Copa del Rey 

Real Madrid's Antonio Rudiger, left, challenges for the ball with Barcelona's Ferran Torres during the Spanish Copa del Rey final soccer match between Barcelona and Real Madrid at Estadio de La Cartuja stadium in Seville, Spain, Sunday, April 27, 2025. (AP)
Real Madrid's Antonio Rudiger, left, challenges for the ball with Barcelona's Ferran Torres during the Spanish Copa del Rey final soccer match between Barcelona and Real Madrid at Estadio de La Cartuja stadium in Seville, Spain, Sunday, April 27, 2025. (AP)
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Real Madrid’s Rudiger Rebuked by Germany’s Sporting Director Over Ice Incident in Copa del Rey 

Real Madrid's Antonio Rudiger, left, challenges for the ball with Barcelona's Ferran Torres during the Spanish Copa del Rey final soccer match between Barcelona and Real Madrid at Estadio de La Cartuja stadium in Seville, Spain, Sunday, April 27, 2025. (AP)
Real Madrid's Antonio Rudiger, left, challenges for the ball with Barcelona's Ferran Torres during the Spanish Copa del Rey final soccer match between Barcelona and Real Madrid at Estadio de La Cartuja stadium in Seville, Spain, Sunday, April 27, 2025. (AP)

Antonio Rudiger needs to show “class” and respect for others, German national team sporting director Rudi Voller has said, after the defender appeared to throw ice toward the referee during Real Madrid’s Copa del Rey loss to Barcelona.

Rudiger shouted at the referee and seemed to throw a small bag of ice during extra time in Madrid’s 3-2 loss to Barcelona on Saturday.

Rudiger has since apologized for his behavior, but the incident prompted former Germany player Dietmar Hamann to call Sunday for the defender to be left out of Germany’s squad for the Nations League final four in June.

“You can’t do that. And especially not as a player for the German national team. He needs to change that and he knows that himself, his public reaction shows that,” Voller told the dpa news agency in comments published Monday.

“Toni is a classy player, but as a player for the German national team he also needs to display class in his behavior. He rightly demands respect for himself (and) he needs to show this same respect to others without exception,” he added.

Voller’s comments did not address whether Rudiger’s conduct could have any impact on national team selection. He added he didn’t want Rudiger to tone down his emotional approach to the game.

“Toni is an excellent soccer player and a very emotional guy, a fighter on the field,” Voller said. “And he should stay that way.”

Germany plays Portugal in the Nations League semifinals in Munich on June 4.