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Future Live Fan Experiences R&D Challenge

End date: 29 May 2026

This funding webpage contains information and links relevant to university-led projects. Please visit the MusicFutures website for information relevant to applicants from small to medium-sized enterprises (SMEs).

Overview

The Future Live Fan Experiences Research and Development (R&D) Challenge is an opportunity for universities working with creative technologies to apply for funding and support to develop the next wave of live fan experiences across live music, sport and cultural events.

The live events sector, including concerts, festivals, and major sporting events, is undergoing rapid transformation driven by advances in immersive technology, artificial intelligence (AI), and next-generation connectivity. Audiences, particularly Gen Z and Gen Alpha, increasingly expect experiences that are highly interactive, participatory, and personalised.

XR Network+ will fund two university-led projects of up to £25,000 Full Economic Cost (projects funded at 80% FEC) to respond to this challenge. The projects will develop an innovative R&D prototype as the primary deliverable and test that prototype in a real-world or simulated environment.

Projects can be led by researchers, research technicians or technology developers from UK research organisations. University-industry collaborations are encouraged.

Areas of focus

Project applications should put forward innovative solutions that demonstrate how emerging technologies can transform fan experiences. Example project areas include:

  • Immersive & extended reality (XR) experiences enabled by high-capacity 5G.
  • Artificial Intelligence (AI) and XR driven audience participation (real-time feedback, adaptive content, personalised experiences).
  • Novel approaches to fan engagement and fan co-creation before, during, and after events.
  • Operational innovation (safety, inclusivity, customer experience) that enhances the overall event journey.
  • Scalable participatory technologies that work across both medium venues and large-scale arenas.
  • Democratic and accessible workflows that utilise markerless, low-cost systems or tools designed for non-programmers to ensure scalability and wider accessibility.
  • Exploring the end-to-end event journey (pre-purchase, build up, in-show, post-show).
  • Solutions for distributed and hybrid in-person and remote live experiences.
  • Prototyping multi-platform distribution models (e.g., targeting younger audiences via gaming platforms).

Projects must align with one or more of the XR Network+ themes.

Timeline

  • Call opens: 13 April 2026
  • Information webinar: 1pm to 2pm on Wednesday 22 April 2026 
  • Deadline for applications: 1pm on Friday 29 May 2026 
  • Selected applicants notified: July 2026
  • Projects start date: 1 October 2026
  • Projects end date: 31 March 2027 (duration 6 months)

Applicants can also refer to an infographic showing the different stages of the pre and post-award process, and the actions for project leads at each stage.

How to apply

  1. Download and read the Future Fan Live Experiences R&D Challenge guidance document for comprehensive information regarding the opportunity including eligibility, funding conditions, selection process, intellectual property and expected outputs.
  2. Complete the R&D Challenge application form.
  3. Complete a project budget and project work plan (example template).
  4. Upload your application form, budget and work plan to the Future Live Fan Experiences submission portal by 1pm on Friday 29 May 2026. 

Support for applicants

If you require any adjustments to complete your application, or if you feel you would be disadvantaged by a written application, please contact the XR Network+ team at [email protected].