What Fabric does

Fabric (legally Fabric Global PBC) is a Pasadena, California-based software company founded in 2018 by Sarah Kass and Saul Garlick that operates a mixed reality platform for live sports and entertainment venues. The company's core technology is a "Geospatial Web" platform that overlays location-specific, real-time interactive content on physical spaces, delivered through mobile browsers and built on AWS infrastructure. The platform combines computer vision, generative AI, and AR/MR rendering to enable products such as Fabs (interactive 3D experiences), Digital Passport Experiences, Loyalty and Rewards, Scavenger Hunts, Wayfinding, Scan to Fab (CV-based object scanning), the Broadcast App (Jumbotron integration), In-Space Commerce, and the Fabric Journey Builder custom GPT for AI-assisted experience creation.

Fabric operates a B2B enterprise sales model targeting professional sports leagues and teams, with the NBA, MLS, MLB, and NHL cited as strategic partners. The company monetizes primarily through annual subscription-style platform licensing to leagues and teams, supplemented by sponsorship activation revenue share. GTM is consultative with a "Request a Demo" funnel, supported by content marketing, industry events such as SBJ Tech Week, and the HXD community. Fabric is organized as a Public Benefit Corporation, has raised $4 million in seed funding from Chiru Labs (September 2022), and reports 11–50 employees.

Name

Fabric

Legal name

Fabric Global PBC

Website

https://fabric.space

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Fabric is a Pasadena-based software company that provides a mixed reality geospatial web platform for live sports fan engagement, enabling professional leagues such as the NBA, MLS, MLB, and NHL to deliver location-based AR experiences, gamification, and AI-generated content at venues.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Platform Licensing to Sports Leagues and Teams: Fabric provides its mixed reality platform to sports leagues and teams as a B2B licensing arrangement, enabling them to create fan engagement activations at live events.
2. Sponsorship Activation: The platform enables teams and leagues to create new digital sponsorship inventory and activation opportunities, monetizing the geospatial web layer through branded experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Fabric provides a mixed reality platform, branded the Geospatial Web, that enables sports leagues, teams, and venues to create location-specific, real-time interactive fan engagement experiences at live events. Built on AWS infrastructure, the platform delivers 3D experiences, gamification, loyalty programs, digital passport activations, sponsorship monetization, and data capture through a no-code creator interface accessible via mobile browser.

Product overview

Fabric offers a mixed reality platform for live sports and entertainment venues, combining a core platform with modular features. The Fabric Platform serves as the foundation, delivering location-specific, interactive content through mobile browsers via a geospatial web overlay. Key modules include Fabs (interactive AR experiences), Digital Passport Experiences, Loyalty and Rewards, Scavenger Hunts, and Wayfinding for fan engagement. Commerce capabilities are provided through In-Space Commerce, while engagement features include Broadcast App, Fabric Signed Flow, Scan to Fab, and Virtual Fan Fests. Fabric Journey Builder enables AI-powered experience creation through a custom GPT interface. The platform serves professional sports leagues including NBA, MLS, MLB, and NHL, with use cases spanning fan activation, sponsorship monetization, and merchandise sales.

Differentiator

Problem solved

Functional benefit

Brands

• Fabs: Mixed reality marvels that transform the way fans interact with their favorite live experiences, delivering 3D experiences, real-time voting and trivia, free-to-play scratchers, digital drops, just-in-time videos, and high-end animation.
• Fabs (Digital Passport Experiences)
• HXD Community
• Broadcast App

Products and services

• Fabric Platform (Geospatial Web) A mixed reality platform that transforms live event fan engagement by overlaying a location-specific, real-time digital layer on physical spaces. Enables sports leagues, teams, and venues to create and deploy interactive content through mobile browsers, capturing fan location, preference, and engagement data. Sold via enterprise licensing to professional sports organizations.
• Fabric Journey Builder A custom GPT-powered no-code creator that enables users to design personalized mixed reality fan experiences through a conversational interface, built on Fabric's Geospatial Platform.

Quantifiable outcome

• 37% of fans use Fabric 4x or more per event
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature8 records

Partnerships

Six partnerships are on record, tiered core.

• MLS Innovation LabcoreStrategic or Co-development Partner · 12 January 2024MLS Innovation Lab launches with Fabric as one of six startups. MLS is Major League Soccer's innovation initiative that partners with startups to develop new fan engagement technologies.
• Amazon Web Services (AWS)coreTechnology or Integration · 1 March 2022Fabric builds its geospatial web platform on AWS infrastructure, leveraging scalability, reliability, security, and the AWS ecosystem. Joined AWS Activate Program for startups.
• NBAcoreStrategic or Co-development PartnerNBA partnered with Fabric for mixed reality experiences. NBA Space with Fabric was a finalist for SBJ Tech Award. Fabric supports NBA ID and Event app downloads at tent-pole events.
• MLScoreStrategic or Co-development PartnerMajor League Soccer partnered with Fabric for mixed reality fan activations at live events, driving fan loyalty and merchandise purchases.
• MLBcoreStrategic or Co-development PartnerMajor League Baseball partnered with Fabric for mixed reality fan experiences at live games.
• NHLcoreStrategic or Co-development PartnerNHL partnered with Fabric for Heritage Classic Weekend activation with WestJet, achieving 92% prize redemption rate. Innovation with digital sponsorship activation.

Scale indicators4 records

Recent moves12 records

Expansion highlights7 records

Direct peers

• ARound: ARound (now part of Meld) is a shared AR fan engagement platform deployed directly in live sports venues, offering AR effects, mini-games and stadium overlays on the big screen. It is the most direct head-to-head competitor to Fabric for league and team MR activation contracts.
• YinzCam: YinzCam builds in-venue mobile apps, AR layers, and real-time fan engagement experiences for professional sports teams and venues. It competes with Fabric for the same enterprise technology buyer (team CIOs / digital leaders) on in-stadium digital experience.
• Cosm: Cosm operates shared XR venue experiences and immersive sports viewing locations, blending physical venues with real-time digital content. Comparable to Fabric as a venue-based, MR-first live event experience platform with sports as a flagship vertical.
• Vatom: Vatom is a spatial web / Web3 platform enabling brands to launch interactive 3D and AR experiences for live events and audiences. It overlaps with Fabric's geospatial-web MR fan engagement proposition and targets similar enterprise and brand activation budgets.
• MVP Interactive: MVP Interactive builds gamified AR and mobile fan engagement activations for sports leagues, teams, and brands (including MLB partners). It is a direct competitor in the sports AR activation category Fabric targets.

Broad incumbents

• 8th Wall: 8th Wall is the leading WebAR development platform used to build browser-based AR experiences, including for sports and entertainment. It sits one layer below Fabric, providing the underlying tooling competitors or league in-house teams could use to replicate Fabric's category.
• Niantic: Niantic (Lightship platform, Pokémon GO, Ingress) operates the world's largest consumer AR / geospatial platform with explicit ambitions in location-based entertainment and sports. It is a well-capitalized incumbent that could move into Fabric's live-event sports activation niche.
• Snap: Snap operates the leading consumer AR camera platform with deep sports partnerships (NBA, NFL, Premier League) and stadium AR activations. It competes with Fabric for sports AR sponsorship dollars and brings far larger distribution and brand budgets.
• Disguise: Disguise provides immersive visual experience infrastructure (real-time graphics, xR stages, large-format LED) for live events, broadcasts and venues. Comparable as an incumbent enabling immersive venue experiences, with overlap on the Jumbotron / in-venue side of Fabric's offering.

Others

• Qualcomm Technologies: Qualcomm (Snapdragon Spaces, XR chipsets, broadcast/venue tech programs) underpins much of the AR/XR hardware and software ecosystem Fabric depends on. It is an enabling platform provider rather than a direct competitor, but its roadmap directly affects Fabric's technology envelope.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fabricspace

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fabric