Major League Pickleball is poised to revolutionize its officiating process with the introduction of electronic line-calling for the upcoming season, thanks to a partnership with technology firm Owl AI. Jeremy Bloom, the founder of Owl AI, shared insights with Reuters about the software-based system designed to make real-time line calls during matches, effectively replacing human referees. This new technology is touted to provide a cost-effective solution, boasting expenses that are “pennies on the dollar.”
This advancement comes at a time when pickleball, recognized as one of the fastest-growing sports in the United States, aims to enhance accuracy and fairness in its officiating. Bloom expressed enthusiasm for the innovation, stating that it would eliminate the subjective nature of ball calls, ensuring a more objective officiating experience.
The growth of Major League Pickleball has been impressive, with a reported increase in sponsor revenue by more than double, a 94% rise in ticket sales, and total attendance jumping by 52% in 2025. MLP Commissioner Samin Odhwani emphasized the importance of technology for the league’s growth, highlighting that clear, data-driven visualization of line calls will reflect the rapid advancement of the sport.
Bloom’s background as a former Olympic athlete and CEO of the X Games fueled his motivation to develop Owl AI’s technology, particularly after experiencing subjective judging in various sports like skiing and football. After initial tests at X Games events and successfully securing $11 million in venture capital with support from Google, he has begun expanding the technology’s application across multiple sports.
Unlike existing systems such as Hawk-Eye, which depend on specialized cameras and hardware, Owl AI employs 4K video captured from cell phones or broadcast feeds, thereby reducing costs and increasing accessibility for leagues and venues. Bloom stated that the technology is already in trials across various sports with growing interest from national governing bodies and Olympic organizations.
He envisions this technology as a tool to support human judges rather than replace them, offering detailed analytics on performances and drastically reducing costly errors that can impact sporting outcomes. Bloom’s ambition is clear: to eliminate any human error in crucial moments of the game, inning, or play. With plans for Olympic integration and interest spanning sports from figure skating to snowboarding, the partnership with MLP marks the start of a broader vision for Owl AI’s future in sports.