Major League Pickleball is set to transform its officiating process by adopting electronic line-calling for the upcoming season, a move made possible through a collaboration with the technology company Owl AI. Jeremy Bloom, the founder of Owl AI, discussed the innovative software-based system with Reuters, which aims to deliver real-time line calls during matches and reduce reliance on human referees. This cost-effective solution is touted to incur expenses that are “pennies on the dollar,” making it an attractive alternative for the league.
This technological shift comes as pickleball is experiencing unprecedented growth, emerging as one of the fastest-growing sports in the United States. Bloom emphasized that the introduction of electronic line-calling would eliminate the subjectivity associated with ball calls, thus leading to a more objective officiating process that can enhance the integrity of the sport.
The recent success of Major League Pickleball is notable, with sponsor revenue reportedly more than doubling, ticket sales increasing by 94%, and total attendance rising by 52% in 2025. MLP Commissioner Samin Odhwani highlighted the vital role of technology in the league’s trajectory, noting that clear, data-driven visualization of line calls is essential to reflect the continuous evolution of pickleball.
Bloom, who draws on his experience as a former Olympic athlete and CEO of the X Games, was motivated to create Owl AI’s technology after encountering subjective judging in various sports, including skiing and football. After conducting initial trials at X Games events and securing $11 million in venture capital financing with backing from Google, he is now focused on expanding the technology’s use across multiple sports.
Unlike traditional systems such as Hawk-Eye, which rely on specialized cameras and hardware, Owl AI utilizes 4K video sourced from cell phones or broadcast feeds, significantly lowering costs and enhancing accessibility for various leagues and venues. Currently in trials across different sports, the technology is garnering interest from national governing bodies and Olympic organizations.
Bloom envisions this technology as an aid to human judges rather than a replacement, providing detailed performance analytics while minimizing costly errors that could affect game results. His goal is to eliminate human error during critical moments of competition, and with hopes for Olympic integration, the partnership with Major League Pickleball represents the beginning of a broader vision for Owl AI’s expansion into the sports arena.