Tobii signed a deal with HeadVantage, a U.S. start-up working with NBC Sports and Sky Sports to equip athletes with miniature cameras and sensors, including eye tracking technology. The partnership allows sports fans to see through athletes' eyes, better understand their decision-making process, and help them train and improve in several sports. There will also be a major gain in fan experience.

HeadVantage's product, paired with Tobii's eye tracking, can be fitted under the baseball or golf cap bill or embedded in a helmet to track the person's eye movements. It can also measure the diameter of the athlete's pupils over one hundred times per second. Tobii is committed to bringing eye tracking to the masses.

In shaping this future, the company is collaborate with companies ranging from leading global OEMs to promising disruptive start-ups to drive innovation leveraging eye tracking and attention computing. Although the long-term potential of this collaboration is significant, it is not expected to be material for Tobii's revenue in the near term.