International Sportstech News

Exos, aglobal leader in human performance, has announced the acquisition of sports technology company, Infinite Athlete and its subsidiary Biocore. This acquisition marks the next chapter for Exos as it blends human expertise with AI and data-driven insights to revolutionize human performance. The company will focus on expanding its tech-forward products and services across professional sports, collegiate and youth athletics, corporate workplace solutions, healthcare, and the U.S. military, redefining how performance is measured, improved, and sustained.

Electronic Arts, EA SPORTS™ and the National Football League announced an expanded, multi-year exclusive agreement to grow American football worldwide. Under the partnership, EA SPORTS and the NFL will continue to drive innovation and expansion of the Madden NFL franchise, which will continue as the exclusive action simulation game for NFL football. The partnership will also support new content and experiences in EA SPORTS™ College Football, as well as new, large-scale interactive experiences for football fans, built around community, social connection, self-expression and gameplay.

Nike is launching a new type of shoe designed to help athletes lock in their mindset pre- and post-competition. The Mind 001 and Mind 002 are the first neuroscience-based footwear from Nike that tap into the mind-body connection by activating sensory receptors in the feet. The Mind 001 and Mind 002 feature 22 independent foam nodes per shoe that are bonded to a flexible, water-resistant material that allows them to act as pistons and gimbals as athletes move. This interaction heightens sensory awareness, which can help clear away distractions and enhance concentration.

CourtReserve, a leading club management software platform used by more than 2,000 racquet clubs and paddle sports facilities and five million players, announced that it has secured a $US 54 million strategic growth investment from Mainsail Partners. The investment will help fuel accelerated product development, enhance customer service and support, deepen integrations, and expand the company’s market reach to sports facilities across North America.

26North Partners has led a $US 700 million equity investment in NEP Group to accelerate growth and innovation. NEP Group is a global leader in media services and technology solutions for the live sports and entertainment industry. NEP powers many of the world’s most iconic productions, including the Super Bowl, the World Cup, the Olympics and major entertainment events like the Oscars. NEP partners with leading broadcasters, rightsholders and producers.

SPIRE Academy has opened the SPIRE Performance Research Institute (SPRI), an applied research lab focused on youth athlete development and sports technology testing. The institute operates within SPIRE’s live training environment on its 800-acre Northeast Ohio campus, housing student-athletes from over 40 countries. Six technology partners are currently piloting products through the institute, including oxygen-based recovery systems and neuro-visual performance tools

Leading sportstech investor, Courtside Ventures have announced a partnership with The 4th Quarter, a media platform at the intersection of technology, sports and entertainment. The aim of the platform is to offer insightful analysis, original content, and practical insights for the founders, operators and investors shaping the industry's future, and complement existing sports media platforms that already exist. The platform will share weekly summaries dissecting key developments in sports, tech, and entertainment, in-depth features and highlights on founders, operators and execs, podcasts featuring industry trailblazers and exclusive events bringing the community together.

SEGA and Sports Interactive have signed a multi-year deal with the world soccer association, FIFA, which will bring the World Cup, Women's World Cup, and Club World Cup to upcoming management game Football Manager 26. All competitions will be featured with the official kits, branding and broadcast visuals of their real-world counterparts. This is the first partnership between the iconic series and FIFA. This licensed content will arrive in the game via a major update in 2026 across platforms, just ahead of the World Cup kicking off.

As Foxtel parent company DAZN charts a course toward profitability, it was reported that billionaire Sir Leonard Blavatnik invested US$587 million into the sports giant last year. In April, DAZN took ownership of Foxtel for $AUD 3.4 billion, with part of that payment including shares in DAZN. Within the past ten years, Blavatnik has invested over $US 7 billion into DAZN. The company reduced its losses last year to $US 936 million from $US 1.4 billion the year prior. Meanwhile revenue has lifted by $US 323 million to $US 3.2 billion. Revenues are expected to hit around $US 5billion in 2025.

ŌURA, maker of a leading smart ring, Oura Ring, announced it has raised over $US 900 million in funding led by Fidelity Management & Research Company. ŌURA plans to use the new funding to accelerate AI and product innovation, expand global distribution, and invest in development of new health features. The company has sold more than 5.5 million rings since launching in 2015, and generated more than $US 500 million in 2024. The company is on track to surpass $US 1 billion in sales in 2025.

Sharp Alpha Advisors has announced the closing of a $US 150m fund to provide non-dilutive growth capital to companies in the sports, gaming and entertainment sectors. Sharp Alpha UA Fund will deploy the capital over the next 24 months, targeting investments between $US 4 million and $US 30 million in growth-stage companies. The fund will consider a wide range of consumer-facing opportunities but will concentrate predominantly on online gaming, prediction markets, sports media, ecommerce, health and wellness, and interactive entertainment.

Apple and Formula 1 announced a five-year partnership that will bring all F1 races exclusively to Apple TV in the United States beginning next year. The partnership is said to be worth around $US 140 million per annum. The partnership builds on Apple’s deepening relationship with Formula 1 following the global success of Apple Original Films’ adrenaline-fueled blockbuster F1 The Movie, the highest-grossing sports movie of all time. F1 is one of the fastest-growing leagues in the world, with a U.S. fanbase that reached 52 million in 2024. 

This article outlines key steps in developing an AI Action Plan, providing a resource that can be employed by any sport organization. By following these steps, an organization can learn to not only maximize the efficiency and effectiveness gains made from adopting AI but also help to reduce its inherent risks and potential negative impacts.  

Global sportstech football deals reached $US 7.7 billion since 2020, according to a new report from leading sportstech research firm SportsTechX. Deals hit $US2.2 billion injust the first half of 2025. Europe leads the way with around 60% of that investment, with North America at around 33%. Funding of fan-based solutions has increased from 63% to 80% over the last 18 months.

A period undie brand is sponsoring one of the UK’s most prestigious football clubs, a makeup company has signed up with Formula One and a shape wear business sponsors the US Olympic team. Sports sponsorship is changing and women are at the heart of it. Research from the Victorian Office for Women in Sport and Recreation in 2023 found that sponsorships of women’s elite sporting properties outperformed men’s sport in brand awareness, brand consideration and customer conversion.

Over the next decade, roughly $US 9.8 billion will be invested in stadium technology across the top five U.S. leagues according to technology consulting firm AmpThink. About two-thirds of that total ($US 6.4 billion) will go toward system refreshes. In all, AmpThink expect investment in 900 discrete refresh projects across 144 venues, averaging $US 640 million per year.

Sony Corporation today announced that Sony welcomed STATSports Group, one of the industry leaders in athlete monitoring solutions and performance analysis, into Sony’s sports businesses, with the acquisition through a majority share of STATSports. Founded in 2008, STATSports offers solutions that empower over 800 of the world’s top sports clubs. The acquisition allows Sony to add STATSports’ state-of-the-art athlete tracking technologies and performance analysis solutions to its existing array of Sports technology solutions (which include Hawk-Eye Innovations and KinaTrax).

Avenue Capital Group has announced the final close of the Avenue Sports Fund, securing over $US 1 billion in capital commitments. The Avenue Sports Fund is designed to deploy both debt and equity capital across a broad spectrum of opportunities, including established leagues and franchises in North America and Europe; emerging leagues with high-growth potential; women’s sports; and sports-adjacent sectors including media, real estate, and technology. The fund has already made investments in TGL (tech-driven golf league), Cosm (immersive media and entertainment technology), US SailGP Team, and PGA Tour Enterprises.

WHOOP, a leading human performance wearables company, announced the launch of WHOOP Advanced Labs, a groundbreaking new feature that combines blood testing with continuous wearable data to deliver a complete picture of health. Members can upload past bloodwork results or schedule the company’s curated Advanced Labs panel, which tests an extensive set of biomarkers. For the first time, our members can see how their blood biomarkers and daily behaviors connect in real time. More than 350,000 WHOOP members have signed up for the waitlist of the new features.

Apollo have announced the launch of Apollo Sports Capital (ASC), a new investment business providing capital solutions across the global sports and live events ecosystem. ASC will invest predominantly in credit and hybrid opportunities in the sports landscape, spanning franchises, leagues, venues, media, events and more. ASC will build on Apollo’s established presence in sports, with Apollo’s managed funds having deployed approximately $US 17 billion to-date in the broader space, including investments in sports and entertainment companies, media rights, and stadium and league financings.

Videogame developer Electronic Arts has agreed to sell itself to a group of private investors in a deal that values the maker of "Battlefield" and "Madden NFL" at $US 55 billion. Saudi Arabia's Public Investment Fund (PIF), Jared Kushner's Affinity Partners and private equity firm Silver Lake came together to buy the popular videogame maker with a combination of $US 36 billion in cash, equity already held by PIF, and $US 20 billion in debt financed by JPMorgan.

Allwyn International, the lottery-led gaming entertainment company, and PrizePicks, the largest daily fantasy sports operator in North America, announced that they have entered into a definitive agreement for Allwyn to acquire a majority stake in PrizePicks. Allwyn has agreed to purchase an approximately 62.3% stake in PrizePicks for an expected initial cash consideration of $US 1.6 billion, implying an upfront enterprise value of $US 2.5 billion. 

Genius Sports a leading official data, technology and broadcast partner that powers sports, betting and media, announced that it has acquired Sports Innovation Lab, a leader in sports fan data. The acquisition fast-tracks the expansion of Genius Sports’ media business, combining the most comprehensive official game data with the deepest fan intelligence available. 

India’s sports industry is undergoing a strategic transformation from a cricket-dominated entertainment sector to a multi-sport, digitally enabled economic engine. According to KPMG in India’s latest report titled - “Sportlight - The Business of Sports”, the sector is now estimated at $US 19 billion growing at a CAGR of 12–14% and is projected to reach $US 40 billion by 2030. 

Ankored, a youth sports safety and compliance platform, today announced the close of its $US 4 million seed funding round led by Rally Ventures. The investment will accelerate Ankored’s mission to simplify how youth sports organizations keep players safe and manage risk so they can focus more on the game. 

Athlete-backed sports investment firm APEX has added Red Bull Ventures as an investor as part of the final funding close of its early-stage Elite Performance Fund. APEX did not disclose how much it raised in this round or in total, though the company was previously targeting a $US 58.7 million fund. Europe-based APEX has more than 100 athlete investors, and its fund has already made investments into 11 early-stage sports and sports-adjacent businesses, including TGL parent TMRW Sports, digital asset management tool ScorePlay and human performance platform Output Sports.

Italian football club Como 1907 has announced the launch of Como Ventures, a startup and investment platform powered by The Players Fund, the world’s largest athlete-led venture capital firm. Como Ventures is designed as a founder-first launchpad. Startups will gain access to Como 1907’s global brand and local operations, while also tapping into The Players Fund’s network of athletes, capital, investors and operators. The program opens applications this week, seeking startups across six growth themes including luxury hospitality and travel, media technology, merchandising and retail infrastructure, health technology and human performance, next generation mobility, and sustainability. 

Private equity powerhouse CVC Capital Partners has launched a new global sports division, Global Sport Group, bringing together its $US 13.6 billion sports investments under one roof.  GSG will manage assets spanning LaLiga, Ligue 1, WTA, Volleyball World, Premiership Rugby, URC and Six Nations, while also targeting new opportunities worldwide. The division aims to unlock growth through shared expertise, operational excellence, and long-term investment, while preserving the independence of each league. 

FIFA has launched four new innovation challenges focused on artificial intelligence, refereeing and talent development. Companies, including start-ups and research organisations from across the world, are invited to submit proposals via the FIFA Innovation Portal. Applications are now open for solutions under the following challenges: audio transcription tool, basic referee body cameras, professional referee body cameras and innovative talent development tools. 

The NBA is seeking submissions for the fifth cohort of NBA Launchpad, the league’s initiative to source, evaluate and pilot emerging technologies that advance the NBA’s top priorities on and off the court. Priority areas include; the future of officiating, youth basketball player health and wellbeing, media and fan connection. Applications close 17th October 2025. 

Apollo Global Management is preparing to launch a $US 5 billion sports investment vehicle, marking its first permanent capital allocation dedicated to the sector. The New York-based private equity giant, with more than $US 800 billion in assets under management, has already been active in sports, including a £80 million ($US 107 million) loan to Premier League club Nottingham Forest earlier this year. According to the Financial Times, Apollo will focus on lending to leagues and teams, as well as buying club stakes. The launch would add Apollo to a growing list of private capital players building long-term exposure to the fast-growing sports finance market.

The National Football League and Front Office Sports (FOS), a leading multiplatform media and news organization covering the business of sports, have announced a new content partnership. The relationship will bring fans closer to the business stories that dominate mainstream conversation through access-driven and behind-the-scenes content from key NFL moments. FOS will collaborate on creative development and execution of projects tied to major NFL tentpole events, including NFL International Games, the Super Bowl, and the NFL Draft. 

Serena Williams has set her sights on new playing court: basketball. The retired tennis star has invested in the women's 3-on-3 basketball league, Unrivaled, now valued at $US 340 million. The Unrivaled league claims to offer players the highest average salary in professional women's sports league history. It began as a way for WNBA players to earn money in the offseason, without having to play abroad. Its second season tips off in January 2026. Bessemer Venture Partners, a venture capital firm, led the Series B investment round. 

BlackRock- and Goldman Sachs-backed media startup Minute Media, which owns properties like Sports Illustrated, The Players’ Tribune, and 90 Minutes, announced Monday that it is acquiring VideoVerse, an Indian AI startup that lets broadcasters extract highlights and create content from sports footage. VideoVerse’s clients include the Indian Premier League and Women’s Premier League (cricket) tournaments, FIFA+, and broadcasters Nippon TV and Clubber TV. While Minute Media or VideoVerse didn’t provide a valuation for the deal, sources told TechCrunch that VideoVerse was valued between $US 200 million and $US 250 million during its last round in 2023, and Minute Media’s deal was in a similar range.

Wingfield, a leader in AI-powered performance analysis for racket sports, and The Picklr, the world's fastest-growing pickleball franchise, are partnering with DUPR Coach and DUPR to launch the sport’s first end-to-end, AI-powered pathway for player development. By combining AI-driven player assessments with automated DUPR match submissions, The Picklr becomes the first club network to leverage AI for both evaluating skill level and competitive play.

StubHub is targeting a valuation of up to $US 9.2 billion in its U.S. initial public offering, the ticket reseller said, becoming the latest company to resume listing plans delayed in April due to tariff uncertainty. The New York-based firm is seeking up to $US 851 million.

ATP and the Public Investment Fund (PIF) have unveiled ATP Tennis IQ Powered by PIF, an enhanced performance analytics platform delivering richer data insights to all singles players across the PIF ATP Rankings. The platform delivers richer data and analytics in real time, in the form of advanced scouting, video analysis and wearables insights. The platform will empower around 2,000 players across the ATP Tour and ATP Challenger Tour.

LiveLike, a global leader in fan engagement and loyalty solutions, has partnered with the Professional Fighters League (PFL) and Futureverse to launch PFL Rewards — a next-generation global fan loyalty experience. PFL Rewards blends physical and digital incentives, transforming passive viewing into active participation. Fans can earn points for everyday interactions — downloading the official PFL app, streaming live fights, submitting predictions, or watching highlights — and redeem them for exclusive rewards including merchandise, event tickets, and VIP access.

DAZN today announced it has acquired live rights to a wide range of U.S. college football and basketball content through a multi-year sublicensing agreement with ESPN. From the 2025 season, fans across selected territories in Europe and the MENA region* will be able to enjoy up to 25 college football games per week during the regular season only on DAZN. Significantly expanding its U.S. basketball offering, DAZN will broadcast approximately 20 games per week across men’s and women’s basketball, as well as 63 March Madness games.

AmpThink, a leader in the deployment of complex technology systems in stadiums and arenas, have released details on what stadium owners spend the most on in technology. Large format display account for 41% of spend, followed by audiovisual at 25%, broadcast at 19% and base technology (such as networks, wifi and telephony) at 15%. These numbers tell an important value story. Real business value is often defined less by technical sophistication or advanced engineering and more by the problems solved and the revenue unlocked.