Sportstech & Member News

Tradable Bits has partnered with AFL team, Fremantle Football Club, in a 'Best Seat in the House' campaign to undercover new fans and potential members. Over forty thousand fans entered the campaign, ten thousand of which were newly discovered (i.e. not captured anywhere else in their database). At every home game, fans in the stadium were given an opportunity to scan a QR code (displayed on stadium screens) to “Scratch” for the chance to win an upgrade to 2 VIP seats in the stadium, VIP service and access to the Bankwest Club. Over forty thousand fans entered the campaign, ten thousand of which were newly discovered (i.e. not captured anywhere else in their database). 

Boob Armour, breast protection inserts for female contact sports, is now more accessible than ever with its distribution expanding to Australia's largest sports retail group Rebel Sport. From young girls just starting their sporting journey, teenagers playing for fun or elite athletes & everyday women, Boob Armour products cater to all sports with contact, impact, or ball play, including activities like AFLW, soccer, basketball, netball, cricket, hockey and the list goes on.

PMY has won the 2024 Victorian Exporter of the Year Award. Founded in 2009, PMY has become a global leader in venue and event technology. With a presence in 14 countries and a portfolio of cutting-edge services, including their AI-driven OPTIC platform, PMY has redefined the industry, enabling venues and events to create unforgettable experiences. The company's success and dedication to providing independent, impactful technology solutions have made them a trusted advisor and partner to some of the world’s most prestigious venues and events.  

The Sports & Fitness Industry Association (SFIA) announced that it has selected 11 finalists to compete in the 2024 SFIA Start-Up Challenge. The Start-Up Challenge, now in its eighth year, champions innovative entrepreneurs who are revolutionizing the sports and fitness sector through cutting-edge products, technologies, and concepts.

Springbok Analytics have announced a partnership with the Detroit Pistons, who became the latest NBA team to add their MRI-based, AI-powered muscle analysis to their health and performance operations. The Pistons evaluated Springbok Analytics through their partnership with Henry Ford Health and decided to move forward to support their athlete assessments and how they personalize athlete care and performance.

One of the global leaders in performance analysts, Catapult, has welcomed Bayer Leverkusen as a new customer. The first team will be using MatchTracker to contextualize their players’ physical match performance within a tactical framework by combining the most relevant datasets with video analysis.

FitnessAI, the AI-powered gym workout app owned by Appex Group has announced the launch of its BodyScan feature. This technology enables users to perform detailed body scans with their smartphone cameras, offering insights comparable to those of costly medical-grade scans. FitnessAI has partnered with Prism Labs, a leader in AI-powered wellness solutions, to launch this innovative feature.

UniSport is committed to delivering an exceptional sporting experience through 2024 Nationals in Canberra, while minimising environmental impact. In partnership with Everclime, UniSport have developed two UniSport impact cards for students to choose between, that represent an impact contribution to either ACT Wildlife Conservation or the Forever Reef Project. UniSport have allocated $AUD 5 per registration to these organisations selected by the Student Organising Committee which will begin building an impact legacy for the events UniSport host. UniSport are activating the investment through Everclime blockchain technology and encouraging every student to make a choice.

Leading global sportstech company Hudl has launched the Hudl Coach Academy, a 5 week online course designed to provide coaches with additional core knowledge to assist them in becoming better coaches. The course was designed by Hudl’s global imple­men­ta­tion and education experts who work closely with coaches every day. The course covers Game Model, Finding Winning Insights, Capitalising on Resources, Presenting Key Insight and Coach Innovation. The course commences 10 October 2024.

Layercake has announced the launch of an innovative and revolutionary approach to broadcast production, using software defined video networks. The Streamcake Platform, a Layercake product, forms the backbone of a pioneering collaboration between Grass Valley, NEXTDC, AI-Media and Sharon AI. Streamcake brings together best-in-breed technologies orchestrating network connectivity, video processing, captioning and media enrichment, and on-demand cloud GPU infrastructure.

The NBA is seeking submissions for the fourth 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. The six priority areas include; Future of Officiating, Future of Youth Basketball, Future of Player Health & Wellbeing, Future of Media, Future of Fan Connection, and Future of NBA Impact. Applications close 18th October 2025.

Next Level Racing has launched the Next Level Racing® Wheel Stand Lite 2.0, an innovative, entry-level wheel stand solution designed for racing fans and enthusiasts across all consoles and PC platforms. The solution is designed for casual gamer and budding sim racing enthusiast, and is engineered to provide increased immersion and realism. 

The NFL and Amazon Web Services (AWS) have extended their long-term partnership, first commenced in 2017. The global partnership will be on display during this week’s games with the debut of a new AI-powered Next Gen Stat that changes how we understand and analyze tackles in football. Powered by AWS, the Next Gen Stats platform collects more than 500 million data points each season. This data serves as the foundation for innovation throughout the NFL - from enhancing fan engagement through advanced statistics, to transforming the viewing experience by enabling alternate broadcasts and new ways of visualizing the action on the field.

Revolve Athletic has formed a partnership with athlete management system firm Lumin Sports to enhance systems for athletes, coaches and clubs to enhance performance and athletic development. Revolve works with over 700 athletes and coaches in south-east Queensland across rugby league, AFL, netball, basketball, soccer and rowing. Lumin's system provides clubs with easy access to athlete information and data such as load monitoring, athlete wellbeing, strength programming, medical modules and injury reporting.

Fast-growing Australia-based stadium tech company has acquired Australian sports creative agency, KOJO. PMY provide solutions to more than 1,000 stadia and venue across the globe. The acquisition will further strengthen PMY's intelligence, technology, and experience offerings globally. KOJO has an impressive portfolio of collaborations and partnerships including AFL, Cricket Australia, NRL, and FIFA, along with iconic brands like BMW, MINI, and Wesfarmers. KOJO collaborates with entertainment giants like Sony Pictures, Netflix, Warner Bros., and Universal Studios, while maintaining long-term partnerships with major ANZ stadiums, including Optus Stadium, Adelaide Oval, Suncorp Stadium, and Sky Stadium in Wellington.

etrainu has been named the Official Education Partner for the 2024 National Officiating Summit, empowering sports officials with world-class online learning solutions and ensuring they stay at the forefront of their sport. Their leading online learning platform has made them the provider of choice by officiating organisations, including US Youth Soccer, Pickleball Australia, NRL Touch Football, Basketball Australia, USA Track & Field, and Football Australia

Sports Design Australia have launched the inaugural SDA Awards, with a mission to give sports creative more recognition. Individuals or creative teams can apply, across a range of categories tailored for designers, creators, and content specialists. Entries will close on October 18th, 2024, and open to Australian and New Zealand residents only. Winners will be announced week commencing November 11th, 2024.

ŌURA, maker of Oura Ring, the smart ring that delivers personalized health data, insights, and daily guidance, announced that it’s entered into an agreement to acquire Veri, a Finnish personalized metabolic health company and Oura partner that guides users to the right foods and habits for their bodies through an app enabled by continuous glucose monitors (CGM).

Australians with a flair for sport are being offered the opportunity of a lifetime. A nationwide talent search aimed at finding future stars for Brisbane 2032 gets underway next month. The Future Green and Gold campaign will be Australia’s greatest ever talent search, designed to unearth the next generation of sporting champions and fast-track them to the elite level. This is the first time the high performance sector has come together to deliver a talent search. The Australian Institiute of Sport (AIS) has partnered with all state institutes, Paralympics Australia and more than 40 major sports including cycling, rugby, para canoe and para snow.

Alta Global Group, a pioneering technology company dedicated to transforming the landscape of martial arts and combat sports training, has announced its partnership with UFC Gym Group, marking Alta's first major enterprise partnership. This collaboration integrates Alta's innovative products across UFC Gym's extensive network of over 150 global gyms.

The Orlando Magic are extending their foray into venture capital as a source of finding new inspiration for team operations. The NBA team owned by the DeVos family is joining the Lead One fund as a venture partner, the second major U.S. team to join the sports- and health-tech focused investor. Lead One is the pre-seed stage investment fund from Orlando-based Lead, a sports- and health-tech focused venture capital company founded by members of the Dassler family of Adidas fame.

Autograph, the fan engagement company co-founded by Tom Brady, raised $200 million by 2022 with a vision to sell collectible NFTs. Now the company plans to instead reward fans for actions they already take, such as listening to podcasts and buying tickets. The newly announced platform (which retains the Autograph name) aggregates publicly available blog posts, news stories, YouTube videos and digital shows in customizable feeds for followers of 240-plus teams, doling out digital coins for users consuming content. 

Health technology platform Coach Welly has officially launched after years of development. the platform will be available to members at the O2 Performance Gym on the Sunshine Coast of Australia. Along with the AI-powered proactive chatbot that can assist with goal-setting and workout ideas, Coach Welly offers Heart Rate Variability (HRV) tracking and Readiness Scores, which can be accessed with a simple camera scan. The platform also provides gym members with gamified rewards for workout and health activity completion, motivational engagement, and personalized workouts. 

National and state-level sporting organisations across Australia must have an equal split of men and women on their boards from 2027 or risk having their funding withheld, the federal government has announced. The National Gender Equity in Sports Governance Policy, launched by the Albanese government this week, aims to address the chronic under-representation of women across governance and leadership positions in Australian sport by creating a financial incentive for organisations to make their boards more equal.

In a ground-breaking deal, Alta Global Group has supercharged its partnership with Conor McGregor who becomes an Alta Global Ambassador, increasing Alta's revenue potential. This 3-year partnership includes McGregor receiving 700,000 performance share rights tied to certain share price milestones. McGregor will actively promote Alta's Platform and products, which includes TrainAlta.com, Hype.co and MixedMartialArts.com. Alta Global Group is a technology company that is enabling the global martial arts and combat sports industry to maximize commercial opportunities by increasing consumer participation.

QUT will develop and host an inclusive esports program for regional Queensland high school students, with the support of a $1.19 million grant from the Australian Government. The 'EsportsAble' project will see a series of esports events held in six regional locations across Queensland during 2025, culminating in a state championship in Brisbane.

LALIGA club, Valencia CF, has reached an agreement with AQUAME as Official Partner for the next three seasons. AQUAME, an Australian sports technology company, will equip the Valencia CF 's first men's and women's teams, as well as the VCF Academy, with its innovative smart water bottles and hydration solution. This innovative collaboration will enable hydration to be managed and monitored based on data-driven insights, helping to improve performance, recovery and well-being.

Femmi, an innovative app designed to tailor fitness training to the unique needs of women throughout their menstrual cycles, has been named a finalist in the Health, Biotech, and Medtech category at the 2024 SXSW Sydney Pitch. Now in its second year, SXSW Sydney Pitch presented by VentureCrowd showcases some of the global startup ecosystem’s most exciting, mission-oriented innovations, startups and people creating impactful companies, products and solutions that will change our lives.

India Premier League (IPL) team Delhi Capital has partnered with Ludimos, a leading cricket technology platform, specializing in AI-driven scouting and player development. The Ludimos match analysis and preparation platform, which will be implemented across Delhi Capitals’ IPL and WPL platforms, will empower the squads to plan and prepare with unparalleled precision.

Digital content and learning management platform specialist, CoachMate, has partnered and gone live with Golf Australia. CoachMate to help deliver the ‘MyGolf’, ‘Get Into Golf’ and ‘MyGolf Schools’ programs digitally to ensure that new golfers have the best experience possible. CoachMate is an app designed to save time and help deliver great coaching sessions on or off the course. This is done through easy-to-follow game based video content, group management and micro learning tips and tricks allowing you to become the best coach, teacher, volunteer, or player you can be.

Cool Beans Underwear founder and CEO, Saara Jamieson, has been selected as a finalist for the Paul Shetler Disrupter of the Year category in the 2024 InnovationAus Awards for Excellence. Saara is the inventor of the world’s first testicular cooling medical device underwear, now registered with the Therapeutic Goods Administration of Australia.

Teamworks, a global leader in enterprise SaaS solutions for elite sports and tactical organizations, has announced the acquisition of Zelus Analytics, the leading sports intelligence platform. Zelus helps elite sports organizations and athletes win by blending rich data sources to inform roster construction, player development, game preparation, and in-match strategy decisions. Zelus has built a reputation as the only company to combine world-class data science and engineering talent, deep industry experience, and advanced models and metrics to tackle the most complex challenges in sports analytics (across MLB, NFL, NHL, NBA, IPL, European football leagues and pro golfers on the PGA TOUR).

Recently, Komo Technologies, a leader in fan engagement and activation technology, joined forces with Leap Event Technology to supercharge the fandom at the biggest sporting fan festival the world has ever seen. Fanatics Fest 2024! Working closely with Leap, who was responsible for the event app (amongst other things), Komo seamlessly embedded Komo games, competitions and activations via SSO into the native event app. This included live trivia games, speed and memory tests, scratch and win games, swiper games, fan-generated content and general quizzes.

PlaySpark to have been accepted into the 2024 cohort of the Australian Trade and Investment Commission (Austrade) US Export Acceleration Bootcamp. As the business pushes into the USA, the program will help PlaySpark monetise their IP through branded mobile games, consolidate their GTM strategy and gain a better grasp of the tax, legal and cultural issues.

At the Paris 2024 Olympics, Gerford AI supported USA Swimming in their remarkable achievement of 28 medals, including 8 golds, 13 silvers, and 7 bronzes. By analyzing over 232,000 data points across 73 races, our advanced analytics provided invaluable insights, helping USA Swimming secure the top spot in the standings. 

Racing and Sports has entered into an agreement with Pragmatic Play, one of the leading suppliers in the iGaming industry. This partnership will Racing and Sports SaaS trading platform, horse racing and greyhound analytics and editorial content, integrated into Pragmatic Play's Sportsbook offering. This collaboration not only extends Racing and Sports reach into global regulated markets but also solidifies their position as a key provider of premium racing solutions in the wagering and racing industries.

Cricket Australia have trialed Talk All Sports scoring platform for the first time at the recent Australia A vs India A test match in Brisbane. The four-day match marked a successful first-time deployment of the Talk All Sports Foldaway LED Scoreboard for Cricket Australia. Talk All Sports had completed seven school and trial matches with the technology, where umpires scored every ball. 

AMB Sports and Entertainment (AMBSE) announced a multi-year agreement with Wicket, a cutting-edge, proprietary technology built to eliminate friction through facial authentication, as the new proud partner of technology at Mercedes-Benz Stadium. Wicket is the leading provider of facial authentication technology in professional sports stadiums, offering facial ticketing, payment, and access control solutions for more than 40 teams around the USA.  

UAE-based Web3 streaming platform, myco, has completed its Series A round, raising $10 million from prominent venture investors across MENA, North America, and Europe. myco’s live-streaming division has secured major rights until 2025, including ICC and PSL Cricket Rights for Pakistan, all major cricketing rights for North America via Willow TV, and rights for the World Squash Federation and Egypt Squash Federation. The platform is set to relaunch its native utility token on the Aptos Blockchain at the beginning of Q4 2024, along with the migration of its wallet infrastructure.

With the re-branding of leading sportstech investor, LeAD Sports & Health Tech Partners to LEAD, Profluence Sport has highlighted the gap in early-stage sportstech investment. LEAD plans to deploy ten $AUD 100k investments into pre-seed sports and health tech companies each year..

Based on the success of the Move-and-Earn lifestyle app STEPN, "STEPN GO" aims to revolutionize social fitness in daily life. STEPN GO has partnered with G-SHOCK for a NFT sneaker that incorporates the sports watch maker G-SHOCKS's designs that can only exist in a virtual space. These NFT sneakers were sold by the operators of “STEPN GO,” FSL, on the marketplace in a limited raffle of 800 pairs from August 26th to August 29th.

The World Health Organization (WHO) and International Paralympic Committee (IPC) are joining forces to highlight the transformative impact of assistive technology on sports during the Paris 2024 Paralympic Games. The "Equipped for equity" campaign emphasizes the crucial role of assistive technology for Paralympic athletes to advocate for concerted global action to improve access to these essential health products.

Advance Queensland, in partnership with The University of Queensland and FOME.ai, is investing over $AUD 1.5 million to develop an AI-powered system that ensures fair and accurate classification for Para athletes worldwide. This innovation will break down barriers, making Paralympic sports more accessible, especially for those in remote regions.

For many Paralympians, the equipment they use plays a crucial role in their performance – it’s what enables them to compete and push boundaries in their sport at the elite level. Recognising this, AIS Engineering worked with several sports in the lead-up to the Paris Games, completing a record 153 customised equipment projects to ensure our Paralympians are competing with top-notch gear suited to their needs.

Three innovative businesses have been awarded funding as part of Advance Queensland’s Private Sector Pathways Inclusive Sport Technology Challenge. Each company – Cerge, Able Digital Wellness, and BowerBird Industries will receive $AUD 100,000 to propel their solutions that aim to transform the accessibility of sports for people with disabilities.

GameDay, a leading provider of digital solutions for sporting organisations, has announced a new partnership with Royal Life Saving South Australia to support their ‘Holiday Swim’ and ‘Inclusive Swim’ programs. These community initiatives will benefit from GameDay’s innovative Programs feature as part of the GameDay Passport platform, ensuring streamlined operations and enhanced participant experiences. Through this partnership, Royal Life Saving SA will utilise GameDay’s Programs feature to manage registrations, track participation, and streamline communications for both programs.

For the first time ever, the Department of Transport (DoT), Western Australia has been able to consider data-driven interventions such as whether to update DoT charts based on boating activity or install a navigational marker to reduce the likelihood of accidents or fatalities occurring. The DoT Maritime Navigational Safety team had become aware of a submerged rock at the southern end of Dirk Hartog Island which had contributed to a number of near misses and collisions. The DECKEE Analytics dashboard was able to provide visibility on anonymised, aggregate recreational boating activity in that precise area, revealing the close proximity of boaters to the hazard in the past 12 months. 

On Tuesday afternoon, NFL owners voted to approve a measure to allow private equity funds to buy stakes -- small stakes for now -- in teams. It is a significant shift in the NFL's ownership rules, which, until now, had allowed a team to have limited partners, but had never allowed institutional investment as part of ownership. A total of 10 percent of a team can be owned by private equity funds. The NFL has already vetted the private equity funds that will be allowed to do transactions with the teams. 

Fitness First Australia has opened the doors to a new $AUD 8 million flagship club in the Melbourne. The club include the brand’s inaugural Revive zone - an immersive 250 square metre recovery space featuring infrared and traditional saunas, cold therapy rooms, red light therapy, compression boots, massage beds and massage guns.

Football Australia and Paramount Australia announced a landmark multi-year and multi-platform agreement to broadcast an extended package of CommBank Matildas and Subway Socceroos’ games on Network 10 and Paramount+ in Australia, through to 2028. More than 100 international football games featuring either the CommBank Matildas or Subway Socceroos will be telecast live with at least 50 games on free-to-air television. In addition, Paramount Australia have acquired exclusive rights to the FIFA Women’s World Cup Brazil 2027 in a deal brokered in partnership with IMG.