Sportstech & Member News

Local innovators are capitalising on the nation’s $AUD 4.69 billion sports tech industry while helping drive team performance, make sports safer for women and girls, and bring people closer to the games they love. Melbourne is the sports tech capital of Australia. The city hosts many of the country’s major sporting events, alongside leading sports federations and professional clubs. More than 40 per cent of the nation’s sports tech businesses are headquartered in Victoria. The City of Melbourne hosts some of the leading Victorian sportstech companies including iReel, Rosterfy and Boob Armour. In the feature article these orgnisations explain why the City of Melbourne is a great destination for locating and growing a sportstech business.

adidas and Fastbreak AI have joined forces to launch a groundbreaking initiative that will provide more than 6,000 athletes across the United States with access to premier athletic camps and tournaments. This partnership aims to break down the financial barriers that prevent many young athletes from competing at the highest levels. adidas will serve as the program's founding sponsor, fully funding fees and expenses to enable participation for these athletes. Fastbreak AI's Impact platform (AI-powered scheduling, tournament management and sponsorship platform) will manage the selection and placement of participants into top-tier camps and tournaments held in Los Angeles, New York, Detroit, Chicago, Atlanta, Miami, and Houston. The Athletes to Tournament initiative focuses on basketball and soccer athletes between the ages of 8 and 19. 

Tennis Australia's AO Adventures on Roblox has now hit 25 million sessions since it was first launched in January 2024. Every 1 Million sessions come from approximately 450,000 new users who are likely engaging with the Australian Open brand for the first time. And less than 1% of these users are from Australia.

Playbk Sports, a leader in innovative eLearning and sports technology solutions, announced its recognition as the recipient of the Sports Technology and Innovation Award at the 56th Gold Coast Sports Awards. This accolade underscores Playbk Sports commitment to personalised sports education through cutting-edge Learning Management System (LMS) technology and digital products for top-tier Australian sporting organisations. 

TitletownTech Startup Draft located in Green Bay has opened its application period for startups to apply to their 2025 program. Top companies on the board will be invited to the TitletownTech Startup Combine on April 3rd and 4th. The program provides startups the opportunity to showcase their business in front of prospective customers, receive coaching from leaders in the market, and compete for a $US 1 million investment from TitletownTech and $350,000 in credits from Microsoft for Startups.

TKO Group Holdings has closed its acquisition of IMG, On Location and Professional Bull Riders (PBR) from Endeavor Group Holdings. The deal was first announced back in October, with all three to be acquired in an all-equity transaction valued at $US 3.25 billion. IMG is a sports marketing agency servicing more than 200 rights holders including The R&A, the All England Lawn Tennis Club (Wimbledon) and Major League Soccer. On Location is a provider of premium hospitality and live experience, and is an official partner for the likes of the FIFA Men’s World Cup 2026, the Milano-Cortina 2026 Winter Olympics and the Los Angeles 2028 Olympic and Paralympic Games.

The ATP and Overtime announces a content partnership that will deliver behind-the-scenes tennis content to Overtime’s 100M+ millennial and Gen Z/Alpha audience. The partnership aims to expand the reach of one of the world’s most popular sports to younger audiences through the launch of new Overtime tennis platforms across social, featuring popular Overtime talent and some of the biggest names in tennis. Overtime will produce content at numerous ATP Tour events worldwide throughout the year including ATP Masters 1000 tournaments, the Nitto ATP Finals and the Next Gen ATP Finals presented by PIF. 

The National Rugby League used Komo Technologies to power interactive digital experiences across the Rugby League Fan Hub, Fan Fest, and Game Day at Allegiant Stadium in Las Vegas, keeping fans engaged while giving sponsors new ways to connect. With live trivia, instant-win games, an event-wide cumulative leaderboard, and more, the activation brought fans closer to the action while making every interaction count.

Paris Saint-Germain has launched PSG Labs, a global initiative designed to accelerate cutting-edge technology in sports, fan experience, and performance, with stadiums and training grounds one of three focus areas. PSG, which is owned by Qatar Sports Investments (QSI), has said the first international PSG Lab will be based in Doha. PSG Labs will work closely with select partners in key technology ecosystems to accelerate the development of breakthrough innovations in fan experience, stadium and training ground and health and performance.

Australian bookmaker PointsBet Holdings (ASX: PBH) finds itself at the centre of a bidding war between Japanese sports and entertainment giant MIXI and local betting firm BlueBet (ASX: BBT). PointsBet agreed this morning to a $US 353 million takeover by MIXI via a binding scheme implementation deed, under which PointsBet shareholders would receive a cash consideration of $US 1.06 per share. BlueBet merged with Betr in April 2024 and recently bought Queensland operator TopSport as part of a bid to grow its market share.

The top 100 franchises are worth $US 470 billion collectively with a cutoff of $US 2 billion. The leader is NFL team Dallas Cowboys coming in at $US 10.32 billion, followed by 3 NBA teams, the Golden State Warriors, New York Knicks and LA Lakers. The first football / soccer team comes in at number 17, Manchester United followed by Real Madrid at 18. The of 100 includes all 32 NFL franchises, all 30 NBA franchises, 15 MLB franchises, 10 European football teams and 8 NHL franchises.

Hudl, a global leader in sports performance analysis and scouting, has announced a renewal of their exclusive partnership with United Soccer League, a driving force behind the growth and development of soccer in the United States. This three-season exclusive agreement includes matches from: USL Championship, USL League One/Jägermeister Cup, USL Super League, USL League 2 and W League. All scouting video and data from the licensed competitions will be made available on Wyscout—the world’s largest database of football video and data. 

Grand Slam Track™, the new global home of professional track competition, launched by four-time Olympic Champion Michael Johnson, announced it has selected global sports AI, tech and data leader Stats Perform as its exclusive global data and betting rights distributor and integrity partner. Grand Slam Track™ will host four Slams taking place this year between April and June in Kingston, Jamaica, Miami, Philadelphia, and Los Angeles. A total of 96 contracted men’s and women’s star athletes will race over three hours, across 12 event groups for three consecutive nights.

The Oceania National Olympic Committees (ONOC) launched the VALD Systems Testing Workshop in Nadi, Fiji, aimed at enhancing athlete performance across the Pacific region. The 4-day workshop, coordinated by the Oceania Sports Education Programme (OSEP) is a key step in ONOC's ongoing efforts to support high-performance sports, combining cutting-edge technology with innovative training approaches to prepare athletes for future Olympic and Paralympic success.

In 2024, USA private equity investments in the sports sector reached over $US 10 billion. That is more than twice as much as in all European top leagues combined. In total, private equity firms have invested around $US 55 billion in U.S. sports leagues since 2019. USA sports leagues have introduced changes to allow this kind of investment in teams. Major League Baseball (MLB) led the way as the first U.S. sports league to allow private equity firms to purchase minority stakes in teams, a move adopted by the NBA and NHL. In August 2024, the NFL permitted private equity firms to acquire up to 10% of team shares. 

Australian smart navigation platform PAM has been selected in the 2025 Comcast Sportstech Program. The highly regarded program allows PAM to collaborate with industry leaders like NBC Sports, NASCAR, The Premier League, PGA TOUR, University of Notre Dame, Comcast Spectacor Golf Channel, Comcast Business and more to push the boundaries of smart navigation and enhance the fan experience. PAM was one of ten companies selected in the 2025 cohort. PAM follows Australia sportstech companies GeoSnapShot and Aircast who were also selected in recent cohorts of the Comcast Program.

PSG becomes the first European club to offer live broadcasts of select Ligue 1 matches in virtual reality. Produced in partnership with YBVR and Monks the virtual reality broadcast exclusively on Xtadium, the world's leading immersive platform. The broadcast was made possible through a partnership with beIN Sports and accessible on META headsets in the United States.

Techtel has announced the completion of a cutting-edge broadcast-quality green screen installation for the Fremantle Football Club, WA. Designed to elevate the club’s media capabilities, the new creative space features a full-wall green screen that enables dynamic and immersive visuals for interviews, promotional content, and sponsor branding.

NikeSKIMS, a new brand from NIKE, Inc. and SKIMS merges NIKE's world-class approach to advanced innovation, sport science and athlete insights with SKIMS’ obsession for the female form and pioneering pursuit of solutions for every body. NikeSKIMS will offer an extensive line of women's training apparel, footwear and accessories. NikeSKIMS will debut its first collection in the United States at select retail locations and nike.com/NikeSKIMS this spring. 

Playpoint has raised $US 5.5 million, led by Blueprint Equity. Playbypoint provides integrated POS and management software for racket sports clubs allowing them to handle all aspects of their operation under one single solution. This raise reflects the growing demand for innovative, user-friendly technology in racquet sports. Playbypoint makes it easier for clubs to manage operations, engage their communities, and elevate the player experience.

BetMakers Technology Group and Podium have announced a partnership with Sportradar, agreeing to integrate the AdVantage Platform, a cutting-edge racing wagering solution, into the sports technology company’s multi-award-winning ORAKO sportsbook offering. The AdVantage Platform, powered by BetMakers’ advanced trading and Apollo platform technology and Podium’s market-leading data content and FLEXHUB race engagement tools, provides Sportradar’s ORAKO clients with access to a full suite of horse and greyhound racing events from around the world.

Leading volunteer workforce management software company Rosterfy has announce that they have featured in G2's 2025 list of "Best Australian & New Zealand Software Companies". Rosterfy was ranked #18 overall in Australia & New Zealand,  recognised as the top ranked "Volunteer Management" product in Australia and NZ, and in the Top 50 "Best Non-Profit Software Products 2025" globally.

ShotTracker’s real-time data and AI-driven insights for teams, leagues, facilities and consumers, announced the addition or renewal of 17 partner schools. The 17 NCAA schools who have either extended, expanded, or recently joined the ShotTracker portfolio represent some of the most successful programs in men’s and women’s basketball. ShotTracker’s innovative suite of products delivers completely autonomous basketball stats to teams, broadcasters and game partners as well as scouting, on demand and on-the-bench solutions that enable teams to utilize the most advanced video and data.

This week MyVenue, a leader in next-gen POS solutions for stadium and venue, opened it's new Global Headquarters and Software Development Centre in Adelaide. This is a major milestone in the company's rapid global expansion, with the facility designed to fuel further growth, creativity, and collaboration. The new building was officially opened by Her Excellency the Honourable Frances Adamson AC (Governor of South Australia) and the Honourable Joe Szakacs (Minister for Trade & Investment Minister, Local Government, and Veterans Affairs).

EngageRM has been selected for LaunchVic’s 30x30 program, an initiative that supports Victoria’s top scaleups as they take on the world. Over the next four months, EngageRM will join 11 companies to connect with mentors from unicorn companies like Atlassian, Canva and SEEK, tackling key scaling challenges in HR, Operations, and Finance. EngageRM is changing the game in sports and entertainment, helping teams, leagues, and venues run smarter, connect with fans, and boost revenue. EngageRM is making an impact across APAC, North America, and the UK, working with major leagues like the AFL, NRL, NFL, NBA, NHL, MLB, MLS, and the Premier League. 

One of the world's leading sports universities, Loughborough University have announce the launch of Game-Intuit. Game-Intuit is Loughborough University's first Spinout dedicated to applying AI in sports analytics. Game-Intuit will pioneer the use of Machine Learning to evaluate athletes' decision-making.

Motorsport Australia has announced that Next Level Racing is renewing its Esports partnership for another season. The leading Simulator brand has been a key supporter since Motorsport Australia Esports launched in 2023. Under the renewed agreement, Next Level Racing will be the Official Esports Racing Cockpit Partner. As part of this continued partnership, Motorsport Australia and Next Level Racing will activate an Esports experience at the 2025 Formula 1 Australian Grand Prix, giving fans the opportunity to get behind the wheel of high-quality racing simulators and test their skills against the clock.

Leading volunteer workforce platform Rosterfy has announced a partnership with St John Ambulance. Rosterfy will support St John Ambulance in enhancing the way they engage and empower young people, youth leaders, volunteers, and parents. Through Rosterfy’s automation and scheduling capabilities, volunteers will have greater visibility of opportunities in real time, making it easier contribute to the incredible work that St John Ambulance delivers across communities. St John Ambulance are using Rosterfy to help them empower their Youth Leaders to run weekly first aid training sessions, interact with the public, and most importantly have fun and enjoy being part of the community.

Golf.ai has announced the launch of three groundbreaking AI experiences - Ai Caddie™, Ai Scorecard™, and What’s in My Bag™. Ai Caddie™ provides real time recommendations based on playing history, course conditions, and advanced Ai analytics, including personalised club suggestions and dynamic shot analysis. Ai Scorecard™ offers live player performance tracking, Ai generated insights, and trend spotting, initially launching with PGA Tour and LIV Golf events. What’s in My Bag™ provides personalised equipment insights, recommending optimal club configurations based on swing data and gear specs, and comparing with professional golfers' gear.

Cricket fans in India are in for a big change! The Indian Premier League (IPL) will no longer be streamed for free on JioHotstar, the newly launched platform by JioStar. This new streaming service was formed after Viacom18 and Star India merged, combining JioCinema and Disney+ Hotstar into a single platform called JioHotstar. While the new service promises a better viewing experience, it also introduces a new hybrid subscription model, ending the free live streaming that fans have enjoyed since 2023. Subscriptions will start from around ₹149 for 3 months ($AUD 2.70), up to ₹499 for 3 months ($AUD9.00) for 4 devices.

SureVision have released its new LED, crossbar technology. The release of the new technology introduces a new and innovative digital asset, and a desirable advertising platform for sponsors.  The first-ever high-resolution crossbar was used last weekend at the NRL's Māori v Indigenous game at Commbank Stadium. 

Hundreds of college football players have signed group licensing agreements for their likeness to be used on video games in what is expected to be the single largest commercial deal in the industry’s history, eclipsing $US 20 million and, perhaps, touching more than hundred schools. Pathway Sports and Entertainment, a new company focused on monetizing athlete NIL rights, is launching into the space by providing players with four-figure guarantees as part of video game NIL agreements.

SURJ Sports Investment (SURJ), a leading sports investment company, has agreed to acquire a minority stake in DAZN, a global leader in sports entertainment. DAZN's sports streaming service is available in more than 200 markets around the world. SURJ’s strategy extends beyond direct investment in sports to include other essential elements of the ecosystem, such as broadcasting, digital platforms, grassroots programmes, and fan engagement initiatives. As part of this agreement, SURJ and DAZN will work closely to establish DAZN MENA, a joint venture that will unlock new broadcasting opportunities for Saudi Arabia’s growing sports sector and accelerate fans’ access to live and on-demand sports content. 

With a record-breaking Volleyball Nations League (VNL) 2024 and an unforgettable Olympic Games Paris 2024, the Game Technology and Innovation Commission of FIVB reinforced its commitment to advancing the game through innovation, technology and enhanced fan experiences. As the sport continues to evolve in the digital era, the Commission is focused on three key areas: FIVB World Ranking; Technology and Integrity of the Game; and Knowledge Transfer and Sustainability. The Commission highlighted the successful implementation of Bolt6’s automatic ball-tracking technology and Hawk-Eye’s video officiating system at Paris 2024, which were applauded for their precision and fairness.

The NBL1 has welcomed INTIX on board as the league’s Preferred Ticketing Partner. INTIX has signed a five-year deal with the NBL1, that includes all five conferences, of NBL1 North, East, South, West, and Central. INTIX has been NBL1's ticketing partner for the National Finals for three years, and already work with more than 35 NBL1 clubs. For clubs looking to boost attendance, data insights, and revenue, INTIX offers a powerful, integrated solution to simplify administration, enhance operations, and elevate the fan experience.

In 2006, Vizrt and Melbourne-based Champion Data first joined forces to transform graphics-based broadcast capabilities, adopting one of the earliest versions of Viz Artist. Almost 20 years later, Champion Data is still using Vizrt tools to create stellar sports storytelling moments for the likes of the Australian Football League and beyond. But it’s not all just about sports. The Champion Data team have pushed the boundaries of Vizrt technology, utilizing their existing AFL Match Day set up to render Katy Perry’s show stopping virtual reality-enabled performance at the AFL Final needing to rebuild the infrastructure from the ground up.

BetMakers Technology has announce the long-term extension of its agreement with leading Australian wagering operator Sportsbet for the provision of its pricing and data services across three-codes of racing. Under this extended agreement, BetMakers will continue supplying Sportsbet with a comprehensive suite of pricing and data solutions to drive their global racing book.

Hockey Australia, the national governing body for hockey, has partnered with impact and engagement platform Everclime to implement a comprehensive sustainability program across its operations. Through Everclime's Sustainability-as-a-Service model, this partnership will implement key emission reduction strategies and introduce innovative ways for fans to engage with sustainability initiatives, allowing them to connect with and contribute to positive social & environmental action through their support of the sport. The collaboration also creates a new Impact Sponsorship category, providing brands with a meaningful way to align their marketing efforts with tangible sustainability outcomes while deepening fan engagement.

Prenuvo, a provider of proactive whole-body MRI screening raises $120M in Series B funding round co-led by Forerunner Ventures, Left Lane Capital, and existing investor Felicis. The company already has 110,000 members, providing over 1.4 million personalized health insights. This success is driven by Prenuvo’s commitment to early detection and its innovative approach to whole-body MRI screening, which provides a comprehensive view of an individual’s health. Prenuvo is expanding its reach with plans to open 15 new clinics in North America, Europe, and Australia.

ScorePlay, the AI-driven platform transforming sports media management, has successfully closed a $13 million Series A funding round. Led by Harry Stebbings’ 20VC, the round also included APEX Capital, and strategic investors such as Giannis Antetokounmpo’s BYL Ventures, Nico Rosberg (former Formula 1 world champion), Pat Cummins (Australian National Cricket Team) and FIBA (the International Basketball Federation). The platform automatically tags and organizes content, enabling new workflows such as instant multilingual distribution. ScorePlay accelerates new content production and streamlines delivery to athletes, broadcasters, and sponsors.

Williams have secured what the British Formula 1 team describes as the “biggest partnership deal” in their 48-year history, with software firm Atlassian becoming their title partner. Williams have agreed a multi-year commitment with the team collaboration provider and productivity software company. Atlassian’s branding will feature prominently on their 2025 challenger as well as the race suits of Carlos Sainz and Alex Albon, teamwear and the squad’s own branding.

FIFPRO Technologies, a new division of FIFPRO dedicated to fostering the benefits of technology among professional football players, announced a long-term partnership with Sports Data Labs to launch a global technology platform for players that will enable them to collect, control, and monetise their data collected both on and off the pitch. The data-agnostic platform will allow footballers worldwide to safely and securely store, access and share their personal data and other player information gathered from across their careers via one, union and player-controlled data repository.

Streaming giant Disney+ has announced it will add ESPN sports programming to its library for Australian and New Zealand customers at no extra cost. The launch follows the same rollout in Latin America in June last year, and the US in December last year. It will feature US shows such as SportsCenter, The Pat McAfee Show, NBA Today, and First Take, along with live NBA and NFL matches, replays, and original programming. ESPN programming has to date been available via Foxtel, Kayo Sports, Fetch TV, and Sky NZ.

TwinLabs.ai is a leader in digital twin technology for venues & events. By integrating real-time intelligence, TwinLabs.ai is transforming the way venue owners and managers optimise their operations and improve user experiences. TwinLabs.ai was looking to integrate real time usage data into their GymTwin product to provide gym operators with deeper movement and usage insights. To need this need TiwnLabs.ai has partnered Nola’s Video Intelligence as a Service (VIaaS) which is a cost-effective, scalable platform that can extract actionable insights from existing CCTV systems. 

FLITEDECK is a newly launched cycling handlebar system that integrates an automotive-like infotainment system into your bike. It features a 180mm by 70mm touchscreen in an integrated carbon fibre road bike handlebar with WiFi, ANT+, Bluetooth, 5G, NFC, GPS, GNSS connectivity and 30 hours of battery life. FLITEDECK is currently available for pre-order with early bird discounts starting from $AUD 2,697, while the customisable model costs $AUD 5,563.

Hudl, a global leader in providing cloud-based technology connecting video and data for the sports industry, has completed the acquisition of Balltime. Balltime’s advanced AI joins Hudl’s suite of volleyball tools to further drive innovation for indoor and beach volleyball teams at all levels globally. Founded in 2022, Balltime has used AI to revolutionize and democratize the use of video and analytics for volleyball teams on the court and beach. By joining forces with Balltime, volleyball teams will have faster access to detailed data like serve speed and attack height. Combined with Hudl’s analysis tools, this data will be available within minutes of walking off the court.

A Melbourne-based software platform used to organise volunteers globally for non-profits, governments, sporting federations and events - including this year’s Superbowl in New Orleans - has raised an additional $AUD 5.5 million from Australian venture capital firm OIF Ventures. The funding boost for Rosterfy got over the line in December as an extension to Bailador Technology Investments' $AUD 3 million investment in October, which had followed a $US 9.8 million injection in April 2023. Rosterfy's Software as a Service (SaaS) platform allows organisations to automate their end-to-end volunteer management from recruitment, screening and training through to scheduling, rewarding and reporting.

As younger generations shift away from traditional sports consumption, Roblox has emerged as a game-changer in how sports leagues, brands, and organizations engage with Gen Z and Gen Alpha. With 88.9 million daily active users across 190 countries, the platform offers immersive, interactive, and gamified sports experiences that capture the attention of digital-native fans.

Tradable Bits, a leading provider of fan marketing technology, has been selected by 17 Australian Football League (AFL) clubs to drive fan engagement, data collection, and activation strategies for the upcoming season. With over six years of collaboration with the AFL, Tradable Bits continues to expand its role in the league, enhancing data intelligence across in-venue, broadcast, email, and mobile SMS platforms. Tradable Bits solutions for sports organisations including seamless fan engagement tools, a purpose-built CRM for teams, and integrations with ticketing, merchandise, and marketing automation systems.

Kayo Sports has just launched an campaign using Komo Technologies marketing technologies, giving fans the chance to win a Las Vegas experience coinciding with NRL games in late February. The prize includes flights, game tickets, VIP perks, and more. By leveraging Komo’s Memory Match and Leaderboard, Kayo is driving deeper fan engagement while expanding its customer base.