Sports Tech Innovations to Invest In
Technology has become an indispensable part of the modern sports industry, transforming everything from performance to fan engagement. In recent years, this digital shift has accelerated dramatically. The growth in smartphone ownership and advances in artificial intelligence (AI) have made many exciting new technologies practical and affordable, even for amateur athletes. Technology drives performance, commercial growth, and participation at every level, amplifying the entertainment, societal, and health benefits of sport. Startup companies play a key role in this ecosystem by bringing fresh ideas and innovative solutions. Recognizing this, SportsPro has compiled a list of 20 sports tech startups to watch in 2025. Here are some of the most promising:
15 Seconds of Fame
Location: Los Angeles, USA Funding stage: Series A Sector: Media and content
Social media is now a fundamental part of the live sporting experience. 15 Seconds of Fame (15SOF) uses facial recognition technology to capture and package short video clips from broadcast or in-venue video feeds. Fans can then share clips of themselves in the crowd on social media, heightening engagement and generating ad revenue, which is shared with partners. The company has worked with the National Football League (NFL), Major League Soccer (MLS), and the Australian Open, while the National Basketball Association (NBA) and Major League Baseball (MLB) are investors. Most recently, 15SOF raised US$15 million in a Series A round led by Shadowbox Studios.
ASB GlassFloor
Location: Stein, Germany Funding stage: Unknown Sector: Stadiums & Venues
ASB GlassFloor’s smart flooring system enhances athlete performance and unlocks new commercial opportunities. The technology is approved by multiple global governing bodies, including the basketball, volleyball, and handball international federations. Panathinaikos and Bayern Munich’s basketball teams have installed the company’s floors in their arenas. The NBA’s investment arm has also taken a stake in the business, which hopes to expand globally.
Camb.ai
Location: Dubai, UAE Funding stage: Series A Sector: Media and content
Camb.ai’s generative AI models automatically translate spoken commentary into more than 100 languages and dialects, maintaining the speaker’s voice and tone. The goal is to help media teams expand content reach and drive fan satisfaction. MLS, Eurovision Sport, and Tennis Australia are customers. Last year, the company raised US$4 million in a seed round led by Courtside Ventures.
Dibz
Location: Toronto Funding stage: Unknown Sector: Stadiums & Venues
Dibz allows fans to upgrade their seats via text message. The company works with major North American leagues and ticketing platforms like Ticketmaster.
Fanbase
Location: Edinburgh, UK Funding stage: Seed Sector: Fan engagement
Fanbase’s platform manages fan data, mobile apps, subscriptions, and ticketing, strengthening consumer relationships and boosting revenue. Its customer base includes soccer clubs and national governing bodies.
Fastbreak AI
Location: Charlotte, USA Funding stage: Unknown Sector: Operations
Fastbreak AI’s smart scheduling software streamlines the process using mathematical optimization techniques. The NBA, National Hockey League (NHL), and TMRW Sports’ TGL golf league are investors in the company, which closed a US$5.2 million seed round in 2023.
Grandstand
Location: New York, USA Funding stage: Unknown Sector: Media and content
Grandstand offers athletes a content creation toolkit and the ability to foster direct relationships and revenue streams with fans. In 2023, the company raised US$2.75 million to accelerate the development of its athlete-focused content creation application. Grandstand is also participating in the 2025 Australian Open’s AO Startups sports technology accelerator.
Growl
Location: Austin, USA Funding stage: Seed Sector: Athletic performance
Growl’s AI-powered punching bag uses sensors, motion tracking, and intelligent algorithms to measure power, speed, and accuracy. Projection technology visualizes immersive, gamified fitness experiences. In December, Growl raised US$4.7 million in a seed round. Former UFC heavyweight champion Ciryl Gane also invested.
Hapana
Location: Sydney Australia Funding stage: Series A Sector: Operations
Hapana develops software for the fitness industry. Its platform manages membership, payments, and loyalty programs for gyms and studios in over 17 countries. The company raised AUS$17 million (US$10.6 million) in a Series A funding round to expand in the APAC region and North America.
Hexis
Location: Dublin, Ireland Funding stage: Pre-seed Sector: Athletic performance
Hexis combines research with AI technology to develop personalized fueling plans for athletes. The recommendations, delivered via a smartphone, help athletes maximize performance and recovery. Hexis raised UK£1.6 million (US$2 million) in a pre-seed funding round.
Lucra Sports
Location: New York, USA Funding stage: Series A Sector: Betting and gaming
Lucra Sports gamifies betting, even in activities without money at stake. Its platform enhances consumer applications. In May 2024, Lucra Sports raised US$10 million, with NBA star Giannis Antetokounmpo as an investor.
Magic AI
Location: London, UK Funding stage: Series A Sector: Athletic performance
Magic AI’s intelligent mirror delivers personalized workout experiences, providing visual instructions and real-time feedback. Sensors track performance metrics, and the mirror has a library of workouts. Magic AI recently raised US$5 million in a Series A funding round.
Misapplied Sciences
Location: Los Angeles, USA Funding stage: Series A Sector: Stadiums and venues
Misapplied Sciences’ pixel technology projects personalized information and content to individuals simultaneously. The Los Angeles-based firm recently raised US$9 million in a Series A1 round. Delta Air Lines, which uses the tech for personalized flight monitors, invested.
Plantiga
Location: Vancouver, Canada Funding stage: Seed Sector: Athletic performance
Plantiga’s AI-powered in-shoe sensors collect insights on everything from ground forces and contact times to stride length and asymmetries, allowing users to make more informed decisions around player recovery and injury prevention. The company’s tech is now used by teams across the big four US major leagues and NCAA programs.
Soccerverse
Location: London UK Funding stage: Unknown Sector: Web 3.0
Soccerverse is building a blockchain-based soccer management simulator with over 140,000 players. Soccerverse has so far raised more than US$4 million.
StatusPro
Location: Miami, USA Funding stage: Series A Sector: Mixed reality
StatusPro’s virtual reality (VR) technology provides entertainment and training, including the officially licensed NFL Pro Era. Its clients include the NFL’s Baltimore Ravens and the NFL Players Association (NFLPA). In 2024, StatusPro raised US$20 million in a Series A round.
Tonsser
Location: Copenhagen, Denmark Funding stage: Series A Sector: Grassroots participation
Tonsser empowers aspiring soccer players, giving them a platform to track stats and apply for trials. With more than two million users, Tonsser aims to encourage a more objective approach to recruitment. Manchester City star Erling Haaland used the app in his youth.
Trickshot
Location: London,UK Funding stage: Pre-seed Sector: Mixed reality
Trickshot’s technology captures motion and volumetric data from live sports and recreates events in a virtual arena, offering new immersive content possibilities. The company is working with ESPN and the Australian Open.
Uplift Labs
Location: San Francisco, USA Funding stage: Seed Sector: Mixed reality
Uplift Labs uses AI to optimize performance and minimize injury risk. The company’s technology has been used by ESPN, MLB teams, and MLS’s Los Angeles FC. Uplift has raised more than US$8.5 million in funding.
Zatap
Location: Winterthur, Switzerland Funding stage: Seed Sector: E-commerce
Zatap, formerly collectID, unlocks direct-to-consumer relationships for brands using NFC tags and QR codes. The Switzerland-headquartered company has several sports rights holders as clients.
