SportsTech
SportsTech is the technology and data stack around professional and grassroots sport - broadcasting and streaming infrastructure, performance analytics, fan engagement, sports betting data, ticketing, fantasy sports and the official-data deals that anchor the betting market. Sports rights have become the most contested category in streaming, and the data businesses that sit underneath the betting and broadcast layers have scaled into multi-billion-dollar public companies (Sportradar, Genius Sports). The post-PASEPA US sports-betting expansion since 2018 created a structurally larger market for data, integrity and product on the operator side.
It spans sports data and integrity services, fan engagement and direct-to-consumer platforms, team and athlete performance analytics, sports betting platforms (often cross-listed under online betting), sports broadcasting and OTT, fantasy and daily fantasy sports, ticketing and live event tech, and emerging categories like Web3 fan tokens and digital collectibles.
Revenue comes from data subscriptions sold to media and betting operators, take rate on bets routed through betting platforms, subscription revenue from fan-facing apps, performance-analytics software fees from teams and leagues, ticketing fees, sponsorship and rights-related distribution revenue, and IP licensing into adjacent products.
SportsTech is part of Digital media.
$23B
Global market size
34
Public companies
Key VC investors
Key strategic buyers
How SportsTech companies monetize?
Sports-tech companies monetize through sports data subscriptions, team and league software and fan engagement subscriptions.
Sports data subscriptions
Recurring data feeds sold to betting operators, broadcasters and media. Sportradar and Genius Sports have anchored long-term contracts with the NFL, NBA, NHL, MLB, EPL and FIFA on official data.
Betting operator revenue
Hold on bets routed through DraftKings, FanDuel, Bet365, Flutter and Entain. The downstream of the sports data and integrity stack; covered in detail in our online betting subsector.
Team and league software
Performance analytics, video review, wearables and athlete management software sold to teams. Hudl, Catapult and Kitman Labs anchor the category at scale.
Fan engagement subscriptions
Direct-to-consumer apps and platforms for fans. NBA League Pass, MLB.tv, OneFootball, The Athletic (NYT) and Sorare run consumer subscription models.
Ticketing and live event tech
Take rate on tickets sold and SaaS subscriptions to teams and venues. Ticketmaster (Live Nation, NYSE: LYV), SeatGeek, AXS (AEG) and StubHub anchor the secondary market.
IP licensing and digital collectibles
Licensing of league and athlete IP into games, collectibles and Web3 products. Sorare (NFT football), Fanatics (trading cards and merchandise), and the EA Sports/NBA 2K license deals are reference examples.
SportsTech valuations in May 2026
Public SportsTech comps trade at 1.1x EV/Revenue. Median revenue multiple across SportsTech M&A deals was 3.6x in the last 12 months. Median revenue multiple across SportsTech VC rounds was 16x in the last 12 months.
1.1x
Median EV/Revenue as of May 2026 for public SportsTech companies
6.0x
Garmin is the highest valued public SportsTech company based on EV/Revenue (excluding outliers)
3.6x
Median EV/Revenue across SportsTech M&A deals in the last 12 months
16x
Median EV/Revenue across SportsTech VC rounds in the last 12 months
SportsTech market segments
Sports-tech spans sports data and integrity, performance analytics and athlete tech, and fantasy sports.
Sports data and integrity
Live sports data, statistics and integrity services. Sportradar (NASDAQ: SRAD) and Genius Sports (NYSE: GENI) anchor the public duopoly; Stats Perform (Vista Equity) and Sportec Solutions compete in specific lanes.
Performance analytics and athlete tech
Hardware and software measuring athlete performance. Catapult Sports (ASX: CAT), STATSports, Hudl, Kitman Labs and Whoop serve teams and athletes across professional and college sport.
Sports broadcasting and OTT
Streaming and broadcast infrastructure for sport. DAZN runs a pure-play sports SVOD; ESPN+ (Disney), Peacock and Amazon Prime sit at the rights-buyer side; sports infrastructure runs through providers like Deltatre and Genius Sports Media.
Fantasy and daily fantasy sports
Fantasy leagues and daily fantasy operators. ESPN Fantasy (Disney), Yahoo Fantasy and Sleeper run season-long; DraftKings and FanDuel run DFS and pick'em; Underdog and PrizePicks compete on the pick'em side.
Fan engagement and direct-to-consumer
Apps and platforms aimed at fans outside of the live broadcast. OneFootball, The Athletic (NYT), Bleacher Report (Warner Bros Discovery) and SofaScore anchor the news and stats side.
Ticketing and live event tech
Primary and secondary ticketing software. Ticketmaster (NYSE: LYV), SeatGeek, AXS (AEG) and StubHub anchor the largest live events globally; Tixr and Lyte compete on the venue-direct side.
Web3 and digital collectibles
Fan tokens, NFTs and digital collectibles. Sorare (football, NBA, MLB) raised $680M at $4.3B valuation in 2021; Socios.com runs the largest fan-token platform across European football clubs.
Esports and competitive gaming
Competitive gaming leagues and infrastructure. Cross-listed with gaming; ESL FACEIT (Savvy/Saudi PIF) and the Esports World Cup anchor the multi-game tournament side.
Fractional CFO, financial modelling and deal advice for SportsTech companies
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Fractional CFO
For founders who want to improve their FP&A functions, build an investor-ready financial model, and prepare for the next VC round.
Capital raising
For bootstrapped and already-VC-backed entrepreneurs who are looking to raise late stage venture or growth capital.
M&A
For category-leading technology companies who are exploring exit alternatives with either financial or strategic acquirers.
Key SportsTech KPIs to track
Data ARR, GGR downstream, DTC subscribers and ticketing GMV are the metrics investors track in sports-tech.
| KPI | Definition |
|---|---|
| Data ARR and contract length | Recurring data subscription revenue at Sportradar and Genius Sports. Multi-year contracts with leagues (NFL, NBA, EPL) anchor visibility; renewal terms drive valuation multiples. |
| GGR (gross gaming revenue) downstream | The downstream betting volumes that drive data revenue. Sportradar's revenue rises with operator handle; the metric is the principal sensitivity in the sports-data thesis. |
| Take rate on betting platforms | Hold on bets routed through DraftKings, FanDuel and other operators. Industry standard runs 7-10% sportsbook hold; player retention and bet mix are the principal levers. |
| Subscribers (DTC apps) | Paid subscribers on fan-facing apps. NBA League Pass, MLB.tv and The Athletic (1B+ paid at NYT-level disclosure) anchor the consumer side. |
| Teams and leagues on platform | Logo count of professional and college teams using performance analytics and athlete management software. Hudl serves 200K+ teams; Catapult is in 4,000+ teams globally. |
| Wearables shipments and DAUs | Hardware shipments and engagement at Whoop, Catapult vests, STATSports and similar wearable categories. Less visibility than software metrics but tracked in athlete-tech investment cases. |
| Ticketing GMV and take rate | Gross merchandise volume processed through ticketing platforms and the take rate on top. Live Nation discloses ticketing GMV at a Ticketmaster level; the take rate compresses on enterprise venue contracts. |
| Rights renewal multiples | Headline value of sports rights renewals (NBA, NFL, EPL, MLS). The downstream input that drives broadcaster economics and the data-deal pricing underneath. |
Main SportsTech players globally
The most active sports-tech companies and category leaders globally.
| Company | HQ | Overview |
|---|---|---|
Sportradar sportradar.com |  St. Gallen | Largest sports data and integrity company (NASDAQ: SRAD). Multi-year deals with the NBA, NHL, MLB and FIFA; official partner across most major leagues globally. |
Genius Sports geniussports.com |  London | Sports data, technology and commercial services (NYSE: GENI). Official partner of the NFL, EPL, FIBA and NCAA; sponsors and ads also routed through the platform. |
Stats Perform statsperform.com |  Chicago | Sports data, analytics and content. Owned by Vista Equity Partners; Opta brand is the leading football data feed; serves media and team-facing analytics. |
Catapult Sports catapultsports.com |  Melbourne | Performance analytics for elite teams (ASX: CAT). GPS vests, video review and analytics across football, rugby, basketball and American football; 4,000+ teams. |
Hudl hudl.com | Lincoln | Video review and performance analytics for teams. Private; backed by Bain Capital; acquired Wyscout (2019) and Statsbomb (2024); 200K+ teams globally. |
DAZN dazn.com | London | Sports-only SVOD operator (covered in streaming). Owned by Access Industries; anchor rights in Italian Serie A, Bundesliga, La Liga and combat sports. |
Sorare sorare.com |  Paris | Fantasy sports built on NFTs. Private; backed by SoftBank, Atomico and Benchmark; $680M Series B at $4.3B valuation in 2021; deals with the NBA, MLB and most major football leagues. |
OneFootball onefootball.com |  Berlin | Football news, video and fan-engagement platform. Private; backed by Liberty City Ventures, Animoca Brands and Quiet Capital; 100M+ MAUs. |
Whoop whoop.com | Boston | Performance wearable for athletes and consumers. Private; backed by SoftBank and Andreessen Horowitz; $3.6B valuation in 2021; team and league deals across the major US leagues. |
Fanatics fanatics.com | Jacksonville | Licensed sports merchandise, trading cards and (via Fanatics Betting & Gaming) sportsbook. Private; valued at $31B; controls the MLB, NFL and NBA trading-card exclusives. |
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Key SportsTech market trends
The NBA's $76B rights deal, US sports betting expansion and wearables consolidation are reshaping sports-tech right now.
NBA's $76B rights deal sets the bar
NBA's 11-year media rights deal (2024) split across Disney, NBCUniversal and Amazon - a 2.6x increase on the prior cycle. Sports rights are now the principal driver of distribution strategy at every major streamer.
Sports betting expansion and data deals
US sports betting has expanded to 38+ states post-PASEPA repeal. Sportradar and Genius Sports renewed multi-year deals with the NFL (Genius) and NBA (Sportradar); Brazil legalised regulated betting in 2024.
Fanatics across collectibles and betting
Fanatics took over trading-card exclusives from Panini (MLB 2026, NFL 2026, NBA 2026); Fanatics Betting & Gaming acquired PointsBet's US business (2023) and continues to scale into the sportsbook tier.
Wearables and athlete data consolidation
Hudl acquired Statsbomb (2024) and Wyscout (2019); WHOOP raised $80M expansion (2024); Catapult continues to grow team count post-2020 listing. Vertical integration across data, video and wearables is the dominant pattern.
Web3 sport reset and rebound
Sorare and Socios reset valuations through the 2022-2023 NFT cycle. Sorare retains exclusives with the NBA, MLB and Premier League; the segment has moved away from speculation toward gameplay-led fantasy.
Women's sport and new properties
WNBA, NWSL and Women's Champions League rights all repriced higher; Indianapolis Indiana Fever (Caitlin Clark) drove WNBA ratings to multi-decade highs. New rights cycles are pulling investment into the production stack.
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