SportsTech is a broad term that covers the integration of technology into any area of sport. It can involve everything from fan engagement to data analysis, via media, betting, VR, AR, NFTs, IOT, wearables and more.
Over the past decade, SportsTech hubs and ecosystems have developed in various places around the world. The North of England – and particularly Leeds – has been right at the forefront. Leeds has blended its strong sporting roots and flourishing digital sector to develop a standout sports tech ecosystem that is taking on the world. Here’s how it happened.
In November 2024, Digital Sport North hosted a panel where Alex Craven of The Data City presented some great stats that demonstrated an impressive growth rate for the sector that was far outstripping the national average.
There was always a strong legacy of sports, media, gaming and technology business in the city stretching back to the late 80’s. As The Data City’s research suggested, some major players in the sports related industries have built on this and based themselves within the city region.
This, combined with world class universities in Leeds, has developed a fresh generation of SportsTech entrepreneurs and sector specialists in the region.
As well as more traditional sporting names like Leeds United and Leeds Rhinos, the city has long been a key location for gaming giants Flutter and Evoke. Recently they have been joined by Entain and LeoVegas, in setting up tech hubs here.
Huge media names like Sky, Channel4, ITV and DAZN are active here, entertaining millions day in, day out. A host of support businesses like Sticks and Glass, Sports Broadcast Media, Works, Hatch, Engage Partnerships are all helping revolutionise the way sport is played, produced and consumed.
There is exceptional strength in data and analytics, with data specialists like Hudl, Catapult, Oval Insights and Stats Perform working with gaming giants, sports teams stars and more. Leeds is also home to a variety of sports-specific startups like Azzuu, Pitchero and Planet Sport Group.
Leeds is clearly a fantastic place to base and grow a sports-related business meaning SportsTech is rightfully placed right alongside the thriving HealthTech, FinTech and LegalTech sectors in the city.
The network is supported by a lively itinerary of events. From the Leeds Digital Festival to Digital Sport North, the city’s best digital people regularly meet to build networks, exchange knowledge, and demonstrate great collaborative spirit.
Rob Powell, my Co-founder on Digital Sport North and Director of Spike, explains it well:
“We started Digital Sport North to spotlight the incredible businesses and experts based right here in the North, and start an industry-leading event that’s worth the travel up from London.”
“At every event we put on, we’re amazed by the talent, innovation and businesses we have in the region. Leeds tends to attract good people who want to do good things. And that is what Digital Sport North is all about – building an ecosystem to bring people together, grow businesses and offer opportunities.”
If you are looking to work in or grow a business in SportsTech, why would you want to look anywhere else?