Shining A Light: The SportsTech Sector In Leeds
COLLECTION IN PARTNERSHIP WITH LEEDS DIGITAL
Andy Roberts, Co-founder of Digital Sport North and CMO of Planet Sport Group shares insights on the thriving SportsTech sector in Leeds.
Photograph of the panel from Digital Sport North’s event in November 2024: ‘Growing the Sports Tech Ecosystem in the North’
Home to a host of famous teams, market-leading sports businesses and leading universities inspiring the next generation of entrepreneurs, Leeds has blended its strong sporting roots and flourishing digital sector to foster a standout sports tech ecosystem.
What do we mean by ‘SportsTech’?
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 pockets around the world. The introduction of new technologies, platforms, media, and a continual thirst for data has led to a complete revolution in how we consume every aspect of sport. And the North of England - and particularly Leeds - has really been at the forefront.
In November last year, Digital Sport North hosted a panel discussion titled ‘Growing the SportsTech Ecosystem in the North’ aiming to unpack what exactly was the ‘sports technology’ sector we’re always talking about with a range of industry experts.
Alex Craven, Co-founder of The Data City, helped us put some real-life numbers on what the sector looks like, pulling together stats that demonstrated an impressive growth rate for the sector that was far outstripping the national average.
Building on Leeds’ strong talent pool
As The Data City research suggested, some major players in the sports related industries have based themselves within the city.
There was always a strong legacy of sports, media, gaming and technology business in the city stretching back to the late 80’s. As a result, there are many high-growth sports and digital businesses and experienced people based here, all tapping into an extensive pool of expertise, resources, and talent that continues to fuel the market-leading work that comes out of the city.
With one of the largest UK student populations, there’s a constant cycle of new ideas and fresh talent. Leading educational institutions like Leeds University, Leeds Beckett University and Leeds Trinity University all offer world class education and encourage the next generation of entrepreneurs and provide a host of business support for start-ups in the region.
The biggest names are right here
As well as your more traditional sporting names like Leeds United, Leeds Rhinos or federations like Professional Squash Association, Leeds has long been a key location for gaming giants Flutter and Evoke. They have been joined by the likes of Entain and LeoVegas, recently setting up tech hubs here having recognised the unique talent mix Leeds possesses for betting and gaming technology.
Leeds is also home to a variety of sports-related startups like Azzuu, Pitchero, Virtual Sports Group and Planet Sport Group. The city is exceptionally strong in sports data and analytics. Cutting edge sports data specialists like Hudl, Catapult, Oval Insights and Stats Perform are fascinating organisations that work with gaming giants, sports teams stars and much more.
Household media names like Sky, Channel4, ITV and upstart OTT specialist DAZN are active in sports broadcasting here; producing sports and other content that entertains millions day in, day out. These companies often work alongside a host of digital, production and marketing agencies like Sticks and Glass, Sports Broadcast Media, Works, Hatch, Engage Partnerships and myriad other freelance and contract specialists are all hard at work in Leeds revolutionising the way sport is played, produced and consumed.
With all these exciting businesses and more, Leeds is clearly a fantastic place to base and grow a sports-related business meaning SportsTech now has a rightful place alongside the thriving HealthTech, FinTech and LegalTech sectors in the city.
Unique collaborative culture
The thriving SportsTech network is all joined up with a lively itinerary of events and celebrations of the tech scene in Leeds. From the Leeds Digital Festival to Digital Sport North events, the city’s best digital people regularly get together to build networks, exchange knowledge, and showcase the unique collaborative spirit that underpins the city.
I’d previously seen and experienced a great collaborative effect with Leeds’ vibrant music scene, and it’s just the same in SportsTech. It’s got to be one of Leeds’ superpowers - partly as a result of its size - there’s always companies coming together to share knowledge, collaborate and celebrate each other’s wins. You can find networks of likeminded people that really help and support each other. And those great people and businesses are keen to build success for all.
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 that brings those people together, grows businesses and offers opportunities.”
If you are looking to work in or grow a business in SportsTech, why would you want to look anywhere else?
Check out our feature on the Leeds Digital site here.
