Overview of the Iberian SportsTech landscape

Iberian SportsTech landscape

¡Hola / Olá SportsTech!

The Iberian Peninsula in the Southwest of Europe has developed a great SportsTech scene. Need some examples? Microsoft has opened the Global Sports Innovation Center in Madrid, aiming to be a worldwide reference for the sports industry, from start-ups to enterprise organizations. In Lisbon KICKUP Sports Innovation is building a sports innovation hub to support the next generation of sports entrepreneur and enthusiasts. And the FC Barcelona has launched the Barca Innovation Hub, a platform for research development, training and innovation. They also host an annually invite-only Sports Technology Symposium. So it’s not a surprise that some great startups are coming from the region.

I’ve screened over 1.000 SportsTech companies in Europe, clustered them and put them into one big database. I started to share my insights with overviews of the Nordic, the German, the French, the UK and the Benelux SportsTech landscapes, now it’s time for the Iberian one, covering Andorra, Gibraltar, Spain and Portugal. Other countries and regions will follow.

The four sectors of SportsTech

Here’s a brief description of how I divided the SportsTech landscape. Check this article for more details.

Activity & Performance: Solutions surrounding the actual performance, no matter if it’s before, during or after the activity. Typical offerings are data tracker, wearables and new kinds of sports equipment.

Management & Organisation: Solutions that help to manage organisations, venues, leagues and events. Also covers platforms to find other sportsmen, coaches, etc. and to buy products and services, such as tickets or trips.

Media & Fans: Solutions that provide sports interested people and companies with all kinds of content and data. Also includes social platforms that help with branding and connecting fans with athletes, teams, etc.

Games & Bets: Companies that provide eSports, Fantasy Sports and Betting solutions, for players & gamers and as a service.

Note: Some companies cover two or even more sectors/subsectors. For the purpose of this overview they had to be assigned to only one.

The Iberian SportsTech landscape

Some very interesting SportsTech companies have their home in the Iberian countries. Here are a few exciting ones I want to highlight.

3D Digital Venue: Service platform designed to manage and virtualize every aspect of the Venue experience.

AutomaticTV: Multicam live production system to produce sports events without the assistance of any operator, unassisted.

FIRSTVISION: Wearable broadcast system that immerses fans into the game through the athletes’ point of view.

FootballISM: Digital solution for new football management, consisting of various module for running a club.

Glassy Pro: A waterproof wearable and App designed by surfers for surfers to track surf sessions, find new spots, set forecast alerts and compete against friends.

Hole19: Find golf courses, book tee times, track and improve stats and connect with other golfers.

Instasports: Easily share photos with sports live scores.

Playfulbet: Social sports game where you can play for free and win prizes.

Skitude: Network of Apps to track your performance on the mountains and compete to win prizes.

I currently track more than 90 SportsTech companies in the Iberian region. If you want to get the full list click here.

You think I’ve missed a company? Reach me via LinkedIn, Twitter or mail.

Distribution within the region

Country distribution: As expected most of the companies are located in Spain, the country with the largest population in the Iberian Peninsula. They are home for almost three quarter of the respective SportsTech market. Barcelona is clearly the city with the most companies (>36%), with Madrid and Lisbon following behind.

Sector distribution: Similar to the German and French and Benelux market “Management and Organisation” is the biggest sector in the market. From a subsector perspective “Marketplaces & Discovery” is clearly in front, followed by a surprisingly strong “Activity & Data Analytics” field.

Approx. 22% of the SportsTech companies in the Iberian region have been founded since 2015, which is a bit lower than the European average of 25%.

Interested in more data & insights? Reach me via LinkedIn, Twitter or mail.

More data coming up

I’m going to publish overviews for other countries and regions throughout the next weeks and months. Make sure you follow me here on Medium and sign up to my newsletter to get the latest insights.

Special thanks go to Morgan Flom for helping with the Spanish companies.


Benjamin Penkert is the founder of SportsTechX, an organisation that promotes SportsTech startups and connects them with investors and the sports industry. You can get in touch via LinkedIn, Twitter or mail.

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