SportsTech Framework Updated

An updated look at the SportsTech ecosystem

At SportsTechX we’re constantly looking to enhance the SportsTech Framework we use to map out the entire ecosystem. The objective is always the same of course: to provide a common understanding and structure for the entire ecosystem.

Alongside the launch of our global database, SportsTechDB, we’ve made updates to our existing framework based on the feedback we’ve received and the evolution of our own thinking. This has resulted in changes in how sectors are categorised.

Here’s how our earlier framework was set up.

Here is the updated framework.

What’s New

Sector structure

Sectors are now classified based on the target audience. And here they are:

• Activity & Performance: This is all about the Athletes: professional, amateur or recreational.
• Management & Organisation: This is all about the Sports Executive. Those responsible for or involved in managing sports related entities.
• Fans & Content: This is all about the Fans. The end consumer and lover of sports.

This approach allows for a clearer classification of products and solutions based on who they are targeted towards.

Sub-sub sectors

We’ve now introduced sub-sub sectors, a third level of classification that further defines each of the sectors and sub-sectors. The idea is to get to another level of detail and provide a deeper understanding of the trends and anomalies in SportsTech. This also allows for smarter and faster filtration in our database to help you find exactly what you’re looking for.

What’s Changed

Re-classifications

The updated segmentation means that some of the sub sectors are now reclassified into different sectors. Here are the important changes.

• Activity & Performance: Activity Data & Analytics is renamed to Performance Tracking & Coaching to include all data tracking and performance enhancement solutions. Preparation now only pertains to all activities that lead up to actually performing the sport. Example: fitness training, finding other players or venues.
• Management & Organisation: Marketplaces has been broken up based on whom each solution is focused. Example: solutions that help the athlete find and play their preferred sport go under Activity & Performance > Preparation > Booking & Matchmaking as they help the Athlete connect with their sport. Ticketing platforms, fan merchandise and collectibles go to Fans & Content > Fan Experiences & Social Platforms > Ticketing & Merchandise as they are all for the Fan.
• Fans & Content: Fans & Media is now called Fans & Content. This means that broadcasting and media production related solutions now go under Management & Organisation > Media & Commercial Partners > Media Production since they help the Sports Executive enhance the broadcast feed. These were earlier under Fans & Media.

All the sectors, sub sectors are clearly defined below to help you understand exactly what goes where.

eSports

We’ve eliminated eSports as an independent sector of the framework. It is now instead classified as a separate Sport with all solutions allocated to one of the three sectors within the new framework. Why? We believe this provides a smarter overview of the eSports industry and a clearer overall framework structure as highlighted above. Within SportsTechDB, pro users can now filter for eSports under Sports to see the list of relevant startups. We’ll soon do a dedicated article on eSports as part of our series of overviews on individual sports to take a deeper look.

All sectors, sub-sectors and sub-sub sectors explained

Keeping all that in mind, here’s an explanation of the new structure.

1. Activity & Performance

Our philosophy is inspired by Nike co-founder Bill Bowerman’s quote, “If you have a body, you are an athlete”. This sector covers all solutions focused on the Athlete, whether professional, amateur or at a leisure level. These are related to the actual sports activity, no matter if it’s before, during or after it. Common goals are tracking performance, preventing injuries & finding sports to play.

1.1 Wearables & Equipment: Physical resources that are worn or used during an activity. Examples: Data tracking wearables, sensors in a court.

1.1.1 Wearables: Attachments to the body of the athlete or the surface of playing equipment used. Examples: Data tracking wristbands, smart shoe in-soles

1.1.2 Game Equipment: Physical equipment that is used to perform an activity, usually movable. Examples: Smart fitness equipment, smart golf clubs

1.1.3 Infrastructure: Resources installed on premises, usually immovable. Examples: Golf swing simulators, tennis court ball trackers

1.2 Performance Tracking & Coaching: Solutions that help improve the athlete’s performance, either through track the activity and providing feedback or by training guidance. Examples: Video analysis tools, applications to record statistics

1.2.1 Activity Data: Tools that capture and track key metrics of sports activities. Examples: Capturing real time game statistics, running apps

1.2.2 Video Analytics: Applications that use video to record athletic performance and provide insights. Examples: Computer vision based athlete and ball tracking

1.2.3 Coaching: Tools that assist the athlete perform better by providing training and guidance. Examples: Sport specific coaching tools, drills and session planners

1.3 Preparation: Tools that help the athlete prepare for the sport they will perform or aid in injury prevention & rehabilitation. Examples: Video training tools, Platforms to find and play sports

1.3.1 Tutorials & Training: Tools and tutorial guides to learn new skills and help improve performance. Examples: Fitness tutorial videos and personal guides

1.3.2 Injury prevention & rehabilitation: Applications to reduce the likelihood of injury or help speed-up recovery. Examples: Rehabilitation programs, data-driven injury risk prediction

1.3.3 Booking & Matchmaking: Platforms to discover and book venues, find players or sports events locally or while traveling. Examples: Booking platform for football pitches

2. Management & Organisation

All solutions that help the modern Sports Executive execute their responsibilities. Whether it’s managing sports facilities, teams, associations, leagues, events, gyms or media companies. Goals here usually relate to improving operational efficiency or providing a better experience to the end consumer.

2.1 Organisations & Venues: Solutions to help sports related organisations or venues with managing internal operations. Examples: CRM system for fitness studios, club management software

2.1.1 Team / Club Management: Tools for professional or amateur sports teams, clubs or gyms. Examples: Gym membership management software

2.1.2 Scouting & Recruitment: Applications assisting teams or coaches scout and recruit talent. Examples: College athlete discovery & recruitment

2.1.3 Stadium Management: In-stadium solutions that facilitate easier operations or more efficient fan organisation. Examples: Capturing data on fan movement through venue

2.1.4 League / Tournament / Event Management: Tools for organisers of tournaments, leagues, races or major events. Examples: League management software

2.2 Media & Commercial Partners: Solutions that are either for or connect with the media, sponsoring brands or investors. Examples: Sponsorship marketplaces, broadcast production tools

2.2.1 Media Production: Tools to make sports broadcasting easier and richer. Example: Automated highlight reels, Info graphics for broadcasters

2.2.2 Sponsorship: Platforms to connect brands with teams and athletes for sponsorship. Examples: Marketplaces connecting athletes with sponsors

2.2.3 Crowdfunding: Marketplaces for athletes or teams to raise funds directly from fans and benefactors. Examples: Athlete crowdfunding platform

3. Fans & Content

This sector is all about how sports connects to or is consumed by Fans and viewers. All of these are solutions focused on the fan and so will include content, merchandise or betting and fantasy sports.

3.1 News & Content: Solutions that provide all kinds of content for sports fans. Examples: Live-score apps, streaming platforms.

3.1.1 News Aggregator: Reporting current sports news or results. Examples: Sports live-score apps

3.1.2 Original Content: Creating original sports related content, either video or editorial. Example: Behind-the-scenes footage of sports teams, articles written by athletes

3.1.3 OTT Platforms: Sports streaming platforms

3.2 Fan Experiences & Social Platforms: Connecting fans with each other or bringing like minded sporting communities together. Examples: Online communities for football fans, fan engagement solutions.

3.2.1 Fan Engagement: Helping fans connect with their teams, leagues or venues to enhance their experience. Examples: Chat-bot to connect with fans

3.2.2 Ticketing & Merchandise: Platforms for fans to purchase tickets for sports events or merchandise & memorabilia for their favourite teams and athletes. Examples: Ticketing platforms, fan merchandise

3.2.3 Social Platforms: Social networks and communities to connect people with similar sports interests. Examples: Social network for specific sports

3.3 Fantasy Sports & Betting: Offerings to either directly or indirectly assist with betting real or play money on sports events and online games based on real or virtual teams. Examples: Prediction games, classic betting apps.

3.3.1 Betting: Platforms to place sports bets

3.3.2 Betting Enablement: Tools to aid the sports betting industry, either bettors or betting companies. Examples: Betting news and tips, odds calculators

3.3.3 Fantasy Sports: Fantasy sports or sports prediction games

3.3.4 Fantasy Sports Enablement: Tools to help fantasy sports gamers or game providers. Examples: Fantasy sports tipsters and analytics

3.3.5 Sports games: Sports related video games. Examples: Online manager games

Feedback appreciated

Even though the framework is proven-in-practice, there will always be situations in which startups can be assigned to two or even more sub or sub-sub sectors, which simply can not be avoided. We invite everyone to share their feedback as we’re always looking to further optimize our work. And don’t forget to check out our SportsTech database to see the framework applied in reality.

Rohn Malhotra is a Co-Founder at Berlin based SportsTechX — Data & insights about SportsTech startups and the surrounding ecosystem. You can get in touch via LinkedIn, Twitter or email.