SportsTech Framework 2019

Benjamin Penkert
Mar 1, 2019 · 3 min read

Over the last years we’ve developed a framework for the SportsTech industry with the ultimate goal of creating a common understanding and structure for everyone involved. After having reviewed thousands of companies more, we’ve made some slight changes in the 2019 version. The framework has been of indescribable value for us as it provides a common ground within which to make comparisons between companies, understand wider trends and identify anomalies.

The updated framework was first introduced in the European SportsTech Report 2019.

Overview of the sectors

1. Activity & Performance

Covers all solutions surrounding the actual activity, no matter if it’s before, during or after it. Includes offerings for professional athletes and also those at an amateur or leisure level. Common goals are improving skills & performance, increasing motivation or gamifying sports and preventing injuries.

2. Management & Organisation

Solutions that help to manage sports clubs, teams, associations, leagues, events and venues in a variety of ways. Also covers platforms to find interesting activities, other sportsmen, coaches, etc. and to buy products and services, such as tickets or sports related trips.

3. Fans & Media

This sector is all about how sport is consumed by fans and viewers. It includes solutions that help capture, process and present all kinds of content, data and insights, in order to entertain and engage, both in the real and the virtual world. Also covers platforms that build relationships between fans and athletes, teams, brands, etc., often to serve commercial purposes.

4. eSports

All solutions for the field of competitive, professional (video) gaming, that include at least two players. Technically covers all of the above mentioned sectors, but all in the world of eSports.

Overview of the sub sectors

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

1.2 Activity Data & Analytics: Solutions that measure the activity when it happens and that provide insights afterwards. Examples: Running apps, video analysis tools.

1.3 Coaching & Preparation: Offerings that provide tools to improve skills, assist in training or aid in injury prevention. Examples: Yoga video tutorials, online trainers.

2.1 Organisation: Solutions to run sports related organisations or venues in various aspects. Examples: CRM systems for fitness clubs, ticketing and payment solutions.

2.2 Marketplaces: Search and discovery platforms that enable to find, book and buy various offerings. Examples: Book a tennis court, find someone to play football with.

3.1 News & Content: Solutions that provide all kinds of content to people who are interested in sports. Examples: Livescore apps, streaming platforms.

3.2 Fan Engagement & Social Platforms: Connecting fans with each other or bringing like minded sporting communities together. Examples: Online communities for football fans, messaging apps.

3.3 Fantasy Sports & Betting: Online games with imaginary or virtual teams. Offerings to either directly or indirectly assist with putting real money on results/happenings of sports events. Examples: Prediction games, classic betting apps.

4. eSports: No sub sectors, as it covers all of the above mentioned for anything to do with the world of eSports. Examples: Organisation of online competitions, eSports content platforms.

For some startup examples in the various sub sectors: We interviewed 25 promising companies in our recently published European SportsTech Report 2019.

Feedback appreciated

Even though the framework is proven-in-practice, innovation among startups ensures that there will always be situations in which some can be assigned to two or even more sub sectors, which simply can not be avoided. We invite everyone to give feedback on this topic, as we’re always looking to further optimize the framework.

We recently launched the Global SportsTech Network Linkedin group, a perfect place to discuss the framework and everything related to the world of Sports and Technology.

Benjamin Penkert is the Founder of Berlin based SportsTechX. You can get in touch via Linkedin, Twitter or email.

Benjamin Penkert

Written by

Founder of @sportstechx. All about #sportstech and #startups.


The #1 source for data & insights about Sports Tech startups and the surrounding ecosystem. More infos at

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