We founded Sports Loft on the simple belief that technology will drive significant change in the sports, media and entertainment sector. Our purpose is to support the management teams at the high-growth tech companies that are shaping the future of the industry. We provide them with a platform for them to achieve their potential.

We only work with companies that we are truly excited about. Those we believe can change the way the industry works, can open up new experiences for fans or change the ways that athletes talk about their performance. To ensure the quality of the companies that we work with, we put every company that joins Sports Loft through a due diligence process.

Ultimately, we are trying to create a win for the technology companies we work with, a win for the sports and media execs who are looking to embrace the latest technologies and a win for investors as we add value to their portfolio companies.

Where we focus

We work with technologies that are focused on audiences - whether "audience" is defined as a team's or league's fans, the people watching a livestream or a consumer group that a brand is trying to reach through sports.

We believe that the increasing convergence of sports and media is creating new and exciting business models for building audiences and coupled with an increasing realisation that fanbases and audiences drive the commercial value for many organisations in sports, we expect to see increasing investment in this area. This compliments our strong network and expertise at the intersection of sports & media, meaning that we are ideally placed to help the companies that we work with.


Helping IP owners build audiences

We work with companies who can partner with teams, leagues, broadcasters and other content owners in order help them grow, strengthen and monetise their fanbases.

Content Creation & Distribution

We look for technologies who can help sports and media organisations create highly engaging content and distribute it at scale to the right audience.

Building own audiences

We work with companies who are building their own audiences in sports - whether that is around the sports that people play or their desire for content as fans.

What do we look for in a Sports Loft member company?

Solving clear industry problems

We are not looking for companies that are “nice to haves”. A Sports Loft company should be able to articulate the costs saved by their product for their clients or the revenue opportunities created.

World class management teams

We work very closely with the management teams at each of the Sports Loft companies. Life is too short to work with people you don’t enjoy talking to or respect. Plus, a high quality management team is more likely to be successful and we want to work with successful companies.

International perspective

Our network and our audience for our content and events are very international and we feel that we are best placed to help companies who operate with an equally global mindset –we believe that no one geography has a monopoly on great ideas, talent or applications of technology.

High growth potential

We want to be able to take great opportunities to the investors that we work with and they want to see how they are going to make a financial return. It's more fun to work with great companies and in the sports tech market this normally means ones that are growing quickly.

Normally late seed / Series A / Series B

Our experience has shown that we are best able to help companies who have either raised or are set to raise, investment ranging from $3m to $20m+. This is a useful approximation of their appetite for growth, marketing, and revenue. 

Must have a product in market

As one senior executive at a top-six Premier League club said, “what do we do with a Powerpoint presentation?”. Sports Loft companies should have a product in market, case studies and reference clients.

Why Sports Loft

"Being part of the Sports Loft community means benefiting from ideas and tactics about how to make things happen. It's the action focused nature of Sports Loft, and the parties involved, that makes this different than being simply a global sports tech salon. Good thinking must couple with good doing.”
Nick Goggans
"Being a member at Sports loft, genuinely makes you feel that you are part of a community of fantastic companies operating in this sector. The emphasis that they put on the quality of members just keeps coming through"
Will Brooke
“As we’ve brought our technology into the Sports industry, being part of the Sports Loft community has been invaluable. They’ve been able to deliver amazing access, but just as important, has been access to their insight, support and advice”
Nick Pinks
“Sports Loft have given us a platform to really help us build our brand and our narrative as we grow. Whether it’s the meetings with potential clients or investors, the content that features us or the strategic advice, they are always pro-actively looking out for us”
Donny White
Satisfi Labs
"The Sports Loft eco-system consists of such great companies. The people they introduce you to are high quality and the whole ethos is high-touch. They are genuine thought leaders in the space and this is reflected in the companies they work with. We love working with Charlie and his team.”
Ari Daie

Our Network

Our global network of leading teams, leagues, broadcasters, and brands benefit from getting to know a group of carefully selected companies. Our network of investors benefit as we add value to their investments.

Get in touch

“I clearly remember the day that the idea for Sports Loft was born. I was in Lausanne, Switzerland, attending (yet another) Sports Tech conference. At the end of the conference, there was the usual pitch competition which was won by one of the original Sports Loft companies, Spalk. I was stood at the back of the room, watching on, with a sense of immense pride – Spalk was a company that I’d originally met about 2 years prior and had helped only a little bit but it was a great feeling and I wanted it again.

Less than 6 months later, Sports Loft was live and we were helping our member companies every day. I’d previously run a startup and had the battle scars, I knew what the industry execs were looking for from these tech companies as I’d been one and i’d been helping investors find deal flow and decide which early stage companies to invest in. I knew we could build a platform that could help them.

Since then we have focused on helping our member companies - and we have kept growing as a result. I get a buzz of excitement every time I meet a company that has the qualities to be a potential Sports Loft member and that feeling of pride is there every time a company we work with gets a new client, releases a new product feature, gets featured in the press, hires a new person, raises new investment and, especially, when they help each other.”

Our Story

Advisory board

Consisting of 5 leading industry executives and investors from both the US and UK, the Sports Loft advisory board helps to shape how the Sports Loft community evolves and provides expert insight and guidance to Sports Loft members.

Jasmine Robinson

L.A. / Boston
General Partner, Causeway Media Partners

Arjun Metre

Head of Sports, Media & Entertainment at Tennor Holdings. Previously Investment Director Intel Capital

Nick Bourne

Chief Strategy Officer ATP Media

Drew Crisp

London / Liverpool
SVP Marketing and Content Liverpool FC

Yanni Andreopoulos

CEO at SeaBird & Chief Commercial and Marketing Officer at E1 Series


We partner with organisations who will actively support and contribute to the success of our members.
Official Talent Partner: "Dedicated to converging industries"