About
Our member companies gain access to our experience and network, which empowers founders to navigate everything from entering new markets to securing investment, more effectively and efficiently.
We know the priorities, processes and people of the sports industry, and believe that by bringing our members together, we create significant value for them – and the wider sector. For industry professionals and investors we're a trusted source of guidance and quality deal flow, and we’re proud to invest directly in a number of Sports Loft member 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 complements 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
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
Jasmine Robinson
Arjun Metre
Nick Bourne
Drew Crisp
Yanni Andreopoulos
