#125 📈 Deep Dive into APAC SportsTech investments

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Leading up to our next Global SportsTech Ecosystem Report, this week we take a deeper look at an under-addressed region for SportsTech - APAC. And especially, the major shift in the investment pattern that we saw last year.

As always, have a great weekend.

APAC Sports Tech Ecosystem Overview

For clarity, we define APAC broadly to include all of Asia (with the Middle East) as well as Australia, New Zealand, and the Pacific Islands.

Over the past five years, the Asia-Pacific (APAC) region has quietly transformed into a serious contender in the global sports tech race.

• While fan-focused solutions dominated from 2020–2023 (69%), their share dropped significantly to 20% in 2024.

• In contrast, investment in executive-focused solutions saw a dramatic rise from just 2% to 47%.

• Athlete-focused investments saw a modest increase from 29% to 33%, indicating a more balanced distribution of resources across stakeholder groups in 2024.

There are also other important insights:

• Mobile-first platforms dominate APAC due to widespread smartphone penetration. Meanwhile, AR/VR and data analytics are being increasingly integrated into both fan experiences and athlete management across the region.

• India ($3.1 billion in investment) and China ($2.2 billion in investment) lead the charge, with Mumbai and Bangalore emerging as major hubs thanks to robust startup ecosystems, active VC communities, and growing interest in sports among youth and middle-class consumers.

• Saudi Arabia is rapidly redefining its sports landscape through significant investments across multiple sectors as part of Vision 2030. The total value of Saudi Arabia’s sports market is at $7.16 billion (as of 2023). The sector is projected to grow at 17%, reaching $22.05 billion by 2030.

• Compared to Europe’s more fragmented market or North America’s established players, APAC offers fertile ground for new entrants – especially in markets like Southeast Asia, where sports ecosystems are still developing but mobile adoption is high. Governments in the region are also playing a key role, with policy pushes like India’s Khelo India and China’s National Fitness Plan encouraging digital transformation in sports.

• Southeast Asia is fast becoming the region’s next frontier. While smaller in funding volume, cities like Jakarta and Ho Chi Minh City are birthing mobile-first platforms catering to local sports cultures, offering high scalability across neighboring markets.

APAC’s trajectory suggests it could become the world’s largest sports tech incubator outside the US. With rising income levels, pro leagues expanding, and governments pushing sport as a vehicle for health and development, the region is poised for long-term growth. Expect increased cross-border partnerships and a growing export of homegrown technologies to other emerging markets.

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Top News from the World of Sports Tech & Biz

🎾 The International Tennis Hall of Fame and Google Arts & Culture launched “Serving Tennis History,” a digital exhibit featuring 30,000 digitized pages from American Lawn Tennis magazines published between 1907 and 1951.

🏀 The NBA launched a dedicated portal on X, to centralize real-time stats, scores, and highlights, aiming to deepen fan engagement during the playoffs.

📺 MLB is reportedly exploring licensing its streaming platform MLB.TV to external broadcasters and streamers as part of a shift from regional networks to wider digital distribution.

🏎 NASCAR partnered with Recast to expand its global distribution strategy, aiming to increase international fan engagement through the platform’s pay-per-view model.

🥍 The National Lacrosse League introduced a new multi-viewer streaming feature on NLL+, allowing fans to watch up to four live games at once and toggle between audio feeds in real time.

📱 IRCODE was named technology partner of the JM Eagle LA Championship, debuting an interactive fan experience that turns TV visuals into clickable content using QR code innovation.

📈 Red Bull announced the launch of Red Bull Ventures, a €200 million corporate venture fund aimed at direct investments in sports, sustainability, and digital innovation.

⚽ The Bundesliga is in talks with Adidas for a strategic investment deal reportedly worth €100 million, intended to secure external capital and strengthen marketing efforts.

👟 Virat Kohli joined Indian sportswear brand Agilitas as investor and co-creator, aiming to globally expand his One8 brand through the partnership.

🎥 WWE will introduce drone technology at WrestleMania 41 for the first time, enhancing the production quality with aerial shots previously only used on RAW.

⛳ Rory McIlroy’s win at The Masters drew 12.7 million viewers for CBS, marking the tournament’s most-watched final round since 2018.

Money Talks:

💰 Poolhouse, a UK-based tech-enabled pool entertainment company founded by Topgolf’s creators, raised $34 million in funding led by Telstra Ventures and Elysian Park Ventures.

💰 Eloelo, an Indian live social entertainment platform, raised $13.5 million in Series B funding led by Play Ventures, with participation from Kalaari Capital, Rocket Capital, and Lumikai.

💰 Midnite, a London-based sportsbook and casino platform, raised $10 million in Series B funding in a round led by Discerning Capital, the Raine Group, and Play Ventures.

💰 Global Gaming League, a Las Vegas-based esports entertainment company, raised $10 million in a round led by Solyco Capital.

💸 Teamworks secured an undisclosed amount in debt financing from CIBC Innovation Banking.

🤝 WSC Sports acquired Infront’s Engines 365, expanding its digital video solutions and taking over several of Infront Lab’s tech clients, for an undisclosed amount.

🤝 Futureverse acquired Candy Digital, expanding its presence in AI-driven Web3 and sports NFT experiences, for an undisclosed amount.

🤝 WithU, a FitTech company, assumed full ownership of its Mvmnt brand and appointed former Sky executive Colin Griffith as Managing Director.

💸 Australian cricketer Glenn Maxwell joined India-based fitness and cricket-tech startup Drive FITT as an investor in his first business venture in the country.

Recap from our content archive:

🔙 STX Article: Innovative Fan Engagement- The Future of Sports in the Metaverse, Web3, and Beyond.

✅ STX Monthly: Last month’s sports tech dealflow, in case you missed it.

💪🏽 SportsTech AllStars Recap: Indian Sports Business and Tech Report series.