#130 📈 2024 Top Deals Dominated by B2B, Wellness-Tech

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Following on from our latest Ecosystem report published last week, we provide a breakdown of the top companies by region that raised capital in 2024.

Enjoy the weekend reading.

📢 B2B and Health-Tech Command Investor Spotlight Across Global Sports Tech: GSTER25

Downloaded our latest Global #SportsTech Ecosystem report yet?

If you have, you’ll have seen that there’s been a clear shift in investment towards immersive tech, smart fitness, and wellness-focused platforms over the past year. Here’s an overview of the top companies that raised investment in 2024:

In North America, the standout was Infinite Reality, which secured $350M in 2024 for its immersive fan experience platform. This was complemented by strong showings from Tickpick, a ticketing platform, and Cosm, focused on social-watching experiences, each raising $250M. While these companies still serve fans, their solutions are increasingly infrastructure-oriented.

Europe’s pivoted toward fitness and wellness tech. OURA, headquartered in Oulu, Finland, led the region with $275M raised for its smart ring that tracks sleep and fitness. Munich-based eGym followed with $200M for its smart fitness equipment, and Minute Media, a digital media publisher from London, raised $150M. This reflects a wider European trend toward connected health infrastructure and executive-grade tools.

In APAC, the emphasis was firmly on scalable infrastructure and health monitoring. Gymdesk (Shibuya, Japan) raised $32.5M in 2024 for its gym management software, Ultrahuman (Bangalore) secured $25M for integrated wearable-based health tracking, and Live4Well (Hong Kong SAR) raised $20M for its blockchain-based wellness ecosystem.

Across regions, the common thread is clear: sports tech investment is pivoting toward platforms that support operational efficiency, health personalization, and immersive infrastructure. 

The message to investors is strong: the future of sports tech lies in powering smarter, healthier, and more immersive experiences, not just for fans, but for organizations and individuals seeking long-term value.

✅ Full Report Includes:

• SportsTech Innovators list: Interviews with 15 leaders from funds, sports organisations and innovation programs

• Startups to Watch in 2025

• Breakdown of 3 hot trends in Sports Innovation & Investment

• SportsTech Dealflow by year

• Investment analysis across region, year, country, city & sector

Download for free right here.

Top News from the World of Sports Tech & Biz

💪🏽 Fubo launched the Women’s Sports Zone, a new content hub dedicated to live games, documentaries, and events across women’s sports.

🚀 Future of Sport Lab announced a new cohort of 10 SportsTech startups selected for its accelerator program.

🏀 The Phoenix Mercury launched PHX ID, a gameday app feature that unified ticketing, payments, and fan rewards through a single rotating QR code.

⚾ MLB introduced check-swing challenge technology in the Single-A Florida State League, following previous tests in the Arizona Fall League.

⚾ MLB also rolled out My Daily Story, an AI-powered highlight experience on its app, personalizing content for every fan.

🏁 Formula 1 and Disney announced a new collaboration bringing Mickey & Friends into F1-themed content and experiences starting in 2026.

🚘 Gracenote, a Nielsen company, launched a new in-car platform to deliver personalized live sports updates and content to connected vehicles.

🛌 Eight Sleep introduced Pod 5 and a hydro-powered Blanket, its latest AI-powered sleep system featuring immersive temperature control, zero-gravity elevation, and surround sound.

🧠 Apple partnered with neurotech startup Synchron to support brain-implant-based control of devices, with a focus on accessibility solutions.

⛳ SAP was named a worldwide partner of the Ryder Cup, expanding its global sports sponsorship footprint.

🏀 ShotTracker partnered with ASB GlassFloor to embed its analytics tech and graphics into LED basketball flooring systems.

🏀 NBA veterans and NFL Pro Bowler Eric Ebron joined Tidal League as strategic investors and launched a new live sports show, To The Baha.

⚽ Michele Kang rebranded Olympique Lyonnais Féminin as OL Lyonnes to mark a new chapter under her majority ownership.

⚽ FIFA revealed plans for a dynamic ticket pricing model for the 2026 World Cup, with sales set to begin in Q3 2025.

🏏 World Cricket Championship added over 500 licensed players through a new agreement with Winners Alliance and the World Cricketers’ Association.

Money Talks:

💸 Dream Sports invested $50 million in India based Cricbuzz and Willow TV to accelerate innovation in digital cricket engagement across global markets.

💰 TOCA Football raised $35 million in new funding to expand its TOCA Social venues and scale its soccer training technology.

💰 Liveheats, a Sydney-based digital sports scoring startup, raised $1.3 million to expand globally after powering over 4,000 events.

🤝 Strava acquired performance coaching app The Breakaway for an undisclosed amount and surpassed a $2 billion valuation as part of its broader expansion into personalized fitness.

🤝 Nazara Technologies acquired UK-based Curve Games in a $21.7 million deal to expand its publishing portfolio and global gaming footprint.

💸 Alexis Ohanian, Reddit co-founder and investor, acquired a 10% stake in Chelsea FC Women and joined the board of the reigning WSL champions.

🤝 Everton signed a stadium naming rights deal worth £10 million per year with Liverpool-based law firm Hill Dickinson for its new Bramley-Moore Dock ground.

🤝 TGL added a Detroit-based team backed by the owners of the NFL’s Lions and Broncos, reportedly valued at $70 million, ahead of its 2027 debut.

🏉 France rugby captain Antoine Dupont invested in a Los Angeles-based rugby club as the sport prepared for greater exposure during the 2028 Olympics.

💬 The Los Angeles Chargers were reported to be in talks to sell a minority stake to private equity firm Arctos Partners.

💬 BT was in advanced talks to sell its 50% stake in TNT Sports to Warner Bros Discovery, its joint venture partner.

💬 Charter and Cox were reportedly working on a $34.5 billion merger to create the largest cable company in the U.S. with expanded sports broadcasting capabilities.

Recap from our content archive:

🔙 STX Article: New Leagues and Emerging Formats

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

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