The 2024 Sports Technology Awards Shortlist Reveal …and Revelations

The 2024 Sports Technology Awards Shortlist announcement achieves two things. It makes over 100 brands across the industry very, very happy and for those of us fortunate enough to see all the entries, it is an unrivalled insight into what is happening in the world of tech-led innovation.

This year’s shortlist isn’t just a list; it’s a declaration that the relationship between technology and sports isn’t some passing fad; the sectors are now indelibly linked in a relationship that is set to expand even further.

But where are the big changes? Unsurprisingly AI is calling a lot of shots, however sliding into significantly more submissions are the techs which blur the lines between reality and the virtual world. MR, AR and VR are becoming game-changers. See also blockchain.

Meanwhile, we need to talk about apps. They are still icons on billions of phones but they are changing. All things point to an evolution to wider digital platforms and the broader range of services they provide.

And the changes don’t stop there. The big guns, such as Google, Apple and Sony, who tested the sports’ water a few years back, may not have achieved omnipresence, but they are certainly heading that way.

But don’t think they have seen off competition in all its forms – far from it. Our valiant startups boast a great track record in the David vs Goliath rematches we see at The Awards each year. It is remarkable to see how they unearth new markets and push the boundaries of what’s possible.

The old tech adoption adage goes that ‘if you aren’t riding the steamroller, you end up as part of the road’ and make no mistake, there are industry-wide implications from what we have seen from this year’s entries. This sector has become a sophisticated one faster than Usain Bolt on roller skates – and that means two things

  1. Organizations and companies which use tech and wish to keep pace, will need to employ people who properly understand the different technologies on offer – this space is getting very complex and isn’t for the uninformed
  2. In order to sell their wares, tech businesses need to remember they aren’t dealing with fellow ‘lab coats’. Remember, sell benefits, not features. Demystify what you do. Don’t use jargon or pat phrases that sound great and say nothing. Get the end user onside by helping them understand and embrace the opportunities you present

To this end we have to finish with a shout out to the judges who navigated their way round the submissions with enviable authority. Don’t think for a second that these decisions are made by a bunch of suits in a boardroom. Ours is a heavy hitting panel of technologists, business brains and sporting legends (including Sir Steve Redgrave, Nasser Hussein, Stef Reid and Adam Lallana – oh yes) who make sure only the best of the best make the cut.

Take a few minutes to enjoy the success of those who made the shortlist before the serious stuff happens in a few weeks’ time. We’ll roll out the red carpet and pop the champagne because come Thursday May 9th, we’re throwing the sports tech party of the year. It’s where industry titans, innovators, and die-hard fans come together to celebrate the pioneers shaping the future of sports.



The STA Group is joining forces with Jobbios Amply network to offer job seekers and employers a platform that connects the best talent with the right opportunities.

The STA Group has long been at the forefront of championing tech-led innovation in sports globally and celebrating some of the most cutting-edge brands in sport.

This latest announcement sees the creation of a bespoke job board, created and powered by Jobbio’s Amply network, adding to The STA Group’s owned sites and channels.

Changing the Game

By linking this niche audience with the latest opportunities sportstech has to offer, Jobbio’s integrated job board will not only give tech professionals direct access to some of the most exciting companies in the world, it will also bridge the gap for employers seeking out top-tier talent with a very specific skill set.

Commenting on the partnership, Stephen Quinn, CEO of Jobbio, highlighted the impact this collaboration will have on the industry: “I’m happy to announce the partnership between Jobbio’s Amply network and The STA Group. Innovation in sports has seen substantial growth in the last five years and this partnership presents endless career possibilities for The STA Group’s audience.”

A sentiment shared by Rebecca Hopkins, The STA Group’s CEO: “Identifying gaps, unlocking opportunities and celebrating pioneering technologies is at the heart of what The STA Group does. Our partnership with Jobbio’s Amply network will enhance this by connecting our audience to the internationally renowned brands with which we work.”

Start browsing new job opportunities now.

If youre looking to employ some brilliant talent talk to uswere happy to help!

The Sports Technology Power List 2023 Revealed

London, 24th January 2024 – The Sports Technology Power List 2023 has been unveiled, showcasing the most influential and innovative brands in the global sports technology landscape. Red Bull Racing, a trailblazer in the industry, has emerged as the undisputed leader, securing the top position on the prestigious list for the first time.

Compiled annually by The STA Group, The Sports Technology Power List recognizes and celebrates the contributions of 100 brands from around the world, encompassing all major facets of sports business and elite performance. The fourth edition of the list is the result of meticulous evaluation, drawing insights from three key sources: entries to The Sports Technology Awards, an open industry vote, and input from a select committee of industry experts.

The National Basketball Assoc.(NBA), the International Cricket Council (ICC) and the National Football League (NFL0 also earned coveted positions within the top 10 of The Power List, underscoring their significant impact on the sports technology landscape. The list reveals the global reach and diversity of the brands, as they contribute to shaping the future of sports through technological advancements.

The announcement of The Power List has become a red-letter day in the sports calendar, attracting global attention. Rebecca Hopkins, CEO of The STA Group, emphasized the significance of the list, stating, “Based on the extraordinary number of global downloads on the day The Power List is published highlights its importance in the sports industry.”

“All parties involved curating this list are deeply invested in its fairness and accuracy; it has to reflect influential brands, which produce tech-forward work and have a visionary mindset. This year has witnessed some surprising leaps and drops; while not everyone will agree with each position, no one can contest that the sports tech landscape is highly dynamic and evolving fast.”

Red Bull Racing’s achievement as the top-ranking brand underscores its commitment to pushing the boundaries of sports technology and setting new standards for innovation. The Sports Technology Power List serves as a benchmark for excellence in the industry, and this recognition reaffirms the brand’s dedication to advancing the field and making a lasting impact on the world of sports.

For more information, please contact us at

The Sports Technology Annual Review is out!

Our yearly report summarizes and explains some of the most influential and important tech-related trends in sports for those with a professional stake in the sector. As with previous years, the chapter subjects are selected to fast-track senior sports executives through topics that might not be featured in mainstream sports and business media.

In a short time, The Review has garnered industry respect as an authoritative resource, achieving thousands of downloads since publication. It is now viewed as required reading for industry commentators and senior figures across the sports sector with thousands of downloads globally.

This year, if you are a Review reader, you also enjoy Power List voting rights, meaning you have your say in determining which brands lead the sports tech sector.


Download. Read. Vote. Enjoy.

2023 Sports Technology Awards Winners Revealed

New York: 18 May saw some of the biggest brands in global sport convene to see who secured the coveted trophies in the ‘Oscars of Sports Technology’.

Taking place in north American for the first time, The Sports Technology Awards, presented in association with NBC Sports Next, celebrated their 10th Anniversary in Manhattan at 583 Park Avenue, one of the city’s iconic addresses.

The evening was attended in person by athletes, sports entrepreneurs and senior executives from brands such as (insert)  

The winners 

  • App of the Year: NBA
  • Best Broadcast Technology: LiveU
  • Best Digital Technology: World Athletics
  • Best Fan Engagement Technology: Stats Perform 
  • Best Fitness and Participation Technology: Apple  
  • Best Match Day Experience Technology: Sport BUFF 
  • Best Sport Betting Technology: Sportradar
  • Best Technology for Athlete Coaching and Performance: Zone7 
  • Best Technology for College Sports: Genius Sports
  • Best Technology for Data and Analytics: NTT Data
  • Best Technology for Injury Prevention and Recovery: BetterGuards Technology 
  • Best Use of Fan Engagement Technology by a Brand: Warner Bros. Discovery 
  • Best Use of Technology by a Broadcaster: LA Clippers 
  • Blockchain, NFT and Web3 Tech of the Year: Run it Wild
  • Competition, Event or Tournament of the Year: Formula E
  • Governing Body of the Year: ICC 
  • Innovation of the Year: Hawk-Eye Innovations
  • Smart Apparel, Equipment or Wearable of the Year: FORM
  • Sports Partnership of the Year: New York Liberty and Xbox
  • Start-up of the Year: Match Kit

Rebecca Hopkins, CEO of The STA Group, said ‘To celebrate The Awards in the US was an exciting way to mark our 10th anniversary. North American sports often lead the way in the way they embrace and invest in technologies, so it was poignant to be here. A huge number of brands from around the world made the effort to be here. This reflects the commitment to excellence our network demonstrates endlessly and we are so proud of the platform we give them to do this.’

Hopkins continued: ‘We also need to acknowledge the support of our sponsors, all of whom were secured by our US partners, Aggregate Sports. NBC Sports Next, Rock-it Global and Sports Tech HQ all share our commitment to elevating the work done by the true visionaries of sports and are part of The Awards for the foreseeable future, thanks to the team at Aggregate,’ 

Will McIntosh, President NBC Sports Next and Fandango, sponsors of The Awards, added: ‘NBC Sports Next is committed to delivering cutting edge technology and business solutions that connect people to the sports they love to play and watch, which is why we’re excited about helping bring the Sports Technology Awards to the U.S. for the first time ever. We applaud the amazing finalists, as well as everyone who entered the Awards, for their creativity and vision, as we all look to develop new technology experiences that enhance the world of sports.’

The Sports Technology Awards is presented by NBC Sports Next and sponsored by Capgemini, Rock-it Global and Sports Tech HQ.

Sports Technology Hall of Fame Welcomes Inaugural Inductees

New York: 18 May saw eight of the biggest and most innovative brands in sport honoured for their contribution to sports technology.

The Sports Technology Hall of Fame, conceived by The STA Group, was established to celebrate tech-led vision in sports. The honourees were inducted at The Sports Technology Awards; these were 

  • DAZN
  • DFL
  • European Tour Group
  • Hawk-Eye Innovations
  • NBA
  • Ticketmaster 
  • NFL

Rebecca Hopkins, CEO of The STA Group and co-host of the sports tech podcast, Tech Chairs, said: ‘Launching a Hall of Fame this year was a carefully timed initiative as we wanted to create a credible roster of brands which have genuinely influenced technology’s use in sports. We have been championing sports technology for the past decade and have been carefully watching the work all brands do. These honourees have been leaders in this field consistently every year for 10 years and we wanted to celebrate that.’ 

The brands inducted were selected based on their submissions into the past 10 Sports Technology Awards, where they ranked on The Sports Technology Power List – which is partly determined by the voting of industry peers, and how a select panel of judges reviewed their candidacy.

The next round of inductions will be in 2024 and will be selected on the same criteria.


Sports Tech HQ Joins Awards’ Official Partner Family

LONDON, NEW YORK, 11th May: The STA Group today announced that Sports Tech HQ has become a sponsor of The Sports Technology Awards, the leading global celebration of tech-led innovation in sports.

The multi-year partnership will commence with The 2023 Sports Technology Awards, which are presented in association with NBC Sports Next and will take place on May 18th in New York City.

Rebecca Hopkins, CEO The STA Group, said: ‘Partnering with a company like Sports Tech HQ, which invests in sports tech, reflects our commitment to celebrating innovation at inception. We find that it isn’t the size of the company that moves the needle, it is the size of the idea!’

She continued: ‘We’ve been dubbed ‘The Oscars of Sports Technology’ because our reach and influence is truly global. We’ve been informing, inspiring and celebrating sports tech for a decade and, with so many influential sports and visionaries based in North America, it made sense to come here and celebrate our 10th anniversary.’

“Sports Tech HQ is proud to partner with The STA Group,” said Jeffrey Hintz, Executive Director of Sports Tech HQ. “We look forward to collaborating with this incredible group on driving awareness and impact within the sports tech industry.”

The Awards are owned and operated by The STA Group  which has worked with Aggregate Sports, to deliver this year’s Awards ceremony. Aggregate Sports were responsible for brokering both the Sports Tech HQ and NBC Sports Next deals. 

More information about The Awards and the Sports Tech HQ partnership can be found here.

Media Contacts

for more information please contact Dan Tunna

About The STA Group

The STA Group’s mission is to identify, inform and celebrate the world’s leading sports technologies and the brands which embrace them.  It does this through The Sports Technology Awards, The STA Startups, The Sports Technology Annual Review, The Sports Technology Power List, its newsletter, Access Innovation and Tech Chairs: The Sports Technology Podcast. The Group’s Partners include Capgemini, The English Institute of Sport, Sportradar and HOK.

About Sports Tech HQ

Sports Tech HQ is a non-profit organization dedicated to building a strong sports tech ecosystem in Indiana. Sports Tech HQ strives to create opportunities for sports tech entrepreneurs by investing in innovation and cultivating a community of creators. The organization fosters cross-industry collaboration and supports companies through every stage of their development. Sports Tech HQ is committed to shaping the next generation of industry innovation, while strengthening Indiana’s reputation as a global destination. For more information, visit


The Time-Critical Logistics Company has been named as Official Freight Partner

LONDON, New York, United States (27 April, 2023) –The STA Group today announced that Rock-it Global has become a sponsor of The Sports Technology Awards, the leading global celebration of tech-led innovation in sports.

Rock-it Global’s three-year partnership will commence with The 2023 Sports Technology Awards, The Awards’ inaugural event in the US, which takes place on May 18th in New York City.

Rebecca Hopkins, CEO The STA Group, explained: ‘Bringing The Sports Technology Awards to the U.S. for the first time is a very intensive operation, involving a large amount of logistics so we are delighted to have an experienced and respected partner, such as Rock-it Global, working with us on this’. 

‘Taking the opportunity to applaud innovation and excellence was an easy decision for the Rock-it Global team.’ said Adam Tubaro, Director, Key Accounts, Rock-it Global.

He continued: ‘We pride ourselves on being the best sports time-critical logistics provider so naturally we are eager to help recognize and celebrate those striving to be the best in technology innovation in sport.’

Rock-it Global, along with the other logistics specialists of GCL, provides logistics and freight forwarding services for the live entertainment and music touring, theatrical, fine arts, sports, motor sports, corporate events, film, television, and broadcasting sectors.

The Sport Technology Awards, dubbed ‘The Oscars of Sports Technology’ are owned and operated by The STA Group. The Group operates at the heart of sport globally whose mission is to identify, inform and celebrate the world’s leading sports technologies and the brands which embrace them.

Aggregate Sports, The STA Group’s North American partner, helped facilitate the agreement. 

The Sports Technology Awards 2023 is presented in association with NBC Sports Next. 

More information about The Awards and the Rock-it partnership can be found here.

About The STA Group

The STA Group’s mission is to identify, inform and celebrate the world’s leading sports technologies and the brands which embrace them.  It does this through The Sports Technology Awards, The STA Startups, The Sports Technology Annual Review, The Sports Technology Power List, its newsletter, Access Innovation and Tech Chairs: The Sports Technology Podcast. The Group’s Partners include Capgemini, The English Institute of Sport, Sportradar and HOK.

About Rock-it Global

Rock-it Global is a leading provider of time-critical air, ocean, and surface freight forwarding and logistics for the live entertainment and music touring, sports, motor sports, broadcast, performing arts, tradeshow, and corporate event sectors.

Rock-it Global is a Global Critical Logistics Company (GCL), the holding company for a family of leading brands including Dietl, Cosdel, CargoLive, Dynamic International, and CARS who work with customers in fine arts, classic and high-end automobiles, film, television, and industrial projects.

Headquartered in Los Angeles CA, GCL has offices in North America, Europe, the Middle East, Asia Pacific, Australia, and Central and South America, augmented by a network of long-term partner agents specializing in critical logistics.

GCL is backed by ATL Partners, a premier sector-focused private equity firm based in New York.

The companies of GCL have served thousands of customers annually for over 40 years with bespoke, specialized logistics solutions for the most demanding transportation requirements across every continent.

For more information, please visit

The STA Group launches ‘TECH CHAIRS’ a new sports podcast all about sports tech

Tech Chairs is a new sports podcast, brought to you by broadcaster, John Inverdale and STA Group CEO, Rebecca Hopkins.

Each week, John and Rebecca are given insider insights by tech experts, sports entrepreneurs, elite coaches, industry leaders and champion athletes, including Ben Ainslie, Paul Hawkins and Chris Boardman.

If you’ve ever wanted to know why the handlebars of bikes got so small, how Hawk-Eye was invented, which football team had the first club TV channel or why Ali, Jordan, Messi or Ronaldo might not be sports biggest GOATs …tune into Tech Chairs.

  • Episode One: How Tech Snuck Up on Sport (Part One) with Andy Harland (Loughborough university), Naomi Stenhouse (The English Institute of Sport) and Andy Miah (Salford University)  AVAILABLE NOW
  • Episode Two: How Tech Snuck Up on Sport (Part Two) with Andy Harland (Loughborough university), Naomi Stenhouse (The English Institute of Sport), Andy Miah (Salford University) and Ben Langdown (The Open University) AVAILABLE NOW
  • Episode Three: How Hawk-Eye Happened with Paul Hawkins (Inventor of Hawk-Eye) AVAILABLE NOW
  • Episode Four: Athlete Genetic Mapping, with Andrew Steele (Olympic Sprinter and DNAfit Founder) Drops 4th April
  • Episode Five: From the Track to the High Street: How Sports Apparel Is Big Business with Phelan Hill (Olympic Rower and Nielsen Sports) and Sandra Halliday ( Drops 11th April
  • Episode Six: Sports Broadcast – When Did One Screen Stop Being Enough?  With Paul Davies (AELTC) and Dave Roberts (Founder Boro’ TV) Drops 18th April
  • Episode Seven: F1 –Driving to Survive The Technology? With Simon Taylor (Motorsport Broadcaster) Drops 25th April
  • Episode Eight: When Did Sailing Become F1 On Sea? With Sir Ben Ainslie Drops 2nd May
  • Episode Nine: So Why Are Your Bikes’ Handlebars 42”? With Chris Boardman Drops 9th May
  • Episode Ten: The Top 20 Sports Tech GOATs – as nominated by you! Drops 16th May
  • Episode Eleven: The Sports Technology Awards Special – Winners Interviews from The Big Apple Drops 23rd May

From the evolution of trainers to how DNA impacts your injuries, Tech Chairs is a must listen for sports fans, sports executives and the ‘sports tech curious’.