Smarter Sports Awards 2027
Sports. Elevated.
The Smarter Sports Awards, formerly The Sports Technology Awards, are recognized as the global benchmark for innovation in sport.
For over a decade, sport’s biggest brands have appeared alongside younger companies reshaping performance, broadcast, fan engagement, equipment, data and commercial strategy across major leagues, teams and competitions.
Today, innovation in sport reaches far beyond technology alone. It can be found in engineering, sports science, design, performance, content, sustainability and the creative application of new ideas.
The Smarter Sports Awards recognize the organizations at the forefront of rethinking sport.
A Global View of Smarter Sport
The Awards have identified, celebrated and convened global technology leaders, elite teams and federations, specialist engineering firms, venture-backed scale-ups and ambitious start-ups influencing sport at the highest level.
Entries have represented:
- 5 continents
- More than 30 countries
- More than 50 sports
From elite performance and major events to fan experience, media, investment and infrastructure, The Awards provide a global view of where sport is moving next.
Join the Room Where Industry Leaders Convene
The Smarter Sports Awards is where vision meets influence, attracting brands and people at the forefront of sport.
Our VIP Guestlist spanned leaders who are suits, tracksuits, labcoats and wallets, including:
Major League Baseball
Managing Director
Premier League
CMO
World Rugby
Head of Corporate Communications
England Athletics
Chief Executive
FC Bayern München
Head of Digital
Australian Olympic Committee
Head of Performance Operations
Genius Sports
Marketing Manager
Sportradar
EVP, Global Marketing
DAZN
SVP, Media Operations
Apple
VP, Fitness Technologies
Principal Partner
Batfast
Global CEO
Visit our Ceremony page to get a full picture of the industry leaders attending and viewing our 2026 awards broadcast event.
Who Should Enter?
The Smarter Sports Awards are open to organizations of every size working to improve sport.
That includes:
- Sports organizations, clubs, leagues and governing bodies
- Technology and data businesses
- Brands and commercial partners
- Start-ups and scale-ups
- Engineering, design and manufacturing businesses
- Performance, medical and sports science specialists
- Broadcasters, publishers and content creators
- Venues, events and tournament organizers
- Investors and professional advisers
- Agencies and consultancies
- Universities and research organizations
You do not need to describe yourself as a sports technology company but your work must demonstrate innovative thinking and the use of tech-led innovation. You need to show a smarter idea, effectively delivered, that has made a meaningful contribution to sport.
Built for Established Leaders and Emerging Innovators
Some entrants are globally recognized organizations. Others are appearing on the international stage for the first time.
Both belong here.
The Awards assess the quality and impact of the work rather than the size or profile of the organization behind it.
More Than an Awards Entry
The Smarter Sports Awards form part of The STA Group’s year-round platform for the people and organizations rethinking sport.
Through The Awards, The Sports Technology Annual Review, the Power List, Tech Chairs, industry events and our editorial platforms, we connect credible innovation with the audiences, relationships and opportunities that can help it progress.
Entering The Awards is an opportunity to become part of that wider conversation.
Your Work Could Be Next
The Smarter Sports Awards recognize the people and organizations making sport better, stronger and more intelligent.
If your work has changed how sport performs, operates, communicates, engages or grows, it belongs in the conversation.
Why Enter?
Good work deserves more than internal recognition.
Entering The Smarter Sports Awards gives organizations the opportunity to showcase their achievements before an independent panel of respected leaders from across sport, technology, business, performance and investment.
Strengthen Your Credibility
Independent recognition gives customers, partners, investors and other stakeholders greater confidence in what you have created and the results it can deliver.
Differentiate Your Business
In an increasingly crowded market, being shortlisted or winning provides a clear and credible point of distinction.
Put Your Work in Front of the Industry
The Awards attract interest from senior decision-makers across sports organizations, brands, technology businesses, investors, advisers and the international sports media.
Recognize the People Behind the Progress
The best innovation is rarely the work of one person. Entering gives teams, partners and clients the opportunity to see their contribution recognized on an international stage.
Create a Stronger Commercial Story
Award recognition can support sales conversations, investment discussions, partnership development, recruitment and wider communications long after the results are announced.
Recognition that Travels
The value of an Award does not end with the announcement.
Shortlisted and winning organizations can use their recognition across marketing, sales, investor communications, recruitment and internal engagement. It provides a trusted external endorsement of both what you have achieved and why it matters. For more than 13 years, The Awards have recognized emerging businesses alongside major international brands, sports organizations and governing bodies.
Timeline
Stay ahead of the deadlines, it’s cheaper and makes your life easier!
Early Bird Closes
Regular Entry Closes
Final Deadline
Shortlist Announced
Ceremony and Global Broadcast
Entry Price
Prices vary depending on the entry period and number of entries. Discounted rates are available for Start-up of the Year entries.
Please contact the team HERE to find out more.
Frequently Asked Questions
Eligibility period
Entries should relate to work launched, delivered or significantly developed between 1 January 2025 and 30 November 2026. Work that began before this period may still be entered where substantial progress, impact or innovation took place during the eligibility window.
Judging independence and confidentiality
All entries are assessed by an independent international judging panel drawn from across sport, technology, business, investment and performance. Judges are required to declare any conflicts of interest and do not access or assess entries where a conflict exists. Entry information is treated as confidential and shared only with those involved in the judging process.
Ceremony date
The 2027 Smarter Sports Awards Ceremony will take place in London in spring 2027. The confirmed date and full event details will be announced shortly.
Until the Global Broadcast
Early Bird Entry Deadline
Regular Rate Entry Deadline
Final Entry Deadline
Is your work defining what smarter sport looks like next? Enter Now
Entries are open to established international organizations and emerging innovators whose work has made a meaningful contribution to sport.
