What makes sports technology investible?

“You cannot compensate for the wrong people with fantastic technology or great process – it just will not work.” 

That’s what Daniel Bernard (Sports Industry Investor) said on the LEAP:IN podcast. And we’re revisiting his insights to give you, sports tech entrepreneur, a helping hand.

If you’re preparing to pitch your sports tech startup to investors, now is the time to focus on people – and figure out how to tell your story in a way that builds investor confidence and trust. 

Who are the people behind your sports tech idea?

Most people who build a career in sports have a passion. They’re dedicated to their sport, and they spent an incredible amount of time honing their skill and understanding. 

For Bernard, “the main thing I’ve come to understand in sports, more than any other industry that I’ve worked in, is the impact of people. It’s all about people.” 

“You cannot compensate for the wrong people with fantastic technology or great process,” he added; “it just will not work.” 

Because the drive of people to work in sports, to improve their sport, to reach more fans with their sport – it all starts with a genuine love of the sport. The people who achieve true success in this sector are those who consider sports to be an integral part of their life (even their identity); so it’s not uncommon for sports tech founders to launch their companies without significant business experience, but with a profound belief in the potential for their business to support (or even revolutionise) their sport.

So when you’re pitching to investors, focus on the human factor 

When sports tech founders are pitching to investors, they often focus on the tech. And that makes perfect sense – it’s a logical choice to make. 

But don’t assume that investors will be as excited about your technology as you are. Instead, remember why you’re so excited about it. Is it because of something you’ve learnt through your career in sports? Do you have a former athlete on your team? Where does the drive really come from? 

And develop your story in a way that communicates those crucial, very human elements. As Bernard put it, “having that connector is incredible.” It unites teams, drives high morale, and pushes startups to work tirelessly and achieve as much as they possibly can. 

Consider your weak spots too – particularly in terms of business experience 

If a passion for your sport is the primary motivator behind your entrepreneurial idea, you might be going into business without strong strategic experience behind you. 

On the investor side, Bernard noted that he often sees enthusiastic sports investors backing weak businesses, and he urged them to “be very, very careful.” 

Passion has the potential to drive high-risk business decisions that haven’t been properly thought through, and he suggested that’s one of the reasons behind a high percentage of failures in sports tech startups. 

“Just because it’s sport doesn’t mean you should be ignoring the ROI potential, the projections, the due diligence. I see some people cutting corners because it’s sport, and there’s no reason to do that – people should stick with the same [business] principles.” 

Sports tech is a growing area for investment

We launched our dedicated Sports Tech Stage at LEAP for the first time in 2025, and with good reason. 

In the first half of 2024, 589 financial deals were made in the sports tech sector, with a collective valuation of USD $34.2 billion, according to research from investment bank Drake Star Partners. Standout segments included artificial intelligence (AI), fan engagement and experience, performance analytics, ticketing, and venue management. 

Sports tech startups present an increasingly attractive proposition to investors. Sports tech investors want to invest in passionate people who understand this emotion-driven industry; and at the same time, they need to invest in startups with solid potential for ROI. 

So when you’re pitching to investors, make sure you do both things. Communicate the value of your people through strong storytelling, and demonstrate that you know how to operate and scale your business. 

Pre-register now for LEAP 2026. It’s the event to position yourself at the heart of the sports tech sector and learn from the innovators who are turning dreams into reality.