NORTH AMERICAN SPORTSTECH REPORT NORTH AMERICAN SPORTSTECH REPORT #NASTR21 01 About this report A year like no other The eagle eye view No rest for the wicked We started our series looking back at the European Now onto the North American report. As always, we try to The pace at which SportsTech is growing is already SportsTech market and now it’s time to turn our aention to bring you the most important facts, figures and trends, this fascinating, but the different areas driving this growth makes North America. Our fall lineup of reports, Global VC, year with fewer pages but even more insights. And there are it almost impossible to keep up with. In only the last six FootballTech and FitnessTech, gave us an idea that 2020 was certainly some interesting ones. months we’ve seen Fitness, Being & NFTs breakout in a big not going to be the quiet year for SportsTech that we thought way. And that is without even considering the strong growth 2020 is projected to be the biggest year for investment in it would be at the height of the pandemic. But now, looking that Esports and Content have also seen during the SportsTech, crossing $2.4b aer a 15% adjustment for back on what was an incredibly unique year, quiet is the last pandemic. That’s a lot of rocket fuel for this ship, so team reporting lag. That's 10% more than the previous record of word we’d use. SportsTechX is certainly strapped in tight. Can’t wait to see 2018 and more than double 2019. Given the pandemic, where we fly to next. But before we jump into our analysis of the North American surely not many saw that coming. market, a quick word on what we’ve got lined up for 2021. This New York continues its reign as the SportsTech capital of is the second in our three-part series of geography based North America and indeed the world. But San Francisco Benjamin Penkert overviews on the SportsTech market, with Asia-Pacific to closed the gap significantly in 2020 as the Californian Founder at SportsTechX [email protected] follow soon. This time we’ve expanded the scope to include cities gained momentum with Los Angeles emerging as Australia, one of the few places in the world with stadiums full the third most active market for deal making. Toronto also of fans, and New Zealand. Our fall reports lineup could be the broke into the top five cities in 2020, confirming it as the Rohn Malhotra same as last year or could have a topical addition, only time major hub in Canada. Co-founder at SportsTechX will tell. [email protected] Fitness was the dominant theme of 2020, not only in North We’re most excited though about our latest launch, Hello America but across the globe. And there were two stories SportsTech, where we shine a spotlight on the coolest unique to the American ecosystem that definitely deserve #NASTR21 products and apps from the world of SportsTech. There is aention: the emergence of SPACs and the legalization of even a live weekly news show where we go through the top sports being. We took a deeper look at the impact of all stories in SportsTech, which is also available as a podcast in these fast growing trends. case our faces aren’t prey enough. As always, our goal is to help you filter through the noise and bring you the Certainly, 2020 was a fascinating year for the SportsTech information you absolutely need to know. space which will shape the way the industry grows over the next few years. And 2021 has already presented a brand new hot topic point with the buzz around NFTs making things all the more exciting. NORTH AMERICAN SPORTSTECH REPORT #NASTR21 02 Foreword from our partner: SIGNA Sports United About us Our KPIs Our Brands SIGNA Sports United has built the global #1 sports commerce & tech platform with market leading positions in Bike Bike, Tennis, Outdoor, Teamsports & Athleisure. 80+ Web Shops in ~20 countries We are leveraging our unique tech platform to connect brands, retailers and digital communities to improve the sports experiences and create additional value beyond commerce: from equipping, tracking, streaming to planning & Profitable Online Sales Outdoor community building through our vibrant ecosystem. It’s our 1b€+ mission to empower founders and businesses to lead the sports ecosystem in the digital age. What we are looking for 30%+ Sales CAGR We are always looking for innovative businesses and founders Teamsports & Athleisure in the field of sportstech to partner and cooperate with. Feel free to reach out at [email protected] and understand how SIGNA Sports United can support you and your business to accelerate growth and win markets to Active Customers conquer digital sports! 4m+ Tennis Anton Oliver Head of Business Development & International 1,000+ Sports Brands Partners Berlin signa-sportsunited.com NORTH AMERICAN SPORTSTECH REPORT #NASTR21 03 The North American SportsTech Innovators 2021 A selection of 28 individuals who are collectively driving the growth and the success of the ecosystem through their engagement in new and leading initiatives. We are proud to have them in our report. Alexander Bente Brian Kopp Brian Zwerner Christoph Sonnen Cole Van Nice Cordero Barkley Dr. Cheri Bradish James Santore Jasmine Robinson Jeff Kunowski ADvantage Sports Tech Fund Phoenix Sports Partners Beyond The Game Network leAD Lake Nona Sports & Elysian Park Ventures TitletownTech Future of Sport Lab SeventySix Capital Causeway Media Partners Global Sport Venture Health Tech Academy Development Jeff Volk Joe Pimmel Johannes Lerchen John Spinale Jordan Fliegel Josh Chapman Kate Delhagen Kyle Bunch Lance Dietz Marilou McFarlane VC Sports Stadia Ventures Mindspring Capital Jazz Venture Partners Techstars Sports Konvoy Ventures Oregon Sports Angels Global Sports Venture KB Partners Women in Sports Tech Studio (RGA) Matilda Sung Nate Raabe Nate Thompson Ryan Bell Thomas Alomes Thomas H. Rudy Tim Hayden Vasu Kulkarni Ludis Capital Rx3 Growth Partners HTX Sports Tech Comcast NBCUniversal Sports Innovation Texas WhiteRock Capital Stadia Ventures Courtside Ventures SportsTech NORTH AMERICAN SPORTSTECH REPORT DATA SOURCE: SPORTSTECHDB.COM #NASTR21 04 Key Insights - North American SportsTech 2021 1 Funding 2 Trends 3 Ecosystem $2.15b funding in 2020 SPACs take over: 25 Investment Companies California 55% New York City 26% The hottest deal in Sports In North American SportsTech 49% into ‘Athlete-solutions’ sector FAANGs into Fitness: 6 Accelerators / Incubators Top sub-sector: Activity Hardware 37% Big Tech gets active In North American SportsTech Before / After Activity 21% $450m into Zwift in 2020 Sports betting unleashed: 7 Innovation Initiatives $285m into ClassPass 7 of top 10 deals in fitness Raising the stakes In North American SportsTech Icons made by Freepik from www.flaticon.com. Numbers excluding undisclosed Deals/Acquisitions NORTH AMERICAN SPORTSTECH REPORT #NASTR21 05 SportsTechX - Market Intelligence for investors & professionals About Us Services Insights SportsTechX is the #1 source for data & insights about startups Database Reports & innovation in Sports. Our mission is to promote and navigate Leading global database that provides Industry-leading reports that combine facts and the global SportsTech ecosystem. high-value market intelligence for investors figures with qualitative insights. and professionals in SportsTech. Helps to find We frequently publish content in formats such as the best startups & initiatives to engage with. industry-leading reports, podcasts and newsleers, and appear Newsleer as keynote speakers at events. Our insights are based on our Cuing through the noise with topic features, SportsTech Framework which provides a systematic structure Market Analysis interviews & major industry updates. to find, compare and assess all things SportsTech on a global Customised in-depth research and consulting level. on various aspects of the SportsTech market. Blog We work with investors and organisations in sports and Includes connecting investors and Market insights with event reports, landscape adjacent industries helping them with market analysis and organisations with startups/scaleups. overviews and startup related articles. connecting them with startups. We also support select startups in business development and fundraising. Marketing Podcast Promotion opportunities for organisations, brands & startups/scaleups to increase their Showcasing startups and relevant initiatives from visibility in the SportsTech industry, e.g. by the world of Sports & Tech. placements in our reports or podcasts. LinkedIn Group Community of SportsTech enthusiasts who share the latest news and updates. NORTH AMERICAN SPORTSTECH REPORT #NASTR21 06 Hello SportsTech - Showcasing cool, new products in Sports & Technology Product reviews Interesting use cases Weekly top news Testing SportsTech apps and devices in short and Cool stuff from the world of Sports & Tech, Weekly show available as livestream, on-demand easy-to-consume video clips presented in max. 15 seconds each and podcast formats Click the logos to visit our channels NORTH AMERICAN SPORTSTECH REPORT #NASTR21 07 The SportsTech Framework - A systematic approach to the industry About the framework SportsTech Framework We introduced the framework in 2017 in order to provide a common understanding and structure for the For Athletes For Fans For Executives SportsTech ecosystem. Since then we have constantly Activity & Performance Fans & Content Management & Organisation enhanced it, to ensure that it’s the best and most up-to-date tool to identify, compare and assess all things SportsTech on a global level. For Activity - Hardware Content Platforms Organisations & Venues Wearables News & Content Team & Club Management In this latest update, the three main sectors remain the Equipment & Infrastructure Streaming Platforms League & Event Management same as before and are organised based on their target Stadium & Facility Management audience: The Athlete, The Sports Executive and The Fan. However we have made some updates to the next level of classification - sub sectors and sub-sub sectors For Activity - Soware Fan Experiences Media & Sponsors - which provide additional levels of detail and a deeper Tracking & Analytics Fan Engagement Media Production understanding.