South Australia has initiated a new pilot program aimed at facilitating the expansion of its burgeoning sports technology sector into international markets, with a particular focus on the substantial United States industry valued at $500 billion.
The state is home to an emerging cohort of globally competitive sports technology enterprises, many of which are startups demonstrating considerable innovation. The South Australian Sportstech Export Capability Program, a collaborative effort between the South Australian Government and the Australian Sports Technologies Network (ASTN), is designed to support the export growth of this promising industry.
Through this program, up to ten South Australian sports technology companies will gain access to resources intended to aid their exploration and entry into competitive markets such as the United States and allied nations. This support includes workshops and targeted mentoring focused on developing and executing effective export strategies. A key component of the program will be an ASTN-led trade mission to the United States in June, providing opportunities for direct engagement with US sportstech companies, potential clients, and investors.
The United States represents a significant market opportunity, characterised by a large and engaged sports consumer base, the world’s most extensive sports media and streaming markets, and a well-established venture capital ecosystem.
The program was officially launched at a South Australian Sports Technology Showcase held during Gather Round. At this event, twelve local sports technology companies, including Cellr, Club Ducks, CME, CyberSolveIQ, Earthling, Go2Coach, Invictus, Lumin Sports, MyVenue, Rubber Side Down, Sportal, and Your Brain Health, presented their innovations to representatives from clubs, associations, and sporting organisations.
Adelaide-based MyVenue, a provider of streamlined ordering solutions for food and beverage sales at venues, has already achieved notable success in the US market. The company recently established a new office at Lot Fourteen following significant growth in US exports, reaching $18.1 million in 2024. MyVenue’s system is currently utilised in 186 venues globally, and the company has experienced a substantial increase in market share over the past year, including a 537 per cent revenue growth over three years.
Another Adelaide-based software company, Lumin Sports, is rapidly gaining recognition in the international sports technology arena. Lumin Sports offers a unified application for teams to manage various aspects of athletic performance, team operations, strength and conditioning, and medical administration. Their software is currently used by over 250 teams worldwide, including those competing in Formula 1, Major League Rugby (MLR), and the National Collegiate Athletic Association (NCAA), positioning Lumin Sports as a growing leader in athlete management and strength programming.
Minister for Trade and Investment Joe Szakacs stated, “The widespread adoption of technology in sports… has led to a rapidly growing sportstech industry… This is an exciting sector that is building momentum and has the potential to play a huge part in South Australia’s economic growth. This pilot program is designed to address market barriers, accelerate exports and empower businesses to tap into the vast US market.”
Dr Martin Schlegel, Chair of the Australian Sports Technologies Network (ASTN), commented, “South Australia’s sportstech sector shows tremendous potential for growth… ASTN is proud to be partnering with the South Australian Government to help grow the local sportstech ecosystem… Programs like this have proved to be highly successful in scaling growth-stage startups that are ready to compete on the global stage. We are encouraging all South Australian based sportstech startups and small businesses to apply…”
Tim Stollznow, Chief Executive Officer of MyVenue, said, “The immense size, pace, and willingness to back innovation makes the US sports & entertainment sector an enormous market for innovators… MyVenue’s success is testament to the reality of this unique position.”
The Australian Sports Technologies Network (ASTN), established in 2012, serves as the primary industry body for sports technology and innovation, connecting organisations to support and facilitate growth within the sector.
The Sportstech Export Capability Program is now closed.
For more information visit: www.statedevelopment.sa.gov.au/sportstech
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