What Will Sports Tech Look Like in 2025?
The future often feels like a moving target in the sports tech world. If 2024 taught us anything, it’s that the pace of change isn’t slowing down - and the organisations that remain adaptable, curious, and forward-thinking will thrive and succeed. At LaSource, we don’t just observe these changes; we help shape them, be it through our efforts in scaling promising new sports tech companies or by advising rights holders on relevant tech trends and solutions to integrate within their ecosystem for business growth.
So, at the onset of 2025, we sat down with our leadership team to dive into the trends, opportunities, and challenges that may lay ahead for the industry. What excites us, what concerns us, and most importantly, what do we believe will define the year in sports tech?
Let’s find out.
What technologies are you most excited about for 2025?
Samuel: “CAMB.AI is one of the most exciting companies I’ve seen recently. We have began our collaboration with the Dubai-based startup - their ability to deliver AI-based speech and translation solutions tailored for sport and entertainment opens up a world of possibilities. Seeing their immediate applications for content creation and audience engagement at such an early stage is incredibly promising.”
Jean-Baptiste: “For me, it’s not about a single technology but the processing capabilities unlocking the true potential of long-awaited solutions. For instance, large-scale data collection and structuring now enable teams to scout players with greater precision and depth. Off the pitch, these advancements are driving personalisation in loyalty programs, enhancing content creation, and making immersive technologies more accessible and engaging. Combining affordable technology and shared experiences could be key in bringing immersive solutions into the mainstream or the norm.
To build on what Sam and JB shared, David emphasises that AI remains the key trend for 2025. He highlights how some advanced technologies are already demonstrating the value of integrating AI into strategies and workflows. What is most exciting for him is the continued evolution of content repurposing strategies, with AI playing a central role in tagging, translation, and content generation.
Which sectors or business areas are likely to experience significant impacts from adopting technology, and what lessons can the industry learn from this?
Leander: “With Big Tech and Media merging more intensively across sports, I believe Sports Media is where new technologies will be leveraged at scale over time. We see a needed evolution where sports organisations, i.e. Rights Owner, collaborate more closely with the media, so they will be required to speak the same language, understand the technology being deployed and even facilitate and identify opportunities. One Football’s agreement with the MLS to distribute highlights and coverage of hundreds of matches across MLS, MLS NEXT Pro and MLS NEXT, is a prime example of a content/media platform joining forces with sports.
David: “The adoption of technology will impact organisations (positively or negatively) that have already laid the groundwork (or not) with proper metrics and strategies. Companies that utilise analytics to aid sales, optimise cost structures, and implement feedback loops to improve processes will see tangible benefits. The lesson here is clear: tech adoption isn’t just about tools but more about integrating them deeply into different verticals of a business strategy. This is where many organisations will finally realise the importance of structuring their tech stack effectively.”
Sam: “I’m hopeful organisations will turn digital into a profitable asset. As media rights revenue stagnates across the industry, the focus will shift to smarter strategies, like centralising technology infrastructure and hiring experienced professionals to maximise its potential. This pivot, in my opinion, would turn out to be very important in creating new revenue streams.”
Where do you see the most exciting opportunities for sports tech investment in 2025?
David: “Consolidation will dominate the investment landscape. Tier 2 and Tier 3 organisations, in particular, have a strong opportunity to consolidate software solutions that meet their specific needs. Simplifying their tech stack would reduce complexity and improve efficiency, paving the way for better integration and outcomes. However, The challenge for organisations will then be ownership, as the right partner for sports entities will be one that teaches them how to operate effectively without negatively impacting their IP (Intellectual Property)
Agreeing on this topic with David, Sam mentions that consolidation for Tier 2 and Tier 3 organisations will be where most investments will pay dividends. The importance of this kind of consolidation will not be to source the best tech provider out there - but one that solves the immediate needs of the club and reduces downtime on integrating new processes and solutions within a club’s ecosystem.
JB: “The market is undergoing a restructuring due to stagnant or declining revenues, especially for Tier 2 sports organisations. This presents opportunities to invest in undervalued sports assets, create new competitions, or develop products and services tailored to the realities of smaller organisations. A one-size-fits-all tech stack with growth potential in other sectors could be a game-changer. That being said, I believe that for 2025, strong data and AI capabilities of solutions will determine how the investment landscape swings throughout the year.
LaSource is a sports consulting agency working closely with startups, sports tech companies, and sports and media organisations to create and implement business strategies that accelerate growth and shape the future of the Sports industry. Explore our services by clicking the link below