Not just sponsorship: how sport is being rebuilt by tech

Tech companies have sponsored athletes and sports events for decades – but now, sport and tech are becoming a connected system, with technology powering performance, sustainability, and global connection. 

At LEAP 2026, our Sports Tech Hub is focused on this transformation – because it affects everyone from founders to fans. 

Sport has crossed a line 

The global sports industry is now worth more than USD $250 billion, with sports technology exceeding $40 billion and growing rapidly across AI, wearables and immersive platforms. Those are huge numbers – but the real shift lies in how tech is being used. 

Instead of just adopting tech to entertain fans, clubs, leagues, and organisers are using it to: 

• Monitor and protect athlete health
• Improve training and performance outcomes
• Secure and operate complex venues
• Understand and grow global audiences
• Meet sustainability and regulatory expectations

When we spoke to Rodi Basso (CEO at E1 Series) for the blog, he said: 

“I passionately believe in the combination of sport and technology as an opportunity to connect what is needed with what is achievable in a sustainable way.” 

And that idea (technology as a practical enabler, not just a spectacle) sits at the heart of where sport is heading.

Why systems thinking changes the game

Technology stops being a bolt-on and starts being embedded. Data collected for performance feeds into content. Venue security connects with fan experience. Sustainability goals influence design, logistics and operations.

At our Sports Tech Hub, you’ll see this integration firsthand in the mix of people in the room: founders and engineers alongside club executives, governing bodies, broadcasters, venue operators and policymakers. They all have different motivations, but shared challenges. 

For sports tech leaders, this means building solutions that can plug into larger ecosystems. For investors, it means backing platforms rather than point tools. For fans, it means smoother, safer and more immersive experiences – often without noticing the tech at all.

How tech is building a new operating layer 

The technologies we’re most excited about in this sector are the connective ones. Think cloud and analytics platforms that underpin athlete tracking, and payments and identity technologies that link physical venues with digital engagement. Broadcast, gaming and commerce increasingly draw from the same data foundations.

In this way, sport is becoming an operating layer that touches cities, tourism, media, health and culture. Fans are at the heart of it all, but they’re not passive audiences anymore; they’re active participants in a connected ecosystem. 

What does this mean for the sports tech community? 

Whether you’re building, backing or simply following the future of sport, three ideas stand out:

1. Think in systems, not features – integration matters more than novelty.
2. Design for real-world use – clubs, athletes and venues live with these tools every day.
3. Expect convergence – performance, sustainability, media and fan experience are no longer separate tracks.

If you want to immerse yourself in the future of sport and understand exactly where the sports tech industry is heading, meet us at LEAP’s Sports Tech Hub (April 13-16 2026, in Riyadh). Explore innovations live, connect across disciplines, and see how tech is changing sport at every level – from athlete performance to market growth.