The bump on the back of a rugby jersey, the high, black unmistakable vest on footballers as they change shirts at full time. These are the more visible aspects of sports tech in the world today and it’s big business.
According to Fortune Business Insights research, the global industry was worth $26.77 billion (€23.15 billion) in 2024 and is projected to reach $32.47 billion this year, before hitting $139.41 billion by 2032.
The visible wearable devices, however, are only the tip of the iceberg when it comes to the breadth of the sector.
“Sports technology has evolved well beyond its origins in wearables and sensors and should no longer be viewed as a niche investment sector,” says Keith Brock, senior client adviser at Enterprise Ireland. “The real transformation lies at the intersection of artificial intelligence, fan engagement and performance-data analytics. These areas are redefining how athletes, teams and audiences interact. As this market continues to mature, expect Irish innovation to play a leading role in shaping its future.”
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Irish companies have long been at the forefront of the sector. Newry’s Stat Sports, which was recently acquired by Sony, and Performa Sports from Portadown were among the pioneers.
Enterprise Ireland has been heavily involved in the space; the agency is among the most active venture capital (VC) investors in Europe in sports tech and has participated in more than half of all Irish sports-tech VC deals since 2014.
“We provide early-stage capital to help companies move from prototype to product, and from pilot to market-ready solutions,” says Brock. “This funding helps de-risk innovation, making it easier for start-ups to attract follow-on investment from private VCs.”
The supports from the agency go beyond investment, with Enterprise Ireland assisting research partnerships for budding sports tech companies in order to aid the acceleration of product development.
That acceleration can sometimes be a bit too much for some in the sporting world, despite the urge to find new ways to excel.
“Many clubs, leagues and federations are risk averse and rely on traditional methods. Even when tech shows clear return on investment, decision makers often hesitate due to fear of change or lack of understanding. We see this a lot here in Ireland,” says Brock.
In order to help companies overcome that hesitancy, Enterprise Ireland has a partnership with the IRFU aimed at helping sports tech companies test their products at an elite level.
“The partnership allows start-ups to test and validate technologies in a professional sports environment,” says Brock. “These testbeds provide real-world validation, which is critical for scaling internationally.”
For the companies in the sector, the challenges they are taking on really are on another level to what most sports fans expect. Orreco, a Galway-based sports-tech business, uses blood testing to help improve athlete performance.
“We combine our expertise in sports science, data analytics and the development of AI-powered solutions to optimise performance, accelerate recovery, and extend playing careers,” says Colin Morrissey, vice-president at Orreco.
“The sheer volume of data collected in sport is enormous, from blood biomarkers to optical tracking, GPS and training load metrics. Our AI-driven models allow us to make sense of that data in real time, delivering personalised recommendations that can literally change the way an athlete trains or recovers that day.”
While at the cutting edge since the company started in 2010, there are still tech advancements helping shape the company’s future.
“New technologies have accelerated what is possible in athlete testing and monitoring. The growing availability of precise, lightweight sensors has enabled us to deliver highly accurate performance data in any environment, from elite sports facilities to local gyms,” says Morrissey.
“We use artificial intelligence throughout our platform to continuously refine our signal processing algorithms and to interpret large volumes of movement data collected from our users.”
That huge amount of rather complicated science allows Orreco to provide simple and easy-to-understand information to athletes and coaches so they know what steps to take, including identifying when injury risk is at its highest.
It’s not just performances on the field, court, pool or piste that have been impacted by sports tech. Fan engagement has also been radically overhauled in the past decade. Imvizar, a Dublin-based business, is using augmented reality to change the ways sports stories are told to fans.
“We use this technology to create spatial storytelling experiences that can overlay digital content on the real world. Picture looking around in Aviva Stadium and see the old Lansdowne Road in all its former glory and feel that sentimental connection to the special times that have gone before,” says Michael Guerin, chief executive of Imvizar.
“Alternatively, our technology can be used to bring people closer to the action. Think of fans that are deep in the upper tiers who can feel disconnected – we can bring them closer to the action than those in Row 1.”
For Guerin, building the company in Ireland has proven useful in developing a product for customers globally.
“Ireland is the perfect test bed. The passion for sport here is unmatched, and access to teams, stadiums and fan communities means we can prototype fast and at scale,” he says.
“Combine that with an innovative tech ecosystem, and we can build, test and launch world-class fan experiences quicker than almost anywhere else.”
While Ireland is home to some high-level teams in sports, the sports tech companies here have enjoyed enormous success on the international stage. Hexis, a Dublin based business, has developed algorithms that help athletes know what to eat and when. Like many Irish companies in the sector, international markets have proven fruitful.
“International customers are absolutely critical; 98 per cent of our revenue comes from exports, with elite clients already spanning the English Premier League, the UCI World Tour and the NRL in Australia,” says David Dunne, chief executive of Hexis.
“Our biggest growth opportunities lie in Europe, Australia and North America. Ireland serves as our global HQ, but our business is fundamentally international as we’re building critical infrastructure for elite sports organisations worldwide, not just locally.”
Yet while the growth is fuelled by international customers, Dunne says the attitude towards sport in Ireland makes it a natural industry for tech companies to focus on.
“In Ireland there is a sporting passion, pride and authenticity that can’t be manufactured. Our heritage means we speak the language of sport naturally, we’ve lived and breathed it,” he says.
Few know about living and breathing sport quite like Walter Walsh. The three-time All-Ireland medal winner with Kilkenny, has cofounded SocialTies, a business developing apps for sports bodies to provide a single home for their content. Walsh says Ireland’s sporting culture helps start-ups like his to develop.
“Being in a country with such a strong sports culture gives us a big advantage. The passion and engagement around local clubs here give us great insights into what fans and clubs really need,” he says.
“With the growing sportstech scene, we have access to great talent and support to help us build and improve SocialTies. It’s the perfect place to develop something that can eventually reach communities where it can make a difference.”
