SportsTech: $64bn invested from 2021-2025, including $3.6bn into UK startups

All transactions in the global SportsTech market (fundraising, M&A and equity transactions) generated $64bn over the 2021-2025 period (five years), according to the seventh edition of the Global SportsTech Report 2025 published by consultancy firm SportsTechX on 29/11/2025. The time frame of the study runs from 01/01/2021 to 31/10/2025 and includes projections for the last two months of 2025.

"2025 has brought sports tech deal flow out from the dark years of 2023 and 2024 and into the light again. With $12.5bn in disclosed deal as of 31/10/2025, it is well on track to be the second biggest year ever recorded, after the post-pandemic heights of 2021 ($17.4bn). With a big finish, 2025 could even take top spot (with projections ranging from $12.5bn to $15.8bn)," according to the report.

Three main areas are identified: fan engagement, athlete-focused technologies and solutions for executives. In detail, solutions for fans accounted for 58% ($19.7bn) of all new investment over five years. This proportion reached 75% in 2025 ($5.7bn), compared with 65% in 2024. "Clear signals that…