#Software

Sports Tech

The broader sports market is large and continuing to grow. Organizations are increasingly seeking platforms and vendors that help sports teams, sports leagues and other sports related businesses generate data, increase efficiency in business processes, improve their products and analyze data in categories ranging from athletic performance to fan engagement to sponsorship revenue maximization.

As LLR continues to monitor innovation across the sports tech space, companies and intermediaries should contact Devon Bembery to discuss relevant opportunities to invest in and support their growth.

As sports organizations continue to modernize, we believe the most compelling companies are the ones improving workflows, unlocking actionable data and creating better experiences for athletes, families, coaches, operators and fans.

Devon Bembery, Vice President, LLR Partners

Tailwinds that Accelerate Demand for Sports Tech

Evolution of Youth Sports Operations: Technology powering the next generation of athletes, leagues and sports organizations is evolving rapidly. Youth leagues, clubs and tournaments are moving away from manual processes toward integrated software platforms for registration, scheduling, communication and payments.

Higher Visibility Leading to Increased Exposure: Surging popularity of women’s sports leagues has led to more demand for sports performances, participation and competitions. NIL (Name, Image, and Likeness) has increased popularity of collegiate leagues and athletes and added visibility for countless athletes and brands, opening new markets and use cases for Sports Tech solutions.

 

Increased Fan Demand for Data and Statistics: Younger demographics have an increased demand for sports data and statistics. Preference changes like these lead to an increased demand for investment in technology and software that stay on top of ever-evolving fan behavior.

Betting and Gaming Expansion: Recent legalization of sports betting catalyzed massive growth of sports betting market, which is highly reliant on sports data and analytics and will continue to grow as populous states legalize betting. As betting and sports gaming markets continue to grow, customers are converted to sports fans.

The value proposition for sports tech

$40B+
1
annual spend on youth sports activities
77%
2
fans multitasking with second screens while watching sporting events
~$1.3B
3
TAM for sports data and analytics software

Key Focus Areas for LLR Investment

Our areas of focus for investment span solutions that improve athlete performance, optimize operations, enhance fan engagement, enable data-driven decision-making across sports organizations and beyond:

Video, Data & Analytics: Platforms that generate, analyze and distribute data concerning on-field performance and organizational metrics (ticket pricing, fan engagement initiatives, etc.).

Team & League Support: Platforms that enable league registration, scheduling and communication for sports organizations ranging from youth to collegiate to professional.

Event & Facility Management: Software that supports sports tournaments, facilities and venues through registration, payments, logistics and on-site coordination.

Athlete Branding & NIL Tools: Solutions that help athletes manage their personal brand, monetize content and navigate sponsorship and recruiting opportunities.

Sub-Category of Focus: Youth Sports

Youth Sports sits at the intersection of a large, passionate consumer base and accelerating technology adoption. As organizations modernize operations and families demand more digital engagement, LLR is interested in software supporting the infrastructure behind youth sports organization digitization, including:

  • Team, League and Tournament Operations
  • Registration, Scheduling, Payments and Communications
  • Video, Athlete Data and Performance Analytics
  • Recruiting, Exposure and Athlete Profile Tools
  • Mobile Experiences for Families, Coaches and Players

Our Strategic Network

Portfolio companies gain access to LLR’s in-house Value Creation and Market Development teams, along with our extensive network of industry relationships, built over 25+ years of investing in software businesses.

Select Investment Experience

LLR invests in the sectors where our investment experience indicates there are attractive business models and market trends supporting strong growth potential. Here are some of our related investments.

Meet the LLR Team

David Reuter

David Reuter
Devon Bembery

Devon Bembery
Jack Warren

Jack Warren
Will Vespole

Will Vespole
Adam Aribi

Adam Aribi

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References

  1. Aspen Institute Project Play, “Project Play Survey: Family Spending on Youth Sports Rises 46% Over Five Years,” Project Play, March 3, 2025, https://projectplay.org/news/2025/2/24/project-play-survey-family-spending-on-youth-sports-rises-46-over-five-years
  2. WSC Sports, “Second Screen, First Priority: Meeting Modern Fans’ Expectations,” WSC Sports, July 20, 2025, https://wsc-sports.com/blog/industry-insights/second-screen-first-priority-meeting-modern-fan-expectations/
  3. Verified Market Reports, “Sports Analytics Market Size, Share, Growth Trends & Forecast [2034],” Verified Market Reports, 2025, https://www.verifiedmarketreports.com/product/sports-analytics-market-size-and-forecast/
Disclaimer:

The information presented herein is intended for an audience of potential LLR portfolio companies and the intermediaries supporting their capital raise processes. Named LLR investments presented herein do not reflect a complete list of LLR investments and are provided for informational purposes only. Certain statements about LLR made by portfolio company executives and other quoted parties herein are intended to illustrate the work of LLR’s Value Creation Team with such portfolio companies or reflect the individual’s perspective on the featured industry sector. Such portfolio companies are controlled by investment vehicles managed by LLR. Quoted parties were not compensated in connection with their participation, although they generally receive compensation and investment opportunities in connection with their portfolio company or Senior Operating Advisor roles, and in certain cases are also owners of portfolio company securities and/or investors in LLR-sponsored vehicles. Such compensation and investments subject participants to potential conflicts of interest in making the statements herein.