BatFast Sports Technology

What BatFast Sports Technology does

BatFast Sports Technology is a UK-based, privately held sports simulation company founded in 2015 and headquartered in Nottingham. It designs and manufactures AI-powered simulators for cricket, tennis, and baseball, deployed for both fan engagement at live sporting events and skill development at training facilities. Its flagship product is the BatFast Cricket Simulator, paired with an Operator-less AI Training Hub model — an autonomous facility concept first launched in Melbourne that is intended to operate without on-site staff and to be replicated globally across multiple sporting codes.

The company monetizes through enterprise B2B channels, combining licensing and royalty-style technology partnerships with sports governing bodies (ICC, Tennis Australia, Major League Baseball) and event-activation professional services delivered at franchise T20 leagues (MLC USA, SA20, Caribbean Premier League, Lanka Premier League, Global T20 Canada). Commercial agency SportFive brokers activations with rights holders such as ICC. A representative deployment — the ICC T20 World Cup 2024 Fan Park at the Oculus in New York — engaged over 4,000 fans across 13 days and generated 9M+ social media views.

BatFast is a small organization (11–50 employees) with only ~$776K in disclosed equity funding historically, and is entering a scaling phase under newly appointed Global CEO Nick Hockley (former Cricket Australia CEO, 2020–2025), with stated expansion priorities in Australia, India, North America, and the Middle East.

Name

BatFast Sports Technology

Website

https://batfast.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

BatFast Sports Technology is a UK-based company that builds AI-powered cricket, tennis, and baseball simulators for sports governing bodies, franchise leagues, and training facilities, monetizing through licensing and event activations.

Ownership category

akta.pro rank

Product category

Sports Simulation Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Fitness and Recreational Sports Centers (713940)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sports/Racing Game Studios (MPAFAAAJ)

akta.pro secondary industry

Goalkeeper/Pitching/Position-Specialty Training Programs (MPAKAJAF)

Keywords

• Sports simulation technology
• Cricket simulator systems
• AI training hubs
• Sports fan engagement
• Baseball and tennis simulators

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Technology Partnerships with Sports Organizations: BatFast generates revenue through technology partnership agreements with sports governing bodies and leagues, providing simulation technology for fan engagement and training purposes
2. Event Activations: Revenue generated from delivering branded simulator activations at major sporting events, tournaments, and fan parks for rights holders and commercial partners

Go-to-market motion3 records

Distribution channels3 records

Marketing channels3 records

Core offering

BatFast builds AI-powered cricket, tennis, and baseball simulators for fan engagement, events, and sports training. The company deploys these physical simulators at major sporting events (e.g., ICC T20 World Cup 2024 Fan Park) and operates an autonomous, operator-less AI training hub model for continuous skill development without on-site staff.

Product overview

BatFast is a UK-founded AI-powered sports simulation technology company offering a platform of cricket simulation products and AI-driven training solutions. The core product is the BatFast Cricket Simulator, which provides immersive batting and bowling practice experiences deployed at fan park activations and sporting events. The company also offers the Operator-less AI Training Hub model, an autonomous training facility concept developed in Melbourne that enables continuous sports skill development without human operators. The simulators have been used at major events including the ICC T20 World Cup 2024 Fan Park in New York City, serving over 4,000 fans across 13 days.

Differentiator

Problem solved

Functional benefit

Products and services

• BatFast Cricket Simulator

Quantifiable outcome

• Over 4,000 fans engaged with simulators over 13 days at ICC T20 World Cup 2024 Fan Park
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and flagship.

• ICC (International Cricket Council)coreStrategic or Co-development PartnerICC partnered with BatFast for fan engagement activations at major tournaments, including the ICC T20 World Cup 2024 Fan Park in New York. BatFast delivers cricket simulation technology for ICC events globally.
• Tennis AustraliacoreStrategic or Co-development PartnerTechnology partnership with Tennis Australia to provide fan engagement and simulation experiences at tennis events and facilities in Australia.
• Major League BaseballcoreStrategic or Co-development PartnerPartnership with Major League Baseball to deliver baseball simulation technology for fan engagement activities at MLB events and venues.
• SportFiveflagshipGTM or Marketing PartnerSportFive, representing ICC, partnered with BatFast for the ICC T20 World Cup 2024 Fan Park activation at the Oculus World Trade Center in New York City. SportFive facilitated the commercial relationship between BatFast and ICC for this activation.
• Major League Cricket (USA)coreTechnology or IntegrationBatFast serves as technology partner for Major League Cricket, providing cricket simulators for fan participation alongside league events in the USA market.
• SA20 (South Africa)coreTechnology or IntegrationTechnology partnership with SA20 cricket league providing fan engagement simulation technology at South African franchise cricket matches.
• Caribbean Premier LeaguecoreTechnology or IntegrationBatFast is a technology partner for the Caribbean Premier League, delivering cricket simulation experiences for fans at CPL events.
• Lanka Premier League (Sri Lanka)coreTechnology or IntegrationTechnology partnership with Lanka Premier League to provide cricket simulators for fan engagement at Sri Lankan franchise cricket events.
• Global T20 CanadacoreTechnology or IntegrationBatFast serves as technology partner for Global T20 Canada, providing cricket simulation technology for fan participation at the Canadian franchise cricket league.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• HitTrax: HitTrax makes baseball and softball simulators with performance analytics for both training facilities and live events, directly comparable to BatFast's cricket/tennis/baseball simulator model and customer use cases.
• Full Swing Golf: Full Swing builds sports simulation hardware and software (primarily golf, expanding into baseball and other sports) sold to consumers, training facilities, and entertainment venues — closely aligned with BatFast's simulation-as-platform strategy.
• Foresight Sports: Foresight Sports manufactures golf launch monitors and simulator hardware for both consumer and commercial training/entertainment venues, a comparable business model to BatFast's commercial-deployment simulator approach.
• AboutGolf: AboutGolf builds golf simulators and simulator-based training solutions for both consumer and commercial venues, comparable in technology stack and commercial deployment model to BatFast's cricket/tennis/baseball simulators.

Broad incumbents

• TrackMan: TrackMan is an established sports technology company providing launch monitors, simulators, and ball-tracking used in golf, baseball, and other sports, overlapping with BatFast's AI simulation stack across baseball and adjacent sports.
• FlightScope: FlightScope manufactures 3D tracking, launch monitors, and simulators used across multiple sports including golf and baseball, overlapping with BatFast's multi-sport simulation positioning.
• Toptracer: Toptracer (Topgolf-owned) provides ball-tracking and shot-tracing technology deployed at driving ranges and broadcast events, comparable to BatFast's fan-engagement-at-sports-events GTM motion.
• Topgolf: Topgolf operates tech-enabled sports entertainment venues centered on golf, sharing BatFast's thesis that simulation-based venues can monetize sports participation beyond traditional spectatorship.

Emerging players

• Rapsodo: Rapsodo provides AI-driven sports performance and simulation technology focused on baseball and softball training, with a comparable blend of analytics, simulator hardware, and training-facility customers to BatFast.

Others

• Drive Shack: Drive Shack operates tech-enabled golf entertainment venues, an adjacent business model that validates the operator-less/simulation-driven sports entertainment thesis BatFast is pursuing with its AI training hubs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/batfastsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BatFast Sports Technology