XV Venture Capital

What XV Venture Capital does

XV Capital Advisory Pty Ltd is an Australia-based sports technology capital and advisory firm, founded by former Wallabies captain Stirling Mortlock and James Godfrey, operating across Australia, New Zealand, and the broader APAC region. The company runs three integrated service lines: XV Advisory, which provides market-entry strategy, commercial acceleration, and access to key decision-makers for global sports technology firms seeking to scale into APAC; XV Capital, which deploys growth capital into high-quality global sports-technology businesses alongside a co-investment network of HNW individuals, family offices, boutique wealth managers, and sports organisations; and Innovation as a Service (IaaS), launched in mid-2024 in partnership with Stadia Ventures to help Australian and New Zealand sports organisations plan and execute technology and innovation strategies.

The firm does not develop proprietary technology products itself; instead, it invests in and advises an ecosystem of sports-technology companies spanning AI scheduling and operations (Fastbreak AI), ball and player tracking with AI-driven insights (Sportable), data intelligence (ActiveXchange), instrumented mouthguards for head-impact monitoring (Prevent Biometrics), player profiling (Traits Insights), medical technology (Control Bionics), grassroots coaching (CoachMate), interactive venue screens (TeeScreen), sports management consulting (CAA Portas), and sports payments (Clubfunders).

Revenue is generated through negotiated advisory fees, capital investment returns and equity value appreciation across the portfolio, and the recently launched IaaS offering. XV operates as a Corporate Authorised Representative of Pooled Funds Pty Ltd (AFSL 234543), is led by a small executive team supported by senior board members including former Macquarie Bank executive Stephen Cook as Executive Chair, and maintains a consultant bench spanning North America, UK/Europe, and Australia. Founded in 2020, the company is preparing to launch a dedicated sports-tech fund as part of its 2024 board-led expansion.

Name

XV Venture Capital

Legal name

XV Capital Advisory Pty Ltd

Website

https://xvcapitaladvisory.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

XV Capital Advisory is an Australia-based sports technology capital and advisory firm that invests in and advises global sports-tech companies seeking to scale into APAC, while also helping sports organisations adopt innovation through its IaaS service offering.

Ownership category

akta.pro rank

Product category

Sports Technology Venture Capital

NAICS

Portfolio Management and Investment Advice (52394), Investment Banking and Securities Intermediation (523150), All Other Financial Investment Activities (52399)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Media, Entertainment & Gaming Growth Equity (FSANACAI)

akta.pro secondary industries

Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence) (MPAKAKAL), Equity Capital Advisory (Private Equity Placements, Growth Capital) (BPAHAOAE)

Keywords

• Venture capital
• Sports technology
• Strategic advisory
• Growth capital
• Investment management

Headquarters

HQ city

Glenview

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Capital Investment Returns: XV Capital invests in high-quality global sports-technology businesses with strong fundamentals, clear differentiation and a defined path to value creation. They invest with discipline and conviction, pairing capital with active governance and targeted advisory support. Revenue is generated through investment returns and equity value appreciation of portfolio companies.
2. Strategic Advisory Services: XV Advisory operates in parallel providing strategic advice to global sports technology companies, sports organisations, government and sports investors. Advisory fees are charged for market entry strategy, commercial acceleration, and access to decision-makers in sport.
3. Co-investment Network: XV leads investments and structures opportunities alongside a pre-qualified co-investment network of high-net-worth individuals, family offices, boutique wealth managers and sports organisations seeking exposure to sport as an asset class.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

XV Capital Advisory is a sports technology capital and advisory firm that invests in high-quality global sports-technology businesses and provides strategic advisory services to help these companies scale into Australia, New Zealand, and the wider APAC region. The firm pairs capital with active governance and targeted advisory support, offering market entry strategy, commercial acceleration, and access to key decision-makers in sport.

Product overview

XV Capital Advisory is a sports technology capital and advisory firm (not a traditional SaaS/product company). The company operates three core service offerings: XV Advisory provides strategic consulting for sports-tech companies entering APAC markets; XV Capital deploys growth capital into sports-tech businesses with active governance support; and Innovation as a Service (IaaS) offers technology strategy and execution support to sports organisations. The firm maintains a portfolio of sports-technology investments including TeeScreen, Fastbreak AI, Control Bionics, Traits Insights, Prevent Biometrics, ActiveXchange, CoachMate, and Sportable, representing various stages of sports innovation from fan engagement to athlete performance and safety.

Differentiator

Problem solved

Functional benefit

Brands

• XV Capital: Investment arm that invests in high-quality global sports-technology businesses with strong fundamentals, clear differentiation and a defined path to value creation
• XV Advisory

Products and services

• XV Advisory
• XV Capital
• Innovation as a Service (IaaS)

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Stadia VenturescoreStrategic or Co-development Partner · 7 June 2024XV and Stadia Ventures have formalised a partnership to offer 'Innovation as a Service' (IaaS) to Australian and New Zealand sports organisations and live events. The collaboration aims to serve athletes from grassroots to elite, members, audiences, fans, administrators and commercial partners. Stadia brings experience from advising global sports entities including NBA, NFL, MLS, MLB, and NHL. The joint strategy ensures solutions are sustainable and deeply integrated into each organisation's innovation strategy.
• SherrinminorStrategic or Co-development Partner · 1 January 2024Partnership between AFL, Sherrin, Sportable, Victoria University and Intaneous for development of smart ball technology. The AFL's ball-tracking technology was developed and tested in conjunction with Sherrin (official ball supplier), Sportable (tech company), Victoria University and graphics partner Intaneous.
• CAA PortascoreStrategic or Co-development PartnerGlobal sports management consultancy and division of CAA. Advises sports organisations, governments, leagues and events on strategy, growth and long-term value. Embedded within CAA's global sports platform with strategic insight and commercial execution capabilities.
• TeeScreenminorStrategic or Co-development PartnerPortfolio company providing interactive billboards powered by intuitive customised software for sporting venues and facilities including stadiums, golf and tennis clubs and Padel venues. Helps enhance fan and member experiences, streamline operations, boost engagement and drive revenue.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Stadia Ventures: US-based sports advisory and accelerator that works with leagues, teams and brands on technology and innovation strategy. Direct counterpart to XV's IaaS offering and joint venture partner, making it the closest comparable in business model, customer base (sports organisations) and end focus (sports-tech).
• Elysian Park Ventures: Sports-focused venture firm backed by the LA Dodgers ownership group, investing in sports-tech and adjacent consumer businesses. Comparable in being sport-anchored capital deploying into sports technology companies.
• Courtside Ventures: Early-stage venture fund investing across sports, media, entertainment and consumer tech. Closest US-based direct peer to XV Capital in fund mandate, ticket size and sports-tech thesis.
• CAA Portas: Global sports management consultancy advising federations, leagues, governments and events on strategy and long-term value. Directly comparable to XV Advisory in customer base and advisory mandate, and listed as a strategic partner of XV.

Broad incumbents

• Sapphire Sport: Sports-focused growth equity fund affiliated with Sapphire Ventures. Larger and more institutionally funded than XV, but operates in the same sports-technology growth-equity category.
• MTP Media: UK-headquartered sports advisory and investment firm providing strategy, M&A and capital advisory to rights-holders, investors and sport-tech companies. A larger, more established version of XV's combined advisory + capital model.

Emerging players

• KB Partners: Sports-focused investment and advisory firm with a small team investing across sports technology, media and consumer. Closely comparable in scale and sport-vertical specialism to XV Capital.
• Sports Innovation Lab: Sports-tech focused research, advisory and investment platform serving brands, leagues and technology companies. Comparable in providing both market intelligence and capital markets services into the sports-tech ecosystem.
• Next Tier Capital: Sports and entertainment advisory and capital advisory firm with a comparable focus on advisory mandates and minority investments in sports technology companies.

Regional players

• Tifosy Capital & Advisory: Italy/UK-based advisory and capital introduction platform for sport, providing M&A, debt advisory and equity capital services to clubs, leagues and sport-tech companies. Comparable in advisory + capital intermediation model, though Europe-focused rather than APAC.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/xv-capital

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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

M&A

Investments4 records

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

Frequently asked questions about XV Venture Capital