SportsInnovation

What SportsInnovation does

Sports Innovation A/S, operating as SportsInnovation, is a Copenhagen-based B2B SaaS company founded in 2016 that delivers a white-label fan engagement platform to professional and semi-professional football clubs. Its core product is a unified mobile fan application paired with a content management backend, enabling clubs to publish news, videos, match highlights, behind-the-scenes stories, polls, quizzes, and Stories/Reels content; manage ticketing; merchandise; and communicate with fans through push, email, and in-app messaging. The platform is positioned as a turnkey solution that transforms casual supporters into monetizable super-fans, with documented outcomes including +50% active fans, +50K EUR monthly incremental ticket sales, and a 40% to 15% reduction in season card no-show rates at flagship customer F.C. Copenhagen.

Under the hood, the platform is architected as an integration layer aggregating 100+ third-party services spanning ticketing (Eventii, Roboticket), live streaming and video (StreamAMG, Kaltura, TwentyThree, YouTube), e-commerce (Shopify), marketing automation (Klaviyo, Agillic, OneSignal), analytics (Mixpanel, Data Talks), sports data (Opta, Enetpulse, DBU), content management systems (WordPress, Umbraco, Joomla), social (Instagram, TikTok), compliance (Usercentrics), and odds aggregation from 100+ bookmakers. The architecture is intentionally multi-tenant and white-label, allowing each club to deploy a branded app while SportsInnovation operates the shared platform.

Revenue is generated through recurring SaaS subscriptions paid by football club clients, with pricing opaque and quote-based (FAQ explicitly invites pricing inquiries). Go-to-market is direct enterprise field sales targeting club digital and marketing executives, supported by case studies from flagship Danish clubs (F.C. Copenhagen, Brøndby IF, FC Midtjylland, Viborg FF, AaB, Lyngby BK). The company employs 11-50 staff, is privately held as a Danish aktieselskab (A/S), received a 2020 investment from CVX Ventures, and is led by CEO Morten Marcussen, CFO Morten Olsen, and CTO Martin Svensson. It currently reports operations across Europe with primary concentration in Denmark.

Name

SportsInnovation

Legal name

Sports Innovation A/S

Website

https://clubs.sportsinnovation.dk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

SportsInnovation is a Copenhagen-based SaaS company that delivers white-label fan engagement mobile apps and content platforms to professional football clubs, primarily in the Nordics and expanding across Europe, generating revenue through recurring club subscriptions.

Ownership category

akta.pro rank

Product category

Sports Fan Engagement Software

NAICS

Spectator Sports (7112), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)

Keywords

• Fan engagement platform
• White-label mobile apps
• Club content management
• Ticketing integration software
• Sports fan analytics

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Platform & White-label App Licensing: SaaS platform subscription model providing football clubs with white-label mobile apps, content management tools, and fan engagement features. Revenue generated through recurring platform fees to clubs.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

SportsInnovation sells a SaaS-based fan engagement platform that includes a white-label mobile fan app and an accompanying content management backend, sold on a recurring subscription basis to football clubs. The platform centralizes club content delivery (news, videos, match highlights, ticketing, statistics, push messaging) and provides clubs with engagement analytics and personalization tools to convert casual supporters into loyal fans and unlock ticketing and merchandise revenue.

Product overview

SportsInnovation offers a single unified fan engagement platform consisting of a white-label mobile app for club fans and a corresponding club management platform. The platform serves as a centralized hub where football clubs can deliver content (news, videos, match highlights, behind-the-scenes stories), manage ticketing, and engage fans through interactive features. The product transforms casual supporters into super-fans through content-driven experiences, with the white-label app allowing clubs to customize branding while the management platform provides tools for content updates and analytics.

Differentiator

Problem solved

Functional benefit

Products and services

• Fan Engagement Platform
• White-label Club Fan App

Quantifiable outcome

• +50% more active fans
• +8 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

Feature5 records

Partnerships

23 partnerships are on record, tiered core and standard.

• EventiicoreTechnology or IntegrationTicket sales and management service integration allowing fans to purchase and manage tickets through the club app.
• RoboticketcoreTechnology or IntegrationTicket sales and management service integration for seamless ticketing within the fan engagement platform.
• StreamAMGcoreTechnology or IntegrationLeading live-streaming platform integration enabling clubs to stream content through the mobile app.
• WordPressstandardTechnology or IntegrationIntegration to import content from WordPress CMS into the club app.
• UmbracostandardTechnology or IntegrationIntegration to import content from Umbraco CMS into the club app.
• JoomlastandardTechnology or IntegrationIntegration to import content from Joomla CMS into the club app.
• TwentyThreestandardTechnology or IntegrationVideo platform integration for hosting and delivering video content within the app.
• KalturacoreTechnology or IntegrationVideo and live-streaming platform integration supporting on-demand and live video content delivery.
• YouTubestandardTechnology or IntegrationIntegration to aggregate and display club video content from YouTube in the app.
• ScorePlaystandardTechnology or IntegrationEasy workflow integration for content management within the SportsInnovation platform.
• InstagramstandardTechnology or IntegrationIntegration to reuse Instagram stories content within the club app.
• TikTokstandardTechnology or IntegrationIntegration to reuse TikTok videos within the club app for enhanced social content.
• OneSignalcoreTechnology or IntegrationPush notification and communication platform enabling manual or automated email, push, and in-app messaging to all users or segments.
• KlaviyostandardTechnology or IntegrationAll-in-one eCommerce marketing solution integration for personalized marketing campaigns.
• AgillicstandardTechnology or IntegrationOmnichannel marketing automation platform integration for personalized customer communications.
• Data TalkscoreTechnology or IntegrationLeading CDP and marketing automation solution providing customer data platform capabilities for fan insights.
• MixpanelcoreTechnology or IntegrationBehavioral, financial and predictive analytics integration for measuring fan engagement and outcomes.
• ShopifycoreTechnology or IntegrationE-commerce platform integration to display and sell club merchandise within the app.
• OptacoreTechnology or IntegrationPremium live coverage stats and predictions for football, integrated into the app experience.
• EnetpulsecoreTechnology or IntegrationLeading provider of sports data for football delivering live scores, statistics and match data.
• UsercentricsstandardTechnology or IntegrationGDPR and ePrivacy Directive-compliant cookie services for regulatory compliance.
• DBU - Dansk Boldspil-UnioncoreTechnology or IntegrationIntegration with Danish Football Union for official sports data from Danish leagues.
• 100+ BookmakersstandardTechnology or IntegrationOdds aggregation from more than 100 bookmakers already available in platform for betting-related fan features.

Scale indicators10 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Sportradar: Sportradar is a global sports data and technology company serving leagues, clubs, media and betting operators with data, content, and increasingly fan engagement solutions. It is comparable as a much larger incumbent selling sports data and digital products into the same football ecosystem SportsInnovation addresses.
• Hudl: Hudl is an established sports technology platform serving clubs, federations and athletes with video, data and performance tools, primarily on the coaching/team side. It is comparable as a sports-vertical SaaS incumbent with deep club relationships and a broader feature surface than SportsInnovation's fan-facing app.
• WSC Sports: WSC Sports provides AI-powered sports video content automation for leagues, clubs, and broadcasters. It is comparable to SportsInnovation as a sports-tech vendor selling into the same club/league buyer, with overlapping capabilities in video highlights, content distribution and personalized fan content.
• Stats Perform: Stats Perform provides sports data, AI-powered content, and fan engagement tools to leagues, media and betting operators worldwide. It is comparable as a broad incumbent in the sports data/content layer that SportsInnovation relies on (Opta is a Stats Perform product) and that competes for club-level digital budgets.
• Genius Sports: Genius Sports is a sports data, technology and media company serving leagues, sportsbooks and media partners. It is comparable to SportsInnovation as a deep-pocketed sports-tech incumbent with data and engagement capabilities, and a potential distribution channel or acquirer for club-level fan platforms.

Direct peers

• Greenfly: Greenfly is a content distribution and short-form video platform built specifically for sports organizations, athletes, and brands to capture and syndicate content across digital channels. It overlaps with SportsInnovation's content tools, Stories/Reels workflows, and sports-vertical focus, competing for the same digital content budget inside clubs.
• Two Circles: Two Circles is a B2B sports fan engagement and data analytics business that helps sports rights holders grow revenue through first-party data, ticketing, and CRM. It is comparable to SportsInnovation in serving the same buyer (sports clubs/leagues), using a similar data-driven engagement playbook, and competing for the same SaaS budgets.
• InCrowd Sports: InCrowd is a B2B fan engagement platform that builds white-label apps and digital experiences for sports clubs and venues across Europe. It is the closest direct competitor to SportsInnovation's football-club fan app offering, with overlapping customer profile (professional clubs) and product scope (ticketing, content, loyalty).

Emerging players

• Socios.com (Chiliz): Socios.com operates a fan token and engagement platform used by major football clubs for digital fan activation, rewards, and voting. It intersects with SportsInnovation's fan engagement layer but is more focused on Web3/token mechanics rather than white-label mobile apps, making it a partial competitor for fan engagement budgets.

Others

• StreamAMG: StreamAMG is a leading live-streaming platform for sports clubs and federations. It is comparable as an adjacent technology partner already integrated into the SportsInnovation stack (per integration list) and a complementary provider clubs may pair with or substitute for in the streaming layer of the fan engagement stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sports-innovation

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

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 SportsInnovation