Love of the Game

What Love of the Game does

Love of the Game (LOTG) is a UK registered charity founded in 2021 and headquartered in London, with a stated mission to reduce concussion-related issues across sport across players aged 6–60. The organisation operates through three interconnected pillars — education, technology, and research — without developing proprietary products or generating commercial revenue. Under its education pillar, LOTG partners with Concussion Toolkit to deliver gender-informed, behaviour-change workshops and a digital recovery platform across UK schools, clubs, and universities; the partnership has reportedly reached 250,000+ students across 13 institutions with a 47% uplift in concussion knowledge and 78% repeat-engagement. Under its technology pillar, LOTG runs annual Hackathons and Demo Days that identify and accelerate third-party concussion innovations; showcased technologies include BrainEye (AI-driven eye-tracking screening delivering objective insights in under 60 seconds), Abbott Laboratories biomarker diagnostics (UCH-L1 and GFAP, with saliva-based collection in development), and PolarCap (a non-invasive head/neck cooling device deployed by the Football Association of Wales at the FIFA World Cup). Under its research pillar, LOTG funded a major EEG return-to-play study led by Dr Joanne Powell at Edge Hill University using WAVi technology that emerged from its 2022 Hackathon, and partnered with the NIHR HealthTech Research Centre in Brain Injury to co-organise the UK Concussion Conference 2025 in London.

The organisation is led by President Simon Shaw MBE (former England and British & Irish Lions rugby international, 71 caps), Chair Stuart Bagshaw MBE (ex-Apple, Xerox, ILOG executive), co-founder Sally Pettipher (CEO of the Cornish Pirates), Treasurer Will David MA FCA (ex-PwC, Investec), Operations Director Millie Puddephatt, and Business Development Director Pippi Heath, supported by a Medical Adviser (Professor Mike Parker, former RFU Medical Officer) and Clinical Adviser (Donna Sanderson-Hull, ex-England Rugby physiotherapist). LOTG co-developed the UK Government's first national concussion guidelines for grassroots sport ('If in doubt, sit them out') and has been credited with hosting the UK's first sports hackathon focused on early-onset dementia from head injuries. The charity is funded entirely through donations (via GlobalGiving), event sponsorships (Unispace, Holland & Holland, Westmont Enterprise Hub, University of West London, the Charlene of Monaco Foundation, and others), and fundraising; no products or services are sold. With ~9 employees, the organisation is small but operationally active, with programmes running in London and partnerships extending to elite sport (London Irish, FA Wales) and academic research (University of Cambridge, Edge Hill University, NIHR).

Name

Love of the Game

Legal name

Love of the Game

Website

https://loveofthegame.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Love of the Game is a UK-registered charity founded in 2021 that uses education, technology, and research pillars to reduce concussion in sport for players aged 6–60, reaching 250,000+ students via its Concussion Toolkit partner and accelerating third-party concussion technologies through annual Hackathons and Demo Days.

Ownership category

akta.pro rank

Product category

Sports Concussion Prevention Services

NAICS

Sports and Recreation Instruction (61162)

akta.pro industry

PRIMARYMPAKAKAM

Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Management & Promotion Services

SECONDARYMPAKAKAK

Sports Fundraising & Development Services (Foundations, NIL Collectives Support)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Management & Promotion Services

SECONDARYEDALAIAN

Athletics Fundraising, Sponsorships & NIL Support

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

SECONDARYMPAKALAJ

Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs)

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Sponsorship & Endorsements

SECONDARYHSADAIAB

Sports Physical Therapy & Return-to-Play Rehab

Home & Personal Services/Fitness, Wellness & Personal Training/Physical Therapy, Rehabilitation & Corrective Exercise

Keywords

• Concussion prevention
• Sports safety education
• Concussion research funding
• Athlete brain health
• Grassroots sport nonprofit

GTM type

B2C

Offering type

Services

Cost components

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

Distribution channels4 records

Marketing channels5 records

Core offering

Love of the Game is a UK registered charity that reduces concussion-related issues across sport through three interconnected pillars: Education (behaviour-change workshops and a digital recovery platform delivered via the Concussion Toolkit partnership), Technology (showcasing and accelerating partner innovations such as BrainEye AI eye-tracking screening, Abbott biomarker diagnostics, and PolarCap head/neck cooling at annual Demo Days), and Research (funding studies including the WAVi EEG return-to-play research and convening the UK Concussion Conference). The charity does not sell products; it operates programmes funded by donations and sponsorships, and helped develop the UK Government's first national concussion guidelines for grassroots sport.

Product overview

Love of the Game is a charity operating across three interconnected pillars (Education, Technology, and Research) to improve concussion understanding and management in sport. The organisation does not offer a unified software product but rather supports and accelerates external technologies. As lead education partner, Concussion Toolkit delivers behaviour-change education and digital recovery support. Under the Technology pillar, Love of the Game supports BrainEye (AI-driven eye-tracking concussion screening), Abbott Laboratories biomarker diagnostics, and PolarCap® (head/neck cooling device). The Research pillar includes the WAVi EEG study investigating brain activity during concussion recovery. Events (Hackathons, Demo Days, Conferences) serve as platforms for showcasing innovations.

Differentiator

Problem solved

Functional benefit

Products and services

• Concussion Education Programmes (via Concussion Toolkit partnership)
• Hackathons and Demo Days (Innovation Acceleration Events)
• UK Concussion Conference (Annual Conference)
• National Concussion Guidelines for Grassroots Sport ('If in doubt, sit them out')

Quantifiable outcome

• 47% increase in concussion knowledge among program participants
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core, minor and flagship/lead.

• NIHR HealthTech Research Centre in Brain InjurycoreStrategic or Co-development Partner · 5 December 2025Co-organized the UK Concussion Conference 2025 in London, bringing together clinicians, researchers, policymakers, innovators, and sports professionals to explore concussion care challenges and innovation opportunities.
• Christmas Charlene of Monaco FoundationminorGTM or Marketing Partner · 1 March 2021Sponsored the first Demo Day in March 2021, demonstrating commitment to health and wellbeing of children across the world.
• Concussion Toolkitflagship/leadStrategic or Co-development PartnerConcussion Toolkit is Love of the Game's lead education partner, delivering gender-informed, user-centred concussion education and a digital recovery platform. The partnership supports behaviour change workshops at schools, clubs, and universities. Concussion Toolkit integrates gender-informed research and co-designs solutions with end users.
• UK Concussion Network (University of Cambridge)coreStrategic or Co-development PartnerBased at the University of Cambridge, this partnership connects Love of the Game to leading researchers and emerging studies across the UK. The collaboration strengthens the organization's ability to translate research into practical guidance and applied solutions for sport.
• WAVicoreStrategic or Co-development PartnerWAVi emerged from Love of the Game's 2022 Hackathon and was later showcased at Demo Days. Love of the Game funded a major EEG study led by Dr Joanne Powell at Edge Hill University investigating whether EEG evoked responses can support return-to-play decisions. WAVi's EEG system translates brainwave data into functional insights for concussion recovery.
• BrainEyecoreTechnology or IntegrationAI-driven concussion screening tool using eye-tracking technology that delivers rapid, objective insights in under 60 seconds for pitch-side decision-making. Showcased at 2024 Demo Day. Love of the Game provides platform for technology to reach sport decision-makers and potential adoption.
• Abbott LaboratoriescoreTechnology or IntegrationAbbott is developing biomarker-based diagnostics (UCH-L1 and GFAP) for concussion identification, including saliva-based biomarker collection. Love of the Game connects Abbott with sport stakeholders through Demo Days and provides platform for clinical validation.
• PolarCapcoreTechnology or IntegrationLove of the Game supported PolarCap from early development phase, facilitating introduction to UK sport and early-stage trials with London Irish Rugby Club. This contributed to Football Association of Wales deploying PolarCap at FIFA World Cup. Love of the Game continues to support PolarCap scaling across professional sport.
• Unispace (London)minorGTM or Marketing PartnerHosted 2022 and 2024 Demo Days at Unispace's London location by Tower Bridge and at Holland & Holland venue, demonstrating commitment to player health and wellbeing.
• Buddha BoxminorGTM or Marketing PartnerBuddha Box gym in Berkeley Street, Mayfair, London generously hosted the first LOTG Demo Day in 2021, showcasing commitment to health and wellbeing of their clients and boxers.

Scale indicators8 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Concussion Legacy Foundation: US-based non-profit dedicated to concussion research, education, and advocacy in sport. Most directly comparable peer to LOTG as a charity operating across research, education, and policy to address sport-related brain injury.
• UK Concussion Network (University of Cambridge): Cambridge-based research network connecting UK concussion researchers. Comparable to LOTG as a UK platform for concussion knowledge translation and research collaboration, though research-only rather than multi-pillar.
• The Drake Foundation: UK charity funding scientific research into concussion and long-term brain injury in sport. Highly comparable as a UK-domiciled sport-concussion-focused charity funding research and driving awareness, although smaller and research-only.

Emerging players

• PINK Concussions: Non-profit focused specifically on female concussion in sport. Comparable as a focused sport-concussion charity addressing an underserved segment, with similar awareness and education activities but a narrower demographic.

Broad incumbents

• Headway UK: Larger UK charity focused on brain injury broadly (including concussion). Overlaps with LOTG on concussion awareness and education but operates a much wider scope across acquired brain injury, support services, and policy advocacy.
• Brain Injury Association of America: Largest US non-profit dedicated to brain injury awareness, research, and support. Comparable to LOTG on concussion awareness and policy, but operates at a much larger scale and broader scope beyond sport.

Others

• Concussion in Sport Group (CISG / Amsterdam Consensus): International expert consensus group responsible for the globally influential Concussion in Sport statements. Comparable in policy influence to LOTG's UK guidelines work, but operates at higher scientific authority and global scope.
• World Rugby (Concussion Working Group): Governing body of rugby union that sets and enforces global concussion protocols. Adjacent to LOTG through shared interest in rugby concussion policy; a potential customer/partner rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/love-of-the-game
• Instagraminstagram.com/loveofthgame

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

Investments

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

Frequently asked questions about Love of the Game