The Sports Technology Awards Group

What The Sports Technology Awards Group does

The Sports Technology Awards Group (legal entity: Sports Technology Awards Ltd, company number 09424310) is a London-based private limited company founded in 2014 that operates an international media, events, and recognition platform for the sports technology sector. The company runs the annual Smarter Sports Awards (formerly the Sports Technology Awards and the Yahoo Sports Technology Awards during a 2018–2019 title sponsorship), supported by an ecosystem of complementary products: the Smarter Sports Review (annual industry report), the Smarter Sports Power List (industry directory of influential brands), The Listed (regional recognition initiative, launched 2024), the Access Innovation weekly newsletter, the Tech Chairs podcast, the Tech Hub video portal, and The Great Debate Lunch Series networking events. Underlying technology is lightweight: a proprietary awards entry and judging portal enabling confidential independent judging, third-party integrations with Stripe (payments), Eventsforce (event ticketing), and Secure Trading (payment processing), distributed across the sportstechgroup.org website and a dedicated awards app (sta-app.com).

The company monetizes the platform across seven distinct revenue streams: non-refundable one-time awards entry fees, multi-year commercial positioning partnerships and sponsorships, subscription directory listings, multi-channel advertising (newsletter, website, Annual Review, podcast, broadcast), paid event tickets and broadcast access, sponsored editorial and partner content, and Annual Review advertising placements. Pricing is quote-based and not publicly disclosed; commercial bookings are processed through online forms with UK VAT applied where chargeable.

The customer base is global (entries from 30+ countries across 50+ sports) and includes both rights holders and technology vendors — past participants and partners include the BBC, Hawkeye, NASCAR, NBA, Wimbledon, Apple, AWS, Google, IBM, ASICS, the WTA, and STATSports. The company is led by CEO Rebecca Hopkins (25 years in international sports) with former Olympic gold medallist Mark Hunter as Director; the team is small (1–10 employees), operates without external funding, and is registered at 85 Great Portland Street, London.

Name

The Sports Technology Awards Group

Legal name

Sports Technology Awards Ltd

Website

https://sportstechgroup.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

The STA Group is a London-based media, events, and recognition company that runs the annual Smarter Sports Awards and supporting publications, newsletters, podcasts, and networking events to identify, celebrate, and inform the global sports technology industry across 30+ countries.

Ownership category

akta.pro rank

Product category

Sports Industry Events & Awards

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Virtual Awards Ceremonies & Competitions (Judging, Voting) (MPAGAOAN)

Keywords

• Sports technology awards
• Industry recognition programs
• Awards ceremony services
• Business event management
• Trade media publishing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Awards Entries: Fees charged to brands and organizations submitting entries to The Smarter Sports Awards. Entry fees are non-refundable once submitted. Payment is processed through Stripe or approved invoice terms.
2. Commercial Positioning Partnerships & Sponsorship: Structured commercial partnerships offering visibility, positioning, and market engagement. Includes benefits such as strategic introductions, speaking opportunities, editorial coverage, and event access. No category exclusivity unless expressly agreed.
3. Directory Listings: Paid listings in The STA Group's directories and platforms, running for the agreed period with optional auto-renewal.
4. Advertising: Advertising inventory across multiple channels: newsletter advertising, website advertising, Annual Review advertising, podcast advertising, broadcast commercial breaks, and event sponsorship.
5. Event Tickets and Broadcast Access: Revenue from ticketed event attendance (awards ceremony, Great Debate Lunch Series), stream passes, and broadcast access. Personal to named recipients and non-refundable once access credentials issued.
6. Sponsored Editorial and Partner Content: Commercial content, branded content, thought leadership, and podcast content produced for clients, with The STA Group retaining editorial discretion.
7. Annual Review Advertising: Advertising and commercial placement within The Smarter Sports Review annual publication.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

The STA Group runs The Smarter Sports Awards, an annual international awards program recognizing tech-led innovation across 50+ sports and 30+ countries, complemented by an annual industry report (The Smarter Sports Review), The Power List of influential sports tech brands, a regional influencer initiative (The Listed), a weekly newsletter (Access Innovation), networking events, a video showcase portal (The Tech Hub), and a podcast. Customers pay entry fees for awards submissions, buy commercial partnership/sponsorship packages, purchase directory listings, and acquire advertising across the group's digital, broadcast, and print channels.

Product overview

The STA Group operates a multi-product platform centered around sports technology recognition and intelligence. The core offering is The Smarter Sports Awards, an annual awards program that recognizes tech-led innovation across all sports. Supporting this are The Smarter Sports Review (annual industry report), The Smarter Sports Power List (brand directory), The Listed (regional innovation spotlight), Access Innovation Newsletter (weekly industry news), The Tech Hub (video showcase portal), and The Great Debate Lunch Series (networking events). These products work together to provide industry recognition, market intelligence, networking opportunities, and visibility for sports technology brands globally.

Differentiator

Problem solved

Functional benefit

Brands

• The Smarter Sports Awards: International awards program celebrating tech-led innovation in sport, formerly known as The Sports Technology Awards.
• The Smarter Sports Review
• The Smarter Sports Power List
• The Listed
• Access Innovation
• Tech Chairs Podcast

Products and services

• The Smarter Sports Awards Annual awards program, formerly The Sports Technology Awards, that recognizes and celebrates tech-led innovation in sports globally. Entries are judged independently by industry leaders across multiple categories spanning performance, broadcast, fan engagement, AI in sport, coaching systems, ball and racquet innovation, venue technology, and more. For sports technology brands, rights holders, and innovators worldwide.
• The Smarter Sports Review Yearly report that summarizes technology trends, influences, and activity within the sports sector, offering both opinion and data. Sold with advertising placement opportunities to commercial partners.
• The Smarter Sports Power List Annual industry guide identifying the brands shaping the future of sport and sports innovation globally, reviewed annually and determined by industry peers.
• The Listed Global initiative highlighting the most influential individuals and technologies driving sports innovation forward across important regions.
• Access Innovation Newsletter Weekly newsletter providing key insights into sports technology, covering media, performance, material science, and investment news for industry professionals. Supports newsletter advertising inventory.
• The Tech Hub Video portal that allows entrants to showcase their technologies and provides consumers access to the newest developments in sports technology.
• The Great Debate Lunch Series Networking and debate events featuring industry experts discussing sports technology topics, including the Sports Technology Talks series. Ticketed events with broadcast access.
• Sports TechTalks Podcast Podcast featuring discussions on sports technology topics and interviews with industry visionaries. Supports podcast advertising inventory.

Quantifiable outcome

• 35% of winners have been SMEs competing against and beating large organizations
• +2 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Yahoo SportcoreGTM or Marketing Partner · 1 January 2018Yahoo Sport was headline sponsor of the Sports Technology Awards in 2018 and 2019, with the event renamed The Yahoo Sports Technology Awards. Yahoo Sport's reach ensured the work of entries, winners, judges, and partners was seen by an even bigger global audience. Nicholas Petche, Editor in Chief of Yahoo UK, stated the partnership positioned them uniquely to inform millions of Yahoo Sport readers about game-changing sports technologies.
• Charles Russell SpeechlyscoreOthers · 1 January 2018Charles Russell Speechlys became the Global Legal Partner of The STA Group in a three-year deal announced at the 2018 Yahoo Sports Technology Awards ceremony. The firm has significant track record operating across sport and technology sectors globally.
• Swiss Business Hub UK & IrelandminorGTM or Marketing Partner · 1 January 2018Switzerland was the Presenting Nation of the inaugural Sports Technology Talks at the 2018 awards. The Swiss Business Hub UK & Ireland, part of Switzerland Global Enterprise, supports Swiss SMEs in developing UK market presence and opened the TechTalks with a welcome from the Swiss Ambassador to the UK.
• SportsPro MediacoreStrategic or Co-development Partner · 1 January 2017Editorial partnership with SportsPro Media for the Power List initiative. SportsPro is a leading sports business media brand that collaborated on determining the annual Power List of influential individuals in sports technology.
• London SportminorStrategic or Co-development Partner · 1 January 2017Co-hosted a debate and networking event 'Are Apps Sports Best Friend or Worst Folly?' at the newly launched House of Sport in November 2017 alongside Pioneers in Sport.
• Pioneers in SportminorStrategic or Co-development Partner · 1 January 2017Co-hosted debate and networking event with The STA Group and London Sport in November 2017 at the House of Sport.
• NNIISH (National Network for Innovation in Sport and Health)minorStrategic or Co-development PartnerNNIISH brings together organizations in sports, medicine, and technology sectors by providing opportunities to collaborate, upskill, and access funding. Alun Wyn Jones serves as Strategic Advisor and contributed content to The STA Group's Access Innovation newsletter.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Front Office Sports: Front Office Sports is a fast-growing sports business media brand with newsletters, podcasts, and rankings covering sports innovation and technology. It serves a similar B2B audience and competes for newsletter advertising, podcast sponsorship, and recognition-related commercial revenue.
• SportTech World Series (STWS): STWS is an emerging sports-tech event and recognition platform running competitions and showcases for sports technology startups and brands. It targets the same sports-tech vendor community with a startup-skewed focus overlapping with STA's Start-Up of the Year category.

Regional players

• Worthix Sports / Sports Industry Awards: The Sports Industry Awards (organized by the Sport Industry Group) is a UK-based awards program recognizing excellence across the sports business, including technology. It directly competes with STA for UK-based sports-tech sponsors and event attendees.

Broad incumbents

• Sports Business Journal (SportsTechie / SBJ): SBJ is the dominant US sports business publication with deep coverage of sports technology and runs its own awards programs (e.g., Sports Business Awards). It competes for sports-tech brand attention and sponsorship revenue at a much larger scale and broader geographic footprint than STA.
• Forbes SportsMoney / Forbes Sports Awards: Forbes publishes influential sports business rankings and recognition lists with comparable brand prestige to the STA Power List. It attracts the same C-suite sports-tech sponsors and serves as an alternative recognition platform for the same enterprise entrants (Apple, AWS, Google, IBM all participate in Forbes programs).
• Sportico: Sportico is a well-funded business media brand covering the sports industry including technology, media rights, and innovation. It competes for the same B2B readership and advertiser base as STA's Annual Review, newsletter, and Power List.

Direct peers

• SportsTechie: SportsTechie is a digital media outlet dedicated to sports technology news, analysis, and community, with comparable content formats (articles, newsletters, podcasts). It serves an overlapping audience of sports-tech vendors, teams, and investors and competes for sponsorship and advertising spend.
• SportsPro Media: SportsPro is a leading sports business media brand covering sports technology, digital, and commercial partnerships, and is already a co-production partner with STA on the Power List. It directly competes for the same B2B sports-tech audience and advertising/sponsorship dollars.
• Leaders Sports Awards: Leaders operates a parallel set of sports industry recognition events (Leaders Sports Awards) targeting sponsorship, broadcast, and innovation executives. It overlaps directly with STA's audience of sports-tech brands and rights holders seeking industry recognition and networking.
• SportsPro Newsletters / SportsPro Events: Beyond editorial coverage, SportsPro hosts industry conferences and awards-style events focused on the same sports-tech vendor ecosystem. It overlaps with STA's events, partnerships, and directory offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sports-technology-awards-group
• Instagraminstagram.com/the_sta_group
• Xx.com/SportTechGroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Sports Technology Awards Group