Drake Star Partners is pleased to share our Sports Tech Market Maps 2020 in which we present our view of the current sports tech ecosystem. Download the full report here: https://www.drakestar.com/sector-reports For our Sports Tech Industry Market Map, we have defined 15 broad sub-verticals that encompass some of the most innovative sports tech companies in the space, covering both B2B and B2C business models. The sector remains fluid and we expect this market map to evolve quickly, driven by the emergence of new disruptors as well as consolidation through M&A. For our Sports Tech Investor Market Map, we present our view of leading investors in the current sports tech market. We have profiled investors across the full investment lifecycle, highlighting those that are dedicated sports tech investors. The funding ecosystem has developed in line with the wider sports tech sector establishing itself as a high growth space, and we expect this market map to evolve quickly as more specialist sports tech funds are launched and more traditional, blue-chip VC and PE funds increasingly invest in the sector.

1. Eric Ward, Partner
eric.ward@drakestar.com
+44 20 3848 7539
James Burrow, Analyst
james.burrow@drakestar.com
+44 20 7112 7777
Gregory Bedrosian, Managing Partner & CEO
gregory.bedrosian@drakestar.com
+1 212 508 7111
Mathilde Deschamps, Analyst
mathilde.deschamps@drakestar.com
+1 646 362 9715
WWW.DRAKESTAR.COM
APRIL 2020
Sector Report
GLOBAL SPORTS
TECHNOLOGY

2. We’ve profiled over 70 of the most innovative and disruptive sports tech companies and con-
ducted 9 exclusive interviews with leading executives across the sports tech ecosystem, in
order to gain a deeper understanding of the trends which underpin this rapidly growing sector.
#1
AN INCREASINGLY
CONNECTED FAN
#3
THE RISE OF OTT
#2
ATHLETES AS PUBLISHERS
& MEDIA BRANDS
#4
DATA & ANALYTICS
BECOME INDISPENSABLE
#6
MOVING TOWARDS A
HOLISTIC EXPERIENCE
MODEL
#5
ESPORTS, FANTASY
SPORT & BETTING GAIN
RAPID POPULARITY
Global Sports Tech
estimated at $11bn in
2019
Esports forecast to
become a $3bn industry in
2022
$14.2bn in disclosed
M&A activity and 444
deals since 2016
Basketball and
Esports are the
leading sports at the
forefront of technology in
2020
22% of fans now
seek out sports
content on
social media
Fan Engagement
is the key growth driver
Forecast to grow at 23.1%
CAGR to reach
$31.1bn by 2024
equal to 6.4% of the
Global Sports
Market ($172bn)
Sports Data
Analytics worth
$5.2bn by 2024
Median fundraise
round has nearly doubled
over the last three years,
reaching $1.1m in
2019
Drake Star Partners is the marketing name for the global investment bank Drake Star Partners Limited and its subsidiaries and affiliates. In the USA,
all securities are transacted through Drake Star Securities LLC. In the USA, Drake Star Securities LLC is regulated by FINRA and is a member of
SIPC. © 2016 Drake Star Partners. This report is published solely for informational purposes and is not to be construed as an offer to sell or the
solicitation of an offer to buy any security. The information herein is based on sources we believe to be reliable but is not guaranteed by us and we
assume no liability for its use. Any opinions expressed herein are statements of our judgment on this date and are subject to change without notice.

3. No industry report would be complete without an industry map. We present Drake Star’s view of the current sports tech ecosystem, where we have
defined 15 broad sub-verticals that encompass various companies belonging to the sports tech market. The sector, as we have seen, remains fluid
and we expect this market map for 2020 to evolve quickly in the coming years.
SPORTS TECH
INDUSTRY MARKET MAP
Rights Owners
Venue / CRM /
Organizational
Software
Commerce
Data / Analytics
Performance
Analytics
Digital Sports
Agencies
Digital Media
Platforms /
Content
Sports OTT
Content
Owners
Fan
Engagement
Content
Providers
Sponsorship
Measurements
Esports /
Fantasy Sports
Sports
Service
Providers
Fan
Engagement
Service
Providers
Wearables
Consumer
Sports
B2C B2B

4. FINANCIAL INVESTORS MARKET MAP
The funding ecosystem has developed in line with the sports tech sector establishing itself as a high growth
space.
SPORTS TECH
INVESTOR MARKET MAP
Sports Tech
Accelerator
Private Equity
Seed Venture Capital
Growth
Equity
32 Equity

5. We expect significant further M&A activity given the structural tailwinds currently shaping the wider sports tech industry. In the short- to medium-
term, the ecosystem will continue to fragment. In the long term, the wider industry will consolidate. We expect valuations to continue rising for the
foreseeable future given the breadth of growth dynamics at play. Below, we outline our thematic predictions for the next decade.
Sports Tech Theme
#1
An Increasingly Connected Fan
#3
The Rise of OTT
#2
Athletes as Publishers & Media
Brands
#4
Data & Analytics becomes
indispensable
#6
Moving towards a Holistic
Experience Model
#5
Esports, Fantasy Sport & Betting
gain rapid popularity
• Traditional media rights value chain will continue to fragment with incumbent broad-
casters under increasing threat from disintermediation in the long-run
• New engagement and distribution models will emerge that will need to provide more
engaging content and insights
• Sports stakeholders will need to be more proactive with their content-driven stra-
tegy, expanding offerings away from live to pre- and post-match, off- and on-season
• Live sport will move to a more experiential-led model, the connected fan will attend
less live events but will spend more per event
• Traditional broadcasters complement existing services with value-add OTT services
e.g. new more adventurous/complex pricing for subscriptions emerge to capture fan
attention at the point of interest
• Selling of media rights becomes less bundled and more complex as data becomes
fundamental currency
• Niche sports build a more loyal and global fanbase, the value of media rights in-
crease in the long-run as brand dollars follow new and highly engaged audiences.
Second-tier leagues and college sport emerge too
• Teams and clubs build out own D2C media channels, and potentially even compete
with federations for media rights
• Athletes become more sophisticated at monetising their global fanbases
• More athletes use global media platforms to pursue business interests
• Top tier athletes become richer, faster
• Sponsors face a trade off between sponsoring athletes and/or teams
• Companies and sports leagues/federations who invest in AI and Machine Learning
will thrive
• Advertisers and sponsors become entirely data-driven, brand ecosystem takes a
more centralised and partnership-led data-driven approach
• Significant increase in innovation and investment in the smart venue
• Teams and clubs provide a holistic viewing model, through integration of 360 de-
grees viewing experience
• Ecosystem of starts up will emerge in the short- to medium-term
• Esports & Fantasy Sport become part of a broader, integrated media strategy
• Esports to become a top sport category and will become central to commercial
strategy across the entire sports ecosystem
• Increase in the value of media rights in the U.S. as gambling is legalized
Drake Star Predictions
THE DRAKE STAR
VIEW

6. SPORTS TECH
COMPANY PROFILES
100 Thieves
Aegraphics.tv
Alpha Networks
Athos
Atrium Sports
beIN SPORTS
BeSoccer
BLAST
Brizi
DAZN
Deltatre
Digifood
DraftKings
Dugout
Eleven Sports
FanDuel
Fanatics
Fanmiles
FantasyLabs
FantasyPros
FaZe Clan
FloSports
Football Index
fuboTV
Gametime
Genius Sports Group
Gfinity
Grabyo
Halfspace Group
Hookit
Hudl
Hussle
InCrowd
InStadium
Kinduct
Kitman Labs
KORE Software
Learfield IMG college
LiveU
Minute Media
Motorsport Network
MPP Global
MVPindex
Mycujoo
Octagon
Onefootball
Opta
OTRO
Overtime
PandaScore
Platinium Group
PlaySight
PlayVS
Pro Football Focus
Relevent Sports
SciSports
SeatGeek
Sling
Soulsight
Sportradar
Stack Sports
Stats Perform
STATSports
Supponor
TDE
The Athletic
The Esports Observer
The Players’ Tribune
Tokabot
Travel Places
Two Circles
Veloce Esports
WSC Sports
Zepp
Source: all information sourced from third party websites (Pitchbook,
LinkedIn) and company websites, as of March 2020

7. San Francisco
Los Angeles
London
Paris
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Berlin
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