Australia's sportstech sector grows to AUD $7.11 billion

Australia's sports tech sector has grown to AUD $7.11 billion, according to the Australian Sports Technologies Network, with annual growth reaching 16% - its fastest pace in recent years.

The latest industry census counted 924 sportstech businesses across Australia and found the sector employed 20,604 people, up 6% from a year earlier. The figures suggest the sector is still expanding in revenue and jobs even as growth in the number of companies slows to 1.8%.

A relatively small group of companies continues to account for most of the industry's economic weight. The top 115 businesses generate 89% of total revenue, or AUD $6.30 billion, and 74% of employment, equivalent to 15,201 roles.

That concentration points to a maturing market, with a handful of larger operators driving much of the expansion. ASTN identified Catapult Sports, PMY Group, Bodd, VALD and Champion Data among the companies contributing to revenue growth and hiring.

Geographically, the sector remains concentrated on the East Coast. Victoria accounts for 38% of Australia's sportstech businesses, New South Wales 26% and Queensland 23%, with those three states making up almost 90% of the national total.

Melbourne remains the main centre of activity, while Victoria accounts for 39% of the sector's total revenue. Queensland, however, is gaining ground and is forecast to overtake New South Wales in business numbers and employment by FY2028, as investment linked to Brisbane 2032 feeds into the local market.

Overseas push

Alongside the growth, the report points to a persistent weakness in the domestic market. Many Australian startups are seeking early commercial traction abroad because local sports organisations and corporates have been slow to adopt new products and services.

That trend is shaping a more outward-looking commercial model for younger businesses. Companies are increasingly pursuing a global-first strategy, using overseas markets to secure validation and early sales before scaling in Australia.

Dr Martin Schlegel, Chair of the Australian Sports Technologies Network, said the sector's performance reflected the emergence of companies able to generate revenue at home and abroad.

"Australia's sportstech sector is experiencing sustained growth and reaching unprecedented momentum on the global stage. We are seeing a growing number of fast-scaling companies emerge - companies that are successfully competing in global markets while building strong market positions at home. Their success is driving revenue growth, employment and international recognition for Australia as a sportstech innovation hub," said Dr Martin Schlegel, Chair, Australian Sports Technologies Network.

He also pointed to a broader cohort of companies that have built strong market positions.

"This is reflected in the growth in economic value and employment driven by companies including Catapult Sports, PMY Group, Bodd, VALD and Champion Data, alongside a broader cohort of Australian companies achieving global success," said Schlegel.

Domestic gap

The report says Australia has structural advantages that should support local innovation, including a large sports industry, major events, established venues and a strong fan base. Even so, startups continue to report difficulty securing early domestic customers.

ASTN argues this leaves Australia at risk of losing some of the economic benefit from young companies in their earliest stages of growth. If those businesses establish themselves overseas first, local buyers may miss the chance to shape, adopt and scale products before they mature elsewhere.

Dr Schlegel said the gap between innovation and local adoption remained a central issue for the sector.

"Australia has the capability to be a leading testbed for sportstech innovation, yet many startups still struggle to secure early domestic traction. As a result, more companies are seeking validation and scaling overseas first, meaning Australia is often missing the opportunity to support and benefit from early-stage growth. There is a critical opportunity to strengthen collaboration between startups and sport and corporates to ensure innovation is captured and scaled earlier," said Schlegel.

The figures also show the sector's reach extending beyond sport itself. More than one in four sportstech businesses now serve adjacent markets, including health, defence, events, media and education, broadening the industry's revenue base.

ASTN estimates that Sportstech now accounts for between 12% and 16% of Australia's AUD $45 billion sports industry. Globally, sportstech transactions reached USD $117 billion in 2025, while the Asia-Pacific region still accounts for only about 10% of worldwide activity.

The report also highlighted a continuing imbalance in representation, with women founders accounting for 8% of sportstech businesses, down from 9% a year earlier. That remains well below the 19% share recorded in ASTN's own programmes.

Looking ahead, ASTN identified artificial intelligence in sport, esports and international trade as themes likely to shape the next phase of growth.

"By moving decisively now, Australia can leverage Brisbane 2032 to accelerate long-term industry growth and establish a sustainable global competitive advantage in the rapidly expanding sportstech market," said Schlegel.