VIEW SPEECH SUMMARY
- The global sports market revenue exceeds €2.6 trillion, growing at 10% annually.
- Sports tourism alone is projected to be worth €2.9 trillion by 2033.
- Sports ranks as the ninth largest global market, just after sectors like banking, finance, energy, and pharma.
- Modern sports organizations resemble entertainment companies more than traditional sports clubs.
Role and Potential of Poland in Sports Innovation
- Tomasz Kowalczyk is the Head of Innovation at the Polish Football Association (PZPN).
- PZPN Innovation Hub is recognized among leading European and global sports innovation organizations.
- Poland is the largest untapped sports market in Europe with 38 million people and 10 million in its diaspora.
- Despite Poland’s passionate sports culture and modern infrastructure, the economic scale of Polish sports clubs, like football transfer fees, is low compared to other countries.
- Sports have become less prestigious among Polish youth, who prefer digital entertainment and gaming, posing a challenge for engaging new generations.
Challenges and Opportunities in Sports Engagement and Technology
- Traditional TV viewership for sports is declining, especially among Gen Z who consume content on mobile and digital platforms.
- Young people’s attention is shifting to platforms like YouTube, streaming services, and gaming rather than traditional sports.
- Engagement through new digital formats and innovative sports leagues funded by venture capital (VC) is emerging globally.
- Poland lacks sports-focused VC funds, private equity, and athlete-led investment vehicles that facilitate networking and growth.
- Networking is critical in sports tech for expanding influence and business growth.
Initiatives by PZPN Innovation Hub
- The Hub aims to build a regional "gravity point" for sports startups in Poland to reduce dependence on foreign hubs like Tel Aviv.
- The Hub supports open competition and international collaboration rather than favoring only Polish startups.
- Tomasz offers access to large brands and international networks to help startups reach broader markets.
- The approach is result-oriented, focusing on business success rather than nationality or origin of startups.
- Sports tech solutions developed could be globally applicable, benefiting markets worldwide.
- The upcoming decade is forecast as a golden era of international sports events, providing opportunities for growth and innovation.
Actionable Items / Tasks Discussed
- Support and promote Polish sports startups through PZPN Innovation Hub to connect with international brands.
- Foster openness to international technology and startup collaboration in Polish sports.
- Leverage digital platforms and new sports content formats to engage younger audiences.
- Establish sports-focused investment funds and encourage athlete participation in startup investing.
- Follow PZPN Innovation Hub for monthly market reviews of the sports tech industry (via LinkedIn).
- Utilize upcoming major global sports events to create and implement scalable sports tech solutions.
What is sportstech, and why does It matter?
12:45 - 13:05, 28th of May (Wednesday) 2025 / GROWTH STAGE
With 3-4 billion fans globally, sports are one of the few forces—besides religion—that unite civilizations. The biggest events attract audiences of up to a billion, creating a level of engagement that brands and businesses can only dream of.
And in the next decade, the sports industry will undergo its biggest transformation yet. Over $100 billion is set to be invested in cutting-edge technologies, reshaping everything from fan experience to athlete performance. The world’s top business and tech hubs—USA, UK, Spain, Italy, Saudi Arabia—are already preparing to host the next major tournaments, reinforcing the sport’s role as a global economic powerhouse.
This is where sportstech comes in. It’s not just about making sports better—it’s about building new business models, unlocking new revenue streams, and connecting brands with one of the largest engaged audiences on the planet.
In just 12 months, PZPN Innovation Hub has shown that Poland belongs in this transformation. We’ve built the country’s first structured sportstech ecosystem, creating pathways for startups and innovators to partner with elite clubs, global brands, and top-tier investors.
The game is changing. And we’re making sure Poland is part of it.
