Sport Tech Hub signs professional services giant as associate partner

Tech incubator Sport Tech Hub has added professional services giant PwC to its lineup of strategic partners.

The organisation, London’s first tech incubator focused on supporting the growth of startups in the sports sector, will have PwC on board for 12 months as an associate partner.

Sport Tech Hub’s inaugural cohort comprises early-stage enterprises working in areas ranging from mass participation and active travel to at-home fitness and immersive experiences.

The agreement will give PwC access to access to all hub-backed startups and provide the firm with a platform for influencing the strategic direction of sport and health technology in the city.

London Sport, set up to promote health and fitness in the capital, is the organisation behind Sport Tech Hub.

Alex Zurita, specialist advisor on technology for participation at London Sport, commented: “Signing PwC as associate partners for Sport Tech Hub will bring huge benefits to the startups involved in the Sport Tech Hub programme and, critically, to the entire SportTech industry.

“PwC’s strategic and business expertise is world-renowned, and their guidance will play a vital role in the future of SportTech innovation.”

PwC’s director of digital transformation, Ollie Phillips, said: “At PwC we’re always looking to help businesses and individuals foster innovation through the use of technology which can help make a difference to society and meet human needs.

“This includes helping nurture the startups involved with the Sport Tech Hub.”

He continued: “It has the added bonus of hopefully helping those ‘knowledge-rich, time poor’ individuals who have difficulty carving out time for exercise and sport. If an initiative like this can kickstart greater activity and buck that trend, then all the better.”

Other partners of Sport Tech Hub include law firm Fieldfisher and crowdfunding platform Crowdcube.

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