For Leagues, Teams & Organizations — Sports Tech Atlanta
For Leagues · Teams · Sports Organizations

Stop evaluating
technology blindly.

The market is flooded with sports tech vendors all claiming to be the best. Sports Tech Atlanta gives you a structured, unbiased process to find, score, and select the right partners — backed by a network that already knows who delivers.

Start the Conversation → See what's included ↓
The problem

Finding the right tech partner is a full-time job — and it shouldn't be.

01
Hundreds of vendors, no clear signal
Every sports tech startup claims transformative results. Without independent context on who actually delivers, you're guessing with your budget.
02
No structured evaluation process
Most organizations evaluate technology ad-hoc — demo by demo, with no consistent scoring framework. Good vendors fall through. Mediocre ones get through.
03
Cold outreach from vendors you don't know
Your inbox is full of pitches. The startups that could actually help you aren't always the loudest. The right match requires a trusted intermediary.
04
Pilots that go nowhere
Without the right strategic framing on both sides, pilots stall. We ensure both parties are aligned before the first conversation happens.
What you get

Four things we bring
to every engagement.

Each one is designed to cut your evaluation time and increase the quality of the technology partnerships you form.

01
Curated vendor shortlist — built for your specific need
We don't send you a spreadsheet of every sports tech company. We identify 3–6 vetted vendors who match your category (fan engagement, player performance, data analytics, live valuation, health monitoring) and have a track record we can speak to directly. You come to the table already knowing who's worth your time.
Active matchmaking
02
The ProSource procurement tool — track and score every vendor
Access to our purpose-built procurement platform that lets your team log, score, and compare technology providers side by side. Consistent criteria. No more scattered email threads and spreadsheets. Built specifically for sports organizations evaluating tech partners.
Immediate access
03
Warm introductions — both sides prepped before you meet
We brief the startup on exactly who you are, what you need, and what a successful pilot looks like before they ever talk to you. You get context on them in return. First conversations are substantive, not exploratory.
Matchmaking service
04
Strategic advisory — from evaluation through contract
For organizations that want ongoing support: go-to-market alignment, pilot structure design, contract review strategy, and a monthly check-in with Sterling to make sure the partnership is actually delivering. Available as a retained engagement.
Advisory retainer
05
Ecosystem access — events, dinners, and peer network
Quarterly dinners and events where league and team executives meet founders, investors, and operators in an off-the-record setting. The conversations that matter in sports tech happen in rooms like these — not at trade shows.
Events & community
Tool spotlight

ProSource: your vendor
evaluation command center.

prosource.lovable.app
Technology evaluation — Q3 2025
FanPulse Analytics
Fan engagement · Seed
92 / 100
LiveVal Sports
Live valuation · Series A
78 / 100
AthleteIQ Platform
Player health · Pre-seed
54 / 100
Recommendation
FanPulse Analytics advances to demo stage. Schedule intro with STA.

ProSource is a procurement platform built specifically for sports organizations evaluating technology. It replaces the scattered spreadsheets and endless email threads with a single structured environment where your whole team can collaborate.

  • Score vendors against your own criteria — pricing, integration complexity, track record, references
  • Keep every evaluation in one place — notes, demos, contact history, documents
  • Share progress with your executive team without the meeting overhead
  • Benchmark against similar organizations in the STA network (anonymized)
  • Move from longlist to shortlist to decision with a clear audit trail
How it works

From first email to
active partnership.

A typical engagement moves through four stages — usually within 60 days.

01
Discovery call
You tell us what you need: category, budget range, timeline, and what a successful pilot looks like.
Week 1
02
Curated shortlist
We identify 3–5 qualified vendors from the database and brief them on your organization before any intro is made.
Week 2–3
03
Warm introductions
You receive a context brief on each vendor. We make the introduction. First calls are substantive, not exploratory.
Week 3–5
04
Pilot or partnership
We support deal structuring and stay involved through the pilot phase to ensure both sides deliver on commitments.
Week 6–8
Organizations in the STA ecosystem
NWSL
Ladies European Tour
Elite Amateur Cycling
Sportradar
Gener8tor
Seventy Six Capital
KB Partners
Lake Nona Sports Fund
Aqua Bloom International

Ready to find your next technology partner?

Send Sterling a note with your organization, what you're looking for, and the best time to connect. He personally responds to every inquiry — usually within 24 hours.

Not ready to reach out yet? Try the ProSource tool on your own — it's free and takes 5 minutes to set up your first evaluation.

What's inside:

  • Learn how retail buyers evaluate new products — and exactly what they need to see before saying yes

  • Get the frameworks for pricing margins, packaging requirements, and retailer-specific pitch structures for Home Depot, Lowe's, Target, and Walmart

  • Written from the buying side, this guide gives founders the insider knowledge that usually takes years and costly mistakes to learn

  • Plus advisory services such as office hours, 1:1 consulting, dinners, and more.

  • For a more tailored experience or package. Please reach out to info@sportstechatlanta.com to explore retain and commission advisory services.