Australia Sports Technology Market Growth Analysis - Forecast Trends, Market Size, Share and Outlook (2025-2034)

Australia Sports Technology Market Trends

Sports technology is driving demand of the Australia sports technology market by enhancing fan engagement through interactive experiences like mobile apps and virtual reality. Wearable tech and tracking systems optimise athlete performance by offering insights into training and recovery. Data analytics helps teams make informed decisions, while fitness devices assist individuals in improving their routines. A 2023 report valued Australia’s sports tech industry at USD 4.25 billion, matching the fintech sector, with 758 companies employing 13,438 people and an 11.8% annual growth since 2012.

Broadcasting innovations such as 4K, AR, and VR are playing sports viewing more immersive, impacting Australia sports technology market revenue. Sports tech also creates new revenue streams via data-driven sponsorships and content creation. Smart stadiums provide enhanced fan experiences with mobile ticketing and cashless payments, while wearable health-tracking devices improve athlete safety.

Australia Sports Technology Market Growth

Performance optimisation technologies, such as biomechanics and virtual coaching, are improving athlete training and creating opportunities in the Australia sports technology market. E-sports growth is driven by technology, which builds platforms and engages fanbases. Virtual training using VR and AR facilitates remote skill development, while fan data insights assist teams in refining marketing strategies and connecting with audiences. In July 2024, Motorsport Australia partnered with The FUSE Cup, Australia's largest school Esports provider, aiming to create opportunities in both Esports and traditional motorsport while promoting teamwork, strategic thinking, and digital literacy among students.

Real-time data analytics and video replay systems support better decision-making for coaches and referees, contributing to the Australia sports technology market growth. Sports betting platforms rely on technology to maintain a regulated environment. Brands and sponsors benefit from innovative advertising, while sports technology fosters sustainability by optimising resources and reducing environmental impact.

Australia Sports Technology Market Insights

• With 90% of Australian adults participating in sports annually, as per the Department of Health and Aged Care, the sports technology market benefits from a large, active consumer base. This high engagement boosts demand for performance-tracking tools, wearable devices, and fitness apps, fostering innovation and market growth.
• The participation of 13.5 million adults and 3.6 million children in sports annually, according to the Department of Health and Aged Care, creates significant opportunities for sports technology. It drives demand for youth-focused fitness tech, training devices, and health tracking solutions that cater to a wide demographic, supporting market expansion.
• With sports contributing USD 32 billion yearly and employing 128,000 individuals, as per the Department of Health and Aged Care, the Australian sports technology market benefits from substantial economic support. This economic impact encourages investment in sports tech, supporting innovation in performance analytics, fan engagement, and tech-driven event management.

Australia Sports Technology Market Drivers

Growth of E-sports

E-sports, driven by technology's essential role in shaping competitive gaming platforms, has become a major trend in the Australia sports technology market. The increasing popularity of e-sports is attracting new fanbases and generating substantial revenue through broadcasting, sponsorships, and events. This trend showcases the expanding convergence of technology, sports, and entertainment. In July 2024, Chiefs Esports Club, an Oceanic esports organisation, partnered with Aussie Sports technology for a year-long collaboration aimed at creating gamer-centric experiences, products, and services. Previously competing with a League of Legends roster in the Oceanic scene, the team's spot was later acquired by FURY Global following Team Bliss's acquisition.

Wearable Technology for Athletes

Wearable technology has revolutionised Australian sports by enabling real-time performance tracking, influencing the Australia sports technology market dynamics and trends. Devices like fitness trackers and biometric sensors assist athletes in monitoring health, optimising training, and preventing injuries. This tech supports personalised fitness plans, boosting performance and driving demand for data-driven insights in the industry. In June 2022, Australian sports organisations endorsed eo's innovative wearable devices, eo SwimBETTER and eo NuroCHEK, transforming elite swimming performance and concussion assessment, with backing from prominent athletes, coaches, and clubs.

Opportunities in the Australia Sports Technology Market

Augmented Reality (AR) and Virtual Reality (VR) are becoming increasingly integral to training in Australian sports, offering athletes immersive experiences that enhance their development and drive the growth of the Australia sports technology market. These technologies enable athletes to train in controlled virtual settings, overcoming physical constraints. The rising use of AR and VR is transforming how athletes prepare and elevate their performance. In December 2022, Swimming Australia partnered with Tech Mahindra to boost athlete performance and fan engagement. As the official technology partner, Tech Mahindra provided digital solutions across performance, participation, and administration, focusing on enhancing training and fan experiences ahead of the 2024 Olympic Games.

Market Restraints

The Australia sports technology market faces several key restraints. High implementation costs, data privacy concerns, and limited infrastructure in rural areas hinder widespread adoption. Resistance to change, lack of skilled workforce, and integration challenges further complicate market growth.

Regulatory barriers, high consumer costs, and concerns over technology reliability also impact the sector. Additionally, market fragmentation creates difficulties in adopting and integrating diverse technologies, especially for smaller sports organisations and businesses. These factors collectively slow down the industry's potential.

Market Breakup by Region

• New South Wales
• Victoria
• Queensland
• Australian Capital Territory
• Western Australia
• Others

Australia Sports Technology Market Share

Market Analysis by Sport Type

According to the Australia sports technology market analysis, indoor sports benefit from innovations like performance tracking, smart equipment, and virtual training. AI and IoT enhance athlete performance, injury prevention, and fan engagement, providing real-time insights for players and coaches. In March 2025, Australia Sports Innovation Week evolved by merging with the Content Live media technology expo at the MCG. The event, scheduled for 29th-30th October, combined sports and media tech, offering a hands-on experience with innovations shaping the future of sports and live event technology.

Outdoor sports in Australia utilise technology such as wearable devices, GPS tracking, and AI-powered analytics to boost market growth. These innovations enhance training, performance tracking, and fan engagement through live data and immersive features, fostering more interactive outdoor sports events and training programmes. In October 2023, the National Pickleball League partnered with PlaySight to integrate advanced AI technology into its venues. The three-year deal aimed to elevate player experiences through automated video analysis, live-streaming, and instant replays, raising Pickleball’s profile in Australia.

Market Analysis by Technology

According to the Australia sports technology market report, IoT technology is leading the market by enhancing real-time data collection through connected devices. This allows for improved performance monitoring, enriched fan experiences, and more efficient stadium management, resulting in better operational efficiency and customised services for athletes and spectators alike.

AI and machine learning (ML) in Australian sports technology optimise athlete performance, provide predictive analytics for team strategies, and enable data-driven decision-making. These technologies also enhance fan engagement through personalised experiences, real-time game analysis, and effective injury prevention, creating value across all levels of sport. Agentic AI will drive fan engagement with AI Commentary at the Australian Open 2025, providing bite-sized insights at every match moment on the Infosys Match Centre, available on AO digital properties, including the website and app.

Augmented reality (AR) and virtual reality (VR) technologies in Australian sports deliver immersive fan experiences and virtual training environments, driving demand for the Australia sports technology market. Fans can engage with interactive content, while athletes benefit from simulated training scenarios to improve their skills. These technologies also transform broadcasting, offering unique viewing experiences and boosting fan engagement at sports events.

Market Analysis by End Use

Opportunities in the Australia sports technology market are growing as sports associations utilise data analytics and performance monitoring to enhance team strategies, player development, and fan engagement. Technology streamlines operations, competition management, and improves experiences for athletes, officials, and fans. The Australian Sports Professionals Association (ASPA), an industry body for those working, volunteering, or studying in sports, strengthens the sector through collaboration, communication, and education, empowering professionals to improve efficiency and innovation.

Australian sports clubs leverage technology to optimise player training, monitor performance, and enhance team dynamics. Wearable devices, data tracking, and AI analytics provide valuable insights for coaches, while fan engagement technologies boost branding and revenue.

Coaches benefit from real-time data and video analysis tools, contributing to the Australia sports technology market growth. These technologies assist in evaluating player performance, identifying improvement areas, and creating tailored training programs. AI and IoT also aid in injury prevention, promoting team success.

Sports leagues use technology to enhance fan experiences, boost engagement, and improve game analysis. AI, IoT, and VR allow real-time performance tracking, better broadcasting, and fan interaction, helping leagues maximise revenue and expand global viewership and participation. AusiSTAR, a consortium of universities, sports associations, and businesses, aims to lead globally in sports, eSports, tech analytics, and AI research, supporting Australia's sports ecosystem with innovation and talent attraction.

Australia Sports Technology Market Regional Insights

New South Wales Sports Technology Market Overview

The sports technology market in New South Wales thrives through innovation, harnessing advancements in wearable technology, AI analytics, and performance tracking. These technologies boost athlete performance, fan engagement, and operational efficiency for sports organisations. In 2023, around 60% of adults participated in physical activity, with a focus on team sports and fitness classes, as reported by NSW Health.

Queensland Sports Technology Market Trends

Queensland’s sports tech market is embracing virtual coaching, wearable devices, and AI-powered data analytics to improve athletic performance, fan interaction, and event management. The increasing demand for smart stadiums and health-focused innovations is driving market growth. Additionally, the Queensland Academy of Sport (QAS) launched the state's first Para Sport Unit to support athletes with disabilities on their journey to LA 2028 and Brisbane 2032.

Western Australia Sports Technology Market Dynamics

Western Australia’s sports tech market is experiencing growth due to the rising interest in fitness tracking, virtual training, and performance monitoring. These technologies enhance sports infrastructure, athlete health, and fan engagement, contributing to the region’s market expansion. The WA Government’s latest CSRFF and CNLP grants will fund upgrades to sports and recreation facilities, fostering community engagement and improving facilities across the state.

Competitive Landscape

The Australia sports technology market key players offer performance tracking and analysis solutions for sports teams, enabling athletes to enhance their training and performance through wearable devices and data analytics. These companies develop advanced wearable technologies, including heart rate monitors, fitness trackers, and GPS devices, which help athletes and fitness enthusiasts globally track performance and improve training. Specialising in real-time sports performance monitoring, these solutions allow teams and coaches to track and analyse athletes' physical performance effectively.

Key Industry Players

Catapult Group International Ltd.: Headquartered in Melbourne, Australia, Catapult Group International Ltd. was established in 2006. The company provides performance tracking and analysis solutions for sports teams, helping athletes optimise their training and performance through wearable devices and data analytics.

Polar Electro Oy: Founded in 1977, Polar Electro Oy is based in Finland, Europe. It is a leader in the development of wearable sports technology, providing heart rate monitors, fitness trackers, and GPS devices to athletes and fitness enthusiasts worldwide for performance tracking and training improvement.

Sports Performance Tracking Pty. Ltd.: Sports Performance Tracking Pty. Ltd., established in 2017, is based in Sydney, Australia. The company specialises in developing advanced sports performance monitoring technologies, offering solutions that allow teams and coaches to track and analyse the physical performance of athletes in real-time.

STATSports Group Ltd.: STATSports Group Ltd. was established in 2008 and is headquartered in Northern Ireland, United Kingdom. It provides performance analysis technology for sports, offering advanced GPS tracking systems that help teams and athletes monitor performance metrics and optimise training to improve overall results.

Other key players in the Australia sports technology market report are Zebra Technologies Corp., Australian Sports Technologies Network (ASTN), Motion Sports Pty Ltd, and Vrinsoft, among others.

Recent Developments

January 2025

Tennis Australia completed the first close of a USD 30 million venture capital fund through its corporate venture unit, AO Ventures. The fund aims to support startups innovating in sports, entertainment, media, and health. The final close is expected after the Australian Open, with investments ranging from USD 300,000 to USD 1.5m.

January 2025

Cricket Australia’s Live App introduced an AI-powered “AI Insights” feature through a collaboration with HCLTech and Microsoft. This innovation provides dynamic match updates, player highlights, and key narratives, offering fans a deeper and more immersive experience. The feature is available globally, enhancing fan engagement through AI technology.