#6 ⚽ Learn InStudio Venture's sports-tech investment playbook

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SportsTechX
August 13, 2025

Interviews, articles, events, and everything else happening at SportsTechX.

Back after a break, this week we’re diving deep into the USA Sports Tech Market. Featuring a prominent LA-based VC and their investment playbook, along with the Future of USA SportsTech Report- packed with market maps, funding trends, and insights from 30+ industry leaders.

Enjoy the read.

🎙️Building Smarter Companies That Actually Stick: InStudio Ventures

What do you get when you combine a 5× founder who scaled multiple businesses globally, a VC network with elite athletes on speed dial, and a sports-tech thesis that isn’t just words on a deck? You get something that’s hard to define in typical VC terms.

And that’s the point.

Danny Cortenraede, Dutch entrepreneur turned LA-based investor, has built inStudio Ventures with a unique strategy: one part operator-backed funding, one part cultural credibility, and a whole lot of strategic access. Whether it's scaling startups across continents or bringing players into the boardroom, the goal is simple - build smarter companies that actually stick.

🌍 From corporate to serial entrepreneur turned investor

Danny’s path started in Europe’s corporate world before he became a serial entrepreneur and eventually an investor.

He scaled two agencies, working with some of the biggest global brands - Walt Disney, Nike, Adidas, FC Barcelona, and Real Madrid - while running business in the US and living in NYC and LA. That experience taught him how to operate and scale businesses globally.

That thinking now powers inStudio Ventures, which supports startups like Springbok Analytics (alongside the NBA and NFL) and backs premium assets like Tomorrow Sports, the Tiger Woods-backed golf venture.

But it’s not just about check-writing.

The firm helps startups scale from $1M ARR to Series A and beyond - often acting as strategic sherpas for European brands looking to break into the U.S. market. 

Basically something like intros to Dick’s Sporting Goods, direct access to team doctors at Man City and Monaco, or leverage from Liverpool players in the LP network.

“We’re not just capital - we’re access, ecosystem, and execution.” 🤝

🏅 The Athlete Council: Not Just a Cap Table Flex

inStudio's edge?

A deep bench of athlete LPs - from Premier League stars to NFL icons, who do more than passively invest.

Through a structured Athlete Council, Danny’s team brings players into deal flow convos, demystifies VC dynamics, and helps them grow off the field.

It’s a system that supports education, connection, and real influence.

🎯 What They’re Betting On

The inStudio playbook centers on three high-impact areas:

  • Premium Assets: Franchises, leagues, and global properties.

  • Sports Tech: Scalable, data-driven solutions in health, performance, and fan engagement.

  • Media Flywheels: Platforms that power attention, access, and audience-building.

They’re especially focused on youth sports, women’s leagues, and AI-powered health tech. Not because they’re trendy but because the fundamentals are strong, and the opportunities are still underpriced.

💬 "These are markets with real traction. Not hype cycles.”

📍Why LA Is More Than Just Palm Trees 🌴

They are based in LA and it’s no accident. With 12 pro teams, upcoming mega-events like the FIFA World Cup, Super Bowl, NBA All-Star weekend, and the 2028 Olympics, LA is rapidly emerging as the sports tech capital of the US.

But Danny’s advice? Don’t just fly in. Commit, embed, and show up.

Because the real deals still happen face to face.

💬 "Smart Capital Isn’t Just a Check"

Danny underscores the importance of genuine partnerships, clear visions, and resilient teams in making investments succeed.

For InStudio Ventures, it’s about cultivating a community of founders and investors who genuinely believe in each other’s missions.

🏀 What’s Next? An enhanced Athlete Council - designed to educate athletes on investing wisely and becoming business-savvy brand ambassadors, leveraging their platforms to support growth and innovation in sports.

🎧 Listen if you want to know:

  • How sports startups can leverage athlete networks for success

  • Why LA is the new epicenter of sports innovation

  • Strategic insights into investing in youth and women’s sports

📥 Download: Future of USA SportsTech Report

Our partners PEAK have released the first Future of USA SportsTech Industry Report, in collaboration with SportsTechX and 30+ Allstar Innovators from top organizations including Miami HEAT, PGA, F1 Arcade, DAZN, Drake Star, Houlihan Lokey, Sport Radar and more!

Key Insights:

  • $58B in global SportsTech dealflow since 2020 - with the U.S. leading 56% of all investment

  • #1 priority for sports executives? Revenue generation

  • 82% named Advanced AI/Generative AI as the most exciting emerging tech

  • 89% rated personalized, immersive fan experiences as a top priority for the next 12–24 months

  • 3.5 / 5 is the average innovation maturity score across pro sports orgs

Where the momentum is building:

  • $800M+ raised by new leagues and sports formats

  • $1.2B invested in competitive socializing (where tech, F&B, and sports collide)

  • $3B: The largest SportsTech round ever, closed by Napster in Jan 2025

The report breaks down:

  • Where the money is flowing

  • Comprehensive USA SportsTech Market Map (incl recent raises & new unicorns)

  • USA Sports League Market Map & Revenue Breakdowns

  • Top 5 SportsTech Innovation Challenges for Sports Organizations (Ft Case Studies)

  • Executive Insights from Top Sports Orgs

  • 5 Sports Innovation Trends; Emerging Solutions to keep a close eye on

  • Industry Predictions from leading innovators; Investor Predictions

  • SportsTech League Tables; Giant list of Investors, Accelerators & More.

Download for free right here.

⚽Reach Decision-Makers in Global Football

Our next report on Football Tech will be out in August. Get featured to directly reach 50,000+ industry professionals and investors, with 2,000+ direct downloads by key decision-makers across clubs, leagues, VCs, and tech companies.

🎯 Ideal for:

  • Product launches

  • Announcements/ promotion

  • Investment updates

  • Strategic initiatives

✅ Limited spots. Submit your interest now to secure a feature.

📥 Have you downloaded these reports yet?

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