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The Sports Innovation Hub by Deloitte

Located in Madrid Spain, the Sports Innovation Hub by Deloitte facilitates collaboration and innovation to make an impact that matters in sport.

Unleash the power of growth.

In recent years, the sports industry has experienced significant growth and transformation driven by factors such as technological advancements, changing consumer behaviours and globalisation. As we enter a new digital era in sporting history, sports organisations should  look to adopt a modern approach that aligns with the evolving landscape, to stay competitive. 

The Sports Innovation Hub by Deloitte, part of the Deloitte Sports worldwide network, can empower sports and megaevents organisations to dominate the field, fostering a legacy beyond athletes, fans and sponsors. Deloitte acts as an integrator connecting the dots between vision, City, events and sporting excellence. This state-of-the-art innovative space in Madrid reflects the collaborative athletic spirit tied to some of sport's most inspiring moments and the city’s profound sporting track record, culture and talent.

The Sports Innovation Hub brings together a wide array of capabilities under one roof to support your most ambitious growth plans tackling complex challenges from digital engagement and Generative AI, to broadcast modernisation and marketing, to strategies for growth, eSports, digital and technology and finally areas where technology can drive sustainability and impact athletes and diversity. 

Let’s work together to build a better future through Sports.

Discover areas that power growth

What we do

The Sports Innovation Hub is a place where organisations within the sports ecosystem can come and innovate together. It also aims to help sports and major Events organisations excel in the industry and achieve lasting impact.

  • Cybersecurity and risk: Assess, implement and operate the flexible cybersecurity and risk management solutions you need to address a range of potential threats to the modern sports enterprise.
  • Data and analytics: Leverage data, fan insights and leading-edge technologies to develop data-driven sports analytics to inform strategy, operations and more. 
  • Digital services: Assess and deliver modern digital solutions with the power to provide more personalised fan engagement and increase fan loyalty.
  • M&An and transaction advisory: Support comprehensive, leading financial analysis and advisory for mergers, acquisitions, sales and other major financial transactions.
  • Major events: Plan and operate successful, sustainable and engaging large-scale sporting events leveraging our Deloitte Events Platform.
  • Sports transformation: Deliver the strategic vision and effective governance required to lead an elite sports organisation.


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