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The stories we’ve selected this week are united in showing us how performance is being used in two very different ways. For some, it is a signalling tool; for others, it is where products are proven, validated and then scaled into far larger markets. This has been happening quietly for a while but, especially in women’s sports, owning sports performance is becoming big business. | |
Introducing the Speakers for The Smarter Sports Awards 2026 | |
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We're thrilled to share some of the speakers joining us at The Smarter Sports Awards. Our broadcast will Cover topics from investment, performance, data and decision-making and sharing their insight will be World Athletics Coach of the Year, Trevor Painter, Adidas’ Senior Director, Global Sport. Spencer Nel, and Prof. Andy Harland of Loughborough University who devised the head trauma prevention football… and several more. | |
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Manchester United extends Canon Medical Partnership United has extended its long running deal with Canon Medical, whose imaging has been a key part of daily medical operations at the club’s training complex. Research is a key pillar of the renewed agreement with the knowledge gained from elite athletes also being applied to wider clinical practice. Here sport is being leveraged as a live testing environment and a smart marketing stance.
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Smith+Nephew Growth driven by Sports Medicine Smith+Nephew reported $1.5bn in Q1 revenue, with sports medicine and ENT delivering the strongest growth. This was part of a plan, devised three years ago where the company accelerated their Sports Medicine and Advanced Wound Management businesses. Proven sports innovation and credentials are no longer niche applications but strong commercial drivers. Go Deeper | | | |
Gatorade launches Body of Science to close Women’s Research Gap Gatorade has launched Body of Science, a multi-year research programme led by its Sports Science Institute to study women’s hydration and nutrition across life stages. Leaning into ‘owned science’ as a marketing asset, Gatorade is another brand associating itself with the need to provide robust intelligence for the traditionally, poorly-served area of female sports performance. Go Deeper | | | |
Feldspar Track. Record. Sports tech company, Feldspar, has unveiled its sensor-enabled sports surface that records real time force and movement data directly from the ground. By shifting data capture from wearables and cameras into infrastructure, the surface becomes the platform, reducing reliance on athlete adoption and expanding how performance and broadcast data are generated. Go Deeper | | | |
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