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Australian Open picks seven more sports tech startups for incubator

New additions focus on player performance, fan experience and event operations.

17 August 2023 Josh Sim
Australian Open adds seven startups to its incubator.

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Tennis Australia (TA) has chosen seven new companies to be added into its ‘AO Startups’ incubator.


  • 2023 mid-year intake includes artificial intelligence (AI) driven incident management platform Raven, event management specialist PAM, and smart ring developer Circular
  • Others selected were fitness equipment innovators Straffr, racquet hiring provider Stringr, audio streaming specialist DVOX, and 3D data-driven platform Trickshot


The ‘AO Startups’ initiative is part of TA’s larger innovation programme, and comes after the launch of the Wildcard Ventures fund, as well as its multi-year partnership with the Techstars accelerator.

In January, TA admitted seven other startups, with all invited to show off their wares at the Australian Open. 


“We were so impressed with the diversity and quality of startups and founders that applied to be part of the AO Startups journey,” said Tennis Australia head of innovation Dr Machar Reid.

“Our new cohort will drive innovation across several different sports and entertainment verticals including player performance, event operations and the fan experience in-stadium and on broadcast.

“The international spread of the seven successful companies aligns with our ambition to find the best ideas – no matter the location – and to leverage them to continually enhance the AO experience and world sport.”

Coming next:

All seven startups will be able to showcase their wares during the Australian tennis summer in 2024.

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