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Sports Loft
Sports Loft: Charlie Greenwood's hybrid firm scouts 300+ sports-tech startups yearly, connects teams and leagues via advisory and events across the US and...
Sports Loft
Charlie Greenwood founded Sports Loft in 2019, drawing on experience at Nike, AEG Europe, and Reuters to build a firm that helps sports rights-holders identify and adopt emerging technology. The firm operates as an advisory and event platform, sourcing startups across multiple stages and sectors. Sports Loft's core activity is technology scouting and curation — it assesses over 300 companies per year, selecting a fraction for its annual Summit and smaller invite-only events. The firm works with sports teams, leagues, brands, and broadcasters in both the UK and US. Sectors covered include AI/ML, enterprise software, fintech, digital health, and media and entertainment. The firm does not disclose specific portfolio investments but structures its engagement through advisory contracts and event sponsorships. The firm maintains an advisory board with executives from Monarch Collective, ATP Media, and The IRONMAN Group. In addition to its core events, Sports Loft publishes a monthly newsletter and produces a podcast featuring startup CEOs. As of 2026, the firm plans 25+ events across the UK and US, including its flagship annual Summit. No additional offices beyond Seattle headquarters have been publicly disclosed. Sports Loft's structure is distinctive — it is less a capital allocator and more a curated marketplace connecting sports industry decision-makers with technology vendors. The firm's hybrid model — combining advisory, events, and a scouting network — allows it to generate deal flow without deploying institutional capital. This positions Sports Loft as a gateway for venture and growth-stage companies seeking sports-sector distribution.
General information
Firm type
Multi Family Office
Year founded
2019
AUM
Undisclosed
Location
Region
North America
Country
United States
City
Seattle
Corporate office
Seattle, WA, United States
Principals
Charlie Greenwood
CEO & Founder
Sector focus
Frequently asked questions
Who runs investment decisions at Sports Loft?
Charlie Greenwood, CEO and Founder, leads the firm. He sets the scouting and curation strategy. An advisory board — including executives from Monarch Collective, ATP Media, and The IRONMAN Group — provides industry input, though final decisions rest with Greenwood (per firm website).
How does Sports Loft source proprietary deal flow?
Sports Loft meets over 300 technology companies each year through its network, events, and inbound inquiries. The firm curates a subset for its Summit and advisory engagements. Proprietary flow comes from relationships with founders who attend or speak at events, as well as referrals from board members and partners (per firm website).
Is Sports Loft structured as a single family office or does it operate more like a venture firm?
Sports Loft is structured as a multi-family office that operates through advisory and events rather than direct capital deployment. It does not manage an investment fund or hold a portfolio of assets. Its revenue comes from advisory fees and event partnerships, not carried interest or management fees.
What investment stages does Sports Loft typically target?
Sports Loft assesses companies at all stages, from earliest-stage startups to those that have raised significant funding and are scaling. The firm does not disclose a specific stage preference but selects for relevance to the sports industry — criteria include technology readiness, product-market fit, and potential for deployment with sports rights-holders (per firm website).
Which sectors does Sports Loft focus on?
Sports Loft covers a broad range of technology sectors applicable to sports, including AI/ML, enterprise software, fintech, digital health, media and entertainment, and sports-specific technologies. The firm does not explicitly exclude any sector, but its event and advisory work centers on technologies that can grow fanbases, increase commercial return, or drive operational efficiency for sports organizations (per firm website).
How is Sports Loft related to other entities or spinouts?
No publicly disclosed relationships with other family offices, venture firms, or spinouts. Sports Loft operates as an independent firm under Charlie Greenwood's leadership. Its advisory board includes executives from Monarch Collective, ATP Media, and The IRONMAN Group, but those are independent professional roles, not corporate affiliations.
Where does the underlying wealth come from?
Sports Loft does not disclose the origin of wealth behind the firm. Charlie Greenwood is the founder and CEO, but the capital backing the firm's operations and advisory activities has not been publicly attributed to a specific family, individual, or institution.
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