Arizona State University has launched SPORTx, a universitywide initiative designed to accelerate sports-related entrepreneurial ventures and empower student-athletes. SPORTx will be headquartered in the heart of Sun Devil Athletics at Mountain America Stadium in Tempe, according to an official statement by the university.
The new initiative is anchored by the J. Orin Edson Entrepreneurship + Innovation Institute and developed in partnership with Sun Devil Athletics, the Office of the Chief Operating Officer, and ASU Enterprise Partners. Global partners GoDaddy and LEAD Venture Corporation are also supporting the program.
“Arizona State University has long been committed to innovation in every field, and sport is no exception,” said Chris Howard, ASU executive vice president and chief operating officer. “SPORTx exemplifies our mission by fusing the excitement of athletics with entrepreneurial opportunity.”
Two Key Pillars: Athlete Engagement and Venture Development
SPORTx will operate through two foundational pillars: athlete engagement and venture development.
The Student-Athlete Venture Studio, led through a collaboration between the Edson E+I Institute and GoDaddy’s global social impact program, Empower by GoDaddy, will focus on helping student-athletes navigate name, image and likeness (NIL) opportunities. Athletes will gain access to:
- Mentorship
- Education
- Digital branding tools
- The AI-powered GoDaddy Airo experience
Former ASU beach volleyball player Kate Fitzgerald will help guide student-athletes, offering mentoring in personal brand building and venture development.
“We have a responsibility to support our nearly 700 Sun Devil student-athletes beyond the game,” said Graham Rossini, ASU’s athletics director. “SPORTx is a game-changer — it gives our athletes the education, mentorship and real-world experience to thrive as entrepreneurs.”
Venture Development for Startups
The venture development component focuses on supporting emerging sport-related startups, both from within ASU and beyond. This track, led by the Edson E+I Institute in collaboration with LEAD Venture Corporation, offers:
- Personalized mentorship
- Access to ASU research and facilities
- Connections to investors and strategic partners
“Partnering with ASU brings an invaluable pipeline of talent and innovation into the LEAD ecosystem,” said Justin Driscoll, principal at LEAD Venture Corporation.
SPORTx Collision Space: Innovation in the Heart of the Stadium
SPORTx will be based in the SPORTx Collision Space at Mountain America Stadium, a dedicated collaborative workspace where student-athletes and startup founders can innovate side by side. The program aims to foster deeper collaboration between sports and entrepreneurship by physically embedding the initiative within the athletics environment.
Positioning ASU as a Global Leader in Sports Innovation
According to Jeff Kunowski, founding SPORTx director, ASU’s broad entrepreneurial support network, athletics program excellence, and institutional partnerships make the university uniquely positioned to lead in this space.
“The expertise of our partner institutions, our deep bench of entrepreneurial resources and the excellence of our athletics program add up to a winning combination,” said Kunowski.
He developed the program in collaboration with Dan Burns, CEO of performance company Exos.
“SPORTx is about breaking down silos and creating an ecosystem where athletes and entrepreneurs can collaborate and thrive,” Burns said. “By uniting ASU’s entrepreneurial know-how, athletic talent and global partnerships under one roof, we’re positioning ASU as the epicenter of sports innovation.”
With new technologies in athlete performance, fan engagement and NIL business models, SPORTx arrives at a moment of rapid transformation in the sports world.
“We can’t wait to see the game-changing startups and athlete-led ventures that will emerge from SPORTx and impact the sports world far beyond our campus,” Burns added.
Dayton Launches New Hub to Empower ‘Untapped’ Entrepreneurs Across the City