A 2 day Masterclass in Sports Entrepreneurship, at the Kemmy Business School at the University of Limerick, 21st and 22nd of September.

MasterClass in Sports Entrepreneurship


Friday 21st – Saturday 22nd Sept. 

Places Limited to 30. Tickets €695. 

Discounts available for startups and athletes – email hello@sportstechireland.com for more information.

Join Our Professional Masterclass in Sports Entrepreneurship 

According to Deloitte, revenue from the global sports market was estimated to grow to 91 billion dollars by 2017. (not including sports merchandising revenue). Over 5 billion dollars has been invested in sports start-ups worldwide in the past two years*, and accelerators and incubators for sports entrepreneurs have sprung up all over the world. This two day Masterclass will introduce guests to the global picture and emerging trends, and take a deep dive into the stories of successful entrepreneurs and innovators from the world of sports business to uncover their path to success. It will deliver practical insights, tools and techniques for the development of entrepreneurial thinking in sports. Key knowledge areas around IP, route to market, data analytics and funding will also be covered.

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Keynote Speaker: Sam McCleery, Head of Innovation, Under Armour

We are delighted to welcome Sam McCleery, the Head of Innovation at Under Armour as our keynote address at our first MasterClass in Sports Entrepreneurship at the University of Limerick. Sam is a product, markets and business expert, specialising in new and emerging technologies at their open innovation lab in Baltimore. Delegates will have several opportunities to hear Sam speak about the industry, insights and his own journey as an innovator.

Course Overview

Who Should Attend

This two day MasterClass is open to anyone passionate about sports and who would like to adopt an entrepreneurial mindset. That might be for the creation of a sports-related business, or to bring a fresh approach to an existing business or team.  This event will also appeal to individuals who work with sports agencies or support organisations (public and private).

For full time athletes or athletes working part-time to fund their sporting careers, we are happy to offer a discount code. Get in touch.

What To Expect

With an engaging mix of world-class innovators and founders, alongside accomplished speakers and educators, this event mixes panel discussions, networking, physical activity and academic best practice, to enhance personal and professional learning. The MasterClass is geared to support peer-to-peer networking, through interactive sessions and events.

Attendees will be awarded a Certificate of Completion in Sports Entrepreneurship from the University of Limerick. 

MasterClass: Learning Modules

Game on – The Global Picture, Trends and Verticals Analysis

A Framework for Business Validation and Go To Market Strategy

The Competitive Mind-set – From the Field to the Market

The Power of Data in Sports Business

Personal Insights from Successful Entrepreneurs and Innovators

Tools and Resources for Sports Entrepreneurs


Friday 21st September: Preparing to Succeed.

The theme of day one is ‘preparing to succeed’. Friday registration kicks off at the Kemmy Business School at 9am, and the day will be a fast paced mix of talks, workshops panels and discussion sessions, covering go to market strategy, business validation, data analytics, IP and more. Friday’s session wraps at 3.30pm. That evening, we welcome you to the city centre for a networking event and evening discussion, a ticket to which is included in your MasterClass Ticket. Food and beverages included.

Saturday 22st September. The Entrepreneurial Mindset.

Saturday’s lineup is aimed at helping to embed some of the ideas discussed on the day before. We will also see a series of presentations from agencies and funding bodies who aim to drive innovation and entrepreneurship. We will explore some of the more challenging issues faced by early stage startups, and evaluate methods for problem solving. At the end of day two, approx 12:30, delegates will be presented with Certificates of Completion from the University.

Prepared and Commissioned by SportsTech Ireland

Masterclass Delegate Fees

Delegate passes are available to purchase on registration, for a fee of €695. Discounts available for early stage startups.

Your delegation fee includes:

  • Attendance to all sessions on Friday 21st and Saturday 22nd on campus at the University.
  • Attendance at the Networking Event and Panel discussions on Friday evening.
  • Dinner and drinks on Friday evening in Limerick city.
  • Bus transfers to and from the Networking event from Castletroy Hotel on Friday evening.
  • Discounted Hotel accommodation at the Castletroy Hotel.
  • Training material and coursework complied to support learning outcomes.
  • Certificate of Completion in Sports Entrepreneurship from the University of Limerick.


We will be announcing a number of additional speakers from partner organisations Enterprise Ireland, London Sport and leAD Berlin, and leading Irish startups such as Kitman Labs and more, over the coming months.

Andrew Trimble
Entrepreneur, Irish Rugby International

Andrew Trimble has appeared for Ireland on 70 occasions. He founded Kairos Sports Tech, which is focused on enhancing the performance of professional sports clubs through technology.

Tehillah McGuinness
Pro Surfer, Entrepreneur

Tehillah is an athlete and polymath. She is a pro-surfer, celebrity fitness trainer, blogger and motivational speaker. Tehillah is also the owner of Ohana Fitness & Surf.

George Dockrell
Irish International Cricketer

George Dockrell made his debut for Ireland at 17, before he had sat his leaving certificate. In 2014, at the age of 21, he had made his 100th appearance at senior international level.

Niamh Briggs
Irish Women’s Rugby International

Niamh is an Irish Rugby International and has represented her country at two World Cups. She has also played Senior inter-county football for Waterford.

Enda Lynch
Head of Enterprise at Munster Rugby

Enda has been with Munster Rugby since 2012. He is currently running the Munster Rugby High Performance Leadership Business in partnership with University of Limerick

Roisin Upton
Irish Hockey International and 2018 World Cup Finalist

Limerick native Roisín played a starring role in helping Ireland reach their first ever World Cup Final. She is currently doing a Masters of Education in Mary Immaculate College, Limerick.

Grainne Barry

Gráinne is EMEA Regional Operations Director of STATS, one of the world’s most innovative global sportstech firms. Headquartered in Chicago, it has chosen to locate its soccer centre of excellence in Limerick city.

Kevin Ryan ,Senior Advisor,
HPSU, Enterprise Ireland

Senior EI Adviser with the Accelerate Team in High Potential Start-Up Division (HPSU) at Enterprise Ireland. Within the division  Supports leading startups with sound business strategy.

George Kennedy

HOMS Solicitors

George Kennedy leads the Mergers and Acquisitions Team at leading law firm HOMS. He’ll be speaking on M&A, IP and Patents.

Gary Ryan


Gary Ryan is Head of UL BEO, and an advisory board member to SportsTech Ireland. An advocate and connector for athletes, coaches and organisations in Ireland.

Tadhg E. MacIntyre, BA MA PhD AFBPs

Sports Psychologist

Tadhg will examine the entrepreneur mindset. Coping with stress, adaptability and how the competitive athlete can become an effective business leader.

Nathalie Sonne
Head of Program, leAD Sports Accelerator, Berlin

leAD is a Berlin based sports entrepreneurship platform for sports startups, created by the grandchildren of Adidas founder, Adi Dassler, with a team of VC’s and investors.

Dr. Adam De Eyto
Head of School of Design at UL

Head of School of Design at UL, lecturer in Product Design. With a PhD in Design for Sustainability his focus in on New Product Development, Sustainable Product Service Systems, User Centered Design in Soft Robotics and more.

Daniel Marcus
Founder and CEO of SeatSwap Inc

SeatSwap is a one of a kind platform that allows sports fans to swap tickets with one another. A company Daniel bootstrapped from his dorm room, while attending NYU.

Grainne Conefrey
Product Development Manager FitRWoman

FitRWoman is an app which allows women to adapt their training and nutrition needs around their menstrual cycle. Grainne designed the app together with sports scientist, Dr Georgie Bruinvels.

Erin Kearney
Marketing Content Manager for Kitman Labs

Kitman Labs develop software designed to manage athlete health and optimise their performance. Erin has been involved in the health, fitness and sports industry for the last 11 years. 

Alex Zurita
Technology for Participation, London Sport

Alex leads London Sport’s Sport Tech Hub incubator program which supports London’s tech start-up ecosystem.

Brian Marrinan
Managing Partner at Journey Partners, Propeller and Female High Fliers

Brian has extensive experience in the public, private and not-for-profit sectors, bringing a fresh approach to corporate culture, diversity and talent development

Prof. Michele O’Dwyer
Associate Dean at the Kemmy Business School, UL

Senior Lecturer in entrepreneurship, innovation and marketing, working with students encouraging them to explore their own  potential.

Dr. Briga Hynes
Snr Entrepreneurship Lecturer, UL

Head of Department of Management and Marketing. Kemmy Business School, UL.  Briga has a rich inventory of teaching expertise in the delivery of entrepreneurship modules.

Eamonn Sayers
Guinness Enterprise Centre & World Sports Team

Eamonn has vast experience as Manager of GEC, working with businesses of all sizes in the areas of strategy, business planning, management, and investment.

Trevor Keane
Co-Founder at Sportego

Sportego is a fan engagement company offering data analytics, esports consultancy and strategies, and official club apps.


Please note that MasterClass Delegates can avail of a special UL discount at the 4 star Castletroy Park Hotel just a few minutes walk from the campus. A single room (B&B) is €98, and a twin/double is €108. Please just reference the University when you are booking.
Transport to and from the Networking event in Limerick on Friday evening will be made available from the Castletroy Hotel.

Site: https://www.castletroypark.ie
TEL : +353 61 335566
Email: reservations@castletroypark.ie

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