The call for applications for SFS ExtraTime 2026, organized in partnership with Theorema, closed on October 20th, marking a major milestone in participation. The success of this edition confirms how the sports industry is solidifying its role as fertile ground for open, cross-sector innovation—attracting talent that ranges from established startups to first-time university teams. A heartfelt thank you goes out to all the startups and student groups who applied and submitted their projects.
Startup Competition: Technological Maturity and Global Reach
The Startup Competition received over 50 applications, predominantly from startups (87%), alongside a selection of SMEs and scaleups. What defines this edition is the high level of maturity among the proposals: 62% of applicants already have a product or service on the market, while an additional 23% have a validated proof of concept. Geographically, the reach is extensive. Alongside over 30 Italian companies spread across 11 regions—led by Lombardy and Lazio—startups joined from all over the world, with applications coming from the United Kingdom, San Marino, Denmark, the Czech Republic, Cyprus, Georgia, Russia, Japan, Singapore, Kenya, and Colombia. The proposals primarily focus on performance technologies (28%) and health, wellness, and prevention (26%), which together represent more than half of the total.
These are followed by fan engagement and new experiences (21%), business models and sustainability (18%), media, content, and entertainment (5%), and smart venues and event services (3%). Female representation is also notable: over 20% of the projects have a female team lead, with a strong concentration in the performance technology and health sectors.
Challenge Gen Z: A Successful Pilot Project
Alongside the main competition, the debut of Challenge Gen Z—reserved for teams from universities, ITS academies, and secondary institutes—gained immediate traction. This pilot project collected 25 project submissions from a total of 73 students, organized in teams averaging three members across 7 regions. The largest contribution came from the University of Turin, aided by its proximity to the event venue. Other participating institutions included Sapienza University of Rome, Università Cattolica del Sacro Cuore, LUISS, Politecnico di Milano, University of Bologna, University of Genoa, University of Florence, and University of Naples Federico II.
Joining them were three ITS Academies and the Rome City Institute, meaning one-fifth of all applications came from non-university educational tracks. More than half of the student projects focus on sports and the future of society, followed by technology and performance, and next-generation fan solutions.
Next Steps Toward the Final
With applications now closed, the evaluation phase officially begins for the jury. The selection of final projects will wrap up by October 29th, building up to the live pitch competition finale on November 10th at the Allianz Stadium.