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Sport Tech Hub has added professional services firm PwC to its strategic partnerships roster.

Owned and operated by London Sport, Sport Tech Hub is London’s first tech incubator dedicated to supporting the growth of early-stage start-ups that can make a positive contribution to participation in physical activity and sport.

Alex Zurita, specialist advisor – technology, London Sport, said: “Signing PwC as Associate Partners for Sport Tech Hub will bring huge benefits to the start-ups involved in the Sport Tech Hub programme and, critically, to the entire SportTech industry. PwC’s strategic and business expertise is world-renowned, and their guidance will play a vital role in the future of SportTech innovation.”

The tech incubator initiative aims to spark a digital revolution in consumers’ relationship with sport, exercise, and fitness. Sport Tech Hub’s inaugural cohort includes start-ups focused on a range of areas from mass participation and active travel to social engagement, at-home fitness, and immersive experiences.

The new partnership between Sport Tech Hub and PwC will see the advisory firm take associate partner status for a 12-month period, during which time they will receive direct access to all Sport Tech Hub start-ups and a platform to influence the strategic direction for SportTech, FitTech and HealthTech in the capital.

Ollie Phillips, director digital transformation at PwC, commented: “At PwC we’re always looking to help businesses and individuals foster innovation through the use of technology which can help make a difference to society and meet human needs. This includes helping nurture the starts- ups involved with the Sport Tech Hub.

“It has the added bonus of hopefully helping those ‘knowledge-rich, time poor’ individuals who have difficulty carving out time for exercise and sport. If an initiative like this can kickstart greater activity and buck that trend, then all the better.”

The new partnership sees PwC join fellow associate partner Fieldfisher and launch partners London & Partners, Crowdcube, RLC Ventures and Sponge Marketing, and media partner Sport Industry Group alongside programme founders London Sport.