Adrenalen Edge launches SportEdge for venue screens

Adrenalen Group has launched Adrenalen Edge, a new business that debuts with a venue technology product called SportEdge.

Adrenalen Edge is a commercial platform for emerging technology businesses targeting venues, sports and live entertainment operators. It is designed to connect startups with venue groups that can test and deploy new products in real operating environments.

Led by former Entain Managing Director Mark Sturdy, Adrenalen Group operates in sports, media and entertainment technology, with existing activities in IPTV broadcast distribution and LED vision systems for venues.

Adrenalen Edge enters a market where young technology companies often struggle to secure deployments with established operators. Venue businesses, meanwhile, face a constant stream of sales pitches and can find it difficult to assess which products are worth trialling.

"While investment in venue and live experience technology has accelerated in recent years, a disconnect remains," said Mark Sturdy, Chief Executive Officer of Adrenalen Group. "Start-ups spend years navigating procurement processes, building credibility, and chasing scale - often running out of runway before achieving meaningful market penetration. At the same time, venue operators are inundated with pitches but lack the time, resources, and technical expertise to assess what will genuinely deliver impact. Adrenalen Edge has been built to bridge that divide."

Rather than positioning itself as a traditional incubator or accelerator, the platform is being presented as a route to commercial deployment. Its model centres on identifying products that can solve operational problems inside venues, introducing them through Adrenalen's industry network, and expanding their use if trials deliver results.

The launch product, SportEdge, is a white-label system for managing sports content, promotions and in-venue digital displays. It is aimed at hospitality and venue operators that show live sport and use multiple screens across one or more sites.

Many venues still manage sports programming manually, with staff deciding what appears on screens and when. According to Adrenalen, that can lead to inconsistent scheduling, underused displays and difficulty linking screen content to on-site promotions.

First product

SportEdge is designed to automate several of those tasks. Features include content scheduling based on live fixtures, venue profile and audience relevance, along with centralised screen management across single or multiple locations.

The system also includes live score and sports news tickers, with feeds that can update automatically for events around the world. Promotional messages can be inserted into those feeds, giving venues a way to combine editorial-style updates with marketing messages on screen.

Another part of the product focuses on promotions management. Venue operators can create and distribute time-limited offers, member deals and other branded promotions across screens and customer touchpoints. The platform also supports tipping competitions and leaderboards for customers inside venues.

"Over decades, we've built trusted relationships across the venue, hospitality, sports, and media landscape," Sturdy said. "The more we have engaged with both operators and industry innovators with great ideas, the clearer the gap has become. There's a need for a commercially credible connector and we're well placed to play that role. We're excited to announce our first Adrenalen Edge partner."

Adrenalen did not name that partner in the announcement. It said it is in discussions with operators across Australia and expects venue rollout to begin soon.

Venue model

For startups, the proposition is access to venue groups and a form of commercial validation that can be difficult to secure independently. For operators, the offer is a narrower set of products that have already been assessed and packaged with commercial terms.

The approach reflects a broader trend in hospitality and live entertainment, where operators are seeking software that can be added with limited disruption and measured against revenue, staffing or customer engagement outcomes. Technology suppliers have often found procurement cycles in these sectors to be longer than expected, especially when solutions need to connect with legacy audiovisual, broadcast or venue management systems.

Adrenalen's wider business gives it an established presence in this market. Its operations span sports distribution, vision technology and a planned media arm, bringing together several parts of the live venue supply chain under one brand.

Its sports business distributes curated channels to venues through rights partnerships, including content from Paramount+. Previous partnerships have included DAZN, PowerSlap, BKFC and Stan Sport, and the group also cites agreements around emerging sports rights in Australia.

That background may help explain why the first Adrenalen Edge product focuses on screen control and sports programming rather than, for example, ticketing or payments. Sport remains a core traffic driver for pubs, clubs and hospitality groups, but operators have long relied on manual scheduling and fragmented content systems.

Sturdy said the product is intended to reduce that burden for venues. "The platform removes the guesswork and manual effort involved in deciding what to show, when to show it, and how to align it with promotions. By combining live sports data, venue-specific insights, and seamless screen control, SportEdge ensures every screen is working harder - driving engagement, increasing dwell time, and maximising revenue."