In this interview with Johan Cruyff Institute, Xavier Trallero, Managing Director of Barcelona Sports Hub, explains the work of this institution, which is dedicated to enhancing the productivity of the sports ecosystem through technological innovation
With more than 500 members, Barcelona Sports Hub seeks to position Barcelona as an international benchmark in the Sportech sector. This public-private institution, led by the Ayuntamiento and managed by INDESCAT, promotes innovation, entrepreneurship and collaboration among the various players in the city’s sports and technology ecosystem.
Xavier Trallero is the Managing Director of Barcelona Sports Hub and has been responsible for its development from the very beginning. Among other contributions, he designed the key services that now structure the Hub’s operations — from entrepreneurship support programs to financing and investment networks. In this interview, he explains the Hub’s goals and shares his vision of the future of sport and technology: “The key technologies in the future will be those aimed at improving sport for amateurs.”
Barcelona Sports Hub has grown rapidly since its launch. What is its main mission and how do you measure its impact on the sports and technology ecosystem in the city?
The mission of Barcelona Sports Hub is to create an ecosystem that combines sport and technology, and to help all our members become more competitive. Today, most of our members are startups. Our job is to help them grow, and that means connecting them with investors and other stakeholders. We measure our impact by looking at the growth of these startups that work with us.
How would you describe the current Sportech ecosystem in Barcelona, and what factors make it unique?
It’s a very enriching ecosystem, with stakeholders of different sizes and at different stages. I believe the key lies in the combination of diverse projects and verticals — from virtual reality and artificial intelligence to blockchain. That’s what makes it special. And on top of that, Barcelona is already very well positioned in Sportech, and this excellent ecosystem is gradually expanding.
“At Barcelona Sports Hub, we’ve designed services for startups, investors, and sports entities alike.”
What are the main strategies you’ve implemented to improve the competitiveness of the Hub’s members?
When we were designing the Hub, it was clear that we had to offer added value. To do that, we needed to understand who the stakeholders were and what kind of organizations could become members. We identified five: startups, investors, sponsors, corporate partners, and what we call sporters. Each has specific needs.
Our role is to understand those needs and offer real added value — ultimately, to improve their competitiveness and help them grow. We organize various activities: opportunity matchmaking with investors, visibility events, Job Talent Days and Investment Forums.
You’ve worked with more than 135 startups at the Hub. Could you share some of the most innovative projects?
We have a wide variety of projects working across different verticals, which enriches the ecosystem. The four verticals that are currently standing out in the Hub are Artificial Intelligence, Virtual Reality, Blockchain, and Fan Engagement.
For example, within Fan Engagement, we have solutions that map stadiums to improve seat visibility and also boost revenue for clubs. There are also AI solutions applied to paddle, and Machine Learning-based SaaS solutions for club management.
“The key technologies in the future will be those focused on improving sport for amateur athletes — not just professionals. That’s where we see the greatest opportunity for impact.”
What are the next steps and objectives for Barcelona Sports Hub in the coming years, and how do you plan to continue strengthening your network of startups and investors?
We definitely need more resources, which is why we’re currently looking for sponsors and partners to help the Hub keep growing. That means expanding the team and continuing to build our presence at key events in the city.
Our goal is to continue adding value not just for Barcelona, but for the entire ecosystem in Spain and southern Europe. This involves ongoing collaboration with institutions like Johan Cruyff Institute, with whom we frequently partner, and with all our other allies, to give more visibility to our members.
It’s a long-term project. Public institutions are supporting us, which is great, but we still need that extra push to keep growing. In terms of attracting new startups, it’s actually happening in a very organic way. We’ve managed to reach a strong level of inbound interest, even without large promotional campaigns.
Most entrepreneurs are on a fairly solitary path, and being part of a community created by and for entrepreneurs helps foster a strong identity. I think the more we work and grow our presence, the more we feed a virtuous cycle that will keep helping us grow.
From your experience, what are the main trends in sports innovation shaping the future of the sector?
I think the key trends are artificial intelligence and data technologies. Big Data has changed a lot in recent years thanks to algorithms, machine learning, and the ability to make sense of data that was already being generated.
Take myself as an example — I wear a smartwatch and other devices that give me information I’ve always generated, but I never knew how to interpret. Thanks to AI and machine learning, we’re now able to make use of that information.
This is going to fundamentally change the way we consume and practice sport. We’re seeing many new startups focusing on this area, especially applying it to more traditional sports businesses.
