The Plug and Play Blueprint: David Steele Explores Integrating Startups Into the Sports Ecosystem

Breaking into the sports industry as a startup can feel like scaling Mount Everest. With the global sponsorship market reaching $97.35 billion in 2023 (Statista), the industry has grown into a commercial juggernaut. But that growth comes with high barriers to entry. Major leagues like the NBA, Premier League, and Formula 1 operate within well-established ecosystems and have their own pace, partners, and playbooks.

These leagues are fast-moving when it comes to brand partnerships, thanks to massive fan bases and streamlined commercial pipelines. Startups, on the other hand, often face significant roadblocks: complex contracts, conservative stakeholders, and staggering costs. Just one Premier League sponsorship can demand $10–50 million per year.

So, how can startups and the sports world find common ground? That question took center stage in an upcoming episode of the EssentiallySports Think Tank podcast. Host Trey Holder sat down with David Steele, Director at Plug and Play Tech Center, and Kevin Smith, a sports business professor at Texas Christian University, to explore ways of bridging the gap. Steele offered insights into how startups can bring retail-level speed and innovation into the traditionally slow-moving sports ecosystem.

Building trust between startups and the sports corp

Steele’s Plug and Play model presents a smart solution to a complex challenge—supporting early-stage startups as they navigate growth and entry into traditional industries like sports. It’s a dynamic and adaptable framework for innovation, investment, and entrepreneurial support, reshaping how young companies scale. By providing access to capital, mentorship, and industry connections, it equips startups with the tools they need to thrive.

At its core, the Plug and Play model functions as a structured accelerator and innovation platform, giving startups immediate access to a broad ecosystem of corporate partners, venture capital firms, mentors, and technical resources. Steele believes his company can act as the vital link connecting startups with major players in the sports industry.

That bridge, however, takes time to build. “From a founder’s standpoint, it’s having to understand ‘Yes, you want to enter a market that is a little bit more traditional. That is a little bit slower space,’” Steele stated. He explained that startups focused on sectors like e-commerce or retail merchandise typically gain traction more rapidly.

“But what we are seeing, though, is the barrier to entry—if they do land a team partnership or they get that validity from an organisation like that, then those retail partnerships are open a lot faster,” Steele claimed. His organization has already witnessed such partnerships and is now building case studies to better understand how these relationships evolve.

He advises startup founders to remain patient and realistic. “Understand that it does take a little bit longer to develop that relationship and build that trust with that organization,” he stated. Plug and Play, too, has had to earn that trust, working closely with these organizations, becoming more flexible, and gently encouraging them to consider collaboration with early-stage companies.

As for the startups themselves, Steele understands their expectations. Partnerships should deliver tangible results. “Make sure the investment is great, so we are really starting to push some of these pieces together,” he explained. The goal remains clear: to bring startups and sports corporations together in mutually beneficial ways. This approach aligns seamlessly with the Think Tank initiative, which aims to provide a strategic roadmap for brands navigating the complex yet promising world of sports marketing.

Think Tank is a premium initiative of EssentiallySports that brings together the brightest minds to discuss strategy, leadership, change, and opportunities in the world of sports content business. We strive to deliver thought leadership that sparks change and unlocks new opportunities. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.