Imagine the possibilities offered by a place where companies within the sports technology sector could go to facilitate ideas for innovation. That’s exactly what’s happening at the Microsoft-powered Global Sports Innovation Center (GSIC) in Madrid. Opened in May 2015, the GSIC is part of the Microsoft Innovation Centers’ network.
“The main goal (of the GSIC) was to build an ecosystem where every kind of industry, organization or sports club in the world could have a place to meet each other and detect potential synergies and opportunities for collaboration,” GSIC communications and PR manager Lidia Valverde said.
The GSIC, which holds legal status as a non-profit organization, is the only innovation center in the world strictly focused on the sports sector. Though the center is its own entity, Microsoft still plays a large role in its everyday operation. It provides the technology umbrella that feeds all the improvement in the sports sector.
“Microsoft is a leading company, and their role is showing the trends in technology and showing where the opportunities are for the sports industries,” Valverde said.
Given its wide definition of what sport means, the center has many different variations of technological innovations going on at all times. Some companies are working in the area of health with cognitive and physical rehabilitation programs, while others are working on gamification techniques connected to fan engagement.
“There are companies that are working with different software programs and different technological tools to allow every kind of sport organization, regardless of size, to leverage all the possibilities in terms of improving operations and training as well as tracking the performance of the athletes,” Valverde said.
The GSIC also works with many different startups. For these startups, Microsoft offers the global BizPark Program. Through this, tech-based companies can access one year of Microsoft technology for free.
“This is a way in which Microsoft is supporting startups and we help the startups join the program,” Valverde said. “It’s not necessary to be a member of the GSIC to be a part of this program, but we (GSIC) facilitate access to it.”
While some companies seek out the GSIC to join the network, the center also helps Microsoft to find talent and opportunity in other companies that could align with its objectives. Valverde said that the center tries to help all partners align with others to create new things. For example, it has connected a startup involving mental training with a basketball club to boost performance.
Along with being a hub of innovation, the center also helps its partners run their own events using the facility in Madrid City Center. The GSIC is also open to the general public on a daily basis during the week.
“We have a demonstration center of tech where we have given visibility to different devices and tech solutions that have been developed by our partners,” Valverde said. “Behind every device or gadget that we showcase there is a story to be told.”
Through a highly-connected network, the GSIC and Microsoft have found a way to work together harmoniously and further innovation within the sports sector.
