Sports law firm Northridge Law is setting up ‘innovation hubs’ to nurture on new technology.

The London based company will launch a ‘virtual hub’ for tech companies active in the sports industry.

The firm said its service, called Northridge Track, would bring ‘cutting edge companies’ together with Northridge Law’s clients and team.

Five companies, including an AI-powered sports analytics company and another that provides GPS tracking and performance software to sports teams, took part in the pilot scheme.

According to the firm, it will give hub members ’on-going, premium support’ and access to ’key decision makers, teams, governing bodies, agencies, sponsors and investors operating within that sector’.

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“The sports and entertainment industries are becoming increasingly driven by technology – on the pitch, in commercial deals and to engage with fans,” said Jon Walters, founding partner of Northridge.

“We recognise the challenges for high-potential technology companies seeking to stand out and grow within this competitive industry.

“Northridge Track has been designed to support the very best tech companies in this sector, built on an underlying proposition of first class legal advice.”