In a bid to deliver sports-technology innovation into the Asia-Pacific region, Tokyo startup platform Creww Inc. has partnered with Spanish football giant Real Madrid Next to establish the “Real Madrid Next Accelerator for Asia”. The project seeks to find, support and grow Asian startups operating in e-sports, performance analysis, fan engagement, health-tech, audiovisual content and infrastructure.
The Program at a Glance
Launched in January 2024, the first cohort of the accelerator featured 7 startups picked from more than 800 applications across Asia. Creww+1 The second batch (Batch 2) of the programme has now been opened for applications, with opening on 25 April 2025 and final selection planned for late 2025.
The programme is organized within six thematic pillars that mirror Real Madrid Next’s strategic objectives:
E-Health (physical & mental health of the athlete)
Performance (analytics/data of the athlete)
Audiovisual (immersive content/technology)
Fan Engagement (fan/digital loyalty)
Cybersecurity & Technology (stadium/operational technology)
Social (access, inclusion, sustainability)
Why this matters
For Asian founders and the sports-tech ecosystem more widely, this accelerator offers a high-profile validation opportunity: collaborating with an internationally renowned sports organisation such as Real Madrid, access to global networks, mentoring and potential commercial proofs-of-concept (PoCs).
Strategically, it is a wider movement: sports organisations no longer merely concern themselves with the game—they are actively becoming tech & media companies.
For accelerators and venture schemes, Creww (large in Japan’s open innovation) partnering with Real Madrid Next indicates that large franchised sports brands view Asia as an oases environment for indigenous sports-tech development.
What the initial cohort says
A selection of the startups included in the initial cohort gives some idea of the range of innovation the programme is aiming at:
moty (South Korea) – strength-training hardware that digitalises traditional weights. Siam News+1
Fitogether (South Korea) – video-based athlete performance analysis. Siam News+1
AMATELUS (Japan) – patented free-viewpoint sports/entertainment video streaming. global.creww.me+1
Adofaer (Hong Kong) – toy-platform for fan-engagement to convert fans into collectibles. Siam News
This blend indicates that the programme is not merely about jersey-tech or athlete-trackers—it’s about media, fan experiences, inclusion, data and cross-industry innovation.
What to expect from the participants
Shortlisted startups will undergo mentoring, workshops (global expansion, go-to-market, tech refinement), and subsequently proceed to proof-of-concept contracts with Real Madrid or its ecosystem. A Demo Day (normally in Madrid) finally completes the accelerator cycle.
There’s also an option that Creww or Real Madrid Next invests equity in standout participants. Creww+1
Opportunities & implications for India / your ecosystem
For Indian sports-tech startups: An opportunity to compete in Asia-wide cohorts, attain global visibility and get matched with tier-one sports brands instead of just local circuits.
For PR / storytelling: For your “CEOs of Bharat” magazine / QuickPR clients in India, narratives on “Indian founder chosen for Real Madrid Next Accelerator” or “Indian sports-tech startup featured in global sports-brand PoC” create powerful stories.
For ecosystem creation: This accelerator highlights the extent to which sports is transforming into a tech-media-entertainment industry. Indian startups that are at the intersection (athlete wellness, content/AV, analytics, fan apps) are strategically placed.
For strategic collaborations: Indian sports arenas (e.g., your wedding-venue client chain) or brands may leverage these tech streams—more engaged fans, experiential activations, or media monetization through sports-tech.
For investors and accelerators: A big European sports brand launching in Asia legitimises that Asia is being seriously considered in sports-tech. This could draw further capital or programs into India’s sports-tech vertical.
Things to watch / challenges
Sunrise sectors like sports-tech are still a niche relative to mass-market SaaS or fintech—scalability, customer acquisition patterns and monetization routes still pose major challenges.
Getting access and validation with large sports organizations is frequently sluggish, logistically heavy and integration-heavy. The PoC process is extremely important and can be capital-intensive.
For Indian startups, cultural and geographic market fit is still paramount—Asia is full of markets, but fitting in with a Madrid-based sporting brand might still need localisation and very strong value-proposition.
Final word
The “Real Madrid Next Accelerator for Asia,” driven by Creww, is a timely and intelligent move bridging a leading club’s global sports-tech aspirations with the fast-growing Asian startup scene. For founders, investors, ecosystem creators and PR-agencies, this is an emerging new frontier at the intersection of sport, tech and global media. For Indian startups, the message is clear: look beyond home markets, design for global sport-tech applicability, and frame your narrative accordingly.
With the second batch now available and the initial cohort already showing the type of innovation that is possible, this accelerator is worth keeping an eye on — and worth getting involved in.
