To mark World Intellectual Property Day, Scale Lab, a project by PONS IP in collaboration with Fundación PONS, hosted the event Innovation and Intellectual Property in Sport, a conference co-organised with Global Sports Innovation Center (GSIC) powered by Microsoft as part of EDIH Madrid Region 2.0. It brought together institutions, start-ups, corporations and investors to analyse the strategic role of intellectual property in a sector undergoing rapid transformation and with a growing impact in Spain, where the Community of Madrid has established itself as one of the main hubs for sports innovation, being home to more than 26% of the country’s SportsTech start-ups.
The event, in line with the international theme of World IP Day 2026 “IP and Sports: Ready, Set, Innovate”, conveyed a key message to the sports ecosystem: technological innovation only generates a sustainable impact when it is underpinned by a robust strategy for protecting and enhancing the value of intangible assets. Patents, trademarks, designs, content rights and data have become crucial factors in scaling up solutions, attracting investment and competing in an increasingly demanding global market.
The conference began with an opening address by Elisa Rodríguez, the current director of the Spanish Patent and Trademark Office (SPTO), whose speech highlighted the importance of industrial property and internationalisation as a driver of competitiveness in the Spanish sports industry “in a record year for both distinctive signs and patent registrations in Spain, with over 70,000 applications last year”. Joining her were Iris Córdoba, Managing Director of GSIC by Microsoft; Luis Ignacio Vicente, Strategic Advisor at PONS IP, and Ricardo Echeita, Deputy Director General of Sports Studies and Training, representing the Directorate-General of Sport of the Community of Madrid, highlighting the institutional commitment to innovation, talent and the development of the sports sector.
The analysis of the current situation presented by the representative of the Community of Madrid demonstrated the growth phase that is now experienced by the SportsTech sector. Sector data taken from Radar Startup Madrid+d reveals a global industry worth over €500 billion, driven by digitalisation, the intensive use of data and the emergence of new business models based on platforms and connected experiences. Against this backdrop, the Community of Madrid stands out as one of Spain’s leading hubs, both in terms of the number of start-ups, specifically 153, and its ability to attract investment, with €160 million in 2025, as well as its capacity to generate employment linked to sports innovation, which the report estimates at over 2,300 direct jobs created.
Following the official opening, the panel discussion “Trends and Innovation in Sport”, moderated by journalist Isabel Garzo, brought together Iris Córdoba, Managing Director of GSIC by Microsoft, Manuel de Carlos, manager of entrepreneurship and innovation programmes at Fundación Madri+d , and Isabel Marco, head of Technological Development Projects at PONS IP. The discussion explored how technologies such as artificial intelligence, advanced data analytics, connected devices and digital platforms are transforming sport, and how the lack of a suitable intellectual property strategy may become an obstacle to its growth. The speakers agreed on the need to integrate IP as a strategic infrastructure, rather than as an ancillary element, from the earliest stages of innovation. In addition, Isabel Marco shared an update on the European project in which PONS IP participates, which focuses on improving athletic performance and preventing injuries, namely H2TRAIN.
One of the highlights of the event was the start-up panel, which took the form of a pitch session and was moderated by María Lacalle, a journalist with InnovaSpain. During this panel, PhysioMRI Tech presented its portable MRI solution, designed to facilitate rapid and accurate diagnoses in sports and healthcare settings. IOThing unveiled its developments in connectivity, sensors and monitoring for the digitalisation of sports services. 3D Digital Venue demonstrated how its digital twins and interactive maps can optimise venue management, ticketing and the fan experience. Tooolz shared its approach to international business development as applied to SportsTech solutions. For its part, FBase.TV presented its automated video analysis and streaming platform for grassroots football, aimed at clubs, coaching staff, players and families.
The event included a networking session and a visit to the start-up exhibition, and concluded with the panel discussion “Corporations and Investors: Open Innovation in the Sports Ecosystem”, moderated by Luis Ignacio Vicente, Strategic Advisor at PONS IP, with contributions from Sports Thinkers Capital, Lenovo, Olympia Ruber Internacional and MolcaWorld. During the session, representatives from these companies examined models of collaboration between start-ups and large organisations, as well as the role of intellectual property in facilitating partnerships, proof-of-concept projects and scaling processes.
With this event, Scale Lab reinforces its commitment as a leading platform to drive protected innovation, foster collaboration between public and private stakeholders, and contribute to the development of a robust, competitive SportsTech ecosystem that is aligned with the objectives of World IP Day.
