Welcome to the fourth edition of Sports Business Journal’s 10 Most Innovative Sports Tech Companies, a labor of love and exercise in outside-the-box thinking by our editorial team.

Texas Tech head coach Joey McGuire speaks after winning the Big 12 Championship football game at AT&T Stadium, Saturday, Dec. 6, 2025, in Arlington. Texas Tech defeated BYU 34-7. Elías Valverde II / ...