Sports organizations are adopting technology across fan experience, venue operations, and athlete performance, but the path from first conversation to signed pilot varies widely depending on who’s buying. This panel brings together a Big 12 athletics program, a first-year professional women’s softball team, a global technology integrator, a sports-focused venture fund, and Kansas City’s innovation hub to show how sports innovation actually gets adopted and funded. Panelists will share their priorities, how they evaluate new solutions, and where startups can create meaningful partnerships.