DSTF status
update and
outlook 2025

Since the investment by Dutch Sport Tech Fund in 2022, Horizm has grown into an established name in the digital sports industry. The company helps sports clubs, leagues and brands increase the commercial value of their digital channels. Through AI-driven tools, international partnerships and its own marketplace, Horizm is transforming the way digital sponsorship is measured and monetised.

The sports industry is undergoing a digital transformation that is redefining the value of sponsorship. Where visibility was traditionally measured through logos on shirts, pitch-side boards or television exposure, the added value of sponsorship is now shifting towards social media, club apps and online video. Digital content is measurable, scalable and influenceable on a daily basis. CEO Pedro Mestriner explains how Horizm helps top clubs and athletes worldwide to optimise the return on their digital assets. Today, Horizm collaborates with clubs such as Chelsea F.C., Borussia Dortmund, Real Madrid C.F., SL Benfica, Juventus F.C., LA Dodgers, Chicago Bulls and many others.

According to Pedro, the mindset of clubs and brands is changing rapidly. Sponsorship is no longer a long-term gamble, but a continuous process of data-driven optimisation. “We no longer make multi-year deals just to place a logo on a shirt. Investing in digital content is the way forward. But you need to demonstrate the value of that content every single day and be able to act on it. That value is objectively determined by the performance of your brand’s social media channels. Think of impressions, reach, geolocation and engagement such as likes or comments. This precise valuation creates a transparent market in which sponsors know what they are buying and rights holders know what it delivers.”

The foundation of Horizm is built on collecting vast amounts of data. AI applications are then used to turn that data into value for sports clubs and brands. “Data collection and outcome prediction are powered by machine learning and predictive models,” Pedro explains. “These elements of AI have been integrated into our product from day one. We continuously explore how AI can create more value for our clients. That is essential, considering we analyse around 20 trillion impressions and 250 million social media posts every year – all in one place. AI enables us to predict value and performance based on these massive datasets.”

“Data can, for example, be used to predict how a social post by Ajax will perform when they play and win on a Saturday afternoon a year from now. The value of such a post can be determined with 95% certainty. Based on this valuation, you can sell available ‘slots’ within that asset to sponsors and brands. You are trading based on real data. For rights holders, this means selling ready-made sponsorship packages that represent reliable value, based on predictive performance. For sponsors, it means investing more efficiently. By determining ROI, risks are minimised and sponsorship budgets can be allocated far more effectively.”

The sports landscape is becoming increasingly fragmented. Where brands once focused almost exclusively on the biggest clubs, the playing field is now broader and more complex. Smaller clubs with high engagement, athletes with their own channels, influencers, content creators and the emergence of new competitions are all competing for the same digital attention. This development is a key driver of Horizm’s continued growth, according to Pedro. “In the past, you invested only in the biggest names. Today, with the same budget, you can access a wide range of clubs, influencers and multiple digital channels. That fragmentation creates a market that becomes more chaotic, but therefore also has a greater need for structure. Our data allows us to organise that complexity effectively. What also helps is that sport constantly generates new content, stories and moments – the perfect breeding ground for data-driven sponsorship.”

At the same time, this fragmented market presents challenges. “That’s why it’s crucial that we continue to focus on delivering solutions for our clients while remaining a financially stable company. In our industry especially, profitability is essential for long-term success. That’s why I truly value the support from DSTF. It makes us more competitive, particularly in the US market where you need real firepower.”

Pedro is highly positive about the partnership with Dutch Sport Tech Fund in multiple respects. “The investment from DSTF not only provides financial strength, but also strategic support and a strong gateway to further expansion in the US market. Alexander Janssen sits on Horizm’s board, so we are constantly sparring about next steps. And with the joint opening of the Holland House in Los Angeles early next year, we will have a physical presence there with our team. Leading up to the Olympic Games in 2028, this creates new opportunities to connect with brands and rights holders. Exciting times are ahead.”