Fractional CFO for SportsTech companies
SportsTech companies usually sell into three customer types at once - leagues and federations, sponsors and broadcasters, and direct-to-fan - and each carries different contract economics. Multi-year rights deals sit alongside seasonal sponsorship deliverables, club SaaS contracts and event-day ticketing or commerce revenue.
Most engagement time is contract-level: aligning rights cost recognition to licence period, breaking sponsorship revenue across the deliverables that trigger it, recognising long-tail league and federation contracts cleanly, and modelling contribution margin by revenue line. Seasonality makes working capital as important as the P&L.
Flow provides fractional CFO, financial modelling and FP&A to SportsTech companies across fan engagement and media, sports data and performance, betting and fantasy adjacencies, ticketing and venue technology, and officiating and broadcast. Startup CFO mandates apply the contract-accounting discipline the revenue mix requires.
KPIs to track for "SportsTech" startups
We're very 'KPI-driven' fractional CFOs, and we make sure to monitor the right metrics for your startup.
Rights revenue
Sponsorship value
Fan DAU / MAU
Fan engagement rate
League / club contracts
OTT subscribers
Data and SaaS ARR
Gross margin
Net revenue retention
Content / rights cost ratio
Financial modelling for "SportsTech" startups
As fractional CFOs, we build KPI-driven financial models that are insightful and easy to maintain.
Financial modelling is both art and science - models must be robust, but also understandable, and useful for both internal planning and VC fundraising purposes. Hire a fractional CFO who knows how to handle both sides of the equation.
Rights cost amortisation
Multi-year rights fees and minimum guarantees amortised across the licence period and matched to revenue rather than expensed on cash. Stops a single rights deal distorting the P&L of the year it lands.
Sponsorship deliverables build
Sponsorship revenue split across the inventory and deliverables that trigger recognition - impressions, activations, branding, hospitality - with each recognised against delivery. Replaces lump-sum sponsorship accounting with the audit-ready version.
League and club SaaS ARR
Federation, league and club software contracts tracked as ARR with seat expansion, net retention and renewal pacing across the season cycle. Gives the board a SaaS-style retention view of the institutional book.
OTT and direct-to-fan cohorts
Subscriber cohorts modelled around season starts, key fixtures and content drops, with churn behaviour against the sporting calendar rather than calendar months. Makes the seasonality of fan revenue legible.
Seasonality working capital
Cash receipts, supplier payments and rights instalments mapped across the competition calendar with peak working capital sized. Tells you whether the off-season survives on float or needs a facility behind it.
Contribution margin by revenue line
Rights, sponsorship, SaaS, ticketing and direct-to-fan each carried at their own contribution margin after the cost they directly attract. Shows which revenue lines are accretive and which are buying logos at no margin.
Founders and investors we've worked with
We've supported winning builders across SportsTech and beyond.
TBô
We acted as fractional CFO to TBô, a Zurich-based tech-enabled DTC male underwear brand, building a bottom-up financial / operating model with cohort-level KPIs and positioning the company for its next venture round.
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Onlogist
We acted as fractional CFO to Onlogist, a Hamburg-based online marketplace for last-mile vehicle transfer, providing confidential valuation guidance and operating model support.
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Marcura
We acted as fractional CFO to Dubai-based Marcura, owner of maritime payroll and B2B payments platform MarTrust, advising on the strategic e-Wallet vendor selection and supporting product/finance integration.
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Hector
We acted as fractional CFO to Hector Aurumi, a Dubai-based specialist software house with AI/ML, IoT and data science expertise, providing confidential valuation guidance to the management team.
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Bonart
We've worked as fractional CFO with Bonart, a Zurich-based independent Swiss strategic advisory and execution platform for PE and investor fundraising, providing long-term confidential valuation guidance.
See moreRecent fractional CFO track record
See our fractional CFO and financial modelling experience across SportsTech and beyond.
Simple pricing
No hidden costs, no complicated long-term contracts. We understand how important flexibility is for SportsTech startups.
Per month
- Accounting / FP&A tech stack implementation
- Monthly financial statements and reporting pack
- Quarterly board pack with detailed financial analysis (with variance analysis vs. budget, relevant KPI observations etc.)
- Investor-friendly output
Per month
- Everything in Core, plus
- Operating model (via an online platform like Runway or Excel-based)
- Ongoing model maintenance, refining projections, burn/runway management
- Customer cohorts modelling, churn and retention analysis
- LTV / CAC, unit economics analysis
- Cap table management
Per month
- Everything in Grow, plus
- M&A / fundraising support; review of business plan
- Pitch deck preparation
- Investor approach strategy / list building
- Due diligence support and deal negotiation
- Valuation as required and free access to Multiples Pro
Packages shown are illustrative, final pricing is tailored to client requirements.
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We provide fractional CFO services to companies operating across the entire tech.
More services
We help you scale by providing fractional CFO advice, through fundraising and a successful M&A exit.
VC fundraising for SportsTech companies
We help you prepare materials, reach out to investors in our extensive network, negotiate fair term sheets and structure the VC round.
Learn moreM&A for SportsTech companies
We advise winning tech companies on M&A exits, and over the years successfully executed numerous transactions with both financial and strategic buyers.
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