Market Entry for Danish Sports Tech Companies to the U.K. Market

Abstract

The global sports tech industry is experiencing rapid growth, driven by the pandemic, innovative technologies, and an increasing interest in sports. This shift has transformed how individuals engage with sports and how sports teams manage their preparation and performance. This study examines Danish sports technology companies' challenges and opportunities when expanding into new markets, focusing on the Danish company NewC Sport as a case study. NewC has achieved notable success in Brazil and is now targeting the U.K. market. This thesis aims to generate valuable insights for Danish sports technology companies seeking international growth. By integrating theories from international business, marketing, and organizational management, a theoretical framework has been developed to guide this research. The study employs qualitative data collection methods, including interviews with NewC Sport’s owners, their strategic partner in the U.K., industry experts from the National Olympic Committee and Sports Confederation of Denmark (DIF), a scholar from Copenhagen Business School, and an international sports tech expert. Additionally, new knowledge is extracted from the survey conducted with DIF. The research presents three new market entry models for Danish sports technology companies based on primary and secondary data analysis. The paper also includes a comprehensive internal examination of NewC's organization and external market analysis, focusing on competitor analysis in the U.K. market. As a result, concrete recommendations are provided for NewC to enhance its business operations in the U.K. Though the findings of this study are subjective and warrant further research, they suggest that the new market entry models can be effective if managed correctly. The paper recommends that NewC invests in its physical presence in the U.K. when financially viable to foster expansion. Additionally, this research highlights the current scarcity of academic literature on sports technology.