![](https://techcrunch.com/wp-content/uploads/2023/10/GettyImages-516853838.jpg?w=730)
When you think When you think of Comcast, you probably think of cable or internet service, but it is also part of NBCUniversal. That comes with quite a bit of sports coverage, including the Olympics, NASCAR, WWE and PGA, to name a few. As such, Comcast has some motivation to drive innovation in the way sports are covered and consumed.
In 2020, the company decided it needed a vehicle to support startups trying to introduce disruptive technology related to sports. The Comcast NBCUniversal SportsTech Accelerator was born with the vision to find startups that would bring some innovation to their sports league partners, while giving the startups access to Comcast’s media expertise and the leagues themselves.
This year, the accelerator welcomed 10 companies to its 2023 cohort, the third tier. Unlike many accelerators, this one isn’t looking for absolute beginners. Instead, it wants companies that have already built a product and are working with customers. Comcast will work with the companies during the six-month period, introducing them to their partners and helping them grow, but the companies will continue to operate as normal.
Comcast invests $50,000 in each company in exchange for strong equity. Jenna Kurath, vice president of startup partnerships and head of Comcast NBCU SportsTech, admits it’s a nominal amount, primarily intended to cover costs associated with participating in the accelerator. But she says the investment sends an important message to their cohort participants.
“It’s really about us playing a role in the game and their success, but I think the other big important part of that is that you typically reserve for bringing in a strategic advisor,” Kurath told TechCrunch+. “But in this case you bring in multiple strategic advisors from different sports teams, leagues and types of sports.”
The company also has a sister accelerator called Comcast NBCU Lift Labs, a six-week program aimed at enterprise AI companies.