The G. Brint Ryan College of Business at the University of North Texas (UNT) is proud to announce the launch of the UNT Sports Innovation Space (SIS@UNT), a cutting-edge initiative designed to support international sport tech companies looking to enter and thrive in the U.S. sports market.

At the heart of this initiative is UNT’s commitment to its students. The Sports Innovation Space will be directly integrated into the college’s curriculum, connecting students with emerging global companies through internships, class projects, and individual study opportunities. As these companies build their presence in the U.S., UNT students will have early access to career opportunities within the sports industry. International members gain early access to UNT’s top BBA and MBA students through internships, volunteer opportunities, and projects—offering a strategic way to build out U.S.-based teams.

SIS@UNT serves as a strategic soft landing for international sport tech companies by offering an exclusive community membership model and direct access to top-tier U.S. sports organizations. SIS@UNT is supported by the Frisco Economic Development Corporation, and will collaborate closely with both their team and the team of Plug and Play Sports Tech, which runs a state-of-the-art sports tech-focused accelerator program in Frisco.

“Our mission is to help international companies find the right product-market fit in the world’s most complex and competitive sports market,” said Bob Heere, Professor and Executive Director of SIS@UNT at the Ryan College of Business. “Through SIS@UNT, we're creating a launchpad where ideas, innovation, and opportunity intersect for both our students and international companies.”

The new space will be located in the Plug and Play Sports Tech Center within the Baylor Scott & White Sports Therapy & Research Center at The Star in Frisco, Texas—home to the Dallas Cowboys and the heart of one of the world’s premier sports destinations. SIS@UNT offers its international members unlimited access to a 6,000-square-foot co-working and event space at The Star, enabling dynamic interaction with other international startups, UNT staff, and Plug and Play affiliates.

The U.S. sports industry, unlike many international models, is decentralized, with different organizations operating across professional, collegiate, and youth levels. SIS@UNT guides companies through this landscape with expert mentorship and tailored go-to-market strategies, helping companies scale effectively in the U.S.

In 2024, Sports Business Journal named DFW the #1 sports city in the United States. Frisco, a city at the center of this thriving sports market, is home to the headquarters of the Dallas Cowboys, FC Dallas, PGA of America, Dallas Stars, and affiliates of the Dallas Mavericks and Texas Rangers among many other sport-focused entities.

In 2024, UNT’s online MBA in Sport Entertainment Management, run in partnership with the Dallas Cowboys, was ranked #1 in the world among online graduate sport management programs. The initiative is also supported by an elite advisory board composed of industry leaders in venture capital, tech, sports, and innovation—all of whom are committed to active engagement with SIS@UNT members.

The SIS@UNT will open its doors for international members on May 1, and has a formal opening scheduled for August 11, 2025.