Big news: Seventy7 Sports has partnered with EX Sports to bring Sports Lab to audiences all around the world.
If you haven’t seen it yet, Sports Lab is a bold new concept that merges sports, technology, and lifestyle into one immersive hub. Imagine stepping into a space where you can play 3×3 or 5×5 football on real courts, test your skills on high-tech simulators for golf, cricket, tennis, racing, and more, then relax with food, drinks, and entertainment — all powered by a connected digital experience.
Now, thanks to this partnership, Sports Lab is set to scale globally.
At its core, Sports Lab isn’t just about sports. It’s about community, entertainment, and accessibility. It’s about creating destinations that inspire both athletes and everyday people to engage with sport in new and exciting ways.
By joining forces with EX Sports, we’re combining Seventy7 Sports’ expertise in strategic operations and global scaling with EX Sports’ innovation in immersive sporting experiences. Together, we’re building a platform that can adapt to different cities and cultures while keeping the same exciting DNA.
What’s next?… The rollout will begin with key venues and locations in global territories (to be announced soon). Each Sports Lab will feature:
- Multi-sport simulators and interactive gaming zones
- Indoor and outdoor courts for football and other team sports
- Lifestyle and entertainment areas including F&B and retail
- A digital rewards and booking app that ties it all together
It’s designed as a place for families, athletes, fans, and communities to come together — whether for serious training, casual fun, or social experiences.
A word from the teams:
“This is a transformative step for us. Sports Lab has the potential to redefine how people around the world connect with sport, blending tech and community in a way that’s never been done before. Partnering with EX Sports allows us to move fast and think big — and we can’t wait to share the first global venues soon.” – Scot Gardiner, Chief Executive – Seventy7 Sports
“We are truly delighted to welcome this partnership and look forward to expanding together. Beyond building a strong and impactful collaboration, I believe we will also develop a meaningful friendship along the way. These are exciting times, and I am confident that our joint efforts will create a lasting impact.” – Toli Makris, Chief Executive – EX Sports
Over the coming months, we’ll be revealing launch cities, design concepts, and ways for partners and investors to get involved. This is just the beginning of Sports Lab’s global journey.
Explore the concept: sportslab.seventy7sports.com