Dutch sports innovation and business are increasingly visible across Texas. Through the Sports Tech Innovation Bridge (“STIB”) US III mission, participation in the Houston Business Journal’s Business of Sport event, and a targeted visit to the Houston Astros, NBSO Texas continues to strengthen connections between Dutch companies and the American sports ecosystem.
Dutch sports innovators connect in Frisco
A key moment in the sports sector was the Sports Tech Innovation Bridge (STIB) USIII mission, which brought a select group of Dutch sports companies to Frisco. The mission focused on positioning Dutch innovation in the run-up to the World Cup.
The participating companies represented a wide range of solutions, from fan engagement and media to data analytics, stadium infrastructure and operational technologies. An overview of the delegation and their innovations can be found in the mission booklet below.
During the program, the delegation engaged directly with leading organizations such as FC Dallas, the Dallas Mavericks and the Sports Innovation Space at the University of North Texas.
The World Cup Innovation Summit in Frisco formed the centerpiece of the program. Industry leaders discussed topics such as fan engagement, stadium operations, security and the long-term impact of mega events like the World Cup. Dutch companies had the opportunity to present their solutions and exchange insights with key stakeholders in the US sports market.
The program in Dallas, led by Bob Heere and the Sports Innovation Space, stood out for its strong content and excellent access to the local ecosystem. The combination of high-level speakers, relevant themes and meaningful interactions made it a highly valuable experience for the Dutch delegation.
For many participants, the mission provided valuable exposure and a first step toward establishing a presence in the United States.
Business of Sports 2026 highlights the role of college athletics
NBSO Texas also attended the Houston Business Journal’s Business of Sports event in Houston. This gathering focused on the business and impact of college sports in the United States.
The discussions highlighted how college athletics play a central role in the American sports landscape, not only from a sporting perspective but also as a driver of branding, talent development and regional economic activity. Universities use sports as a platform to build strong communities, attract investment and create long-term engagement.
For NBSO Texas, the event provided valuable insight into a segment of the market that is often less visible from a European perspective. While the STIB mission focused primarily on professional sports and World Cup opportunities, Houston Business Journal’s event emphasized the scale and importance of the collegiate ecosystem as an additional entry point for innovation.
Visit to the Houston Astros
NBSO Texas also had the pleasure of visiting the Houston Astros last month, one of the leading organizations in Major League Baseball. The visit provided an opportunity to reconnect with existing Dutch ties and explore how Dutch sports innovations could be relevant within a top-tier US sports organization.
During the visit, we met with Marcel Braithwaite, a Dutch national and senior executive responsible for a broad range of operational and commercial activities within the organization. His international background and familiarity with the Dutch ecosystem make him a valuable point of contact for Dutch companies exploring the US market.
A tour of stadium Daikin Park offered insight into the Astros’ strong focus on operations and fan experience. Dutch innovation was already visible on the field, where advanced lighting solutions are used to support optimal grass growth, illustrating how Dutch technology is embedded within a leading US sports environment.
The conversation explored how innovations from the recent STIB mission could potentially add value in areas such as fan engagement, stadium operations and digital solutions.
Building long-term connections in the US sports market
The activities from last month demonstrate how Dutch sports business is gaining traction in Texas. By combining targeted missions, participation in strategic events and direct engagement with leading organizations, NBSO Texas continued to build bridges between the Netherlands and Texas.
With the World Cup on the horizon and Texas playing a central role, the coming years offer significant opportunities for Dutch companies to expand their presence and contribute to the future of sports in the United States.
Download the Mission Booklet here
