Feenix Group, the Irish-based collective pioneering the intersection of sport, youth culture, and gaming, has announced its expansion into the United States through the establishment of new operations in Indiana and formal entry into the Sports Tech HQ (STHQ) Collective.

Founded in 2021, Feenix Group connects world-class sports organisations, brands, and entertainment IP with Gen Z and Gen Alpha audiences through immersive digital platforms like Roblox and Fortnite.

The move into Indiana is a strategic one for the Dublin-headquartered company, as it sets its sights on global leadership in the rapidly evolving landscape of fan engagement.

“Establishing a U.S. presence in Indiana is an exciting strategic step for Feenix Group,” said Trev Keane, Co-Founder of Feenix. “Indiana’s commitment to sports innovation, combined with the collaborative environment fostered by Sports Tech HQ, creates an ideal launching pad.”

“We look forward to driving new ways for brands and sport to connect with their next generation of fans and consumers.”

Sports Tech HQ is a nonprofit dedicated to establishing Indiana as a global hub for sports technology, convening over 40 ventures in fan engagement, data, and performance.

Its Executive Director, Jeffrey Hintz, welcomed Feenix’s arrival, saying, “Gaming is on the rise as a media channel for sports fandom, and companies like Feenix Group are at the forefront of this exciting new era.”

“Indiana’s robust sports infrastructure makes our state a natural fit for innovators seeking to shape the future of fan experience.”

Feenix’s expansion comes amid a seismic shift in how younger generations engage with sport.

Gaming is now the dominant entertainment medium among Gen Z and Alpha, with platforms like Roblox hosting over 90 million daily users.

Traditional sports and sponsors without a meaningful presence in these digital spaces risk losing visibility and relevance with emerging audiences.

Feenix’s 2025 strategy includes:

  • Gaming as the #1 media channel: Merging sport, culture, and commerce in a single, immersive environment.
  • Roblox as a youth culture hub: With over 500 million hours spent in sports games on Roblox in 2024 alone, the platform is fast becoming the main arena for sports fandom.
  • Sponsorship returns: Sports sponsorships on Roblox deliver up to 4X the brand visibility per hour compared to traditional television.
  • Crossovers driving engagement: Anticipated “mash-up” projects across traditional sports, anime, music, and gaming worlds.

Already trusted by global names such as SL Benfica, Valencia CF, Studiocanal and Paddington Bear, Feenix operates across three arms: Feenix Talent (gaming creator management), Feenix Studio (game development), and Feenix Marketing (youth-centric campaigns).

Its arrival in Indiana signals confidence in the state’s growing reputation as a sports tech powerhouse, while further embedding Irish innovation in the global digital sports economy.

Feenix Group alongside Riot Games are our partners in Sport for Business coverage of Gaming.  We will be hosting a Podcast series looking at its current state of play with a number of leaders in the space next month.

 

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WHAT’S UP NEXT?

Sport for Business is in planning for major events bringing together leaders in Irish Sport and Business across a range of subjects in the second half of the year.

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