Scouting, Training, Experimentation and Market Access
THE FUTURE OF FOOTBALL IS HERE
The Challenge
Extra Time is the innovation programme focused on the application of new ideas and technologies to football and the sports industry, promoted by Social Media Soccer and Theorema srl SB. With its 2026 edition, Extra Time evolves from a pitch competition into a structured, permanent platform integrating scouting, training, experimentation and market access.
The programme is built around three main pillars: an Innovation Tour across Italian universities, designed to identify emerging talent and ideas at the research stage; a dual call for applications targeting both university teams and established startups; and an Innovation Day at the Social Football Summit, bringing everything together through a pitch competition, themed panels and an exhibition area where innovators, businesses, investors and clubs come together.
The Calls
- 01
Extratime start-up challenge
An international competition for startups developing solutions for football and the sports industry. Selected teams will have the opportunity to pitch their ideas, gain mentoring and visibility, and connect with investors and football clubs.
- 02
Extratime Gen Z challenge
Designed for university students and innovative teams, the initiative aims to promote creative ideas in the sports industry. Participants will have access to training, mentoring, and networking opportunities with startups, clubs, and investors.
ExtraTime 2026
Startups and Universities Head Towards Innovation Day
The SFS ExtraTime Competition 2026 recorded high participation in terms of applications and entries, involving Italian and international startups as well as university teams in the two challenges dedicated to innovation in the football and sports industry.
Applications were submitted to two challenges: the ExtraTime Startup Challenge, aimed at startups, and the ExtraTime Gen Z Challenge, dedicated to university teams. Both are promoted by Social Media Soccer and Theorema as part of SFS, supporting innovative solutions and new ideas for sport.
The ExtraTime Innovation Tour engaged students, startups and professionals through events at the University of Campania “Luigi Vanvitelli” in Caserta, Rome City Institute, Sapienza University of Rome and Università Cattolica in Milan. Additional initiatives took place at WMF in Bologna, Rome Future Week and Murate Idea Park in Florence.
The strong turnout confirms the interest in the project and the dialogue between academia and the business world.
Projects will be assessed to select the finalists of both challenges. The selected teams will present their ideas on 10 November at Allianz Stadium in Turin, during the ExtraTime Innovation Day.
The programme will also feature panels on innovation and the sports industry, bringing together startups, university teams, companies, professionals and investors as part of SFS, taking place on 10 and 11 November.
Innovation Day
ExtraTime’s Innovation Day is the highlight of the programme: a full day combining a pitch competition, themed panels and an exhibition area.
A high-visibility space where startups, partners and stakeholders showcase solutions and projects, fostering meaningful connections with clubs, companies and investors.
More than an accelerator, ExtraTime brings together open innovation, communication, community and market access, with the ambition of becoming a leading national platform with an international outlook.
Past Events
Explore Past Events
