Feenix Group Announces Indiana Expansion, Joins Sports Tech HQ Collective

Feenix Group, the innovative, Ireland-based collective that connects sport and brands to youth culture and gaming, today announced its plans to establish operations in Indiana and join the Sports Tech HQ (STHQ) Collective. This move marks a significant milestone in Feenix Group’s commitment to authentically integrate sport & brands with youth fandom on innovative platforms like Roblox and Fortnite.

Founded in 2021, Feenix Group helps world-class sports, athletes, and major brands tap into the surging gaming market. With gaming now the dominant entertainment source for Gen Z & Alpha, brands and sports lacking a presence in this space lack awareness among their next generation of fans. As user-generated content (UGC) environments like Roblox and Fortnite gain traction—and with events such as the 2026 World Cup on the horizon— Feenix Group believes that we’re witnessing a seismic shift in sports fandom, with younger audiences consuming less live sport but engaging with sport through new media channels, like digital experiences on Roblox

“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,” says Jeffrey Hintz, Executive Director of Sports Tech HQ. “Indiana’s robust sports infrastructure, coupled with our dedication to innovation, makes our state a natural fit for forward-thinking companies seeking to shape the future of fan engagement and gaming.”

By joining the STHQ Collective, Feenix Group positions itself alongside more than 40 sports technology ventures driving industry advancements. These collaborations aim to strengthen Indiana’s reputation as a global hub for sports tech, where founders, investors, and innovators converge to elevate fan experiences and athlete performance.

“Establishing a U.S. presence in Indiana is an exciting strategic step for Feenix Group,” says Trev Keane, Co-Founder at Feenix Group. “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.

Feenix Group’s vision for 2025 centers on:

• Gaming as the #1 entertainment source for Gen Z & Alpha: merging social, culture, sport, and shopping in one space.
• Roblox as a social platform: With 90 million daily active users, Roblox has emerged as the dominant platform driving youth culture. Brands or sports that lack presence on the platform risk becoming invisible to their next generation of fans and consumers  
• Rise of Sport on Roblox: 80%+ of the Roblox Sports Audience is Under 3,5 with 500M+ Hours Spent in Sports Games on Roblox in 2024. Sports sponsorships on Roblox also deliver 4X more brand visibility per hour than traditional TV sports sponsorships
• Youth Culture Crossover in Gaming: With Roblox and Fortnite attracting more brands, IPs, and creators, Feenix Group anticipates “mash-up” projects that blend traditional sports, anime, music, and gaming.

By expanding to Indiana, Feenix Group underscores its belief in the state’s thriving sports and tech ecosystem, as well as the power of STHQ’s collective network to accelerate innovation in gaming, esports, and beyond.

ABOUT FEENIX GROUP
Feenix Group connects brands and sports to youth culture and gaming. Established in Ireland in 2021, Feenix is a trusted partner of international sporting giants Benfica & Valencia, along with global entertainment IP, Studiocanal & Paddington Bear, creating their digital experiences on Roblox. Feenix Group comprises Feenix Talent, a dedicated gaming creator management agency; Feenix Studio, a game development studio focused on integrating IP into Roblox; and Feenix Marketing, a youth-centric marketing agency.  www.feenixgroup.com 

ABOUT SPORTS TECH HQ
Sports Tech HQ is a nonprofit organization fueling Indiana’s transformation into a global hub for sports technology. Home to a world-class sports infrastructure, Indiana provides the foundation for entrepreneurs to advance innovations that elevate the game for fans, athletes, and teams. Sports Tech HQ attracts companies from around the world to join its collective, positioning them at the forefront of an industry projected to reach $100 billion by 2030. Discover how these companies are driving the future of sports through Indiana’s robust ecosystem of partners at sthq.org.