Valencia, 10 september 2026 – RondoAI and VTXAthlete establish operations at La Harinera innovation centre with the support of Invest in Valencia
- The establishment of both technology companies is expected to generate an economic impact of more than €600,000 for the city over the next two years
Valencia is strengthening its position as a technology hub for sports innovation with the arrival of RondoAI and VTXAthlete. Both startups are part of the international community of the GSIC (Global Sports Innovation Center powered by Microsoft), recognised by the Financial Times as one of Europe’s leading startup hubs in 2026. Both companies have chosen the city to establish their operational base and accelerate their growth in the sector.
“The arrival of RondoAI and VTXAthlete shows that Valencia is no longer simply a city with potential, but an established destination for attracting technology talent from around the world. We are bringing high-value innovation to a strategic sector such as sport, demonstrating that our city offers the right ecosystem, quality of life and infrastructure for companies to start, grow and expand internationally,” said Paula Llobet, Councillor for Tourism, Innovation and Investment.
Two startups join Valencia’s sports innovation ecosystem
Both companies have chosen Valencia as their operational base, fully integrating into the local business ecosystem with the aim of scaling their innovative solutions. They will establish their offices at the GSIC headquarters, located in the municipal innovation centre of La Farinera.
RondoAI, founded last year in Valencia and led by its Argentine-born CEO and founder Gonzalo Geronés, is transforming the business model of football clubs. Through an artificial intelligence platform, RondoAI analyses fan data and turns it into new revenue opportunities for clubs. Its potential has recently led to its incorporation into the Lanzadera acceleration programme, enabling the company to continue benefiting from Valencia’s entrepreneurial ecosystem. Next year, the company plans to raise a funding round and recruit specialised talent in AI, sales and product development.
VTXAthlete, meanwhile, was founded in 2022 by José Carlos Sarmiento and had until now operated from Austin, Texas, and Switzerland. With Malte Kittlaus joining as co-founder, the company has decided to expand into Spain. Its technology generates a performance index for endurance athletes based on real competition data. The platform acts as a showcase connecting athletes with sponsoring brands, turning sporting performance into tangible funding opportunities. The company also plans to recruit a business development professional and maintains strong educational links with Valencia’s European Sport Business School (ESBS).
Invest in Valencia supports their European expansion
The arrival of both companies is the result of the coordinated work carried out through Invest in Valencia to position the city internationally. The investment promotion office has supported both startups, which see Valencia as a strategic location offering a collaborative environment between institutions and businesses and an ideal platform for European expansion. Combined economic impact of their establishment is expected to exceed €600,000 over the next two years.
“Through initiatives such as Invest in Valencia and leading spaces such as La Harinera, the City Council will continue to roll out the red carpet for companies that come here to contribute, create highly skilled jobs and help us become a benchmark for the knowledge economy. Our objective is clear: we want Valencia to be the city where technology entrepreneurs from around the world want to be and thrive,” concluded Paula Llobet.
