LinkSports, a Canadian technology company operating across 29 countries, is building what it calls the new infrastructure of sports sponsorship. Founded by Neissan Monadjem, LinkSports is a fintech company with sports content that combines artificial intelligence, standardized athletic challenges, and micro-sponsorship funding into a single platform designed to connect amateur athletes with corporate capital. The greater objective, however, lies in eliminating the problem of gatekeeping in sports sponsorship.
According to Monadjem, corporate budgets in sports often concentrate on elite professionals, while grassroots athletes, who may be equally driven, compete for limited visibility and even scarcer funding. The global sports sponsorship market exceeds $100 billion annually, yet he believes that the vast majority of that capital flows to a narrow section of top-tier talent. "Beneath the surface, there is a fragmented pipeline where millions of young athletes are lacking access to performance benchmarking and sustainable backing," Monadjem explains.
