ASU’s SPORTx Program Expands with GoDaddy Support

Arizona State University is continuing to push the boundaries of student entrepreneurship through its SPORTx venture studio,l aunched in 2025 , a program designed to help student-athletes transform ideas into businesses. Now, that initiative is gaining additional momentum. GoDaddy has renewed and expanded its support of the program with a new multimillion-dollar philanthropic commitment, further strengthening the bridge between athletics, innovation, and entrepreneurship at ASU. Launched in 2025 through a partnership between Empower by GoDaddy, the J. Orin Edson Entrepreneurship + Innovation Institute , and Sun Devil Athletics , SPORTx provides student-athletes with mentorship, digital tools, and education to build brands and launch startups while navigating the evolving landscape of name, image, and likeness (NIL). Since its inception, the program has engaged more than 500 student-athletes, helped activate over 350 websites through GoDaddy domains, and facilitated more than 200 one-on-one mentorship sessions. Several startups have already emerged from the program. Among them is FuelWarden , an AI-driven nutrition platform founded by ASU lacrosse player Sierra Ryan that helps athletes plan meals using physiological data and training schedules. Another venture, PlainnPure, launched by ASU wrestler David Szuba , is expanding from a handmade soap business into a full skincare product line after securing funding through ASU’s Venture Devils Demo Day. SPORTx leaders say athletics has proven to be a powerful proving ground for entrepreneurship.

With expanded funding from GoDaddy, the program aims to broaden access to digital tools, deepen mentorship opportunities, and help more students across the university turn ideas into viable ventures.

As Arizona’s innovation ecosystem continues to grow, initiatives like SPORTx highlight how universities, technology companies, and founders are working together to cultivate the next generation of builders—both on and off the field.