Pitchside AI’s tripod cradles your phone and uses AI to swivel and track the action as it moves across the pitch.
The £10,000 of funding will help develop the business, allowing grassroots teams, coaches and parents to relive memorable moments and analyse performances at a fraction of the cost of current video setups.
Pitchside AI was created by students who study together and play football for the same University side. They wanted to share their goals – and laugh at their on-pitch howlers – but often only had shaky handheld footage, or no footage at all.
It was one of seven incredible ideas pitched by students and alumni at the University of Bristol Innovation Showcase 2025.
Many ideas involved using AI for social good, including helping construction firms salvage the contents of demolished buildings and creating personalised plans to support cancer survivors back into work.
Liam Jones, a Pitchside AI team member and Computer Science with Innovation student, said: “Winning this funding is validation that other people believe in our idea.
“We want to bring the excitement of professional football coverage to grassroots sport and this money is going to help us take the business to the next level.”
Another winning startup, Taught by Humans, teaches people AI and data skills. Founder Dr Laura Gemmell won £15,000 toward a new program that will upskill workers whose jobs have been replaced by AI – by teaching them to use AI themselves
Dr Gemmell also won £15,000 at the 2024 Innovation Showcase, which helped the business grow a learning platform and teach 500 people data and AI skills through workshops.
Dr Gemmell, who has a PhD in Robotics and Autonomous Systems from the University of Bristol, said: “Last year’s event was one of the first times I’d pitched the business. I was very nervous and I was a one woman team.
“Now we are a team of three (soon to be seven), we have a really clear purpose and we’ve received more funding, including a £70,000 grant from Innovate UK.
“Winning this funding [from the University] is amazing and it will have a really big impact. The feedback both years has been really thoughtful, considered and kind – which hasn’t always been my experience at other pitching competitions.”
The seven pitches and the funding they received are:
Decima2: AI powered A/B testing using generative synthetic data to accelerate the optimisation of marketing decisions - £20,000
Taught by Humans: Developing strong partnerships for AI-powered learning journeys and to teach technology in a more inclusive and engaging way - £15,000
Pitchside AI: Supporting grassroots sports teams to capture memorable moments with action tracking video recording - £10,000
Fair Play: A toolkit to support young people overcome addiction to gambling - £8,000
Salvedge: Reducing landfill by facilitating architectural salvage from demolition sites through an integrated marketplace - £8,000
MBC Return-to-Work Plans: AI generated return-to-work adjustment plans for cancer survivors - £6,000
Guidement: A centralised marketplace, making mentorship easier and more accessible particularly for those without industry connections - £5,000
The pitching contest was organised by the University’s student start-up incubator Runway.
Mark Neild, Associate Professor in Innovation and Director of Runway, said: “The fresh thinking from our finalists is inspiring, especially when backed up by rigorous research that explains why their innovative ideas really will deliver the intended change.
“The small grants we award really lay the foundations for the growth and impact previous winners are now enjoying.”
The funds were donated by alumni and friends of the University including the Wilkinson Charitable Trust. The judges were Simon Pillar, Elizabeth de Vise, Marcelle Speller OBE and Bhikhu Patel.
The Innovation Showcase 2025 featured an exhibition of final year projects by students at the University’s Centre for Innovation and Entrepreneurship. Students work in groups to choose a real-world problem to tackle, and design viable solutions based on research to create commercial or social value. The exhibition is a valuable opportunity for students to discuss their work and get feedback from Showcase visitors.
The day also included inspiring talks from Mia Collins, an entrepreneur, competitive bodybuilder and contestant on the current series of The Apprentice, and Professor Ezio Manzini, a distinguished academic and author of many books on design for social innovation and sustainability.