University of Bristol students win share of £72,000 in innovation pitching competition

Bristol Univeristy students’ AI football footage innovation has won a share of £72,000 startup funding.

The current students and football teammates won £10,000 worth of startup funding by presenting their “Pitchside AI” creation at the University of Bristol Innovation Showcase, which was organised by the University’s student start-up incubator, Runway.

The innovation competition, which took place on Tuesday, 8th April, saw seven incredible ideas pitched by students and alumni at the 2025 showcase.

“Pitchside AI” is a new creation that uses AI to track action during football games. The students who created it wanted to find a way to watch back their own football matches, but often only found themselves left with poorly filmed footage.

Credit: Pitchside AI.

Liam Jones, a member of Pitchside AI said: “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.”

The funding they received will enable them to develop their business, permitting grassroots teams to relive their best moments and analyse past performances at a much more affordable cost.

Credit: Pitchside AI

One of the six other pitches also received valuable funding at the showcase, including the new startup “Taught by Humans” which teaches people AI and data skills.

Founder and Bristol alumni,  Dr Laura Gemmell, who has a PhD in robotics and autonomous systems, won £15,000. This will go towards a program aimed at teaching workers who have been displaced by AI, about AI skills themselves.

She 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.

Most Read

Helicopter pilot who crashed into Hudson River relayed one final message before fatal impact

Bonnie Blue shares shocking ‘aftermath’ of her second filthy world record breaking stunt

Bonnie Blue just broke another horrid world record, making the 1,000 guys challenge look easy

“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.”

Other pitches that received funding included:

• “Decima2”, an AI-powered A/B testing tool that uses generative synthetic data to accelerate the optimisation of marketing decisions.
• “Fair Play”, a toolkit to support young people overcome addiction to gambling.
• “Salvedge” reduces landfill by facilitating architectural salvage from demolition sites through an integrated marketplace.
• “MBC Return-to-Work Plans” an AI-generated return-to-work adjustment plans for cancer survivors.
• “Guidement”, a centralised marketplace, making mentorship easier and more accessible, particularly for those without industry connections.

Associate Professor in Innovation and Director of Runway added: “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.”

Funding was generously donated by alumni and associates of the University of Bristol, including the Wilkinson Trust. The panel of judges at the showcase included Simon Pillar, Elizabeth de Vise, Marcelle Speller OBE and Bhikhu Patel. 

This year’s Innovation Showcase included an exhibition of final year projects from students in the University’s Centre for Innovation and Entrepreneurship. These students worked together to tackle a real-world issue and design particle solutions based on research to generate commercial or social value. Students were able to discuss their creations and also get beneficial feedback from visitors.

Credit: University of Bristol/Dave Pratt Photography

Current The Apprentice contestant, Mia Collins, and social innovation and sustainability author Professor Ezio Manzini delivered insightful talks on the day to the students in attendance, sparking inspiration and encouraging forward-thinking approaches to innovation.

Featured image via University of Bristol/Dave Pratt Photography