ADVANTAGE
Venture capitalJerusalem · Pre-Seed–Series A · 9 people tracked
Investment thesis
ADvantage invests in early-stage sports technology companies leveraging deep institutional knowledge of the global sports ecosystem built over generations. The firm combines venture expertise with strategic access to decision-makers, athletes, teams, leagues, and brands worldwide, supporting founders through capital provision, operational guidance, and network leverage to build category-defining companies.
Source: firm website, verified Jul 21, 2026.
Team · 9 people
from the firm's websiteCo-founder and co-leader of ADvantage since inception. Fourth-generation member of the Adi Dassler family lineage. Previously co-founded leAD Sports, a global sports technology investment platform. Former competitive tennis player.
Co-founder of ADvantage with over a decade of sports technology investing experience gained at OurCrowd, where he rose to Partner. Former professional basketball player in Israel's Artzit league and two-time captain at Yeshiva University.
Investment partner with over a decade of experience investing, advising, and building startups across sports and technology. Co-founder of 22 Ventures with NBA All-Star Michael Redd and co-founder of Stansbury Weaver law firm. Law degree from University of Michigan.
Partner and Chief Operating Officer combining venture capital expertise with operational experience and a successful exit from a publicly traded company. Served in an Israeli electronic warfare R&D unit and has built a career as a venture investor and business executive.
Venture Partner with rare firsthand franchise operations experience. Served as President, CEO, and Alternate Governor of the Arizona Coyotes, where he achieved record ticket sales and sponsorships while earning top NHL fan experience rankings.
Venture Partner bringing nearly two decades of sports technology, sports betting, and iGaming expertise. Held senior leadership roles at FIFA, Sportradar, Betworks, and PlayUp, offering comprehensive perspective on the global sports ecosystem and emerging technologies.
A sports technology and iGaming industry expert with nearly two decades of experience. Dr. Mintas has held senior leadership roles at FIFA, Sportradar, Betworks, and PlayUp, and has advised on strategic transactions across sports, media, gaming, and emerging technologies.
Senior Venture Partner focusing on human performance and injury prevention. Former NBA player with twelve seasons in the league, Olympic gold medalist, and Basketball Hall of Fame inductee. Since 2013, has built an investment portfolio through 22 Ventures and mentored startups in Snapchat's Yellow incubator.
Leads marketing and investor relations for ADvantage. Built a fashion startup from inception, managing over 100 brand partnerships and e-commerce operations. Former competitive hurdler and martial artist with a builder's perspective on venture strategy.
What they invest in
from 1 of 1 portfolio companiesConsumer ×1Hardware ×1Wellness & Fitness ×1
HQs:United States×1
Investments · 1 tracked
founders shown can be your intro pathFlexia provides at-home Pilates reformer equipment combined with digital technology and community features to make Pilates instruction accessible to a broad audience. The company targets fitness enthusiasts, athletes, and individuals seeking physical wellness regardless of experience level.
ConsumerHardwareWellness & FitnessSacramento, US
Kaleen Canevari(Founder & CEO)
Frequently asked questions
- What stage does ADVANTAGE invest at?
- ADVANTAGE invests at the Pre-Seed, Seed, Series A stages.
- What sectors does ADVANTAGE focus on?
- ADVANTAGE focuses on Sports Tech.
- Where is ADVANTAGE located?
- ADVANTAGE is headquartered in Jerusalem, IL.
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