SFS EXTRATIME 2025, organized in collaboration with AlmavivA, is the startup competition by SFS that rewards the most innovative solutions dedicated to the world of football and sports. The initiative is aimed at Italian and international startups and SMEs with projects capable of generating a tangible impact in four key areas: technologies and performance, fan engagement and new experiences, business models and sustainability, and media, content, and entertainment.

Wovlabs won the SFS Extratime Start Up Competition, held in collaboration with Almaviva. The company is positioning itself as a key player in the football industry, thanks to constant technological development that is set to revolutionize sports and football merchandising.

The startup specializes in Digital Product Passports (DPP), which will become crucially important starting in 2027, when new European Union regulations will make them mandatory for all products sold in the region. These digital profiles will have to contain structured, detailed data on the materials used, repairability, origin, and environmental impact of each item.

Thanks to Wovlabs’ innovative solutions, as Authentica, all this data can be easily accessed by consumers via a smart tag applied directly to the item. The startup’s goal is twofold and clear: to extend the life cycle of products, reduce waste, and offer consumers reliable and easy-to-consult information, even after purchase. Wovlabs is therefore the ideal stakeholder for companies that want to build solid brand loyalty and facilitate more informed purchasing decisions by their customers.