Ten start-up companies will pitch to global sports and tech brands in Cardiff for their football innovations to become a reality.
Representatives from Uefa, Barcelona, Adidas, Amazon and Microsoft will hear bids at the Hype Foundation event.
Ideas include nano-technology in shirts to measure a player’s blood pressure.
The winner will go to Saturday’s Champions League final and attend a special workshop at Uefa headquarters in Switzerland.
Cardiff University is partnering the Hype Foundation for the event at the university’s business school.
Amir Raveh, chief executive of Hype, said: “We’ve had a huge number of start-ups applying with great innovations including wearable tech, analytics, fan engagement and broadcasting.
“It’s a fitting warm-up for the Uefa Champions League final.”
Bernd Wahler, a former chief marketing officer for Adidas and and ex-president of German club VfB Stuttgart, is leading the judging panel.
“The quality of the start-ups is outstanding,” he said. “We all want to maintain the beauty of the fascinating game and at the same time welcome meaningful and exciting innovations.
“That’s what this event is all about – showing the world the future of football.”
A similar event ran for the 2016 Rio Olympics.