Aser’s strategic investment into the San Francisco-based startup will fuel SDL’s development of the human data market for sports betting and other key growth areas
The scope of SDL is to provide innovative and efficient solutions for sports and media entities using human performance data
Aser Group, the parent company of Leeds United Football Club and global sports platform Eleven Sports, announced today that it has made a strategic investment in Sports Data Labs (SDL), a turnkey technology provider for in-game capture, analysis and distribution of real-time human data.
As part of the investment, Aser will take an active role in the global commercial strategy for the company.
“SDL has been relentless in putting the pillars in place to create an entirely new data stream available for commercialisation in sports,” said Aser CEO, Massimo Marinelli. “While commercialisation of human data is still in its infancy, we believe the longer-term monetisation opportunities are significant. Our evaluation has concluded that SDL has the right proprietary technology, vision and team to be the leader in this space.”
Aser has been actively investing in technology and media companies that are at the forefront of content creation and monetisation, leading the $28m Series D round for Whistle Sports in 2018. Aser also invested in leading Italian content platform Hellodi, and has established full-service production company, easyprod. Aser’s investment in Sports Data Labs makes the Group the single biggest investor in the Company.
Launched in early 2015, Sports Data Labs has been pioneering the use and commercialisation of in-game physiological sensing technologies to unlock the value of human data. In the last 12 months, SDL has provided over 300 hours of real-time human data content available for live broadcast in 350 million households and 150 countries worldwide.
“We are thrilled to partner with Aser Group and leverage their global expertise in media rights distribution to support our growth into new markets and sports,” said Mark Gorski, Co-founder and CEO of Sports Data Labs. “We are solving foundational issues that are at the heart of what is required to move the human data ecosystem forward. Aser’s commitment will enable us to continue our growth within the sports vertical and focus our efforts on areas that we believe have significant revenue potential for all stakeholders.”
As part of the announcement, Leeds United and SDL have agreed to a partnership that will mark SDL’s first move into team sports. The partnership will focus on developing commercial and performance-related opportunities within football for real-time sensor technologies found traditionally outside of sport.
SDL plans to utilise its new funds to continue the buildout of its core technology team, which will focus on the development of the Company’s proprietary artificial intelligence/machine learning platform along with continued research and innovation around human data and related use cases.