Aser invests in Sports Data Labs

17 Apr 2019

By: Sport Industry Group

Aser, the global funding vehicle founded by sports industry entrepreneur Andrea Radrizzani, has become the biggest single investor in Sports Data Labs (SDL) after acquiring an undisclosed stake in the San Francisco-based data start-up.

Aser will take an active role in the global commercial strategy for the company, which provides human performance technology solutions for sports and media entities by enabling data to be captured, analysed and distributed in real time.

SDL, which was founded in 2015, will use the investment to boost its core technology team, focusing on developing the company’s artificial intelligence platform. Last year, the technology company provided more than 300 hours of real-time human data content for live media coverage across 150 countries worldwide.

Aser owns English Championship football club Leeds United and media platform Eleven Sports. Last year, the company made an equity investment in digital media network Whistle Sports, while Aser also owns a stake in Italian content platform Hellodi and operates a production company, easyprod.

As part of the agreement, SDL will work with Leeds on developing commercial and performance-related opportunities within football for real-time sensor technologies.

Aser CEO Massimo Marinelli said: “SDL has been relentless in putting the pillars in place to create an entirely new data stream available for commercialisation in sports.

“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.”

Mark Gorski, SDL’s Co-founder and CEO, added: “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.

“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.”

Radrizzani (pictured) rose to prominence in the sports industry as the co-founder of MP & Silva before selling the agency to Chinese investors in 2016.