WITH the data and technology transforming modern sport, Sportradar helps teams improve their performance and connect with fans in new ways.
In a recent interview, Ben Turner, Head of Sports Content and Partnerships for Asia Pacific (APAC) and Head of Global Basketball, provided insight into the company’s role in the industry. Sportradar partners with major leagues such as the National Basketball Association (NBA), Union of European Football Associations (UEFA), and Major League Baseball (MLB), as well as collaborations with organizations across the region APAC, notably the Philippine Basketball Association (PBA).
The company provides teams with tools designed to improve performance. Turner explained that its platform, Synergy Coaching & Scouting, leverages AI and machine learning to transform complex data into analytics accessible to players, coaches and scouts.
“Sports is truly our passion,” Turner emphasized, emphasizing the company’s commitment to advancing performance through data-driven insights and technologies. Synergy is designed to improve training and scouting through detailed game analysis.
“Every NBA team, every National Collegiate Athletics Association (NCAA) Division I and II team, and even PBA teams use Synergy to analyze games, scout players, and break down video to improve performance,” he shared.
This platform integrates artificial intelligence (AI), machine learning and computer vision to analyze video footage, providing teams with detailed data. “As a coach, I can sit down with a player and show him 30-second clips of all his actions – whether it’s 10 shots he made during a game – and use that video to help him make adjustments,” Turner said. “It’s about creating a level playing field: everyone can access tools and data. Competitive advantage comes from how teams interpret and apply this information.”
Turner stressed the importance of making analytics easily usable, as raw data can sometimes be overwhelming for coaches and players. “Data is an enabler. It’s about telling stories with data in a way that players and coaches can understand and use to improve their game,” he explained.
This accessible format has allowed players like Chris Paul and LeBron James to use Synergy to review their performances and fine-tune their game. Teams also rely on Synergy to scout talent, analyze opponents, and identify areas for improvement.
Although AI plays a vital role in the platform, Turner emphasized that manual quality assurance remains vital. Sportradar employs professional scouts to verify the accuracy of game data, ensuring it meets the high standards required by teams like those in the NBA.
“We double-check games with professional scouts to maintain the highest level of quality, ensuring that the data provided meets the standards expected by NBA teams,” he emphasized.
In addition to improving team performance, Sportradar is focused on transforming fan engagement through hyper-personalization. Turner outlined his vision for using data to deliver personalized content, whether through real-time statistics during broadcasts or fantasy sports opportunities.
“We envision using data to personalize the fan experience, whether by providing statistics during broadcasts or providing fantasy sports opportunities. Hyper-personalization is the future,” he said. he points out.
Turner acknowledged that while adoption of technology in the APAC region has been slower than in Europe or the United States, leagues are starting to adopt it. He sees it as an opportunity to raise the quality of the competition.
“When leagues adopt technology, they raise the level of the league, making it more attractive to top talent,” Turner explained. He expressed his excitement about deepening partnerships with PBA teams, adding: “There are huge opportunities for national teams and PBA teams to take their performances to the next level by adopting Synergy. »
Despite the promising opportunities, Turner admitted that developing advanced sports technologies presented challenges, including finding the right talent to create and implement new ideas.
“The ideas are endless, but finding the right people to implement these ideas has been a challenge. However, the sports industry offers unique opportunities to hire talented data analysts and technologists,” he said.
Looking to the future, Turner is hopeful about how sports analytics will continue to shape the industry. He highlighted Sportradar’s commitment to making performance data accessible to all teams, ensuring they have the tools they need to succeed.
“We are excited to bring NBA-level solutions to the region’s leagues and help teams elevate their game,” he concluded.
