WITH data and technology transforming modern sports, Sportradar is helping 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, offered insights into the company’s role in the industry. Sportradar partners with major leagues like the National Basketball Association (NBA), Union of European Football Associations (UEFA), and Major League Baseball (MLB), alongside collaborations with organizations in APAC, including the Philippine Basketball Association (PBA).
The company provides teams with tools designed to enhance performance. Turner explained that their platform, Synergy Coaching & Scouting, leverages AI and machine learning to transform complex data into accessible analytics for players, coaches and scouts.
“Sports is really our passion,” Turner pointed out, emphasizing the company’s commitment to advancing performance through data-driven insights and technology. Synergy is designed to enhance coaching and scouting through detailed game analysis.
“Every NBA team, every National Collegiate Athletics Association (NCAA) Division I and II team, and even PBA teams are using Synergy to analyze games, scout players, and break down videos to improve performance,” he shared.
This platform integrates artificial intelligence (AI), machine learning and computer vision to analyze video footage, providing teams with in-depth data. “As a coach, I can sit down with a player and show them 30-second clips of all their actions — whether it’s 10 shots they made during a game — and use that video to help them make adjustments,” Turner elaborated. “It’s about creating a level playing field — everyone can access the tools and data. The competitive edge comes from how teams interpret and apply that information.”
Turner stressed the importance of making analytics easily consumable, as raw data can sometimes be overwhelming for coaches and players. “Data is an enabler. It’s about telling stories with data in ways that players and coaches can understand and use to improve their game,” he explained.
This accessible format has enabled players like Chris Paul and LeBron James to use Synergy to review their performance and fine-tune their game. Teams also rely on Synergy to scout talent, analyze opponents, and identify areas for improvement.
While AI plays a critical role in the platform, Turner emphasized that manual quality assurance remains vital. Sportradar employs professional scouts to double-check game data for accuracy, ensuring it meets the high standards required by teams like those in the NBA.
“We check games twice with professional scouts to maintain the highest level of quality, ensuring that the data delivered matches the standards expected by NBA teams,” he noted.
In addition to enhancing team performance, Sportradar is focused on transforming fan engagement through hyper-personalization. Turner described their vision of using data to deliver personalized content, whether through real-time stats during broadcasts or fantasy sports opportunities.
“We envision using data to personalize the fan experience, whether by delivering stats during broadcasts or providing fantasy sports opportunities. Hyper-personalization is the future,” he remarked.
Turner acknowledged that while the adoption of technology in APAC has been slower than in Europe or the US, leagues are beginning to embrace it. He sees this as a chance to elevate the quality of competition.
“Where leagues embrace technology, they lift the standard of the league, making it more attractive for top talent,” Turner explained. He expressed enthusiasm about deepening partnerships with PBA teams, adding, “There are huge opportunities for national teams and PBA teams to take their performance to the next level by embracing Synergy.”
Despite the promising opportunities, Turner admitted that developing advanced sports technology has presented challenges, particularly in finding the right talent to build and implement new ideas.
“Ideas are endless, but finding the right people to implement those ideas has been a challenge. However, the sports industry presents unique opportunities to engage 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 emphasized Sportradar’s dedication to making performance data accessible to all teams, ensuring they have the tools needed to succeed.
“We are excited to bring NBA-level solutions to leagues across the region and help teams elevate their game,” he concluded.
Be the first to comment