The Dodgers "are looking to work later this summer with startups focused on sports technology, in hopes of finding new ways of engaging fans," according to Sara Germano of the WALL STREET JOURNAL. The program "will seek to foster emerging companies working in fitness and sports training, among other areas." Dodgers CFO Tucker Kain hopes that the team will "join with companies that can develop fitness-tracking technology for players that could eventually be rolled out to the public." The Dodgers yesterday "began accepting applications for the program, which will be operated in conjunction with advertising agency R/GA and will host 10 companies" in L.A. from mid-August until November. Aside from fitness tracking, the team "is interested in joining with mostly late-stage startups that can develop technology for fan engagement, 'smart' sports stadiums, big data and analytics, and sponsor integration." Kain said there “has always been a mandate from ownership” to find new ways to improve fan relationships. Still, it is "unclear whether supporting startups is the best means to achieve that end." R/GA Marketing Dir Allison Mertzman said that the agency "will give each participating company assistance in developing their respective brands" (WALL STREET JOURNAL, 4/15). The Dodgers believe that the program "is the first of its kind in the sports industry." In L.A., Bill Shaikin reports the Dodgers and R/GA "will invest $20,000 into each of the 10 ventures, in exchange for a 6% stake in the fledgling companies." The Dodgers and R/GA "also will provide three months of free office space in Playa Vista and access to a variety of mentors." The Dodgers "will make up to $100,000 in additional funding available to the most promising ventures, in exchange for an increased ownership stake" (L.A. TIMES, 4/15).
