Group Created with Sketch.
Volume 25 No. 90
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Louisville-Based EdjSports Looks To Change Football With Data Analytic Technology

Louisville-based data intelligence firm EdjSports "wants to change the way football views itself" and has been "marketing an analytics product called EdjFootball to NFL and college teams since June," according to Gentry Estes of the Louisville COURIER-JOURNAL. EdjFootball has the "ability to measure the chaotic nature of the sport in order to gain a strategic edge in games." To do it, EdjSports uses a computer model that "compiles past data and runs it through millions of play-by-play game simulations to tell coaches ahead of time what’s the best move in any situation -- be it a run, pass, field goal or punt." EdjSports President Tony DeFeo said, "There's nothing else that really gives you that context." DeFeo can "speak a football coach’s language as well as that of a data analyst." He has worked with the 49ers on "salary cap optimization and contracts, and data and analytics operations." EdjSports is an offshoot of EdjAnalytics, a company Chief Business Development Officer & co-Founder Frank Frigo started in '13 that "uses data to help decision-making in industries such as health care, education and financial markets." EdjSports said that a "small number of NFL teams are already using its product." Frigo and DeFeo said that some of those teams have been "winning this season." Frigo: "There are some teams that we've worked with that are clearly behaving differently and better." Frigo and DeFeo "didn’t name past or current clients, but there were hints" in their office. The walls were "lined with team logos," such as the Eagles, Steelers, Chiefs, Cardinals, Raiders, Lions, Colts and Saints (Louisville COURIER-JOURNAL, 12/14).