Synergy Sports CEO Mark Silver says the newly formed company sees itself bringing about the “democratization and availability of elite sports technologies to all aspects of competition levels.” On the latest episode of “SBJ Unpacks: The Road Ahead,” our Andrew Levin and Silver discuss the company, created by the late-September merger of Atrium Sports, Synergy Sports Technology and Keemotion.
On why sports owners are investing in video technology:
Silver: They have a unique perspective of recognizing the value that it has both within the organizations and in the market at large. They are able to see how it changes the day-to-day operations of their organizations, to start. And when they look out, they can see something that’s successful for them. It’s caused a group of these owners -- and I think you’re seeing it all across the industry in sports technology -- that recognize the value that it has not only to them, but sport at large. Sport continues to grow in all aspects, from youth up to professionally.
On why a merger made sense:
Silver: We would be able to better serve sport at large and our client base by unifying both the operation aspect of what we do and the service offering. More and more, we’re capturing video and data. The use cases for that video and data are different. … We saw a convergence of the use coming closer and closer together, and the operational aspect on the background to support that as well, as the outward-facing market part of the companies.
On the technologies players, coaches, teams and fans want the most:
Silver: It starts with making sure that they can get video when they need it, where they need it. It starts with a capture point and that key motion video system that is now the Synergy Sports Automated Camera System. … Additionally, it’s bringing in data. Not just the standard data, but really engaging, coach-level, event-level data tied to video, and then creating different experiences off of that, whether that be a website for players to go on to see how they performed the night before, or a way for fans to engage with that data and push that out through their social media channels. … It’s really that convergence of data-driven video to power all these different experiences.
