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Volume 20 No. 42
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TruMedia to pitch its data to consumers

Massachusetts-based sports analytics firm TruMedia Networks is planning an expansion into consumer-facing data products after an initial focus on team and media clients.

The move will put TruMedia more squarely in competition with larger, more established analytics suppliers such as Stats and Bloomberg Sports, which sell a variety of sports products to both consumers and teams.

Company executives did not outline specific products under development. Releases are expected over the next several months before the 2013 baseball season, with market segment targets likely to include both fantasy team management and general fan interest.

“Work for our clients on the enterprise side of the business is and will remain a core strength,” said Rafe Anderson, TruMedia president and chief executive. “But we’re looking to build several things that will provide fans tools to dig deeper into trends and perform their own [data] analysis. We think this is another important step in the development of the company.”

TruMedia works with nine MLB teams, including St. Louis, Cleveland and Pittsburgh, on player performance analytics, in part through a partnership with Sportvision. TruMedia is also aligned with ESPN on a deal in which TruMedia powers many data products, such as strike zone heat maps and hitting spray charts, used on TV, online and in print.

— Eric Fisher