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Volume 20 No. 42
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Tech sponsor 2lemetry helps Rapids turn player performance data into perk for club patrons

The Colorado Rapids are using player performance data as an amenity at their new club at Dick’s Sporting Goods Park.

The Summit Club powered by 2lemetry is named for a Denver developer of cloud-based technology for mobile applications. Last year, 2lemetry signed a five-year deal valued in the six figures annually to sponsor the retrofit (SportsBusiness Journal, June 4, 2012).

The 100-person club, an all-inclusive season ticket priced at $175 a game, made its debut this year. It is 85 percent sold and a key draw for buyers is 2lemetry’s platform for bringing to life the soccer-specific software such as Adidas miCoach and products developed by Match Analysis.

During the game, club patrons can track player movements inside the club lounge through 2lemetry’s aggregation of multiple data feeds shown on three 55-inch wall-mounted screens

In the Summit Club powered by 2lemetry, host Clem Connolly presents Nathan Sturgis with “Man of the Match” honors (top) and fans check out the technology during the game.
designed by Tack Mobile, 2lemetry’s partner in the project.

The images on display include heat maps colored blue for completed passes and red for incompletions.

“The software monitors every movement,” Rapids President Tim Hinchey said. “Those patrons are getting real-time information better than the game broadcast.”

“We’re not doing play-by-by-play, but we can do it intelligently,” said Kyle Roche, 2lemetry’s founder and chief technology officer.

The technology also helps team officials determine the “Man of the Match” late in the game, Hinchey said. After the game, the Rapids player who was selected for the honor is brought up to the club for an exclusive interview and given a bottle of champagne.

During the discussion, the club host controls the system with an iPad mini to run through every key move the player made on the field, tapping into the same heat maps used during the game.

To this point, the technology is unique to the Rapids’ 7-year-old facility. The Colorado Avalanche and Denver Nuggets are in early talks with 2lemetry to find out how its system could be adapted for their games at Pepsi Center, but no deals have been signed, Roche said.

Kroenke Sports Enterprises owns all three teams.