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T he U.S. has been a real strategic focus for us and a great success story in the last couple of years. Back in 2013, we acquired SportsData, a really innovative and ambitious company based in Minneapolis, and since then we have been ramping up our U.S. offering. The last 12 months in particular has been game-changing for us. We signed NASCAR, then the NFL and NHL and finished 2015 with new investment from Revolution, bringing Michael Jordan, Ted Leonsis and Mark Cuban into the business. So we’ve generated some real momentum in the U.S.
The major sports leagues are seeing us bring a fresh, innovative and technology-driven approach to data partnerships. We’ve won a host of new clients who have provided great feedback on the speed, accuracy, depth and presentation of our data. Our guys in the U.S. and internationally have some innovative ideas about how we can take our data into new applications and revolutionize the digital sport business.
The revenue-share concept will only come into effect once we extend our partnerships beyond data delivery and into the realms of applications and other innovative analytics, insight and presentation formats.
The Facebook example is just one we would like to explore in the future. But as I say, it is early days and we are currently focused on working with our various partners in order to increase their reach and impact through exciting products. Once these begin to attract brands and sponsors who want to integrate themselves into these products, then we will be seeing what revenue opportunities this will throw up.
The great thing about sport is its diversity. We cover over 45 sports, serving clients in over 80 countries, and in different regions, different sports dominate. In Scandinavia, pesäpallo is a key sport. In the U.S., the major leagues dominate the landscape. Rugby is hugely popular in Australia, while in India, cricket is almost a religion.
One sport that transcends those national boundaries has to be soccer. It is the No. 1 sport globally and our No. 1 sport in terms of revenues. But really the strength of our business is in the diversity of our offering — whether that is the new types of NFL and NHL data we will be distributing in the U.S., which will give fans the deepest possible insight into player and team performances, or our global deal with the ITF in tennis meaning data from over 50,000 tennis matches worldwide will be collected, processed and distributed in the blink of an eye to fans in every corner of the world. And, of course there is e-sports, which will become important during the next year or so, as the market share amongst the key global demographic of 17- to 25-year-olds grows and grows.
[Daily fantasy] is clearly in a state of flux, with various states and stakeholders raising questions and seeking clarity. That clarity is needed for sure, and it is obviously up to the various daily fantasy companies to ensure they meet local requirements. As a service provider, we can then continue to work with the industry to make sure that players have the deepest, fastest and most accurate data at their fingertips.
The one thing we should be realistic about is that betting exists, and popular sports will always be bet on. In our experience, the best way to ensure betting is managed appropriately is to have a well-regulated space like exists in the U.K., for example.
Match fixing and manipulation is a very real and present danger across all sports and across all countries. Our award-winning Fraud Detection System is the leader in the industry. … We have successfully worked on cases alongside law enforcement in countries from Austria to Australia, from Hong Kong to Nepal. So we have a strong track record to demonstrate the effectiveness of a robust monitoring program, but that is only one part of the overall solution, which requires a coordinated effort between sports, governments and law enforcement.
Sport and related industries, such as the sports data industry, are some of the most dynamic sectors today. It is difficult to make specific predictions. What does seem inevitable is the complexity and depth of sports data will increase and the appetite from users will increase in tandem. But that appetite will diversify. Fans will not want data dumped on them in uncreative ways — like advertising, they will expect sports data to come to life in creative and engaging ways that speaks to them as individuals or groups.
What do I fear? I fear for sport and its integrity. In the last few years, so many of the sports we love have taken a battering in the public spotlight. … This planet has so much love for sport, so much passion. I hope we can keep growing that, not undermining it.
Sometimes I can’t sleep because I am excited about tomorrow. I consider myself truly lucky to be working in the sport sector, and in such a dynamic part of it as well. Every day I am learning about new products, new technologies, new opportunities, new tools. I want to turn my hand to all of them, but I guess another part of my job is understanding which of those we have the resources and expertise to really add to and bring to life.
