ShotTracker’s wearable technology from sensors on jerseys, basketballs and courts tracks more than 70 statistics and analytics for coaches.Photo courtesy of ShotTracker
ShotTracker, the basketball-focused technology that delivers real-time data on numerous statistics and player movements, has made its way into the daily routine for many coaches. Now the wearable technology has its sights set on a bigger consumer play with fans.
Learfield IMG College has worked out a deal to help distribute and sell ShotTracker to its collegiate properties. Through its business relationships at more than 200 schools, Learfield IMG College will look to bring ShotTracker, which currently has about 40 schools as clients, to more mainstream websites, mobile apps and radio broadcasts. As Learfield IMG College grows the different ways fans can access ShotTracker, it could become a source for new content and sponsorships.
Learfield IMG College officials are still evaluating what a rate card would look like for advertising on ShotTracker, but it could be sold in the form of a national presenting sponsorship or it could be broken up by markets.
ShotTracker
■ Headquarters: Overland Park, Kan.
■ Co-founders: Davyeon Ross, Bruce Ianni
■ Founded: 2013
■ Employees: 35
■ Clients: Approx. 40 schools
■ Ross on starting a new business: “Sometimes at 9 a.m., I think we’re going to take over the world. And by 10, I’m about to sell my shoe collection.”
“Learfield has most of the college rights, so they’re really well-positioned to monetize this,” said Davyeon Ross, a co-founder of ShotTracker. “Right now, there’s this big push about improving the fan experience, so you’ve got a behemoth with all of these assets and our innovative, young company. We just need a great partner who can help us proliferate our technology.”
ShotTracker was formed in 2013 by Ross, a former college basketball player, and co-founder Bruce Ianni, a former college football player. Among their investors along the way have been Magic Johnson, late former NBA Commissoner David Stern and a handful of investment firms.
While the technology has been integrated into some of CBS’s broadcasts, mostly as a tool to show spots on the floor where shots were made or missed, it mainly has been used by coaches to deliver more than 70 stats and analytics. The data, gathered by putting sensors on jerseys, basketballs and locations around the arena, ranges from which lineups work best together to passes and shot types.
Learfield IMG College’s Rob Schneider, chief content, development and strategy officer, said the foundation is built on its integration into the game.
“Those guys are becoming a fixture,” Schneider said. “We see this as an opportunity that’s mutually beneficial, especially as we move into becoming a more fan-centric business. The speed of the data being collected really gives you a chance to impact the fan experience, and we can expand the breadth of touch points with the fan.”
