Catapulting sports into the 21st century: How one company is using data to give teams an edge

We all know that one guy who is downright obsessed with a certain sporting team, or player. The degree to which us humans can immerse ourselves in extraordinary feats of athleticism is astonishing (especially so when they catch you on your lunch break…).

From the first team polo matches in Persia 2,500 years ago to flashy F1 cars zipping around tracks, sport has always been more than just entertainment.

The global spectator sports market is valued at $268 billion and will only continue to grow as COVID restrictions ease and venues open more seats. 

With a strong foothold in this area, global sporting tech company Catapult (ASX: CAT) is investing in their tech’s capabilities to enhance the analytics available to professional athletes and teams. 

The Company’s two performance management solutions are MatchTracker and Vector wearables. The two are set to be integrated, delivering a first of its kind complete video and data analytics offering. The recent acquisition of SBG Sports Software has been key in allowing Catapult to head in this direction, building on SBG’s existing video capabilities. 

The analysis platform will allow for player-specific insights which will be gathered from video footage. This allows for data-backed decision making and in depth tactical analysis. 

The platform will also be accessible, and a time saver for management teams, who until now have been utilising multiple applications and software suites to gather and analyse data. 

Analyse is a key word here, with the software contextualising data taking individual player performance and GPS positional data to deliver comprehensive team insights.

“Coaches have more data than ever before, but without context for why and when certain data points occur, they are unable to unleash their potential,” said Catapult CEO Will Lopes. 

“For the first time ever teams will have the ability to quantify and visualise new aspects of game planning that were previously isolated in silos within their teams. This saves coaches critical time and empowers them with insights they’ve never had before. 

“The advanced functionality will dramatically help to streamline workflows, break down team silos, and allow for a more comprehensive view of athlete performance. I can’t wait to see what teams around the world are able to achieve with this technology.”  

The Company has been involved with the Nashville Soccer Club to carry out beta testing of the platform which is now available to soccer and rugby teams. American football, basketball and ice hockey will also be added to the list over the next year. 

In an effort to diversify their offering Catapult has entered the NASCAR and eSports markets following significant R&D investment. Operating on a subscription based revenue model, the Company saw revenue climb 13% to USD $37.5 million for H1 FY22. Their underlying EBITDA remained positive despite a somewhat negative impact from the commencement of accelerated growth initiatives. The Company’s cash balance contracted in line with increased R&D investment which increased from 8.9% to 17.2% of revenue.