PARIS: Advanced technologies and artificial intelligence are reshaping the athlete performance data industry, unlocking new commercial opportunities across professional sports, media, and betting markets.
From tracking the speed and trajectory of a footballer’s shot to analysing a cyclist’s real-time power output during the Tour de France, performance data has become increasingly granular and valuable. Industry analysts say the sector’s growth extends beyond coaching and performance optimisation, creating revenue streams in broadcasting, fantasy sports, and online betting.
The evolution of sports analytics has accelerated significantly since the early days popularised by “Moneyball.” Today, wearable performance sensors, high-resolution camera systems, and AI-powered analytics platforms are transforming how teams and organisations interpret data.
Companies such as France-based SeeSports analyse club and federation data to optimise performance and reduce injury risks. Other firms deploy advanced stadium camera systems to continuously track players on and off the ball, while body sensors capture metrics including speed, breathing rate, and cardiovascular performance.
Britain-based SportsDynamics offers a software-as-a-service platform capable of processing up to 50 images per second during major matches. The system allows clients to analyse not only their own athletes but also opponents, creating a holistic data environment for tactical decision-making.
Industry experts forecast strong growth, particularly as European and Asian markets expand adoption levels closer to those in the United States. According to projections cited by EY, the European sports analytics market could reach $7.5 billion by 2032, driven by investment in wearables, video analysis tools, and Internet of Things technologies.
Germany’s Data Sports Group leverages live television feeds from sports such as rugby and cricket to deliver analytics content to media outlets, gaming platforms, and fantasy sports operators. Betting companies increasingly use such data to provide historical statistics and performance insights to customers.
Beyond match days, detailed player and game data can be repurposed into fantasy competitions and off-season engagement tools, extending fan interaction throughout the year.
The expanding volume of athlete data also raises questions around ownership, privacy, and cybersecurity. In Europe, personal performance data falls under the General Data Protection Regulation (GDPR), requiring strict compliance. However, most professional athletes sign contracts permitting clubs and leagues to use their performance data.
Recent high-value transactions highlight the sector’s commercial potential. In February, US-based Genius Sports announced a $1.2 billion acquisition of betting and gaming content platform Legend, signalling continued consolidation and investment in the global sports data ecosystem.
