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The J.P. Morgan Tournament of Champions in action at New York's Grand Central Terminal

PSA Makes Strategic Investment in Sports Data Labs

The Professional Squash Association (PSA) has announced today that it has made a strategic investment in human data technology provider Sports Data Labs (SDL). This marks the first external technology investment made by the PSA, which has utilised SDL’s comprehensive in-game human data solution to provide human performance metrics for its live broadcasts, as well as for player optimisation and training purposes.

“We are thrilled to receive this investment and support from the PSA,” said SDL Co-Founder and CEO Mark Gorski. “The PSA has been a first mover in utilising in-game human data technology for professional sports, and to receive this type of validation from our partner is a testament to the strength of our product, team and offering. The PSA has been a fantastic partner for us, and we look forward to developing a much more strategic relationship with the Tour.”

SDL Co-Founder and President, Stan Mimoto, added: “We want to thank the PSA for their support. Our goal has always been to maximise the value of our collected data for all stakeholders, including players, coaches, Tour administrators, medical staff, and consumer-facing platforms. The PSA’s investment signals that we are on the right path to value creation and sustainability, and we look forward to continuing our relationship with the PSA and helping them unlock the value of their data.”

Launched in 2015, Sports Data Labs has been pioneering the use and commercialisation of in-game physiological sensing technologies to unlock the value of human data. Through its relationship with the PSA World Tour, SDL has established itself as the first supplier of real-time, in-game physiological and performance data to third-party vendors. SDL and the PSA have also achieved a number of ‘firsts’ in pro sports, including the first partnership to implement an in-game human data solution for an entire season, as well as the first partnership to establish a prize pool for athletes who allow their data to be commercialised.

SDL has also driven multiple deals on behalf of the Tour, including the PSA’s recent broadcast partnership with Air Asia.

“We are proud to support Sports Data Labs with this investment and excited to be the first governing body to align ourselves with SDL,” said PSA Chief Executive Alex Gough.

“We have worked with SDL since early 2018, and their technology solution, commitment to providing value for the Tour, and ability to execute and support our Tour and players globally has been tremendous. We strongly believe in the company’s potential, as well as the broader opportunities with human data.

“We will continue to create new content and opportunities for athlete performance optimisation, fan engagement and monetisation. The future of human data within the sports ecosystem is bright and we’re delighted to be partnering with SDL on this journey.”

The PSA joins Aser Ventures, the global sports, entertainment and lifestyle investment platform that lists multinational sports provider Eleven Sports and Leeds United Football Club in its portfolio, as well as other prominent seed investors in SDL’s investor base.

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