The Professional Squash Association (PSA) has announced today that it has made an investment in Munich-based sports technology company Fun With Balls in a further example of the organisation’s commitment to adopting new technology to help grow the sport.
The PSA has worked closely with Fun With Balls for the past two and a half years, developing the pioneering ‘MoTrack’ statistical tracking system at the 2018 Swedish Open in association with court manufacturer ASB, while their innovative interactiveSQUASH system was successfully implemented at the 2018-19 PSA World Championship in Chicago and the 2017-18 PSA Dubai World Series Finals.
interactiveSQUASH enables sponsor’s content and branding to be displayed on the playing surface of the court during matches, while it also has the ability to project player stats, replays and visual effects to help increase the spectacle of the sport.
In addition, over 25,000 people witnessed interactiveSQUASH in the flesh when squash was used as a showcase sport at the Buenos Aires Youth Olympic Games in October 2018. Local attendees were also invited on court to play a series of interactive games using the technology.
“We are excited to support Fun with Balls and are enthused about the impact that their technology can have on the sport,” said PSA Chief Executive Alex Gough.
“We have an excellent working relationship with Fun with Balls and believe that their commitment to innovation and breaking boundaries is in line with that of the PSA. Their ‘MoTrack’ feature has enabled us to analyse player behaviour in greater depth than ever before, while their interactiveSQUASH system has improved the presentation of the sport and increased crowd participation at events where it has been present.
“Their technology has undoubtedly had a positive impact on squash and we look forward to working closely with them in the future as we aim to further improve the spectacle of our world-class events.”
Fun With Balls Founder and Chief Executive Markos Kern said: “Having worked with the PSA for almost two years, we are extremely happy to also welcome them as our investors. From the beginning, the goal of our company was to bring squash into the digital age, attract new players to the sport and build a larger audience for this amazing sport.
“This partnership is a great example of how governing bodies in sport and startups can innovate together to make sports more attractive in our digital world.”
The PSA’s investment in Fun With Balls comes shortly after the organisation announced in December that it has become an investor in human data technology provider Sports Data Labs (SDL). The PSA utilises 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.