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Sports Data Labs Partnership Pays off for Players

Over $100,000 has been paid out to players since the Professional Squash Association (PSA) and global technology provider Sports Data Labs first began commercialising physiological data to increase revenue for PSA’s athletes at the beginning of the 2018-19 PSA World Tour season.

PSA and Sports Data Labs created the first ever prize money pool for players that consented to PSA commercialising their data, which followed on from squash becoming the first professional sport in history to make in-game physiological data assets available for commercialisation through the use of Sports Data Labs’ proprietary heart rate data capture and tracking technology.

Players that consented to PSA and Sports Data Labs commercialising their data were rewarded with a share of the revenue from the prize pool, with money allocated across the PSA’s major Platinum and World Championship events. Players earned a bigger share the further they advanced into a tournament.

In addition to benefitting financially, players are also given access to their data to compliment their training and performance analysis. The data is also incorporated into the sport’s official broadcasts at major PSA World Tour events to compliment the viewing experience and enable the PSA to craft new storylines around the sport.

In December, 2019 PSA made a strategic investment in Sports Data Labs and the two organisations are working together to explore new ways of capturing and using physiological data. This includes making it available to betting partners to establish new revenue streams for PSA and its athletes and also to position squash at the forefront in the use of physiological data in the betting industry.

“Our partnership with Sports Data Labs has been a game changer in terms of the way we are able to commercialise the physiological data of our players and has had huge benefits for both PSA and our athletes,” said PSA Chief Operating Officer Lee Beachill.

“Not only has this partnership resulted in financial gain for our athletes and the association, we have also been able to enhance our broadcast product, enabling fans and casual players to compare their performances with that of our athletes. The data gained from Sports Data Labs’ technology has highlighted that our players are amongst the fittest in world sport.

“We are incredibly excited about the potential of this partnership and believe it can connect us further with spectators as well as enable us to enhance our relationship with betting partners, who will be able to use this data to engage with customers in a more in-depth way than ever before.”

Sports Data Labs Founder and CEO, Mark Gorski, said: “Sports Data Labs, the PSA and its athletes are all working towards the same goal, which is bringing in more revenue for players and the tour as well as providing more performance insights for players that will help them optimise their in-match performance.

“Real-time, in-game physiological data opens up entirely new categories for sponsorship and we believe one of the biggest opportunities moving forward will be in sports betting. Our goal is for this partnership to be the model for how in-game athlete data can be utilised across professional sport.

“We believe that the PSA and Sports Data Labs are set up to really prove the value of human data. With the support of the players and the commercial model that we have in place, we couldn’t be more excited about where our future is going with the PSA.”

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