![]() If you can sum it up pretty briefly how has the dynamic between sports and technology changed in that time? You started SportingPulse in Australia even before ‘sportstech’ was coined as a term, then to Genius Sports Group in the 2010’s. Over the last 20 years you’ve observed how the relationship between sports and technology has evolved. ![]() So I think that’s driving a lot of interest, certainly on a commercial level for us.” Not having the traditional revenue streams coming in from typical broadcast deals is a huge challenge. COVID has obviously increased the challenges for a lot of those lower tier one and two leagues around those areas of production costs and their ability to continue to lift the bar on fan engagement and distribution. Nick Maywald: “The reason we started Atrium was to help tier one, two and three sports with the ease, speed and cost of production while also making full use of competition data at the same time. This year may well be the inflection point for sport, how does Synergy’s tech stack hold up in this challenging time? We also ask about the company’s future through the lens of their technology offerings. ![]() In this conversation we talked to their chairman Nick Maywald to delve into a bit of his journey in building his fourth generation sports technology businesses to this point, Synergy’s purpose and why being people focused for a tech driven business is so important. Ultimately, the purpose is to help players and coaches improve on the court or field, teams, leagues and federations can obtain rich data and commercialise their games and assets and to drive better experiences for fans off it. The possibilities that Synergy’s tech stack provides is immense. The business recently rolled them all up into a new brand, Synergy Sports, to create a colossal one stop shop for advanced video and sports data services for leagues and teams from the top of the sporting pyramid down. In 2019, Atrium Sports acquired both automated camera technology firm Keemotion and also the sports data behemoth Synergy Sports Technology.
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