#169 💻 Premier League Trials D2C Streaming in Asia

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The Premier League is testing direct-to-consumer streaming in Singapore, the latest to embrace a trend that could reshape how sports leagues monetize international rights. Beyond that, the performance analytics space is in a full-blown arms race, and the deal flow proves it. This week we break down the surge of recent partnerships and investments reshaping the segment.

We’ll be in Düsseldorf next week for SportsInnovation for what promises to be a top event. Be sure to say hello if you’re attending.

💡 INTELLIGENCE HUB

The Performance Analytics Arms Race Is On

HUMAIN’s acquisition of AI.io is the latest deal in trend that has been running for a while. And a clear indicator of where the Performance Analytics market is at right now.

The past 6-7 months have seen an uptick in acquisitions across athlete performance analytics, as major platforms move to unify their data, AI, and tracking capabilities. These deals reflect buyers targeting data depth, real-time athlete insights, and AI-powered analytics that teams and coaches increasingly demand.

Multiple strategic acquisitions have brought together GPS tracking, tactical data, motion capture, bioanalytics, and AI video intelligence.

Would appear this is in reaction to buyers (sports teams, leagues, federations) that want integrated systems that connect tracking, medical data, video, and analytics into a single workflow rather than managing fragmented tools across departments. And larger players are responding by acquiring specialist firms.

Recent key deals include:

• HUMAIN acquired controlling stake in ai.io (UK/Saudi Arabia) - HUMAIN launched HUMAIN Sport after acquiring a controlling stake in London-based AI sports tech company ai.io, merging full-stack AI with 3DAT motion capture, aiScout talent tools, and broader athlete performance applications.

• Teamworks has reportedly agreed to acquire Pro Football Focus for ~$130–140M, bringing the most recognized name in player performance grading into a portfolio that already includes Telemetry and Sportlogiq. Earlier this year, they acquired Sportlogiq, a computer vision-driven analytics provider that uses video-based tracking to deliver deep performance insights across hockey and multiple sports.

• Catapult acquired IMPECT (Germany) - Catapult Sports agreed to buy Germany-based soccer analytics specialist Impect GmbH, known for its proprietary Packing™ tactical metric, for up to €78 million (~US$91 million), bringing advanced soccer scouting and contextual analytics into Catapult’s global performance suite.

• Sony acquired STATSports (Ireland) - Sony Corporation acquired a majority stake in athlete monitoring and performance analysis leader STATSports, whose wearables and sensor tech are used by over 800 professional teams, integrating wearable tracking with Sony’s optical and visualization analytics.

• Hudl acquired Athletic Data Innovations (New Zealand/US) - Hudl announced the acquisition of ADI, a movement analysis and load management platform trusted by elite teams, expanding its video and performance tool stack with advanced multidirectional analytics.

• Ireland's Orreco acquired Jennis, the hormone health and fitness platform founded by Dame Jessica Ennis-Hill, building a first-of-its-kind women's performance ecosystem combining AI bioanalytics, hormonal health, and computer vision.

Expect more consolidation as teams and leagues demand deeper, real-time performance insights across competition and training environments.

An in depth breakdown of more such upcoming trends will be out in the 2026 Global Sports Tech Ecosystem Report soon, read by investors, sports orgs and decision makers all over the globe. Submit your interest to get featured.

⚽ SportsInnovation | March 4 & 5, 2026

SportsInnovation is the leading multi-sport event for technology, media and innovation in sports, jointly organized by the DFL and D.SPORTS. In Düsseldorf, decision-makers from leagues, federations, clubs and companies come together to experience the latest developments, forward-looking solutions and innovative business models live. We as SportsTechX are a proud partner of the event.

As a true multi-sport event with partners such as the DFB, NHL and NBA, alongside exhibitors like AWS, ServiceNow and other major players, visitors can look forward to a diverse programme featuring live demonstrations on the pitch, panels, masterclasses and exclusive networking opportunities.

An overview of the programme, exhibitors and high-profile speakers are available on the website.

📰 THE LATEST

Top News From The World Of Sports Tech & Biz

📺 The Premier League launched its direct-to-consumer streaming service in Singapore through StarHub, marking a step toward testing a potentially replicable global DTC model.

🏀 ESPN launched a primetime “Women’s Sports Sundays” programming block featuring live WNBA and NWSL games during the summer, filling the schedule gap created by the departure of MLB Sunday Night Baseball.

📺 Amazon Web Services introduced Elemental AI tools to automate clipping, metadata tagging, and vertical formatting of live sports highlights for rapid social media distribution.

🏟️ Cleveland’s planning commission approved development of a Cosm domed theater featuring immersive virtual courtside sports viewing experiences near Rocket Arena, with opening targeted for mid-2027.

🏒 The NHL and Cosm installed C360 10.5K capture systems across all 32 league arenas to deliver multi-angle ultra-high-resolution footage for replays and cross-platform distribution.

🏈 YouTube entered talks with the NFL to stream four additional live games as the league sought new broadcast partners ahead of broader media rights renegotiations.

🏀 2K added college basketball teams to the NBA 2K video game franchise for the first time through a seasonal update, signaling potential expansion into a full college mode in future editions.

⛳ Women’s TGL confirmed participation from leading professional golfers for its new tech-driven indoor league format, expanding the concept established by the men’s TGL competition.

⚾ The Oakland Athletics plan to launch a Personal Seat License (PSL) program to help fund a portion of the team’s costs for their future $2 billion Las Vegas stadium, which is nearly a year into construction. The concept, used by five other Major League teams, has season ticket holders pay an extra cost for the right to use their seats and purchase tickets for other events at the ballpark, such as concerts, entertainment and other sports events.

⚖️ Interactive Strength, maker of innovative specialty fitness equipment under the Wattbike, CLMBR and FORME brands, announced it has received the decision of the Berlin Regional Court, which conclusively dismissed all legal claims by Sportstech related to a loan agreement and share pledge, and ordered Sportstech to pay related court and legal fees.

🏅 Egypt’s Ministers of Investment and Sports discussed establishing a national investment fund to provide sustainable financing for promising athletes competing regionally and internationally.

🏎️ Formula One reported 2025 revenue of $3.87 billion, representing 14 percent year-on-year growth and nearly $2 billion in total revenue expansion since Liberty Media’s acquisition in 2017.

💰 Zenniz raised $6 million to scale its smart tennis court technology globally and establish a U.S. headquarters in Atlanta to accelerate North American expansion.

💰 Horse Spot secured $200,000 in investment from SC Launch Inc., the investment affiliate of the South Carolina Research Authority, to support development of its cloud-based equestrian platform.

💰 Sports tech referee-matching platform YesRef secured $76,000 (£60,000) in loan funding from the South West Investment Fund to expand its platform connecting trained officials with grassroots and amateur clubs.

💰 Seveno Capital invested in wearable biomarker monitoring startup PointFit at a $10 million valuation in a strategic deal supporting its Hong Kong expansion.

🤝 Indian Golf Premier League franchise partner Blue God Entertainment acquired Legends League Cricket licensing rights for $5.9 million (₹49 crore) in a ten-year deal granting commercial media and global distribution rights.

🤝 Cristiano Ronaldo acquired a 25 percent ownership stake in Spanish second-division club UD Almeria for an undisclosed amount.

🤝 Teamworks has reportedly agreed to acquire Pro Football Focus for an undisclosed amount, bringing the football analytics and charting firm into its athlete operations software portfolio.

💸 The Saudi Public Investment Fund's total investment in LIV Golf has now reached $5.3 billion, following a $266.6 million capital injection approved by Governor Yasir Al Rumayyan on February 1, with total funding projected to exceed $6 billion by the end of the year.

💸 Ares Management Corp. is preparing to launch a sports, media and entertainment fund for high-net-worth European individuals later this year, as private equity investment into European sports assets surpassed $10 billion for only the third time.

💸 Netflix withdrew from its proposed acquisition of Warner Bros. Discovery, ending negotiations over a potential major media consolidation deal.

💸 Indian Golf Premier League secured $100 million in franchise capital commitments from ten city-based partners to establish teams across India as the league prepared for launch.

💸 United Soccer League secured a second private investment from Tampa-based Weatherford Capital to support its planned 2028 Division One launch with promotion and relegation.

💸 JD Sports Fashion announced that it intends to return £200m ($254 million) of capital to shareholders through share buybacks in FY27, in line with the Company's capital allocation priorities and its commitment to continue delivering significant cash returns to shareholders.

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