In an exclusive interview with Ministry of Sport, for the ‘Brand Break’ series, Sportradar head of cricket, sport solutions, Jarod Pickering discussed the company’s technology that will power cricket’s digital engagement.
Solutions And Technologies Offered To Cricket Bodies:
Commenting on Sportradar’s solutions and technology capabilities offered to cricket bodies, Pickering said they capture data on everything, including fielding, batting and bowling, which are used to power websites, media platforms, and broadcast stats instantly.
“There’s potentially more than 80 data points for every ball that’s delivered in cricket – everything from where the ball pitched, the shot played, the quality of contact, how it gets fielded to how many runs were scored – and we capture all of them. Every ball, every time. More data than anyone else in the space can capture right now,” Pickering said.
“This data is valuable because it enhances the fan experience by providing insight into what a fan is interested in. It can empower tailored algorithms and customise each experience based on fan engagement. Understanding the fan perspective helps to enrich the emotional bond between fan and sport and is at the heart of everything we do,” he said.
What These Solutions involve:
On what the solutions do, Pickering said they assist organisations with taking a leap into the digital era by supplying broadcast-ready content and revenue streams to federations, leagues and competitions to help maximise their data and content.
“For clients such as the England and Wales Cricket Board and the Caribbean Premier League, we are delivering new digital assets to commercialise their competitions. It’s about bridging that gap between the sport and the fan, and empowering leagues and organisations to make the most of all that data,” Pickering said.
“Sportradar has a team of experts in their technical field working to develop software and other technology solutions but underpinning all of that is we’re just huge cricket fans. A lot of our work is driven by the passion and the love for the sport,” he said.
The solutions also cover video content and statistics that can be used for scouting opportunities, which is what Sportradar are working with Cricket Australia and state associations to develop.
Why Large-Scale Sporting Events Look To Data And Technology:
On why major events use data and technology, Pickering said the world is dealing with a tech-savvy audience and Sportradar is helping bridge the gap between fans and sports federations by helping their partners commercialise their data and utilise the best technology the world has to offer.
Additionally, Pickering said large-scale sporting events can use technology to build relationships with fans by personalizing content and creating user experiences designed for immersion and interactivity, while also providing accurate and instantaneous data to engage fans.
How These Solutions Will Be Use At The T20 World Cup:
On their partnership with the International Cricket Council (ICC), Pickering said their collaboration spans across eight men’s and women’s tournaments, including the upcoming T20 World Cup, where they’re responsible for capturing an average of 50 data points per ball at the tournament.
“This data powers the ICC’s digital platforms and will provide fans globally with a world-class in-game experience, including live scores, scorecards, detailed ball-by-ball commentary, and match insights,” Pickering said.
“Our software captures more data with higher accuracy and at a lower latency, meaning faster speeds on supplying it to our customers.
“Fans are at the heart of everything that we do. We build innovative systems with the key goal of deepening fan engagement for our partners like ICC and enriching the relationship between supporters and sport. Cricket is among the most popular sports globally with around two billion fans, and we see the vast potential to grow its fanbase further,” he said.
What’s Next For Sportradar In Cricket:
On the next steps for Sportradar’s cricket ventures, Pickering said they’re looking to continue growing their presence in Australia and other regions, including the UK and India.
Additionally, Sportradar is working with their partners and data scientists to identify drivers of performance and deliver new, deep and engaging insights in innovative and compelling ways to cricket fans.
To read the previous edition of MOS Brand Break, where Adobe vice-president of Central Europe, Christoph Kull discussed the company’s partnership with FC Bayern Munich, click here.
