Sportec Solutions AG: Demand soars for DFL subsidiary’s data expertise
25 September 2023 – The history of Sportec Solutions AG (STS) began in 2016 when the DFL subsidiary collected Bundesliga and Bundesliga 2 match data on behalf of DFL for the first time. Today STS covers a rapidly growing number of games for a variety of customers. In fact, the company is busier than ever: Since the beginning of the 2023/24 season, STS has been capturing and processing 3. Liga and Women’s Bundesliga match data, as well while providing the same services to the North-American Major League Soccer (MLS) and various international football tournaments.
STS is a sport technology solutions specialist. “At STS our range of activities includes capturing and enriching match data,” says Fabian Winckler, Senior Vice President Commercial at STS, describing his company’s spectrum of services. “We collect and compute information, then visualise it for use in a multitude of products.” In addition to developing methods for capturing, analysing and delivering live match data, STS offers services supporting referees, such as goal line and video assistance technologies. Customers include sport associations, leagues and clubs as well as media enterprises. STS is a joint venture of DFL and Deltatre, a leading sport and entertainment technology company.
Growing customer base
Soon after being established, STS was successful in selling the products it had developed on behalf of DFL to other customers, as well. “During the 2023/24 season, we are serving an enormous spectrum of customers in the German football world. Apart from all Bundesliga and Bundesliga 2 matches, the Supercup, numerous international matches and DFB tournaments – such as the DFB-Pokal – our portfolio now includes the Google Pixel Women’s Bundesliga and the 3. Liga,” says Winckler. This also helps establish common data standards as a basis for comparability in German football, he adds.
We are also expanding internationally. Our products developed in Germany establish benchmarks in the international markets. Since the beginning of this year, we have been counting MLS among our customers, and our expertise is in demand at international tournaments, too.
Fabian Winckler
International expansion
“We are also expanding internationally. Our products developed in Germany establish benchmarks in the international markets. Since the beginning of this year, we have been counting MLS among our customers, and our expertise is in demand at international tournaments, too,” Winckler points out. For example, STS collected data at this year’s Women’s World Championship and serves European and global youth championships on behalf of the DFB. The synergies arising between all these markets ultimately benefit the customer.
An example: In 2018, DFL acquired a share in the Israel-based company Track160 which develops a system for capturing 3D match data using Artificial Intelligence and Deep Learning. This technology has been used to capture tracking data in Women’s Bundesliga and 3. Liga matches.
Three customer-focused core products
The products and services offered by STS rest on three pillars: “Our Match Analysis Hub is the portal for analysts and coaches as well as media houses. It provides processed match data generated through contextual interpretation and visualisation of match statistics, rather than just distributing statistical figures. I adds meaning to the information,” says Winckler. Users have the option of making the portal render the desired information in specific ways, for example by defining specific queries and visualisations. The results are then displayed on the user’s personal dashboard.
The Data Storytelling Hub is designed for media professionals. It provides digital information in an editorial, topical context to help reporters prepare for their match reporting. “This is a journalistic research tool, a digital pre-match folder of sorts,” Winckler explains. “In the past, reporters used to get information folders in PDF format ahead of every match. But by the time of kick-off, that information was often outdated. The data on the Storytelling Hub is always current.” For example, the tool is used by DFL media partners such as Sky and DAZN for pre-match editorial preparation and post-match analysis and reporting.
Commentators benefit from STS’s Commentary Live System (CLS) which presents real-time live data and context related to the events on the pitch for use in the running commentary.
Added value for clubs, media and fans
STS continues the development of all these products and services, adding innovative technologies that provide users with new options. “Our focus is not only on generating added value for clubs and performance departments but also on enabling new insights for media reporting,” says Winckler. “This is how we create new ways to tell new stories to fans and other interested parties, helping them better understand what is happening on the pitch. Especially the younger generation have a strong interest in facts and figures; making performance data comparable is one of our key activities.”