Roundup of moves and mergers –

welcome to Sportico’s Transactions wire, a weekly summary of personnel, partnerships and purchases in the sports industry.


Tempus Ex Machina taps Amazon Vet as VP of Product

Tempus Ex Machina, a cutting-edge sports technology company, strengthens its management team as executives Felicia Yue joins the tech startup as vice president of product. Yue will lead the product team, defining and driving initiatives that support long-term growth and new opportunities. Yue has spent the past seven years at Amazon, building a product team at Prime Video focused on emerging technologies for live sports. Before that, she was the only female member of the technical team on Monday Night Football, where she helped develop and launch virtual enhancements such as the Emmy Award-winning “1st & Ten line” for NFL fans. Its references also include products for the Olympics, Major League Baseball, NBA and UEFA Champions League.

The pair join Excel Sports Management

Shannon Sangster and Andy Nelson are the latest to join the Excel Sports Management team. Sangster, who previously served as Director of Marketing at Kiva Confections, will serve as Director of Brand Marketing and based in the New York office. Nelson, formerly an investment partner at Linden Capital Partners, will serve as director, corporate development and strategy in the Chicago office.


Gaming Society Announces FanDuel as First Sports Betting Partner

Gaming Society has signed an agreement with FanDuel, marking the company’s first official sports betting partnership. As part of the deal, FanDuel will sponsor The Gaming Society’s NFL-focused newsletter, which is distributed every Thursday and examines hot topics on and off the field through the lens of sports betting and gamification. . The Gaming Society newsletters focus on introducing new fans to sports betting with an emphasis on storytelling and betting education. The NFL-focused newsletter will include betting tips and explanations in a weekly segment called “The Betting Academy,” the company’s educational vertical.

Chelsea FC launches scouting with AI

Chelsea FC have negotiated an agreement to secure AiSCOUT, a fully automated talent analysis and development platform, as the academy’s official research partner. The platform will become an integral part of the club’s recruitment and scouting process for academy players over the next five years. Behind the scenes, AiSCOUT has been working with Chelsea Academy for two years during the research and development phase of the platform. So far, 65 players using AiSCOUT have been tested or signed by professional clubs and national teams.

Sorare teams up with five EFL teams to launch digital trading cards

Sorare will partner with five English Football League teams – Burnley, Coventry City, Millwall, Norwich City and Watford – to launch a collection of digital trading cards that can be collected, played and traded on the digital platform. The partnership aims to provide clubs with new sources of revenue, as well as to increase their international reach by engaging new fans; Sorare has two million registered users worldwide. Additionally, Sorare introduces a new competition to its game called “Second Division Europe”, where Sorare managers can compete against player cards from the second divisions of Europe’s top football leagues.

TrafficGuard partners with gaming affiliate tracking platform RavenTrack

TrafficGuard will partner with online gaming affiliate tracking platform RavenTrack, aiming to help brands and advertisers maximize their affiliate marketing ad spend through the prevention of invalid traffic and ad fraud. A global statistic from suggests that almost 26% of the world’s population bets, and the global market is expected to grow from $76.79 billion to an impressive $127.45 billion by 2025, according to Research and Markets. Affiliate marketing is used by gaming and sports betting companies for faster and faster customer acquisition. However, the level of financial growth and competition within the industry has created a strong attraction for fraudsters, and businesses can fall prey with little or no knowledge of what is going on. With TrafficGuard’s Affiliate Protection service, brands and marketers can combat and prevent attribution errors in common types of invalid traffic (IVT) such as cookie stuffing, domain spoofing, traffic anonymized and compliance fraud.

SD Loyal and USL’s Driblab sign Big Data partnership for talent assessment

The San Diego Loyal Soccer Club and Driblab, a football analytics and big data consultancy, will collaborate to integrate advanced statistics and data into talent search and club performance analysis. SD Loyal is the first United Soccer League (USL) team to partner with Driblab, underscoring its commitment to growth and competition. Through this partnership, SD Loyal management and scouting will have access to the extensive DriblabPRO database, with the ability to research, measure and analyze over 200,000 players across more than 180 competitions. SD Loyal will first use the data to assess their current roster, before using it in the next transfer window.

The Startup Cycling League offers a million dollar prize

The National Cycling League, a startup review racing series co-founded by an NFL agent David Mulugheta and entrepreneur Paris-Wallacewill have a $1 million purse – the largest in critical racing history in the United States – for its inaugural 2023 season. The purse will be split among the top five teams, consisting of eight men and eight women , 70% of the price going to the first group.

NBC Sports Next Adds Choice Hotels Brand as Preferred Youth Sports and Golf Hotels

NBC Sports and Choice Hotels International Inc. have established a collaboration, integrating the Choice Hotels brands into the brand portfolio of NBC Sports Next, the technology and innovation subdivision of NBC Sports that includes sports and golf for young people and leisure. NBC Sports Next’s digital business, operating across multiple industries, equips more than 30 million people with more than 25 sports solution products. Choice Hotels recently completed the acquisition of Radisson Hotels Americas, creating a portfolio of 22 brands (7,500 hotels in 46 countries and territories), making it one of the largest lodging franchisors in the world. Coaches, parents and golfers will be able to book stays at Choice Hotels brands directly from the various NBC Sports Next platforms.

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