NFLPA eyes personal data gains through new Sports Data Labs partnership
Association aims at “revolutionizing monetization opportunities” through player performance data in areas including DFS and gambling
The NFL Players Association (NFLPA) has agreed a landmark data-led partnership with Detroit-based performance data firm Sports Data Labs (SD Labs).
The partnership aims at “revolutionizing monetization opportunities” for NFL players through the collection and use of their performance data.
The data, taken from sensors and sensing systems, will be used in a variety of avenues geared around monetization, with verticals including daily fantasy sports, gaming, NFTs and other fan-led engagement cited as potential avenues.
The partnership will also leverage NFL player performance data to unlock new insights, with the aim of improving player health and safety and supporting medical research initiatives.
SD Labs co-founder and CEO Mark Gorski hailed the deal as creating “entirely new value” for NFL players.
“The NFLPA is the preeminent players’ association that has pioneered the protection and monetization of athlete-based intellectual property,” Gorski said.
“We are excited to support the NFLPA’s mission to promote and advance the economic opportunities for NFL players through the use and commercialization of their performance data,” he added.
As part of the long-term partnership, the NFLPA has secured an ownership stake in SD Labs.
In addition to the ownership stake, NFL Players Inc. general counsel and head of business affairs Sean C. Sansiveri will join SD Labs as a board observer.
“Our partnership with Sports Data Labs is a big step we’re taking to empower NFL players to monetize their own performance data,” Sansiveri said.
“We are thrilled to partner with them and unlock new value for our players,” he added.