Athlete data has become a goldmine. With technological advances, the ability to collect and analyze data in real time has changed everything. It has not only transformed how sports are played and enjoyed, but also how they are marketed. And one of the areas most affected is the platform sports betting industry. This commercialization has sparked debates. Who should own this data? And who should benefit financially from it?
Data in Sport
Today, in almost all professional sports, data is collected in real time. Sensors, cameras, wearables, and GPS systems record every movement and action. Metrics include speed, heart rate, distance traveled, and other aspects crucial to performance analysis.
This data is not only valuable to teams and coaches. It has also become highly desired by the sports betting industry. By accessing this information in real time, bookmakers can adjust their odds more accurately. This allows for more dynamic and detailed betting options. Bettors, in turn, pay for instant data to make more informed decisions. This has created new revenue streams for sports organizers and technology companies.
Who Owns Sports Data?
One of the main conflicts in data marketing is the question of ownership. Athletes generate the information that fuels this market. However, the rights to this data do not belong to them. Generally, it is the teams, leagues and organizations that control the collection and distribution of the data.
This has raised ethical and legal concerns. Athletes, who are the ones generating the data, often have no control over its use or marketing. Many believe that athletes should have more control and receive fair compensation for the exploitation of their data. This debate reflects similar situations in other industries, such as rights over personal data on social media, where users create the content but the platforms benefit.
Data in the Betting Industry
For sports betting companies, having accurate and real-time data is crucial. Live betting, which allows betting during an event, is one of the fastest growing segments in the industry. To offer this option effectively, bookmakers need reliable data, which has led to fierce competition to secure exclusive contracts with sports leagues.
Aware of the value of their data, leagues have begun signing lucrative deals with technology companies and bookmakers. This has added complexity to the debate. Some leagues see these contracts as a way to diversify revenue, while others fear for the integrity of the sport. There are concerns that using real-time data for betting could facilitate the manipulation of results.
The Future of Data Rights in Sport
With the accelerated growth of sports betting, the debate over data rights in sport will continue to intensify. At the legislative level, some governments are already beginning to regulate the use and ownership of this data, seeking to protect both athletes and the integrity of the sport. However, legislation is still limited and varies greatly between countries.
The question of who should own and benefit from sports data remains complex. As its value increases, athletes and their representatives are likely to demand a greater share of the profits it generates. At the same time, leagues and bookmakers will seek to protect their interests in this lucrative market. What is clear is that the use of data is transforming not only how sport is played and followed, but also how it is managed and monetised.
For sports betting companies, having accurate, real-time data is crucial. Live betting, which allows betting during an event, is one of the fastest-growing segments in the industry. To offer this option effectively, bookmakers need reliable data, which has led to fierce competition to secure exclusive contracts with sports leagues.