SBJ Power Up: Mark Cuban’s latest sports tech investment

Happy Tuesday to you all. Let’s dive right in to the new investment in performance science firm Orreco by one of the industry’s biggest names: Mark Cuban. See more from my colleague Joe Lemire below. — Ethan Joyce

In today’s edition of Power Up:

• Orreco raises $4M while acquiring Data Driven Sports Analytics
• XR marks latest ‘ManningCast’ innovation from Omaha Productions/ESPN
• On My Mind: AWS’ Julie Souza

Orreco, an AI-powered performance science firm in Ireland, has acquired computer vision startup Data Driven Sports Analytics and raised a $4M Series A extension from Mavericks minority owner Mark Cuban, Enterprise Ireland, pro athletes and existing investors.

A recent graduate of the Comcast NBCUniversal’s SportsTech program, Orreco will also participate in the upcoming cohort of MLS Innovation Lab that will be formally announced shortly.

The primary motivation for the investment and acquisition is Orreco’s work on Motion Signal, which collates a wide variety of data inputs to identify injury risk. The AI algorithms consider everything from sources of external load, such as GPS wearables and video-based biomechanical analysis, to internal measures such as Orreco’s biomarker tests.

Motion Signal is showing increasing promise to work in real-time to help flag soft-tissue injuries before they happen — everything from hamstring strains to, potentially, even non-contact Achilles and ACL tears.

“What’s driving a lot of interest is Motion because it’s so scalable,” Orreco co-founder & CEO Dr. Brian Moore told SBJ, “and it’s in the middle of this really challenging problem.”

Four Premier League clubs, including longtime innovation partner Newcastle United, have been piloting Motion Signal, and Orreco is in conversations with a few NBA teams. Orreco recently became the first firm of its kind to contract with Sportradar for use of its real-time NBA data feed.

“This is the first proactive approach to use AI to help reduce injury risk,” Cuban said. “It’s great today and only going to get better.”

Data Driven Sports Analytics is based in Melbourne, Australia, and has supported the women’s world No. 1 player, Aryna Sabalenka, for years. Though focused on tennis to date, the technology will be adapted to other sports, especially basketball and soccer. It can collect data off broadcast footage, so no specific hardware is necessary. An AI interface makes data retrieval and analysis more accessible.

“This is our step toward having a fully integrated system,” Moore said. “We have a full stack ourselves so that we can go toe to toe with the bigger organizations in the space.”

Algorithms also help guide return-to-play programs. The challenge for many rehab protocols is simulating the necessary curvilinear movements needed to compete. Orreco has used drones to recreate such patterns in the past, and it has also developed Trace, a new automated product trainers can use to create personalized cone drills for athletes to regain their form.

The funding is expected to create up to 55 new jobs and the development of a real-time athlete data monitoring center at its Galway headquarters. Orreco won Best in Athlete Performance at the 2023 Sports Business Awards: Tech. Prior investors include professional golfers and major champions Padraig Harrington, Graeme McDowell, NBA agent Todd Ramasar, NHL agent and Olympic medalist Allain Roy.

The “ManningCast” is approaching the end of its fifth season. It’s an impressive feat for an alt-cast, especially one that has 10 episodes a season. Most alt-casts are one-offs or annual events. Think about “Funday Football” (Toy Story, Simpsons, Monsters, Inc.) on ESPN or the EA “MaddenCast” on Peacock or “SlimeCast” on Nickelodeon.

“It’s certainly the most unique show I’ve ever worked on, and at the end of the day, it’s all about the authenticity with Peyton and Eli,” said Scott Matthews, an ESPN producer on the “ManningCast.” “Every show is unique, and sometimes it’s the guests and sometimes it’s the demos and the breakdowns. ... Every time I walk out on a Monday night out of our control room, it has felt like a different show, and I think that’s part of the reason it’s been so successful.”

So, how do Omaha Productions and ESPN keep the show fresh? Beyond leaning on the interplay between Peyton and Eli, a few tech innovations have been utilized make things fun for viewers. In 2023, the Augmented Reality Table debuted, and that evolved into a “white board” that the Mannings continue to use (aka Telestratin’ Manning).

This season, the innovation came in the form of XR tech, where it seems like Peyton or Eli are actually in the screen diagramming a play for viewers (almost like they are in a VR setting). If you haven’t checked out the tech, give it a look here.

“The goal at all times is ‘don’t get in their way,’” said Alex Tyner, who leads innovation at Omaha. “The [Mannings] are what it’s all about. It’s their chemistry, it’s their ability, and they’re so good at what they do. And so, what tools can we provide them?”

Tyner’s desire to see the Mannings on a field during the broadcast led to the XR tech use. “I’ve always been excited about the idea of getting Peyton and Eli on the field behind the line of scrimmage and find whatever way we can to give that perspective and show what it looks like to be Pat Mahomes or to be Aaron Rodgers or to be the quarterback and what are they facing and what are they seeing,” Tyner said. “It’s that game of chess. So, the purpose of the XR shoot was exactly that. And so, because it was important to us with green in front of them and see the players and see the play, it was very important for us not to shoot this with green screen. It was very important to us to do it as an XR shoot, which of course means that it’s done with LED screens.”

Finding the right balance

Just because one can use new tech doesn’t mean they should, and that’s a balancing act for the show. “What we always try to do is bring a viewer closer to the mind of Peyton and Eli,” said Omaha Productions Executive Producer Sam Pepper. “[XR] is the first one that gave us a true quarterback perspective before the snap takes place.”

“It’s another item in the toolbox, and it’s certainly one of our more unique items that we’re able to use on a show-to-show basis,” Matthews said.

Another benefit of the alt-cast is that these QB explanations take time — something that the main feed may not have as the next play is under way. “It does take time and there are times when you’re using it and you’re like the game — the live game at that moment — becomes secondary,” Pepper said. “But it’s only for 45 seconds or a minute. ... Our setup definitely gives a better opportunity for it to be used.”

Pepper also lauded the communication and relationship with ESPN on the “ManningCast,” noting he speaks with ESPN folks every day during the season. “Every conversation is a joint venture, and their goals are the same as ours,” he said. “That’s one of the things that helps is that this is a constant communication and constant partnership.”

What’s on Julie Souza’s mind? Amazon Web Services’ Global Head of Sports shares why speed of innovation is her top priority in decision-making.

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