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Stats Perform

Stats Perform is a global sports technology company specializing in (AI), , and content solutions for the sports industry, formed in 2019 through the merger of STATS LLC and Perform Content under the ownership of . With roots tracing back to STATS, founded in 1981 in , the company has evolved into a leader in sports collection, processing, and distribution, leveraging over 40 years of historical data spanning multiple sports. The merger combined STATS' expertise in AI-driven analytics and real-time data capture with Perform's extensive content archives, news, and video resources, creating a unified platform that powers insights for media broadcasters, sports teams, leagues, and betting operators. This integration has enabled Stats Perform to amass 7.2 petabytes of proprietary sports data and develop eight foundational AI models integrated into more than 200 software modules, facilitating applications in player evaluation, game strategy, fan engagement, and predictive modeling. Key products include the Opta data feeds, renowned for detailed event-level tracking in sports like (soccer), and Opta Vision, an advanced tool first launched in 2022 with ongoing enhancements, including for the 2025-26 season, to enhance tactical decision-making. Headquartered in with global operations in multiple countries, Stats Perform serves major clients including nine of the top ten global franchises, seven of the top ten global companies, four of the top five most-viewed sports broadcast networks, and the top ten sports betting sportsbooks. The company's capabilities, powered by , focus on driving audience growth, revenue optimization, and on-field performance for partners, positioning it at the forefront of sports innovation amid the rise of legalized betting and .

Overview

Company Profile

Stats Perform is a sports artificial intelligence and data company formed in 2019 through the merger of STATS LLC and Perform Content under the ownership of Vista Equity Partners. The company is headquartered in London, United Kingdom, with operations spanning 25 countries and employing approximately 3,000 staff (as of 2025). Stats Perform provides extensive coverage of global sports events, including over 500,000 annual matches across 3,900 competitions, generating more than 14 billion unique event data points. It specializes in sports , , and AI-driven applications that serve outlets, betting operators, professional teams, and fans worldwide, with Opta serving as its flagship data service.

Core Focus and Operations

Stats Perform's core operations center on the integration of vast proprietary sports data with advanced artificial intelligence technologies to deliver actionable insights across the sports industry. The company leverages 7.2 petabytes of proprietary sports data, combined with eight foundation sports AI models, to power over 200 software modules that enable sophisticated data processing and analysis. This integration forms the backbone of Stats Perform's operations, allowing for the seamless application of AI in transforming raw data into predictive and analytical outputs. Opta data serves as a primary input in this ecosystem, providing foundational event and tracking information. The company's technologies find broad applications in key sports sectors, including fan engagement, tactical analysis, player recruitment, , and generation. For fan engagement, Stats Perform's AI-driven tools create personalized content and interactive experiences to deepen audience connections with teams and leagues. In tactical analysis and recruitment, the platform supports coaches and scouts by modeling player performance and team strategies using historical and real-time datasets. benefits from automated content creation, such as AI-generated highlights and visualizations, enhancing production efficiency and viewer immersion. For , predictive algorithms process live events to inform and for operators. A key emphasis in Stats Perform's operations is on feeds, predictive modeling, and automated generation, all underpinned by robust global methods. Real-time feeds deliver instant updates on scores, events, and player movements across thousands of competitions, enabling immediate decision-making in live environments. Predictive modeling employs to forecast outcomes, such as game results or risks, drawing from integrated datasets to provide probabilistic insights. Automated use generative to identify and compile key moments from footage, streamlining post-match content production. occurs globally through a network of expert on-site analysts stationed at events and hubs worldwide, augmented by technology that tracks player positions and actions without physical sensors. This hybrid approach ensures comprehensive, accurate coverage for over 20 sports.

History

Founding of Predecessor Companies

STATS Inc. was founded in 1981 by John Dewan, an with a background in and , emerging from his early involvement in grassroots baseball data collection efforts. Initially focused on compiling and analyzing baseball statistics, the company began as a small operation aimed at providing detailed play-by-play data to fans, teams, and media outlets, filling a gap in accessible at the time. Dewan's vision was influenced by the movement, and STATS quickly established itself as a pioneer in automated data tracking for games. Perform Group was formed in September 2007 through the merger of Premium TV Limited, a provider, and Group, a sports rights agency, creating a unified platform for sports distribution. From its inception, Perform specialized in acquiring and monetizing rights, emphasizing online delivery over traditional to reach fragmented global audiences. The company rapidly expanded its portfolio by securing streaming deals for major events, such as exclusive online rights to international matches, and developed B2B services for content syndication to betting operators and publishers. This digital-first approach enabled Perform to grow its international footprint, with early investments in technology facilitating broader access to sports content worldwide. Among STATS' early innovations in was the introduction of the STATS FCS awards in , recognizing outstanding performers in NCAA Football Championship Subdivision games through advanced statistical analysis. These awards, covering categories like offensive and defensive players of the year, highlighted STATS' growing expertise in data beyond professional leagues. Meanwhile, Perform continued to innovate in content distribution, partnering with organizations like the in 2014 to produce and stream hundreds of matches globally, underscoring its role in expanding access to niche sports audiences.

Early Growth and Key Milestones

In , Perform Group significantly bolstered its data capabilities by acquiring Opta Sports Data for £40 million, a move that integrated Opta's comprehensive football statistics into Perform's platforms and expanded its offerings in . This acquisition enabled Perform to provide richer, real-time data feeds for broadcasters and fans, particularly enhancing coverage of European leagues through Opta's established expertise in event tracking and performance metrics. By the mid-2010s, Perform had leveraged this integration to grow its data analytics portfolio, incorporating Opta's tools into content creation and fan engagement strategies across global sports media. Following its acquisition by in 2014, Stats LLC accelerated its investments in and advanced analytics starting in 2015, aiming to enhance player tracking and automated content generation. Key to this was the purchase of Prozone, a UK-based leader in analysis, which provided Stats with optical tracking technology for detailed in-game metrics like player movement and physical demands. In the same year, Stats acquired , a Pennsylvania-based provider of sports and wire services, strengthening its and news distribution capabilities across North American leagues. These moves, including the earlier 2015 acquisition of Automated Insights for -driven narrative generation, positioned Stats as a pioneer in sports applications. A major milestone for Perform came through Opta's deepened integration, which had long provided official statistics for the since the early 2000s; post-2013, this evolved into more advanced analytical tools, such as models and player comparison dashboards, supporting tactical insights for clubs and media. By 2019, the combined data efforts of Stats and Perform had scaled dramatically, with Opta alone collecting over 1 billion unique event and tracking data points annually across major competitions, reflecting in volume and depth from the mid-2010s expansions.

Ownership and Corporate Evolution

Acquisition by Vista Equity Partners

In 2014, , a specializing in software and technology-enabled businesses, acquired STATS LLC from FOX Sports and for an undisclosed amount. The agreement was announced on May 15, 2014, and the transaction closed on June 6, 2014, marking a significant shift in ownership from media conglomerates to a growth-oriented investor with approximately $11.5 billion in at the time. This move positioned STATS for accelerated expansion under backing, emphasizing scalable technology solutions in data and . Following the acquisition, STATS retained its core operations in sports data collection and distribution while prioritizing investments in advanced technologies, particularly infrastructure. Key strategic moves included the September 2014 purchase of Sports, which integrated advanced tools for and strategy, and the February 2015 acquisition of Automated Insights, a pioneer in that automated data-driven storytelling for sports content. These integrations enhanced STATS's ability to deliver real-time, -powered insights, supporting its service to over 600 global customers across nearly 45,000 annual events. The period also saw a focus on international growth, including expansion into European markets through targeted acquisitions such as ProZone in May 2015, a UK-based performance analysis firm specializing in athlete tracking. Operating in 13 countries prior to the acquisition, STATS leveraged Vista's resources to broaden its global footprint, particularly in soccer-dominant regions, while scaling operations via these deals that bolstered technological capabilities and market reach without disrupting foundational data services. This operational growth prepared the company for further synergies, including a parallel path toward merger with Perform Group, then owned by .

Merger with Perform Group

In April 2019, , the owner of STATS LLC, announced the acquisition of Perform Content from the Perform Group, majority-owned by (the parent company of the Group), leading to a merger of the two entities. This transaction provided with a combination of cash proceeds and a significant minority stake in the resulting company, allowing to refocus on its streaming operations while enabling the merged entity to leverage complementary capabilities. The merger created Stats Perform as a unified sports data and technology company, combining STATS' expertise in and advanced data analytics with Perform's strengths in sports , , and event via Opta. This integration positioned the new entity as a global leader in AI-driven sports solutions, enhancing capabilities for real-time data processing and predictive modeling across multiple sports. The deal closed in July 2019 after regulatory approvals, with the company rebranded as Stats Perform and placed under the leadership of STATS' CEO, Carl Mergele, who emphasized expanding market reach and accelerating innovations. Initial efforts focused on unifying the platforms from both predecessors to streamline data feeds and develop integrated tools for clients in , betting, and team .

Products and Services

Opta Data Platform

Opta was founded in 1996 as a specialist in football match analysis and acquired by Cooney's Sportingstatz Limited in 2002, initially focusing on providing detailed statistics for games to broadcasters like . The company pioneered systematic data collection for soccer, tracking events such as passes, goals, and player movements to support commentary and analysis. In 2013, Opta was acquired by Perform Group for £40 million, integrating it into a broader sports media and data ecosystem that eventually evolved into Stats Perform following a 2019 merger. The Opta Data Platform operates as Stats Perform's primary system for real-time event data capture, utilizing dedicated teams of analysts to log granular details during live matches. For games, this involves three analysts per match—two inputting data and one verifying accuracy—who record thousands of s, including passes, shots, tackles, interceptions, and advanced metrics like (xG), which quantifies the probability of a shot resulting in a goal based on factors such as distance and type. This human-led process ensures high fidelity and consistency, with data timestamped and categorized according to Opta's standardized event definitions, enabling immediate delivery to clients. Over time, Opta's coverage has expanded significantly beyond its football origins to encompass 3,900 competitions across multiple sports, including , , , , and . This global reach involves collecting data from over 500,000 matches annually, generating more than 14 billion unique event points that power broadcasting, team , and fan . The platform supports diverse sports through tailored event tracking, such as player tracking in or serve analytics in , while maintaining rigorous quality standards. Opta's data feeds are delivered via robust that provide real-time updates, in-depth play-by-play narratives, and customizable metrics for integration into apps, websites, and tools. Historical archives form a of the , offering comprehensive datasets dating back to 1996 for major leagues like the , enabling longitudinal analysis of trends, player careers, and tactical evolutions. These archives include billions of data points across decades, supporting AI-enhanced insights while preserving the raw, verifiable foundation of Opta's collection methodology.

AI-Driven Analytics and Tools

Stats Perform has developed a of AI-driven and tools that leverage its extensive to deliver predictive insights, evaluations, and features across various applications. At the core of this ecosystem are eight foundation AI models, which power over 200 software modules for tasks including , player assessment, and fan strategies. These models process vast datasets to generate actionable , such as game outcomes or identifying emerging talent patterns, enabling teams and organizations to make -informed decisions. A key component is OptaAI Studio, launched in 2024, which integrates with Opta's live sports database to automate and . In 2025, OptaAI Studio received the Broadcast Technology of the Year at the Sports Awards, recognizing its advancements in AI-powered . This platform allows broadcasters, media outlets, and sportsbooks to produce data-driven narratives, graphics, and personalized content at scale, enhancing audience interaction without manual intervention. Complementing this, Stats Perform incorporates automated video through integration with platforms acquired from Thuuz Sports, utilizing AI algorithms to detect and compile exciting moments in real-time for fan consumption. These tools draw primarily from Opta's proprietary data feeds for accuracy and timeliness. The AI analytics find practical applications in recruitment, where advanced metrics from player tracking and performance modeling aid scouting by quantifying attributes like positional versatility and injury risk. In betting, the models support odds modeling by simulating scenarios and providing probabilistic forecasts based on historical and live data. For broadcasting, real-time insights generated by these systems deliver on-air visualizations and commentary enhancements, such as predictive heatmaps or player matchup probabilities. Since 2015, Stats Perform has invested heavily in and technologies, pioneering advancements like Opta Vision, which uses generative to track player movements from broadcast footage even outside direct camera views. This infrastructure processes 7.2 petabytes of proprietary sports data, enabling scalable analysis across thousands of global competitions.

Partnerships and Collaborations

Agreements with Sports Leagues and Federations

Stats Perform has maintained a long-standing partnership with the English through its Opta brand, which originated in 1996 to provide detailed match analysis and statistics for the competition. This relationship has evolved into an exclusive official rights agreement with Football DataCo, extended in 2023 to cover the 2024/25 season, encompassing data collection for over 3,000 matches annually across the , EFL, and SPFL. In Spanish football, Stats Perform serves as the official data and streaming partner for LaLiga, with a multi-year extension signed in 2022 that runs until 2028, enabling the collection and management of live official data and player statistics from more than 800 matches per season. The company also holds an exclusive official rights partnership with the Women's Tennis Association (WTA), renewed in 2023 to extend through at least 2030, which includes distributing enriched data, live scores, and streams for WTA Tour events to support global broadcasting and analysis. For basketball, Stats Perform's predecessor Perform Group entered a long-term strategic partnership with the International Basketball Federation (FIBA) in 2016, investing nearly €500 million to enhance data collection, live production, and broadcast services for FIBA competitions. In the Middle East, the Saudi Pro League expanded its agreement with Stats Perform in 2024 to incorporate OptaAI tools, providing all 18 top-flight clubs and league media teams with advanced performance data, fan engagement metrics, and AI-driven insights to boost on-field analysis and sponsorship opportunities. In early 2025, Stats Perform announced further expansions into emerging and niche sports. It signed a multi-year deal with the (ELF) in May, deploying OptaAI to deliver official feeds, live statistics, and AI-powered graphics for all ELF games, aiming to enhance broadcast coverage and digital engagement across . Additionally, in 2025, Stats Perform secured a landmark 10-year exclusive agreement with Volleyball World (FIVB) for global betting streaming and rights, covering major events like the Men's and Women's World Championships and World Championships, with provisions for official performance metrics and AI-enhanced streaming. These partnerships underscore Stats Perform's role in supplying official feeds, real-time performance metrics, and AI insights to support league operations, player development, and broadcast enhancements worldwide. However, not all agreements have proceeded smoothly; in October 2024, Stats Perform sought to abruptly withdraw from its multi-year betting data and video rights deal with Italy's amid contract disputes, prompting legal action from the league. This led to re-tendering the rights in June 2025 and awarding them to in August 2025 through 2029, while litigation against Stats Perform continues as of November 2025.

Ties with Media, Betting, and Technology Firms

Stats Perform has established significant partnerships with media broadcasters to enhance data visualization and delivery. For instance, the company collaborated with Twenty3 to provide a multi-lingual toolbox that powers ' digital coverage, enabling advanced data-driven features for viewers. Additionally, Opta data from Stats Perform features prominently in ' "Future of Football" series, where it supports analytical breakdowns and visualizations for match insights. In a broader media-tech , Stats Perform joined the XR Sports in June 2025 alongside and other entities, focusing on innovations for sports and fan experiences. In the betting sector, Stats Perform integrates its Opta data to support live statistics, streaming, and enhanced betting products. The company expanded its partnership with in 2023, providing Opta-powered data feeds for 19 additional football competitions across Europe, Asia, and to enable real-time odds trading and player statistics for in-play betting. In 2025, Stats Perform entered an extensive agreement with EstrelaBet, offering Opta-powered stats markets, nearly 20,000 live football streams annually, and AI-enhanced live data to improve betting engagement in . Furthermore, an expanded partnership with Football DataCo, announced in 2024, introduces AI-powered entertainment data starting in the 2025-26 season, providing exclusive insights for betting operators to enrich odds and fan interactions across English and Scottish leagues. Stats Perform's technology alliances extend to and , leveraging Opta data for simulations and development. The company supplies real-time player to , powering features like PlayStyles+ in for realistic game simulations and player ratings based on performance analytics. In October 2025, Stats Perform partnered with Pepperdine University's Keck Program to advance sports innovation, offering students hands-on projects in and applied to sports technology for 8-12 hours weekly. A core aspect of these ties involves licensing Opta data for integration into third-party applications, facilitating odds trading, and boosting fan engagement platforms. Stats Perform's feeds and APIs enable betting apps to deliver dynamic, stats for confident in-play decisions, while also supporting customizable widgets and tools for media sites to create interactive fan experiences, such as live match centers and personalized content. These integrations often incorporate tools to contextualize for betting applications, enhancing predictive models without delving into core product specifics.

Recent Developments and Impact

Major Acquisitions Post-Merger

Following the 2019 merger that formed Stats Perform, the company pursued strategic acquisitions to bolster its , data visualization, and fan engagement capabilities in the sports technology sector. In December 2020, Stats Perform acquired key platforms from Thuuz Sports, a developer of -powered tools for automated video highlights and real-time fan alerts. This included SmartReels for generating personalized highlight reels and catch-up features, as well as SmartRatings for excitement-based analytics and dynamic headlines, aimed at enhancing viewer engagement for media and betting partners. In July 2021, Stats Perform acquired 13 Strides, a UK-based visual content studio founded in that specializes in creating data-driven graphics for sports clients including , teams, and . The purchase targeted 13 Strides' expertise in rapid graphic production to complement Stats Perform's Opta data feeds, enabling faster integration of AI-enhanced visualizations for broadcasters and marketers. These two post-merger acquisitions—building on earlier pre-merger purchases—focused on video analysis and engagement technologies, allowing Stats Perform to integrate Thuuz's tools into its broader suite for more dynamic content delivery across sports platforms. The moves expanded the company's offerings in personalized fan experiences and betting visualizations, strengthening its position in a competitive SportsTech market valued for scalable applications.

Innovations, Events, and Legal Matters

In 2022, Stats Perform launched Opta Vision, a suite of advanced metrics that integrates the company's Opta event data with player tracking data to provide richer insights into match dynamics, such as player positioning and tactical formations. This innovation, powered by and generative AI, captures uninterrupted XY tracking data for all 22 players throughout a match, enabling new analytical models like Shape Analysis for evaluating team structures in . The live data feeds became available for the 2022-23 soccer season, marking a significant advancement in merging event and tracking datasets for broadcasters, analysts, and betting operators. Building on this, Stats Perform expanded its OptaAI capabilities in 2025 to include new sports and regions. In March, the company secured a 10-year global betting streaming and data rights agreement with , covering major FIVB events like the Men's and Women's and World Championships, which incorporates Opta data feeds and AI-driven analytics to enhance real-time coverage and fan engagement. For American football in , Stats Perform partnered with the (ELF) in May, deploying OptaAI tools and official data across all 16 teams starting with the 2025 season to amplify broadcast graphics, , and supporter interactions amid the league's growth. In , Stats Perform entered an extensive partnership with EstrelaBet, a leading betting operator, to provide Opta-powered stats markets and premium live football streaming, enhancing engagement for football fans in . The Opta Forum, an annual industry event organized by Stats Perform since 2014, serves as a key platform for discussing data-led storytelling in sports media. The 2025 edition, held on June 3 in —the first in the United States—gathered executives from sports media, technology, and sponsorship sectors to explore applications and preparations for the , including sessions on immersive fan experiences and . The event highlighted trends in data visualization and collaborative partnerships, with on-demand sessions later released to extend its reach. Stats Perform has continued its tradition of recognizing excellence in NCAA Championship Subdivision (FCS) play through the STATS FCS program, which includes weekly player awards, a national Top 25 poll, and the annual Stats Perform FCS Awards banquet honoring top performers. For instance, in the 2025 season, the program featured accolades like National Offensive Player of the Week for Villanova's Ja'briel after a standout performance, alongside team rankings that influence playoff seeding. In and technology, Stats Perform received the 2025 Broadcast Technology of the Year award from the Sports Technology Awards for OptaAI Studio, praised for its -powered and tools that enhance broadcast . Additionally, OptaAI Studio won "Best Tool or Service" at the 2025 Football Business Inside Awards, and the company earned the Industry Innovation of the Year at Americas for its data-driven innovations. On November 12, 2025, Stats Perform's -powered Opta Stream received the FBIN Management Excellence Award for redefining live scores to fuel fan engagement and revenue growth. On November 13, 2025, the company released a report on 2026 sports fan engagement, monetization, and trends, based on insights from 675 sports media executives. Stats Perform faced operational challenges in October 2020 when a cyber attack disrupted its services for approximately three weeks, beginning on October 10 and impacting live data feeds for platforms like and , leading to scoring delays and customer refunds. In March 2023, IMG Arena filed a against Stats Perform in U.S. federal court, alleging that the company undermined its European soccer leagues data contract by deploying undercover "data scouts" to illegally collect proprietary information, seeking damages for and unfair competition.

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