Soccer Tech Company Playermaker Raises Funds to Spur U.S. Growth
Sports tech startup Playermaker recently raised a growth funding round as it looks to expand the use of its shoe-mounted wearables in the U.S.
ADvantage led the round and was joined by Ryan Sports Ventures, an investment vehicle founded by Patrick Ryan, whose family owns stakes in the Chicago Bears and AFC Bournemouth. Financial details of the funding have not been announced. Former Arsenal manager Arsène Wenger previously invested in the company. Since being founded in 2014, Playermaker has raised more than $50 million.
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By using a sensor attached to shoes, rather than a GPS device, Playermaker’s tools can measure the number of touches a soccer player completes as well as kick velocity, even breaking down those numbers by left versus right foot. The product was also recently approved for use in FIFA matches.
”Five years ago, we made a bold decision to place sensors on the foot, driven by our unwavering belief that we could deliver unparalleled data and insights to all athletes,” Playermaker CEO Guy Aharon said in a statement. “When we introduced our wearable technology, we encountered significant skepticism and doubt that the product would work or get approved due to the unconventional placement on the boot. But we persevered and demonstrated that sensors not only belong on the foot but also provide greater value there. The recent approval by FIFA along with this important strategic investment is recognizing an undeniable potential of footwear sensors in revolutionizing the game for all athletes.”
While the technology has been used by more than 150 clubs around the world, including LA Galaxy and Manchester City, a big focus now is on expanding Playermaker’s footprint at amateur levels, particularly in the U.S. Leaders are also considering how the tech could be applied in other sports.
While a majority of Playermaker’s staff is now based in the U.K. with an additional office in Denver, its roots—and its headquarters—are in Israel. The company first opened up shop in Tel Aviv, with Maccabi Tel Aviv being its first marquee club client in 2017-18.
“Our entire company stands firmly in support of our team in Tel Aviv, ensuring we address any needs arising from the tragic violence unfolding there,” Aharon said in a statement to Sportico. “We have received an incredible outpouring of support and empathetic messages from teams, users, competitors, and industry leaders alike. We are determined to keep positive, ensuring growth continues even in these challenging times.”
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