10 cameras around the stadium
Major League Soccer (MLS) has entered into a deal with Second Spectrum that will see the data company provide on-field tracking services.
With increasing levels of sports betting on a given sport leading to greater levels of fan engagement, the MLS is making an exciting move with this multiyear deal. As a result of this new agreement, 10 cameras will be installed in each MLS stadium to track the ball, referee, and all players.
10 cameras will be installed in each MLS stadium to track the ball, referee, and all players
This data can then be used to greatly enhance the broadcasts during games, as well as allowing for lot more options when it comes to sports betting. The data will be distributed to the teams, media partners, and sports betting partners. The MLS will also be using this data to add to the game highlights it publishes on its website.
New betting markets
Many new types of sports betting markets will be available for MLS games as a result of this new deal. No longer will fans have to settle for the likes of goalscorer markets and result markets.
It will transform the space of prop betting on games, with realtime betting on all different aspects of the game that was previously not possible now being a reality.
For live betting, this means markets like the total number of key passes a player or team makes, a player’s shot accuracy, or the shot speed. With his new data partnership, it is now a viable option.
MGM Resorts exclusivity?
MGM Resorts has an exclusive agreement with the MLS as its official sports betting partner.
Fan engagement boost
Live betting always has an influence on viewership numbers for sporting events. With many more exciting live betting markets, this will likely significantly increase levels of fan engagement.
Derek Aframe, Octagon’s EVP of marketing and consulting, spoke about this new deal. He said the MLS has always been very progressive when it comes to improving ways in which it engages with its target audience. Aframe also said the data deal opens a world of opportunity.
The number of crosses a team puts in or number of passes is just the tip of the iceberg.”
The MLS is putting its focus on its younger fan base that is very tech-savvy. It is investing heavily in its digital channels to boost the profile and engagement of fans for the MLS.
Second Spectrum gaining momentum
As well as now having this deal with the MLS, Second Spectrum is already the official tracking partner for the English Premier League and the NBA.
The company believes that viewers will eventually be able to decide for themselves what types of data they can view through an online or television broadcast of sporting events.
Each individual fan will have the ability to customize their viewing experience. Second Spectrum CEO Rajiv Maheswaran said: “If you want very little, that should be an option. If you want it lit up, that should be an option.”