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The Impact of NBA's Investment in on the Future of Sports Analytics

In a major move to enhance scheduling processes, the National Basketball Association (NBA) has announced a new long-term partnership with sports technology company The collaboration will see the incorporation of's cutting-edge Software-as-a-Service (SaaS) solution into the NBA's scheduling framework, revolutionising the way games are planned and organised.

Under the agreement,'s technology will not only streamline the NBA's scheduling but will also extend its capabilities to cover the scheduling needs of the Women's National Basketball Association (WNBA), the G League, and the NBA2K League. This comprehensive approach aims to optimise scheduling efficiency across various leagues affiliated with the NBA.

In a strategic move, the NBA has also taken on the role of a seed round investor in through its NBA Equity investment vehicle. This investment signifies the league's commitment to supporting and leveraging groundbreaking sports technology. has recently secured notable backing, closing a $5.2 million seed financing round led by Greycroft. The round attracted investments from prominent entities such as The Charlotte Fund and notable professional athletes, including Greg Olsen, Larry Fitzgerald Jr., Gordon Hayward, Luke Kuechly, Whit Merrifield, Kelvin Beachum, Kurt Kitayama, and Alison Lee.

The NBA joins the ranks of prominent US sports leagues that have embraced for scheduling solutions. The list includes the National Hockey League (NHL), Major League Pickleball, and collegiate sports giants like the Southeastern Conference and the Big East.

John Stewart, Chief Executive of, expressed the significance of the partnership, stating, “This partnership with the NBA marks a significant step forward in applying advanced technologies to sports scheduling. We are committed to not just redefining the scheduling experience but also simplifying and democratising the scheduling process."

As sports leagues increasingly turn to innovative technologies to streamline operations and enhance fan experiences, this partnership positions the NBA at the forefront of utilising cutting-edge solutions to optimise scheduling logistics. The collaboration with underscores the league's commitment to embracing technological advancements for the betterment of the basketball ecosystem.


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