Telecommunications and internet group SoftBank has led a $35m funding round for Heed, the US-based developer of an analytics platform for live events.
Heed has built a software platform that combines artificial intelligence (AI), data analytics and internet-of-things (IoT) technology to track an audience’s emotional and behavioural response to individual moments during sporting events.
The company was formed by AGT International, the IoT technology provider founded by Mati Kochavi, and talent agency Endeavor.
Heed’s technology was first used in connection with the EuroLeague basketball Playoffs in April this year. SoftBank’s investment will be used to fuel the growth of Heed as it seeks to form partnerships with sporting leagues and teams.
Alok Sama, president and chief financial officer of SoftBank, said: “By leveraging AI and IoT, Heed has developed a unique platform that is changing the way fans watch and interact with sports.
“Heed is taking a traditionally static experience and providing fans with deeper insights into the physical and emotional aspects of the sporting event by gathering and analysing large, complex data in real time. We are excited to partner with Mati and the team as they continue developing and enhancing this revolutionary technology.”
