Champion Data in New AFL Contract

by Lisa Albergo reporting for AFANA from Chicago

Two major data companies, Champion Data and Catapult Sports International, have bid to become the AFL's GPS data provider. Champion Data was founded by former Carlton player Ted Hopkins (best known for his four second half goals which helped the Blues overcome a 44 point deficit to win the 1970 Grand Final) and has been the official statistical provider for the AFL since 1999. It is Champion Data which provides live stats during match broadcasts as well as post-match statistics. They also have a hand in fantasy football and tipping. Champion is not exclusive to football as they also have contracts with world cricket, rugby and netball. Part of Champion's consortium is US-based Zebra Technologies which has contracts with the NFL as well as Irish company Stats Sports. Champion is 49% owned by the AFL. Two of the company's directors are AFL Legal Consul Andrew Dillon and general manager of broadcasting Simon Lethlean.

Catapult Sports International was started in 2006. The founders had previously worked with the Cooperative Research Centers and the Australian Institute of Sport where they performed lab-based monitoring of athletes. The need to move into actual live events saw Catapult formed. The company provides hi-tech GPS tracking systems which can monitor and record thousands of bits of data on the wearers of the device. The information provided allows for better training, fitness and injury monitoring and management among other things. Catalpult has 85% of its business in overseas markets. These include not only worldwide sporting organizations but research centers as well. Catapult lists Mark Cuban (Sharktank TV show and Dallas Mavericks' basketball team owner) among its high profile investors.

Catapult already has contracts with all 18 AFL clubs as well as the AFL umpires and junior development teams. The AFL received a number of proposals and an independent panel of high performance experts was appointed to review the bids. The panel members were Darren Burgess (Port Adelaide), David Buttifant (Carlton), Andrew Russell (Hawthorn) and David Joyce (GWS). The unanimous recommendation was that the AFL award the contract to Catapult. However the AFL ignored the recommendation, opting for Champion Data.

Although Catapult will not be in serious trouble as a result, their stock plummeted by 12% when the announcement was made in early September. There are many who have accused the AFL of a conflict of interest and Catapult may yet take legal action. None of the 18 clubs want to abandon their deals with Catapult, saying they are happy with the services the company provides. The AFL did indicate that those contracts would remain in place for the time being, but it is unclear how future contracts would be managed, if at all.

Sources close to the AFL claim that both bids were very close and the decision could have favored Catapult had their proposal "been more compelling". AFL chairman Mark Evans, in a memo to the clubs, said Champion presented "value for money". Catapult chairman Adir Shiffman hopes a compromise can be reached so both companies can work together with the AFL.

Source: news.usc.com, championdata.com.au, catapult.com.au