Stupa Sports Analytics is a sports technology company providing solutions for advanced analytics (including player performance data), broadcasting capabilities, and sports digitisation tools for players, sports organisations and federations, broadcasters, and fan communities worldwide. Its primary focus is to bridge the gap between traditional sports management and modern technological advancements by offering solutions with disruptive tech like Artificial Intelligence (AI).
Founded in 2020, by Megha Gambhir (Founder, CEO) and Deepak Malik (co-founder, COO), Stupa Sports Analytics was born from their shared passion for sports and the transformative power of technology. Building on this vision, the company offers solutions on a centralised platform, including AI-powered analytics, tournament management systems, fan engagement solutions, live streaming and OTT services, data rights management, sports digitisation, and content monetisation. In a short span, the company has forged over 15 strategic partnerships with key international governing bodies and sports federations.
Operating under a B2B model, Stupa Sports Analytics offers a SaaS platform along with event-specific deployments, media rights management, and data rights management through its AI-powered solutions.
Looking ahead, Stupa Sports Analytics is actively pursuing expansion initiatives, with plans to venture into other sports such as Badminton, Tennis, Padel, and Pickleball by the end of 2024. The company added that it has high expectations from the Indian market and consumers, anticipating a growing demand for digital solutions in sports management driven by increasing digitisation trends.
Media News 4U caught up with Megha Gambhir, Founder, and CEO of Stupa Sports Analytics
Q. What strategy does Stupa Sports Analytics follow to help sports broadcasters and other stakeholders, like sponsors, engage with table tennis better?
Our solutions provide broadcasters with in-depth analytics and real-time data that enhance the viewing experience of table tennis matches. By offering detailed statistics on player performance, shot selection, and match summaries, we enable broadcasters and commentators to tell a more compelling story that captivates audiences and keeps them engaged throughout the match.
Q. In what way is AI going to enhance sports broadcasting events like Paris 2024?
Artificial Intelligence (AI) is set to transform sports broadcasting for major events like Paris 2024 by offering innovative ways to enhance the viewing experience and deepen audience engagement. Real-time data analysis through AI-driven data feeds can highlight key moments, predict possible outcomes, and provide statistics that make the broadcast more interactive for fans. Additionally, Advanced AI technology generates captivating visuals and augmented reality graphics, such as player statistics and shot trajectory, helping viewers follow the action closely and understand the game better.
Q. How will AI help sponsors integrate into sports on-ground and on-air in a more effective manner?
AI analyses vast amounts of data on fan demographics, preferences, and user patterns, enabling sponsors to deliver highly targeted and personalised advertising messages that resonate with specific audience segments. This helps in enhancing the effectiveness of marketing campaigns. Additionally, AI-driven analytics helps in optimising ad placement in real-time during broadcasts. This ensures that sponsor messages are delivered at peak engagement times, such as during key highlights, timeouts, or breaks, maximizing visibility and impact.
Q. What trends are we seeing in sports tech in 2024?
Artificial Intelligence (AI) and Machine Learning (ML) drive advancements in data analytics, performance optimisation, and fan engagement, analysing player performance, predicting outcomes, and providing real-time insights to enhance decision-making. Meanwhile, Augmented Reality (AR) and Virtual Reality (VR) technologies enhance fan experiences through virtual stadium tours and AR-enhanced live broadcasts, bringing fans closer to their favourite sports and players. Additionally, the demand for personalised content and streaming services is leading sports tech companies to develop platforms offering customisable viewing options, interactive features, and exclusive content.
Q. How will sports tech open up new business models for rights holders and federations?
The rise of digital streaming services is transforming how sports content is distributed and consumed. Rights holders and federations are bypassing traditional broadcasting channels to launch their own direct-to-consumer streaming platforms. This approach allows them to capture a larger share of the revenue, control content distribution, and offer flexible pricing models such as pay-per-view, subscriptions, or ad-supported options.
Q. Could you shed light on the partnerships that Stupa Sports Analytics has with federations? How do the federations benefit?
At Stupa, our strategic partnerships with international governing bodies and sports federations are central to our mission of transforming the sports industry. These partnerships provide us with invaluable insights into the unique needs and challenges faced by athletes, coaches, and organizations. By working closely with governing bodies and federations, we tailor our technology solutions to meet their specific requirements, driving better outcomes for all stakeholders.
For instance, Stupa was named the streaming partner for the ITTF Rome Masters 2024 and also continues to work with the ETTU to provide, implement, and host various digital solutions and services. Finally, Stupa co-organising the WTT Star Contender in Goa has significantly contributed to popularising table tennis in India and is encouraging more Indians to participate in the sport.
Q. Is viewership of table tennis growing in the country or is it an Olympic sport? Do people mainly see it during the Olympics because of national pride?
Yes, table tennis has traditionally been a sport that people primarily followed during the Olympics. However, it is now gaining significant popularity in India, largely due to the improved performance of Indian athletes. Stupa has played a substantial role in this success.
For example, Stupa organised the WTT Star Contender event in India for the first time in 2023, which encouraged more players to participate in table tennis. Additionally, the Indian table tennis team has qualified for the Olympics for the first time through the World Rankings. These developments are contributing to the increasing popularity of table tennis in India.
Q. Is Stupa Sports Analytics expanding to other sports like tennis, and cricket? Kindly elaborate.
We are excited to launch our products for other racket sports such as badminton, padel, and pickleball in the coming months. Padel and pickleball are among the fastest-growing sports globally, particularly in Europe and the USA, presenting a great opportunity for us to expand our reach. We are also looking forward to introducing our badminton solutions, especially in India, where the sport enjoys significant participation and enthusiasm.
