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Empowering Sports Organizations with the Right Technology & Data Strategy Set-up
Helping sports organizations choose the right technology, store & value data, build innovative tech infrastructure for long-term success, & develop key data strategy skills
I bounced around a few ways to write out this message but wanted it to just come from the heart and delve into my own experiences in the industry. My true desire is to be a trusted resource to sports industry people looking for help in solving their questions around how to use technology and data at their sports organizations or start-ups. Between leading SAP’s sports analytics group in NA to building out the Ottawa Senators BI division to being part of 2 separate sports start-ups I’ve seen many angles around how to evaluate tech, data and strategy inside the sports industry.
I have nothing but the upmost respect for those who work on the team/league, NSO or start-up space and the challenges they face. From my own personal experience, I understand nobody wears more hats for their organization then those working in sports. Trying to move things forward and innovate for your organization with such a lack of resources in both time, personnel and budget is a difficult task. It’s something most people from the outside don’t understand if they haven’t lived inside a sports organization, NSO or sports-tech start-up.
My job is to really help you get past being stuck in that “what do I do” or “how do I verify I’m on the right track”. I’ll do that by first listening to your problems and then sharing with you what I’ve seen during my 20+ years of working on the team and sports tech vendor side around your issues. I’ll be the first to tell you if I can or can’t solve your problem, if we can find a short-term solution or you need to build a longer term strategy to get there. If I can’t I’ll have no hesitation to point you to a person or other tech group that you should be speaking with.
It’s impossible for leadership to understand all the innovations going on in the sports tech space. My sole desire is to remove some of that doubt in making your next move on tech innovation. From a leader’s standpoint you’ll get a better understand of what’s possible with your tech & data strategy investments so you can move the organization forward efficiently and confidently.
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On the below tabs I have outlined some of the ways I could help you as a Team, League, National Sport Organization or Sports Tech Company. If you want to grab 30 minutes to discuss these or any other tech or data strategy initiatives around your organization please book at call or meeting via the Get in Touch tab. Always happy to share my perspective on what I've seen around the sports industry and outside industries to help solve your issues.
Fan Data Integration
Maximize revenue by understanding your fan base through unified data.
Tech Infrastructure Audit
Evaluate existing set-up and build a 1-3 year project road-map to ensure proper technology tools, staffing & strategy is in place to meet your goals.
VALUATION & TARGETING FOR BRAND PARTNERS.
Who is my audience, what is their value to brands, what brands to target
Upskilling & Education
Offer data/tech training for executives and key staff to enable them to select the right vendors, maintain data ownership, and foster vs limit organizational innovation.
Automated Insights
Build systems to distribute actionable insights across departments.
AI / GEN AI Readiness
Prepare your organization for the next wave of AI-driven innovation.
Global Audience Insights
Understand and value your global audience to build value for partners & new initiatives.
Tech/Data Education
Upskill leadership to select the right vendors, maintain data ownership, and foster league-wide innovation.
build a shared data ecosystem
Create a tech/data infrastructure to seamlessly share data & insights back and forth to teams and for league personnel.
tech infrastructure audit
Evaluate existing tech set-up and build a 1-3 year project road-map to ensure proper technology tools, staffing & strategy is in place to meet your goals.
Nationawide athlete Insights
Build a complete view of athletes across regions.
Strategic Retention
Develop strategies & programs to keep athletes engaged & understand why churn happens.
National Registration System
Reduce costs, centralize player data, and add value for sponsors.
Monetization Strategies
Leverage athlete databases and coaching content for sponsorship & revenue growth.
How to build your product for sports industry success
Does your solution fill a need, is it easy to use for clients or over-engineered, road-map for product additions
build a go-to-market strategy
Who are your best early clients, how do you create long-term partnerships, who will test your product for you, what events to attend.
fundraising support
Who are right funds to approach, how to build your story.
Access to incubators/accelerators
What are best for your companies needs, how to you get access, intros to leadership
help to expand industry network
Leverage my network for introductions to potential clients in the team, league and national sport organization space.
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As it currently stands, the sports industry is overflowing with customer data and many complex technology products. As someone who’s spent 15 years on the team/property side, the challenge for everyone remains how to understand what tech infrastructure set-up or tech products create the best value for them. Too many teams, leagues, and NSOs have been oversold value on products that do little to help them or are too complex for their team/staff to get value from.
An understanding of how to set up your tech infrastructure or data strategy to maximize the value of your tech investments and use of your data is of key importance. Even basic reporting across your organization requires solid infrastructure to set the stage for more advanced analytics in the future across all areas of your sports business.
Scott MacIntosh is a trusted expert in sports technology, analytics, and business strategy, with over 20 years of experience working with professional teams, leagues, national sports organizations (NSOs), and sports tech startups. His career has focused on helping organizations use data and technology to drive revenue, improve operations, and enhance fan and player experiences.
Through his leadership at SAP, Scott gained deep experience in sports technology development, working alongside both teams and tech providers to ensure solutions were practical, effective, and forward-thinking.
This hands-on experience gives Scott a unique perspective on what teams actually need from technology providers, making him a valuable advisor to both sports organizations and startups.
In conclusion, Scott has built a career at the intersection of sports, technology, and business, helping organizations unlock new opportunities through data, analytics, and innovation. Whether working with global sports leagues, advising tech startups, or shaping the future of sports technology, his expertise ensures that teams, leagues, NSO's and start-ups are ready for what’s next.
15+ years working with teams from MLSE to Ottawa Senators and leagues from NHL to NBA to MLS leading revenue and BI/Analytics teams to leverage tech & data within their operations to drive value.
As head of Sports Analytics & BD (North America) for SAP, I gained hands-on experience in developing and integrating innovative tech solutions for top-tier sports organizations across the world.
Spent my 20+ years leading groups to solve problems around the fan engagement, integration of fan data, stadium operations and player development sides of the sports business.
I hold advanced degrees from McGill and Queen’s in Management Analytics (MMA), Strategy & Marketing and a BCom in Sports Admin. from Laurentians SPAD program.
I’ve helped advise teams, leagues, NSO’s to pick & integrate the right tech solutions & build analytics frameworks to unlock growth opportunities and helped sports tech start-ups with go-to-market & data strategies.
I have volunteered as an athlete guide for NYC & Boston Marathon for Achilles Int’l, a mentor/judge at Women in Sports Tech (WiST) and sit on advisory boards for Laurentians SPAD, McGill’s MMA, TMU/DMZ’s Future of Sports Lab programs and invited to be a member of the XVisory Group around thought leadership and innovation in sports tech.
Compass Analytics
Organizational tech/data audit & road-map build, dashboarding, apps & automation, temporary Staff Augmentation, company-wide data literacy training
Zoomph
Analytics for viewership insights, measure engagement and make informed decisions across broadcast and social platforms
Innerlogic
Convert employee feedback and people data into usable recommendations for a smarter, faster, more impactful diagnosis and true augmentation of company culture.
Publicis Sapient
Gen AI/AI preparation, Clean Room Tech, Automation of Customer Personalization & Interaction, Smart Stadium Digitization
Voyageur acquisition corp - VACH
$220M Special Purpose Acquisition Corp (SPAC) looking to invest in the sports and entertainment space
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"Scott was one of the first industry leaders I connected with when starting Zoomph, and his deep understanding of the sports ecosystem has been instrumental in shaping my journey. His insights into the realities of the industry helped me navigate the complexities of growing a sports tech company. Beyond his knowledge and expertise, Scott exemplifies what makes this industry special—his commitment to elevating others, whether through his work with Women in Sports Tech or his time spent mentoring and supporting students and universities. He leads with integrity, generosity, and a genuine desire to push the industry forward. I’m grateful for his impact on my path and the broader sports tech community.”
"Overall, we were very happy with the work and insight Scott & his team provided. They provided a strong understanding of who we were as a National Sport Organization, what our most important needs were, along with a detailed roadmap of how technology tools & data strategies could get us to where we wanted to go. In addition, they built useful tech tools to move us forward and were always available to answer any additional questions that came up."
"Working with Scott on the board of Laurentian's SPAD alumni group helped me to see the impact he's had on the sports tech space. From his care in helping students break into the industry to sharing information around how sports organizations are shaping their technology and data strategies he helped open my eyes to a number of interesting things going on in the industry. For any organization looking for help in building out a tech or data strategy Scott is the right guy to provide real insights and true value."
"Scott was one of the first people in the industry to raise his hand and step up to support Women in Sports Tech (WiST) as we started building connections with leaders of companies in the sports tech space. He didn’t see it as just a strong business move — he genuinely felt it was important to do whatever he could to help push the industry forward. In addition, Scott’s always been a go-to source for insights on companies, startups and tech products making waves globally in sports and entertainment space. He is a deeply ethical, trusted and supportive friend in the industry!"
Member
XVisory
Invite only group including teams, leagues, brands & sports tech companies represented by 75+ top global execs around innovation & tech in sports & entertainment (MLB, NBA, NHL, UEFA, New Balance, Reddit etc.)
Board Member
McGill University
Board Member for the Masters in Management Analytics (MMA) program.
Mentor
Future of Sport Lab
Mentor for sports tech founders.
Mentor
WiST (Women in Sports Tech)
Mentor & judge for fellowships supporting women entering the sports industry.
Mentor
PROFLUENCe
Invited community member to help drive new relationship, thought leadership for members.
Board Member
Laurentian University
Board Member for the Sports Administration (SPAD) program.
Fill out the form, contact me directly by email, or book a time through my Calendly link.