Atrium Sports

What Atrium Sports does

Atrium Sports is a sports technology platform founded in 1999 and headquartered in Louvain-la-neuve, Belgium, with operations centered on the Synergy Coaching & Scouting platform. The platform unifies three modules — Video Capturing Solutions (automated live game recording), Coaching Solutions (video-linked analytics and performance insights), and Scouting Tools (access to the world's largest basketball video library for opponent scouting and player recruitment) — and is built on a proprietary video and performance data corpus assembled over years of capturing games across North American basketball.

The company serves professional teams, leagues, and federations (NBA, WNBA, NCAA) at the enterprise tier, and has expanded downward into the high school segment with a dedicated High School Basketball Solution that resells the same tools used by elite professional teams. Following the 2019 acquisitions of Synergy Sports Technologies and Keemotion, Atrium combines automated AI-assisted video capture with the largest basketball video library in the market, and has layered on Player Tracking features covering defensive strategies, play locations, and speed dynamics.

The business model is sales-led and consultative: pricing is quote-based and not publicly disclosed, with a direct sales contact form that segments buyers by type (betting/gaming operators, media and tech companies, teams/leagues/federations, integrity/regulatory authorities) and product interest. The company is private, has 51–100 employees, and has raised capital through a 2019 round backed by Eldridge Industries and Elysian Park Ventures (led by Elysian Park Ventures) and a $70M round in December 2020. Founder Nick Maywald serves as Group CEO and Chairman.

Name

Atrium Sports

Legal name

Sportradar Group AG

Website

https://atriumsports.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

Atrium Sports is a sports technology platform that provides automated video capture, coaching analytics, and scouting tools built on the world's largest basketball video library, serving NBA, WNBA, NCAA, and high school basketball teams.

Ownership category

akta.pro rank

Product category

Sports Analytics Software

NAICS

Spectator Sports (7112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Venue & Event Presentation (Game Presentation, In-Venue Entertainment) (MPAKAKAD)

Keywords

• Sports video analytics
• Coaching software
• Scouting platforms
• Player tracking systems
• Live game capture

Headquarters

HQ city

Louvain-la-neuve

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Atrium Sports provides a video-based sports analytics platform (Synergy Coaching & Scouting) for professional and amateur sports organizations. The platform automates live game capture, links video with coaching analytics and player tracking data (defensive strategies, play locations, speed dynamics), and exposes a large scouting video library for opponent analysis and recruitment. It is sold to teams, leagues and federations, including the NBA, WNBA, NCAA and high school basketball programs.

Product overview

Atrium Sports (operated under Sportradar) offers the Synergy Coaching & Scouting platform, a unified solution for sports teams, leagues, and federations. The platform consists of three integrated modules: Video Capturing Solutions (automated live game capture and production), Coaching Solutions (video-linked analytics and performance insights), and Scouting Tools (access to the world's largest video library for opponent scouting and recruitment). The platform serves professional leagues including NBA, WNBA, NCAA, and has recently expanded to high school basketball programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Synergy Coaching & Scouting Platform A unified video-based coaching and scouting platform that enables sports teams, leagues and federations to capture live game footage, analyze it with linked performance analytics, and access a large video library for opponent scouting and recruitment. Used by NBA, WNBA, NCAA teams and high school basketball programs.
• High School Basketball Solution

Quantifiable outcome

• Professional-grade tools now accessible to high school teams (previously only available to NBA, WNBA, NCAA)

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Veo Technologies: AI-powered sports camera and analytics platform popular in soccer and other amateur sports. Competes with Atrium's automated video capture approach and offers AI-driven game analysis at the grassroots level.
• Pixellot: Provider of automated sports video capture and AI production for amateur and youth sports. Overlaps with Atrium's Video Capturing Solutions in automating live game recording and basic analytics.
• Trace (Trace iD): AI camera and sports analytics platform for youth and high school sports, including basketball. Comparable to Atrium's automated video capture and analytics offering, particularly for the high school segment Atrium is targeting.
• Krossover (now Hudl): Video breakdown and analytics platform historically focused on basketball and other team sports. After being acquired by Hudl, continues as an integrated video analytics offering, comparable to Atrium's Synergy scouting tools.

Broad incumbents

• Stats Perform: Large sports data and AI company providing data, content, and analytics across multiple sports and betting customers. Overlaps with Atrium in sports analytics, video, and team/coaching solutions but operates at much broader scale.
• Sportradar Group AG: Parent/strategic entity housing Atrium Sports. Provides sports data, betting content, and media services globally. While not a direct competitor to the Synergy coaching platform, it owns and distributes Atrium's offerings within its broader sports technology portfolio.
• XOS Digital (now PlayOn/HAST): Provider of sports video, digital media, and content management systems to college and professional teams. Overlaps with Atrium's video capture and distribution capabilities for athletic departments.

Direct peers

• Second Spectrum: AI-powered sports tracking and analytics company with deep NBA relationships. Directly competes with Atrium Sports in basketball video analytics, player tracking, and league-level data-driven coaching tools.
• Catapult Sports: Provider of athlete performance monitoring and video analysis tools for elite sports teams. Competes with Atrium in player tracking, performance analytics, and integrated video workflows used by coaches and trainers.
• Hudl: Leading sports video and analytics platform serving high school, college, and pro teams. Directly competes with Atrium Sports in basketball video capture, coaching analytics, and scouting tools, with broader sport coverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/Sportradar
• YouTubeyoutube.com/sportradar
• Facebookfacebook.com/pages/Sportradar/391162040945181
• LinkedInlinkedin.com/company/atriumsports
• Instagraminstagram.com/lifeatsportradar/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Atrium Sports