SMT (SportsMEDIA Technology)

What SMT (SportsMEDIA Technology) does

SMT (SportsMEDIA Technology) is a privately held Durham, North Carolina-based B2B technology provider that builds graphics, statistics, and video enhancement software for live televised sports. Founded in 1985 by CEO Gerard J. Hall and operating across 44 countries, the company serves professional sports leagues (NHL, NBA, NFL, MLB, NASCAR, USTA, The R&A, NHRA, LIV Golf, PFL), television broadcast networks (NBC, FOX, ESPN, CBS), and tournament organizers. It holds 85 patents and has won 38 Sports Emmy Awards across four decades of pioneering live sports production technology, ranging from the first on-air scorebug (1985) to the yellow first-down line (1998), FoxTrax Glow Puck (1996), ShotLink (2001), and K-Zone (1994).

The company's core technology is the OASIS Platform, an AI-enabled data and video management system that aggregates inputs from multiple tracking technologies (optical, GPS, IR, UWB/RFID) via the proprietary HALO fusion engine and transforms them into real-time broadcast graphics, automated visual choreography (NHL OPTICS), virtual insertion (K-Zone, 1st & Ten, GhostCar Live), and in-venue visualizations with reported latency as low as 70 milliseconds. Vertical products built on OASIS include NHL HITS (official scoring for 1,400+ games per season), TennisX (USTA, Australian Open), the GEM Suite (NBC NASCAR), RACEf/x and GhostCar for motorsports, the ROOSTER remote production studios, SMT-VAR (FIFA-certified video assistant referee), and the CARAT Coaching App.

SMT monetizes through long-term enterprise contracts with leagues as official scoring and technology provider, broadcast network partnerships that integrate OASIS-powered graphics and tracking into live productions, event-based services at thousands of live events annually, and licensing of proprietary hardware and software (e.g., sensor-embedded pucks, SmartCage biometrics). Its go-to-market is direct enterprise field sales targeting league offices, broadcast operations heads, and tournament organizers, with offices in Durham (headquarters and ROOSTER studio), Jacksonville (ROOSTER studio), Fremont (Creative Studio), Toronto, and Munich supporting global deployments. The company is privately held, founder-led, and has not raised institutional capital beyond disclosed rounds of approximately $12.5M (2010, Vicente Capital Partners) and $13.8M (2016), suggesting disciplined, cash-generative growth rather than venture-fueled scaling.

Name

SMT (SportsMEDIA Technology)

Legal name

SportsMEDIA Technology Corporation

Website

https://smt.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

251–500 employees

Short description

SMT (SportsMEDIA Technology) is a privately held Durham, NC-based provider of real-time graphics, scoring, and player/object tracking software for live televised sports. It serves major US leagues (NHL, NBA, NFL, MLB, NASCAR), the USTA, and broadcast networks across more than 40 countries.

Ownership category

akta.pro rank

Product category

Sports Broadcast Technology & Live Event Data Systems

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH)

akta.pro secondary industries

Content Supply Chain Orchestration & Workflow (Ingest-to-Publish, Automation) (MPAHALAG), Sports Data/Stats & Betting Rights Distribution (Official Data Feeds) (MPABAJAL)

Keywords

• Sports broadcast graphics
• Live event technology
• Sports data tracking
• Official league scoring
• Broadcast video integration

Headquarters

HQ city

Durham

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Live Event Technology Services: SMT provides real-time technology services at live sports events including scoring systems, tracking technology, graphics production, video displays, and data integration. Services are deployed at thousands of events globally across multiple sports leagues.
2. Broadcast Technology & Graphics: Real-time virtual insertion platforms, broadcast graphics systems, commentator information systems, and data integration services for television broadcasts. Includes automated graphics triggering, replay systems, and virtual overlays.
3. Official League Systems & Licensing: SMT serves as official scoring provider and technology partner for major leagues (NBA, NHL, NASCAR, USTA), providing ongoing system maintenance, updates, and technology licensing.
4. In-Venue & Fan Experience Technology: LED displays, video board production, scoreboard systems, and fan engagement technology deployed in arenas and at venues including major tournaments and championships.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

SMT (SportsMEDIA Technology) develops and operates proprietary real-time sports data, tracking, and broadcast graphics software used by professional sports leagues, teams, and television networks. Its OASIS Platform ingests raw tracking and event data and transforms it into live broadcast graphics, virtual insertions, augmented-reality overlays, scoring systems, and in-venue visualizations, with deployments at thousands of events across 44 countries for clients including the NHL, NBA, NFL, MLB, NASCAR, USTA, and The R&A.

Differentiator

Problem solved

Functional benefit

Brands

• OASIS Platform: AI engine that transforms data and video into advanced metrics and analytics
• HALO
• RAZOR
• NHL EDGE
• ROOSTER
• SPRITES
• GhostCar
• CARAT

Products and services

• OASIS Platform AI-powered data management and video integration platform that transforms raw sports data and video into real-time graphics, statistics, predictive analytics, and instant replays for leagues and broadcasters.
• HALO Tracking System Multi-tracking fusion system that harnesses optical, GPS, IR, and UWB/RFID tracking concurrently to generate an optimized, robust, and comprehensive tracking feed for sports broadcasts and analytics.
• NHL Puck and Player Tracking (NHL EDGE / PPT) Real-time puck and player tracking technology for the NHL using infrared sensors embedded in uniforms and pucks, enabling precision tracking of hockey's fastest elements.
• 1st & Ten System (Yellow First-Down Line) Emmy-winning virtual insertion technology that reads data from fixed camera positions and matches them with virtual field maps to render the yellow first-down line on football broadcasts.
• RACEf/x GPS Tracking GPS-based real-time car tracking system for motorsports broadcasts, creating digital race records with telemetry and positioning data.
• K-Zone Strike Zone Visualization Virtual strike zone graphic for MLB broadcasts, evolved into live graphics for every pitch with 3D K-Zone replays.
• GhostCar Live Augmented reality overlay system for race broadcasts enabling virtual visualizations of driver comparisons, racing lines, strategies, and telemetry data in real time.
• SPRITES App Real-time graphical visualization of hockey games using computer-animated digital players with possession tracking, shot speeds, and puck trails, accurate to 70 milliseconds.
• SportsCG Industry-standard sports broadcast character generator and graphics publishing solution with a feature-rich toolkit and portable interface for live sports productions.
• SMT RAZOR Analytics tool combining live video with tracking and statistical data, including event playlists, AR tools, algorithm editing, and a valuation engine for player and strategy analysis.
• CARAT Coaching App Tennis analytics and video replay system empowering courtside coaches with performance analysis, integrated with OASIS and EDGE platforms.
• NHL OPTICS Graphics integration system leveraging puck and player tracking data to create pointers, discs, trails, and automated graphics choreography for hockey broadcasts.
• ROOSTER Remote Production Remote operations studios replicating production truck workflows, with technicians operating UI, video monitoring, communications, graphics, and data integration from remote locations.
• SMT-VAR System FIFA-certified video assistant referee system enabling quick, accurate reviews from every angle with integrated video review and offside decisions.
• SMT-VOL Virtual Offside Line Virtual offside line technology selected for FIFA U-17 World Cup and Primeira Liga broadcasts.
• GEM Suite (NBC NASCAR Broadcast System) NBC's NASCAR broadcast system including GEMStat for processing 10+ live data feeds and calculating playoff standings, and GEMLive for rendering dynamic graphics.
• NHL HITS (Hockey Information & Tracking System) Official NHL real-time scoring system managing 1,300+ games per season with up to 16 games per day, upgraded to NHL HITS 2.0 for the 2019/2020 season.
• TennisX Scoring System Official scoring solution for US Open and Australian Open managing draw creation, match scheduling, data capture, statistics, prize money, and ranking calculations.
• GameStats (NBA Official Scoring) Official scoring system for the NBA, WNBA, NBA D-League, Summer League, FIBA, and NCAA basketball rules.
• ShotLink (PGA Tour Real-Time Scoring) PGA Tour's real-time scoring system tracking every shot during professional golf tournaments.
• Serve Speed System Real-time tennis serve speed measurement system deployed at every Grand Slam tennis tournament since its debut at the 1989 Key Biscayne tournament.
• PFL SmartCage Biometric SmartCage system for the Professional Fighters League combining fighter-tracking metrics, performance ratings, biometric sensors, and real-time betting displays.
• Segmentation Technology for TNF on Prime AI and GPU-accelerated segmentation technology for Thursday Night Football on Prime Video that instantly isolates players from the field for broadcast graphics.
• NASCAR Team Analytics Analysis tool for NASCAR drivers, engineers, and broadcasters providing performance and strategy analytics.
• VFAB (Virtual Fans, Ads and Brands) Virtual Fans, Ads and Brands system that populates broadcast seating and signage with digital fan avatars, ads, and branded content.

Quantifiable outcome

• 40% increase in Indianapolis 500 viewership compared to 2024 following GhostCar technology deployment
• +5 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature17 records

Partnerships

16 partnerships are on record, tiered core, strategic, key and historical.

• National Hockey League (NHL)coreStrategic or Co-development PartnerSMT serves as the official statistics provider for NHL, providing puck and player tracking (PPT) technology, NHL OPTICS broadcast integration, NHL HITS scoring system, and real-time data visualization. The partnership supports 1,400+ games annually across two countries with up to 16 games per day.
• NASCARcoreStrategic or Co-development PartnerSMT has partnered with NASCAR since 2001 to develop tracking technologies including RACEf/x GPS system, Team Analytics platform, and GhostCar virtual visualization for broadcasts. Multiple Emmy Awards recognize these innovations.
• USTA (United States Tennis Association)coreStrategic or Co-development PartnerOver 30-year partnership as official scoring provider for US Open. SMT provides TennisX scoring system, graphics production for UHD broadcasts, 3D stadium visualization, and real-time data integration across 30+ courts.
• LIV GolfcoreStrategic or Co-development PartnerSMT has been a technology partner since LIV Golf's inception in 2022, developing scoring and data ecosystems for the team's competition format. Services expanded to include IPTV, LED displays, and support for 14 annual global events.
• NTT DATAstrategicStrategic or Co-development PartnerPartnership for The Open Championship's NTT DATA Wall - a 20-meter digital display processing 280,000+ live data points. SMT built the back-end engine powering real-time graphics and animations for the fan experience.
• NBA / WNBAcoreStrategic or Co-development PartnerSMT serves as the official scoring provider for NBA, WNBA, NBA D-League, and Summer League with GameStats system. Provides ongoing updates to satisfy evolving scoring and statistical requirements.
• NBC SportscoreTechnology or IntegrationNBC utilizes SMT's GEM suite for NASCAR broadcasts, including GEMStat for processing 10+ live data feeds and GEMLive for dynamic graphics rendering. Long-standing partnership in motorsports broadcasting.
• NHRAkeyStrategic or Co-development PartnerExclusive graphics partner for NHRA Camping World Drag Racing Series since 2016, delivering statistics-driven insert graphics, motion design, and AR overlays for FOX Sports broadcasts.
• The R&AcoreStrategic or Co-development PartnerOfficial scoring and data collection partner for The Open Championship, providing real-time data management, digital leaderboards, and broadcast integration for NBC and Sky Sports.
• NBC Sports (Olympics)strategicTechnology or IntegrationSMT provides biometric fan excitement capture technology for Olympics broadcasts, routing Omega Timing data through software tools for NBC's graphics packages. 27 heart-rate monitoring kits deployed at select Olympic venues.
• Professional Fighters League (PFL)keyStrategic or Co-development PartnerExclusive graphics provider since 2018, evolving from basic scorebug to comprehensive suite including fighter-tracking metrics, performance ratings, SmartCage with biometric sensors, and real-time betting displays.
• ESPNcoreTechnology or IntegrationESPN utilizes SMT's world feed graphics for US Open broadcasts on ESPN+. SMT staff operate on-site providing stats and real-time insights through Chyron graphics system.
• CrossFithistoricalStrategic or Co-development PartnerSMT developed first official timing and scoring services for CrossFit competitions and was named official design firm in 2012. Provided comprehensive broadcast package, video board production, and data integration.
• CBS SportskeyTechnology or IntegrationBroadcast partner for NASCAR and other sports properties, utilizing SMT tracking and analytics for race coverage.
• FOX SportscoreTechnology or IntegrationFOX Sports utilizes GhostCar Live 2.0 and other SMT technologies for IndyCar coverage including HUD dashboards, telemetry overlays, and virtual visualizations. Also partner for NASCAR broadcasts.
• ENP MediastrategicStrategic or Co-development PartnerCollaboration partner for NTT DATA Wall at The Open Championship, working together on visual priorities, data storytelling, and fan engagement objectives using SMT's data engine and ENP's Unreal Engine graphics.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Second Spectrum: AI-powered sports tracking and analytics company, originally the NBA's official tracking partner and now owned by Genius Sports. Direct overlap with SMT's player tracking and broadcast visualization, particularly in basketball.
• Vizrt: Broadcast graphics and media asset management vendor whose TriCaster and Viz Engine platforms compete with SMT's SportsCG and OASIS for sports broadcast production workflows.
• Hawk-Eye Innovations: Sony-owned optical tracking and officiating technology provider for tennis, cricket, soccer, and other sports. Most direct comparable to SMT's tracking and virtual graphics business, competing in FIFA ball-tracking, tennis line-calling, and broadcast enhancements.
• ChyronHego: Broadcast graphics and augmented-reality specialist (formerly Chyron plus Hego). Competes head-to-head with SMT's SportsCG character generator and AR/overlay products for live sports broadcasts globally.

Broad incumbents

• Genius Sports: Public sports data and technology company providing official data feeds, betting technology, and broadcast tools. Comparable to SMT in official-data role with leagues (NFL, NBA, etc.) and competing in data licensing and tracking.
• Ross Video: Live broadcast production technology provider (graphics, switching, routing). Adjacent competitor to SMT for broadcast infrastructure, with growing sports-production footprint.
• Stats Perform: Sports AI and data company (formerly STATS LLC and Perform Group) providing official data, betting feeds, and AI-powered insights. Competes with SMT on official league data, AI analytics, and broadcast enhancement technology.
• EVS Broadcast Equipment: Belgian live broadcast infrastructure company (replay servers, production switchers). Competes indirectly with SMT through its LiveCeption and XtraMotion graphics/replay offerings for sports.

Emerging players

• Catapult Sports: Wearable athlete tracking and performance analytics provider used by professional teams. Partial overlap with SMT's team analytics offerings (RAZOR, NASCAR Team Analytics) but more team-facing than broadcast-facing.
• Sportlogiq: AI sports analytics company specializing in hockey (NHL) and soccer player and puck tracking. Overlaps with SMT's NHL puck/player tracking and SPRITES visualization technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SMTlive
• Facebookfacebook.com/smtlivesports
• LinkedInlinkedin.com/company/sportsmedia-technology-corp
• Instagraminstagram.com/smtlive

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors1 record

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

M&A1 record

Investments1 record

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

Frequently asked questions about SMT (SportsMEDIA Technology)