The Professional Squash Association (PSA) has announced it has invested in Munich-based company Fun With Balls.
The PSA has worked with the company for the past two and a half years, using its ‘MoTrack’ statistical tracking system at the 2018 Swedish Open and its ‘InteractiveSQUASH’ logo projection system at the 2018-19 PSA World Championship in Chicago.
The interactiveSQUASH technology allows statistics, sponsor branding, replays and visual effects to be projected onto a squash court during matches. The firm has also developed technologies that turn a squash court into an interactive experience for casual players.
The projection technology was demonstrated at the Buenos Aires Youth Olympic Games in October 2018 where Squash appeared as a showcase sport. Local attendees were also invited on court to play a series of interactive games using the technology.
PSA chief executive Alex Gough said: “We have an excellent working relationship with Fun with Balls and believe that their commitment to innovation and breaking boundaries is in line with that of the PSA.
“Their ‘MoTrack’ feature has enabled us to analyse player behaviour in greater depth than ever before, while their interactiveSQUASH system has improved the presentation of the sport and increased crowd participation at events where it has been present.”
Fun With Balls founder and chief executive Markos Kern said: “Having worked with the PSA for almost two years, we are extremely happy to also welcome them as our investors. From the beginning, the goal of our company was to bring squash into the digital age, attract new players to the sport and build a larger audience for this amazing sport.
“This partnership is a great example of how governing bodies in sport and startups can innovate together to make sports more attractive in our digital world.”
The PSA’s investment in Fun With Balls comes shortly after the organisation announced that it has become an investor in human data technology provider Sports Data Labs (SDL). The PSA utilises SDL’s in-game human data solution to provide human performance metrics for its live broadcasts, as well as for player optimisation and training purposes.