Athletes Seek Control Over $4.47 Billion Sports Data Market

Web3 has revolutionized our understanding of money, ownership, and the internet, but its potential extends further into the realm of sports data. The metrics that train athletes and captivate fans during playoffs could form the basis of a new blockchain and web3 sector. However, leagues and data vendors currently treat this information as proprietary assets, leaving players without ownership or control over their data.

Leagues, broadcasters, and private companies dominate the sports analytics market, valued at approximately $4.47 billion in 2024. Despite its significance, athletes do not control their data, which defines their careers. Companies like Genius Sports and Opta profit from exclusive rights deals worth tens of millions, shaping scouting decisions, determining salaries, and fueling a multibillion-dollar betting industry. Athletes, who produce the data, have no direct control or revenue share.

Organizations have begun addressing this issue. Project Red Card aims to classify player performance data as personal information under GDPR. The International Federation of Professional Footballers (FIFPRO) launched a Charter of Player Data Rights to protect footballers' privacy. Breakaway created a "career passport" for athletes, allowing them to control their data. However, institutional change is challenging and may not always benefit athletes. Blockchain technology can facilitate positive change for players, fans, and the sport.

When players control their data, new income opportunities arise. Instead of leagues or networks selling access to player stats, individual players could license their performance metrics to coaches, betting platforms, or video game developers. Smart contracts can automate these relationships, with blockchain showing who accessed what and when. This approach addresses recent licensing issues, allowing smaller teams to leverage their position and fans to contribute to the value of verified sports data.

Sports organizations should embrace this shift, as it opens up opportunities for smaller divisions to gain recognition. This new approach is already taking shape. In 2019, NBA guard Spencer Dinwiddie attempted to tokenize his contract, allowing fans to invest in his future earnings via blockchain. Legal pushback led to a scaled-down version, but the message was clear: athletes seek change. Permissionless systems where athletes opt in and get paid to share their verified stats are the future.

Performance data is intellectual property that can power new apps, communities, and business models when properly managed. Blockchain and web3 can make this a reality. Athletes should build their own table, taking ownership of their performance data and involving fans in the process. Sports analytics is no longer just for teams and networks; it belongs to the players who generate the data and the fans who believe in it.