We had INTENNSE Tennis on the Seed Talk Podcast back in October and will be on site for their kickoff of the 2026 season in June. For media inquiries please reach out to info@sportstechatlanta.com
We had INTENNSE Tennis on the Seed Talk Podcast back in October and will be on site for their kickoff of the 2026 season in June. For media inquiries please reach out to info@sportstechatlanta.com
Every sports executive has been there. You have a problem to solve — maybe it's modernizing the fan experience, finding a better ticketing solution, or sourcing wearable technology for your athlete performance program. You know the right technology is out there. You just don't know where to find it, who to trust, or how to cut through the noise of a market flooded with vendors all claiming to be the best.
On the other side of that equation, hundreds of innovative sports tech companies are building exactly what you need — and have no idea how to get in front of you.
That's the problem MatchSportsTech.com was built to solve.
The sports technology market has exploded. There are now thousands of companies operating across fan engagement, ticketing, stadium operations, athlete performance, wearables, broadcasting, data analytics, and beyond. For teams and leagues, the sheer volume of options has made discovery harder, not easier.
Traditional vendor discovery methods — conference exhibit halls, unsolicited cold outreach, word of mouth — are inefficient and incomplete. Important RFPs go to the same familiar vendors. Breakthrough technologies get overlooked because the right decision-maker never encountered them. Meanwhile, the pressure on sports organizations to innovate faster than ever has never been greater.
Sterling Mack saw this dysfunction up close through years of deal-making in professional sports. The solution wasn't more vendors in more inboxes. It was a smarter, structured system for connection.
MatchSportsTech.com is a purpose-built matchmaking platform connecting sports organizations with vetted technology companies across every major category of sports tech. Think of it as a curated marketplace — one where the focus isn't on volume, but on fit.
The platform is designed for two audiences simultaneously, and it serves both with equal intention.
For Teams and Leagues: A trusted, organized way to discover technology solutions for specific needs — whether that's an active RFP, an upcoming project, or a longer-term strategic initiative. Instead of sifting through hundreds of cold pitches, sports organizations can use MatchSportsTech to surface relevant, qualified technology partners across the exact categories that matter to them.
For Sports Tech Companies: A direct channel into the decision-makers and purchasing processes of professional sports organizations — without having to crack a cold door. Companies that join the platform are positioned in front of the right buyers at the right moment, with context that makes the introduction meaningful.
MatchSportsTech.com is organized around the technology categories where teams, leagues, and sports organizations are actively investing and innovating:
Fan Engagement From in-venue experiences to second-screen activations, fan engagement technology is one of the most competitive and fast-moving areas in sports. MatchSportsTech connects organizations with companies developing the next generation of loyalty programs, interactive content platforms, AR/VR experiences, and personalization engines.
Ticketing Ticketing technology continues to evolve rapidly — dynamic pricing, mobile-first delivery, resale marketplaces, and access control all present ongoing upgrade opportunities. The platform helps organizations find solutions that match their scale, fanbase, and operational complexity.
Stadium & Venue Operations Running a modern sports venue is an increasingly technology-intensive operation. MatchSportsTech surfaces solutions for facilities management, security and access, food and beverage optimization, connectivity infrastructure, and more — helping operations teams find partners who understand the unique demands of live events.
Wearables & Athlete Performance As sports science becomes a competitive differentiator, teams at every level are investing in wearable technology, biometric monitoring, recovery tools, and performance analytics. MatchSportsTech connects performance staffs with companies developing the hardware and software that keep athletes at their best.
Emerging Sports Tech The categories above are just the foundation. MatchSportsTech also serves as a discovery layer for technologies that don't fit neatly into existing buckets — from AI-driven scouting tools to sustainability platforms to next-generation broadcast technology. If it's relevant to professional sports, it belongs in the conversation.
One of the most valuable functions of the platform is improving the RFP process for sports organizations. Traditionally, sports RFPs reach a limited pool of known vendors — often the same companies that have always been in the mix. The Sports Tech Atlanta matchmaker changes that dynamic.
When a team or league posts a project or RFP through the platform, it reaches a curated network of qualified technology companies that are actively seeking exactly these opportunities. The result is a broader, more competitive, and more innovative response pool — giving sports organizations better options and more leverage in the selection process.
For technology companies, it means no longer missing opportunities simply because they didn't know an RFP existed.
What separates The Sports Tech Atlanta matchmaker from a generic vendor directory is curation. Sterling Mack and the Sports Tech Atlanta team bring years of direct experience in sports technology deal-making to the evaluation of every company on the platform. The goal is not to list every company in the market — it's to connect organizations with partners who are genuinely ready to deliver.
That means sports organizations can trust that the companies they discover through MatchSportsTech have cleared a meaningful bar — and technology companies can trust that their profile is being seen by buyers who are serious about finding solutions.
MatchSportsTech.com didn't emerge from a software background. It emerged from years of Sterling Mack sitting across the table from team executives, league officials, and sports tech founders — watching deals fall apart not because the technology wasn't right, but because the connection never happened at the right time, in the right way, with the right context.
The platform is the infrastructure version of what Sports Tech Atlanta has always done: create the conditions for great partnerships to form. What was once done through individual relationships and targeted introductions can now scale — bringing more organizations and more innovators into a structured system designed for mutual discovery.
The sports industry is at an inflection point. The organizations that will lead the next decade are the ones making smarter, faster technology decisions today. And the technology companies that will define the industry are the ones finding the right partners now — before their competitors do.
MatchSportsTech.com is where that future is being built.
Whether you're a sports organization looking to modernize an operation, elevate the fan experience, or find the right technology for an upcoming RFP — or a sports tech company ready to put your solution in front of the buyers who need it most — the match is waiting.
Visit MatchSportsTech.com to get started, or reach out to Sterling Mack and the Sports Tech Atlanta team directly to learn more.
Sports Tech Atlanta, led by Sterling Mack, connects innovative technology companies with professional sports organizations through strategic deal-making, partnership development, and the MatchSportsTech.com platform.
The sports industry is one of the most exciting places to do business right now. Teams and leagues are actively searching for technology that improves performance, deepens fan engagement, drives new revenue, and creates operational efficiencies. The demand is real — and growing.
So why do so many promising sports tech companies still struggle to get in the room?
That's the problem Sports Tech Atlanta was built to solve.
There's a frustrating irony at the heart of the sports technology market: teams want better solutions, and startups have them — but the two sides rarely connect efficiently.
It's not a technology problem. It's a relationship and positioning problem.
Professional sports organizations are notoriously difficult to penetrate. Decision-making is layered, procurement processes are informal, and trust is everything. A cold email — no matter how polished — almost never moves the needle. What moves the needle is a warm introduction from someone who already has a seat at the table.
That's where Sterling Mack and Sports Tech Atlanta come in.
Sports Tech Atlanta operates as a strategic intermediary for sports technology companies looking to establish partnerships with professional teams, leagues, and sports organizations. The work is fundamentally about translation — helping innovative companies communicate their value in the language that sports decision-makers actually respond to.
That means understanding how a front office thinks about ROI. It means knowing which problems are top-of-mind for a league office this season versus next. It means having the credibility and existing relationships to get a company's story heard — not just submitted.
The model isn't about making cold introductions. It's about building the right foundation so that when the conversation happens, it's already positioned to succeed.
Every engagement with Sports Tech Atlanta begins with a deep-dive into the company's technology, business model, and goals. Before a single outreach is made, the positioning has to be right.
Strategic Positioning Most sports tech companies undersell themselves — or pitch the wrong thing to the wrong audience. The first step is identifying what a team or league actually needs, and aligning the company's message to meet that need precisely. This isn't about changing what the technology does; it's about framing it in a way that resonates.
Deal Structuring Getting in the room is only half the battle. Sports Tech Atlanta works with clients on how to structure partnerships that are realistic, sustainable, and attractive to teams — from pilot programs and proof-of-concept engagements to full commercial agreements. The goal is to create deal structures that lower the barrier to a "yes" while protecting the company's long-term interests.
Relationship Navigation Professional sports organizations aren't monolithic. The right contact in one deal might be the Chief Revenue Officer. In another, it's the VP of Player Performance or the Head of Fan Experience. Sports Tech Atlanta maps the internal landscape of target organizations and identifies the right entry points — not just the most obvious ones.
Active Advocacy Once introductions are made, the work doesn't stop. Sports Tech Atlanta actively advocates on behalf of its clients throughout the process — helping manage follow-ups, providing context to decision-makers, and keeping momentum alive in a world where deals can stall for reasons that have nothing to do with the quality of the product.
Sports Tech Atlanta works best with companies that have real, proven technology and genuine ambition — but need help translating that ambition into traction inside professional sports.
That might be a Series A company that's successfully deployed in adjacent markets and is now ready to pursue team and league partnerships. It might be a later-stage company that has had one-off conversations with sports organizations but hasn't been able to convert them into real deals. Or it might be an international company entering the U.S. market and needing a trusted guide through the unique dynamics of American professional sports.
In every case, the common thread is this: strong technology, limited access.
If you're a sports technology company with a product that deserves to be inside professional sports — and you're ready to stop waiting for the right opportunity and start creating it — Sports Tech Atlanta wants to hear from you.
The best partnerships don't happen by accident. They happen because someone built the bridge.
Get in touch with Sterling Mack and the Sports Tech Atlanta team to explore what's possible.
Sports Tech Atlanta connects innovative technology companies with professional sports teams and leagues through strategic partnership development, deal structuring, and industry relationships.
Work with one of the Sports Tech Atlanta advisors and consultants on GTM, investor relations, pitch ideas, and much more.
Work with one of the Sports Tech Atlanta advisors and consultants on GTM, investor relations, pitch ideas, and much more.
How Noah Basketball's data-driven shooting system conquered the NBA — and quietly changed what it means to train a shooter.
Halfway through the 2018–19 season, Toronto Raptors head coach Nick Nurse had a problem. His All-Star point guard Kyle Lowry was mired in a shooting slump — and nobody could diagnose why. Lowry's form looked fine on film. His practice sessions seemed sharp. But the shots weren't falling. So Nurse did something most coaches couldn't have done a decade earlier: he pulled up a cloud-based analytics dashboard and scrolled through months of Lowry's shot data, frame by frame.
What he found was subtle — a slight drift in arc consistency, invisible to the naked eye but unmistakable in the numbers. The Raptors had been using the Noah Shooting System since the early days, and that investment was about to pay dividends. Lowry corrected his mechanics, the Raptors kept winning, and at season's end, they lifted the Larry O'Brien Trophy. It was a quiet validation of a technology that had been quietly revolutionizing how professional basketball players learn to shoot.
The Noah story starts, improbably, with a venture capitalist and his daughter's jump shot. In the early 2000s, Alan Marty — a Silicon Valley investor — was searching for a way to help improve her shooting mechanics. His first attempt involved a rake and a ladder. His subsequent attempts became considerably more sophisticated, eventually incorporating motion-tracking cameras and the kind of mathematical rigor more commonly found in aerospace engineering than a recreational gym.
Marty realized quickly that he had stumbled onto something far bigger than a personal project. The technology he was developing could answer a question that coaches and players had been wrestling with forever: not just whether a shot goes in, but why — and, more importantly, how to fix it when it doesn't.
"After all that, we know the answers of what leads to good shooting and what leads to poor shooting. So, we can quickly diagnose what the problem is, and then they can go back and work on those. If you have the answers to the test, you're a pretty smart person."
— John Carter, CEO, Noah Basketball
The company that emerged, Noah Basketball, spent years refining the system before bringing it to the MIT Sloan Sports Analytics Conference in Boston. Officials there were so impressed that Noah won first place in both the research category and the startup competition simultaneously — a remarkable achievement that transformed a promising startup into a must-have league tool almost overnight.
At its core, the Noah Shooting System is elegantly simple: a sensor — about the size of a shoebox — mounted thirteen feet above the rim, looking straight down at the basket. What it does with its vantage point is anything but simple.
The system captures the position of the basketball thirty times per second as it enters the basket area, building a precise three-dimensional picture of every shot's flight path. Using a combination of Intel RealSense cameras and Microsoft Azure Kinect depth-sensing technology, Noah tracks three fundamental variables that, together, define the quality of any shot taken anywhere on the floor.
The critical insight behind those numbers isn't just geometric — it's physiological. A shot with a 45-degree arc entering 11 inches deep presents the largest possible target to a shooter. The laws of physics guarantee it. Noah's database of over 600 million tracked shots has validated what the geometry predicted: shooters who consistently hit those targets make significantly more shots.
After each attempt, Noah's voice system immediately announces the results — arc, depth, left-right — aloud. That instant auditory feedback is central to the whole philosophy. Coaches don't need to be standing next to a player to cue a correction. The system does it in real time, every rep, every session, creating the kind of relentless, precise repetition that builds genuine muscle memory rather than just volume.
The sensor above the hoop is only half the system. Every shot feeds into Noahlytics, Noah's cloud-based analytics platform — a dashboard that gives coaches, trainers, and players a complete picture of shooting performance filtered any way they want: by shot length, shot type, player, court position, makes versus misses, or date range.
The platform is what turned Noah from a practice gadget into a genuine development tool. Coaches can pull a player's historical data from identical shot locations and compare it against their current numbers. They can identify patterns — a shooter who drifts left on mid-range pull-ups but is perfectly centered on catch-and-shoot threes — that would be invisible in any film session. They can track whether a mechanical correction is actually sticking across hundreds of reps, or whether a player regresses under fatigue.
"Between the feedback and the detailed reports, it removes the guesswork of what a player needs to do to improve."
The system also uses facial recognition technology to automatically attribute shots to individual players — eliminating the need for wearables or manual data entry. Players can walk onto a practice court, start shooting, and the system knows who they are and begins logging immediately.
The NBA is an ecosystem where coaches guard their methods jealously and players can be sensitive about anything that seems to critique their shot. When Noah first approached NBA teams, the barriers were real. Shooting is deeply personal, deeply habitual, and deeply tied to a player's confidence. Introducing data into that space required tact as much as technology.
The tipping point was the MIT Sloan win — and the results that followed. Teams that adopted Noah early started reporting measurable improvements, and word traveled. Today, 28 of the 30 NBA teams have the system installed in their practice facilities. It is, in the language of product adoption, effectively the default choice for NBA player development.
The Golden State Warriors — one of the most analytically sophisticated organizations in professional sports — became early and enthusiastic champions of the system. The Warriors integrated Noah heavily into their player development program, with then-assistant coach Jama Mahlalela describing the audio feedback as the key to building the muscle memory needed to repeat the ideal shot form under game pressure.
"The Noah Shooting System and the data generated is used heavily by the Golden State Warriors and is a big part of our players development program. We have seen first-hand how it can improve shooting percentages."
— Mike Dunleavy, Vice President of Basketball Operations, Golden State Warriors
Nick Nurse — who guided the Raptors' Lowry through that mid-season correction — went on to join Noah Basketball's board of directors, a signal of how deeply the technology has embedded itself into the professional coaching community.
What makes Noah's story genuinely significant isn't just its penetration of the NBA — it's the fact that the same technology is accessible at every level of the game. The company currently works with over 200 NCAA programs, more than 1,000 high school programs, and consumer-facing facilities like Shoot 360 locations where amateur players can access the same analytics that NBA shooters use in practice.
That reach matters for the game's future. The next generation of shooters is growing up with real-time data feedback as a baseline expectation. The guesswork that defined shooting instruction for a century — a coach's eye, a feel-based cue, a vague instruction to "get more arc" — is being replaced by precise, measurable targets. A high school player who has trained with Noah since age fifteen arrives in college or the pros already fluent in the vocabulary of arc, depth, and alignment.
"We now have a whole generation of players who grew up with technology in their pockets. So, they expect data and apps and computers in almost everything they do."
— John Carter, CEO, Noah Basketball
The company has also found a role in broadcast media — working with Microsoft, CBS, and the BIG3 league to provide real-time graphic elements and animations that translate shooting data for fans watching at home. In 2018, the NBA experimented with live basket charts during the three-point shooting contest. What was once purely a coaching tool is beginning to reshape how fans understand and watch the game itself.
In the end, Noah Basketball's great contribution is deceptively simple: it gave coaches and players an honest answer to a question the sport had been asking for decades. Not "did the shot go in?" but "how did the shot travel, what does that pattern reveal, and what needs to change?"
The company's database now holds data from over 600 million shots. It has watched LeBron James work on his arc. It has tracked thousands of free-throw sessions from players at every level. It has diagnosed slumps and confirmed breakthroughs, session by session, rep by rep.
The answer it keeps arriving at is the same: 45 degrees. Eleven inches deep. Straight on the cylinder. These aren't suggestions. They're the physics of the game made visible — and for 28 NBA teams, hundreds of college programs, and a growing number of players at every level, they are the foundation on which better shooting is built.
Working with Plantiga has been an amazing experience. Learning about biomechanics and how injury prevention can start with an insole in your shoe.
One thing you will see over the next few months is Plantiga bring to life stories with Founding Athlete’s who they are partnering with to tell their stories and showcase their product off. Below is the first story from Gabe Landeskog.
If you are interested in learning more about Plantiga head to Plantiga.com or email info@sportstechatlanta.com
Full story: Plantiga — The Data Behind Gabe Landeskog's Return: Announcing Plantiga's First Founding Athlete
What's inside:
Learn how retail buyers evaluate new products — and exactly what they need to see before saying yes
Get the frameworks for pricing margins, packaging requirements, and retailer-specific pitch structures for Home Depot, Lowe's, Target, and Walmart
Written from the buying side, this guide gives founders the insider knowledge that usually takes years and costly mistakes to learn
Plus advisory services such as office hours, 1:1 consulting, dinners, and more.
For a more tailored experience or package. Please reach out to info@sportstechatlanta.com to explore retain and commission advisory services.
