SportIQ Selected for NBA Launchpad Program
Finnish sports technology startup SportIQ, known for its innovative smart basketballs and shooting analysis software, has been chosen to participate in the NBA Launchpad program for 2025. Established in 2017 by entrepreneur Harri Hohteri, SportIQ debuted its first smart basketball in 2020 and has since successfully sold over 20,000 Spalding smart balls, priced at $159 each, which includes a one-year subscription for its services.
Advanced Technology in Smart Basketballs
SportIQ has engineered a smart basketball designed for recreational athletes, featuring over 25 integrated sensors, including a 9D sensor and artificial intelligence capabilities. This technology enables the ball to monitor various shooting metrics, capturing an impressive 192 data points with each shot. It relays crucial information such as shooting position, power, angle, and technique to a dedicated mobile app, which utilizes AI to analyze the data and provide players with immediate feedback aimed at enhancing their skills. According to CEO Erik Anderson, “Activating the ball is straightforward—just give it a spin to activate the battery. The system promptly tracks and displays live data, including release speed, shot distance, and spin rate. We can also identify swishes.”
AI and Machine Learning at the Core
The backbone of SportIQ’s technology lies in artificial intelligence and machine learning, with the company having analyzed millions of basketball shots. Their primary patent encompasses recreational projectiles that monitor AI or ML events through radio frequency. While simply measuring spin does not fall under this patent, tracking significant metrics like shot accuracy does. “Our technology allows us to develop algorithms that can differentiate between various actions, such as a pass and a shot, which can look quite similar,” Anderson explained. Once linked to the app, the smart ball generates real-time analytics. As long as there is a net, the AI algorithms—trained to an impressive 99.9% accuracy—can discern whether a shot was successful. For instance, a child shooting hoops in their backyard can have their performance tracked, noting how many shots were taken and made.
Gamifying the Basketball Experience
Beyond mere shot tracking, SportIQ enhances the basketball experience by gamifying it, offering customized challenges such as making as many shots as possible from beyond 15 feet within a set timeframe. Its distance algorithm enables the creation of leaderboards, allowing players to see how they rank against one another, thereby promoting engagement and competition. The company has already recorded over 20 million shots, which has led to an average improvement in shooting accuracy of 15% among regular users. Anderson remarked, “It’s remarkable to see the statistics increase—children are taking thousands of shots each week while juggling school and other commitments. Our system includes a progress tracker that helps players monitor their improvement over time, allowing them to review past sessions and assess key metrics like shot accuracy from various ranges, average release time, spin rate, and shot consistency. If a player’s shooting arc is too low or their shots are inconsistent, our AI offers tailored drill suggestions to facilitate improvement.”
Business Strategy and Market Focus
Each smart basketball is designed for a lifespan of 500 hours, which equates to shooting for 1.5 hours daily over an entire year. From a business perspective, SportIQ stands out for its approach of launching a consumer product first, targeting the largest segment of the sports market. Initially, the company sought rapid expansion into the US, where there are approximately 30 million basketball players, in contrast to Finland’s 17,000 registered players. Anderson notes, “Had we concentrated solely on the professional sector—like the NBA, certain colleges, or perhaps the EuroLeague—we would be looking at a relatively limited market. Although that might yield a few million in revenue each year, the total addressable market would be restricted, and the sales cycle would be lengthy, requiring precise targeting.” Alternatively, the consumer market encompasses hundreds of millions of basketball enthusiasts globally, presenting a significant opportunity, particularly within youth sports.
Opportunities in Professional Sports
While engaging with the professional sports market can provide an avenue to rigorously test the technology, it also offers exposure to a vast audience of sports fans. Over the course of the six-month NBA Launchpad program, SportIQ will receive practical support and access to NBA resources to further refine its technology, culminating in a presentation of its advancements to NBA executives, partners, and investors during the NBA Summer League in 2025. The NBA is actively seeking innovations that enhance call accuracy, optimize the viewing experience, and improve decision-making transparency, focusing on new sensing technologies (such as cameras, IMU, LiDAR, radar, depth sensors, and ultrasonic sensors) and AI/ML software tools for model development and 3D visualization of plays based on data.
Technical Integration Challenges
Anderson elaborates that the company is in the process of integrating the hardware directly into NBA basketballs. “Since these will be standard game balls equipped with embedded technology, we have to address all logistical considerations, including how equipment managers will charge them. Unlike other tech-oriented sports solutions, we won’t have dedicated personnel present in every gym, so charging stations need to be seamlessly incorporated.” In addition to hardware, user experience (UX) is crucial; equipment managers require a streamlined software interface, while game officials must connect and select a ball for uninterrupted use throughout a game. Furthermore, the startup aims to establish antennas in NBA arenas to facilitate smooth connectivity and near real-time data transmission.
Future Expansion Plans
Basketball represents just the beginning for SportIQ, as their sensor technology is adaptable for various sports and recreational activities. “If all goes according to plan, we are poised to branch out into new markets and sports soon,” Anderson concludes.
