• by Alex Weprin , October 5, 2018

Heed, which uses artificial intelligence and advanced sensor technology to generate insights about live sports and events, has raised $35 million in a new funding round, led by Japanese conglomerate SoftBank.

Heed works in both the content and technology spaces. It has proprietary sensor technology and software that can measure attributes in sports and other events that have in the past been difficult to measure, the company claims. 

Heed also takes the data it produces and turns it into graphically interesting video content, available as highlights. It provides that content to consumers through its mobile app, and has struck exclusive deals with the likes of UFC and EuroLeague.

The company says it will use the $35 million cash infusion to bolster its partnerships with sports clubs and leagues around the world.