ROOT FOR THE HOME TECH

Astros executive addresses innovations in sports

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This article originally appeared on InnovationMap and was written by Natalie Harms.

Over the past decade or so, sports franchises have seen a boom in technology integration. The fact of the matter is that both the teams and the players need to tap into tech to have a competitive advantage on the field — and especially when it comes to the business side of things.

"Technologically advanced companies want to do business with technologically advanced companies," says Matt Brand, senior vice president of corporate partnerships and special events at the Houston Astros. "Old cats like me need to realize you have to stay current or else you're just going to get passed up."

Brand was the subject of a live recording of HXTV — the video arm of Houston Exponential — at The Cannon. He addressed several trends in sports technology, and shared how the Astros are approaching each new hot technology.

The Astros are pretty ahead of the curve when it comes to technology, Brand says, and the trick is keeping a pulse on potential game-changing technology far in advance of implementation.

"The things that we're developing now in 2019 and 2020 are the thing that are going to help us in 2024 and 2025," Brand says.

The approach to technology in sports is changing as younger players enter the scene.

"This generation of players want all the technology they can get," Brand says. "They want what's going on up to the day."

From esports to sports betting sites, here's what the hometeam has on its radar, according to brand.

The evolution of pitching technology

One aspect of the game that's been greatly affected by technology is pitching. Brand says that pitching coach, Brent Strom, is better able to do his job nowadays that there's better quality video and monitoring technologies. Brand cited the transformations of former pitcher Charlie Morton and current pitcher Ryan Pressly. Both saw impressive transformations in their pitching ability thanks to Strom and his technology.

"Brent has the ability to take technology and blend it with the craft," Brand says.

The players as industrial machines

One way the franchise thinks about its players is as machines — in the least objectifying way, surely. But Brand compares baseball players to major, expensive oil and gas machines, and in heavy industry, it's very common for a company to drop $30 million or more on a machine. Of course the company would schedule preventative maintenance and service appointments to protect their investments.

"We've got players now who are high performance machines," Brand says, citing players like Justin Verlander. "We want to make sure we have the best technology and the best care around them."

From doctors and nutritionists to the latest and greatest technologies, implementing the best practices is a good way to protect your assets.

Wearables and sleep technology

Another trend within sports is tracking sleep using technology. Wearable devices to track sleep and health are widely used, says Brand, but the Astros weren't comfortable with the constant monitoring.

"They feel like it's an invasion of privacy," Brand says. They feel like the data would be used against them when it came time to negotiate their contracts.

But prioritizing sleep is crucial in a sport where players travel across the country playing 162 games a season. Brand says investing in the players' sleep equipment is something they make sure to do.

Esports

Brand says, somewhat controversial, that esports is pretty low on the franchise's priority list, and there's one reason for that: Money.

Continue reading on InnovationMap to learn about a movement coming in marketing and betting within sports.

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Correa knows it's time for his payday. Composite image by Jack Brame.

The Rangers made a big splash over the weekend when they agreed to terms on a 7-year $175 million contract with infielder Marcus Semien. Apparently, that was just the tip of the iceberg. According to multiple reports, the Rangers have also added arguably the most coveted player in free agency, Corey Seager. Seager and the Rangers have agreed to a massive 10-year $325 million contract.

Before the Seager news broke, many were starting to wonder if teams would be willing to hand out 10-year deals for over 300 million dollars with the lockout just around the corner. Now we have our answer, and Carlos Correa has to be a very happy man to see how the market is shifting. The Rangers not only added two incredible players, but they also made it pretty much a certainty that Correa will either leave Houston, or the Astros will have to sign him to a long-term $300 million deal, which is not likely based on their stance on multi-year big money contracts.

The Rangers aren't the only team in the AL West making blockbuster moves. The Mariners agreed to terms with 2021 AL Cy Young Award winner Robbie Ray on Monday. Ray and Seattle agreed to a 5-year, $115 million contract.

The Angels joined in on the action a couple of weeks ago when they signed Noah Syndergard to a 1-year 21 million dollar deal.

Clearly, the AL West is on notice that they're going to have to make big changes if they want to compete with the Houston Astros who have dominated the AL recently with 5 straight ALCS appearances and 3 trips to the World Series. With Correa likely out the door in Houston, these teams might believe this is a perfect time to make a run at the division and finally knock off the Astros. Only time will tell if these deals will work, and the Astros look to have a terrific team this season whether Correa returns or not.

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