ROOT FOR THE HOME TECH
Astros executive addresses innovations in sports
Jun 18, 2019, 4:01 pm
Courtesy photo
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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How Houston Rockets hold the cards for a franchise-changing summer
May 8, 2025, 5:45 pm
In Houston, the winning standard has been set so high that anything short of World Series contention now feels like failure. And yet, the 2025 Astros find themselves at an unfamiliar crossroads—caught between the fading brilliance of past stars and the uncertain promise of what comes next.
Jose Altuve is at the center of this issue. His early struggles (-0.5 WAR) may indicate more than just a temporary slump. And when he swung at the first pitch after Lance McCullers had just endured a grueling 33-pitch inning on Sunday, it raised a bigger question: who has the influence to talk to Altuve?
The Astros’ culture has long been praised for its accountability, but who inside the clubhouse has the standing to challenge or counsel Altuve or other vets when needed? With so many veteran voices gone, there’s a growing sense that no one does—and that’s a problem. That’s why the idea of bringing back Michael Brantley—not as a player, but as a respected voice—could make some sense. Brantley was always viewed as a quiet leader, and his presence could restore some of the guidance this roster desperately needs.
Batter up?
While the Astros have built a reputation for reviving pitchers' careers, their track record with hitters is far less impressive. There are few, if any, examples of a bat joining Houston and unlocking a new level. That failure in development becomes especially stark when considering how much they’re currently leaning on homegrown youth.
Which brings us to Zach Dezenzo. The 24-year-old rookie is showing he belongs—his .737 OPS makes him one of the more productive bats in a lineup that desperately needs stability while Yordan Alvarez nurses an injury. While Victor Caratini provides the Astros with the ability to switch hit, he's hitting just .217. Dezenzo should be starting every day in left, with Yordan out. Jose Altuve, who has already played too many innings this year, should be shifted to DH duties to ease his physical burden. The Astros should go with Cam Smith in right and keep Jake Meyers in center to round out the outfield.
GM Dana Brown has made clear that he views Dezenzo as a first baseman or left fielder for the future. So why not get him in the lineup while Yordan's out and see what he can do with consistent playing time?
Of course, losing Yordan Alvarez is always going to hurt. But the numbers tell a surprising story. Yordan currently holds a -0.4 WAR, right there alongside Altuve and Christian Walker as the only Astros with negative marks. On paper, the team hasn’t lost much production. But let’s not kid ourselves—Yordan’s mere presence alters how opponents pitch to this team. The lineup without him lacks fear factor, and the margins get razor-thin.
Speaking of margins, one move that may haunt this front office is the decision to sign Christian Walker. The veteran first baseman is hitting just .205 with a .617 OPS—far below the level expected from a player earning $20 million annually through 2027. Compare that to Jon Singleton, who posted better numbers in 2024 and currently boasts an .880 OPS in Triple-A with the Mets organization. Walker's defense is strong, but it's hard to argue that justifies the price tag. Singleton might not be a Gold Glover, or anything close, but he came much cheaper and was quietly more productive with the bat.
No regrets?
There’s also a broader question looming: if fans had known that Altuve’s massive contract extension would potentially cost the team the ability to re-sign current MVP candidates Kyle Tucker and Alex Bregman, would they still have supported the deal? Hindsight is cruel, but with Altuve’s decline and Tucker and Bregman thriving, it’s a fair debate. Houston might have paid for the past instead of securing its future.
Big deals on the horizon?
All eyes now turn to owner Jim Crane. This winter, Houston's payroll will have considerable room to maneuver. But will Crane commit to restocking the lineup with All-Star-caliber bats, or will his reluctance to offer long-term deals keep the Astros stuck in a holding pattern? It’s one thing to let players walk. It’s another to fail to replace them.
The Astros still have the bones of a contender, but the road back to dominance is getting steeper. The team can’t simply rely on what used to work. It’s time for difficult conversations, bold lineup changes, and a rethinking of how this organization develops—and retains—offensive talent.
We have so much more to get to. Don't miss the video below as we examine the topics above and much, much more!
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