The National Basketball Association has taken an equity stake in StellarAlgo, the Calgary-based data company that helps professional sports teams better understand and predict the spending habits of fans.
In addition to the NBA becoming a “meaningful equity holder,” StellarAlgo announced a multi-year, league-wide strategic partnership that will see them provide all 30 NBA teams with access to their platform to power better engagement with basketball fans whether in-venue or elsewhere.
StellarAlgo currently has direct, long-standing relationships with four NBA teams: the Brooklyn Nets, the Milwaukee Bucks, the Portland Trail Blazers, and the Sacramento Kings.
“The NBA is pleased to partner with StellarAlgo to create new strategic opportunities to enable our teams to engage efficiently with their fans in more personalized ways across the global sports and entertainment landscape,” said David Lee, Head of NBA Equity.
“We strongly believe the company has tremendous growth potential, and as a strategic partner and a meaningful shareholder, we’re looking forward to helping StellarAlgo achieve those goals.”
The StellarAlgo Platform unifies fan data from league and team data sources – including venues, e-commerce, social media, marketing, advertising channels, and more – into a single customer view of the fan experience. It’s designed to make it easy for teams, leagues, and rights-holders to identify key segments and connect with the right fan, with the right messaging, at the right time, across multiple channels.
StellarAlgo’s early investors include Vancouver’s Yaletown Partners and Calgary’s InterGen and Thin Air Labs. StellarAlgo last raised money in 2021, a $16.5-million Series A led by Toronto’s Carallas Holdings.
StellarAlgo currently employs 80 people.