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SPORTS Wednesday 23 august 2017

UFC gets aggressive with technology to enhance its fights

By DAN GELSTON ports for fans on site and at
AP Sports Writer home through TV broad-
The UFC is turning to a high- casting, social media and
tech platform that could other digital distribution
enhance the way fans channels.
watch fights. Heed sampled its technol-
The world’s leading mixed ogy on an old UFC fight
martial arts promotion has that kept a running tally of
reached a partnership with blocks, jabs, hooks, over-
Heed. The joint venture hands and uppercuts on
between WME-IMG and the side and bottom of the
AGT International wants to screen.
change the way fans con- “Fight Pass could be a very
nect with sports at home unique place to have some
or at a live event through of these specific content
sensor-measured data. and stories that we’re cre-
WME-IMG bought the UFC ating with Heed,” Schleimer
last year for more than $4 said.
billion. Heed says its technology
“Our goal is to revolutionize can track fan or fighter
our sport, our events and emotions ranging from sad-
ultimately enhance the fan ness and surprise to disgust
experience,” UFC CFO An- and fear. The UFC said
drew Schleimer said. those tools, along with the
Heed also has struck deals This July 8, 2017, file photo shows Daniel Omielanczuk, left, hitting Curtis Blaydes in a heavyweight fight tracking, could help
with Professional Bull Riders mixed martial arts bout at UFC 213, in Las Vegas. the company stay more
and Euroleague basket- Associated Press informed on a fighter’s
ball. health.
The new format uses sen- technology as a full re- and rider with technology data. That will be great for “We believe there’s a tre-
sors that collect data on placement to human judg- that measures spin, direc- the sport. This is revolution- mendous opportunity for
everything from fan and ing in 2019. tion changes, kicks and ary, not evolutionary for our us as UFC and for the fight-
competitor emotion to re- “We’ll have bull meters or rider control. sport. We are incorporating ers to benefit from a health
al-time event tracking that information on G-forces “It’s not only an informa- technology into the core of and safety perspective,”
could change how fights, that were applied that tional and educational tool our scoring and the com- Schleimer said. “Just by vir-
bull rides or other events are available in television, for fans but will help new petitive results.” tue of the types of things
are scored. digital products and social fans understand the diffi- At the premier European that we’re capturing, we’re
“This gives us a solution that apps,” he said. “It helps culties and nuances of bull basketball competition, the going to be very much fo-
is better than the human new fans understand the rides,” Gleason said. “None EuroLeague, sensors will be cused on how we can le-
alternative to judging the difficulty and nuances of of us have been on a bull, deployed in all 16 arenas. verage that to enhance
difficulty of a bull ride,” PBR bull riding.” so it’s hard to have a frame They will collect data from our brand, our promotion
CEO Sean Gleason said. No bull, PBR believed sci- of reference to how difficult fans, players and coaches. and our athletes, which
Gleason said PBR would roll ence can almost reinvent bull riding is and how ath- Heed will transform this in- we’re always looking to do,
out a side-by-side system in the sport. letic it is. This tool will help formation into video con- anything related to health
January and use the Heed Heed will outfit both bull explain that in scientific tent and performance re- and safety.”q

Trentin wins 4th stage of Vuelta, Froome keeps lead

TARRAGONA, Spain (AP) — flat ride from Andorra to the stage wins on the Tour de third stage. Two riders, Ste- “I had a good day,” Froome
Matteo Trentin of Italy won coastal city of Tarragona. France and one at the Giro phane Rossetto and Diego said. “It was a great feel-
a sprint finish to claim the “I was really looking for the d’Italia. Rubio, led a breakaway ing to be back in red after
fourth stage of the Spanish victory because I have Trentin’s Quick-Step Floors that was neutralized by the six years. It’s a huge, huge
Vuelta on Tuesday, while been going good this sea- team continued its excel- peloton with less than 10 ki- privilege to be in this posi-
Chris Froome maintained son,” Trentin said. “Every- lent start to Vuelta. It was lometers (6.2 miles) to go. tion.”
his overall race lead. body pulled together. It second in the opening Froome, who finished in Wednesday’s fifth stage is a
Trentin powered past Juan was really beautiful coming team time trial, Yves Lam- 17th place with the same hilly 175.7-kilometer (109.1-
Jose Lobato and had time into the finish.” paert and Trentin pulled off time as Trentin, kept his mile) ride from Benicassim
to lift his arms in victory as The 28-year-old Trentin a one-two finish in the sec- two-second lead over De to Alcossebre.
he crossed the finish line of has now won stages at all ond stage, and David de la Cruz, Nicolas Roche, and The race ends in Madrid on
the 198-kilometer (123-mile) three Grand Tours, with two la Cruz was second on the Tejay van Garderen. Sept. 10.q