From court to code: It’s time athletes took back control of sports data | Opinion

Web3 has already redefined how we think about money, ownership, and the internet. But there’s one untapped area that could push this sector even further: sports data. Those same metrics that help train athletes or that fans obsess over during the playoffs could underpin a whole new arm of blockchain and web3.

The only barrier? Leagues and data vendors currently treat this information like proprietary assets. As a result, players lack ownership of their information and use it as they wish.

To date, leagues, broadcasters, or private companies own the majority of sports data in the market. It’s big money, with the global sports analytics market valued at approximately $4.47 billion in 2024. Despite its significance, the players themselves don’t have control over their data. As athletes, we may play the game, but we rarely control the numbers that define our careers.

A longstanding problem

This issue isn’t new, nor is it restricted to a single sport or location. Companies like Genius Sports and Opta profit from exclusive rights deals worth tens of millions. These metrics shape scouting decisions, determine salaries, and fuel a multibillion-dollar betting industry. And yet, the ones producing the data—the athletes—have no direct control or revenue share.

It’s no surprise that many organizations have begun to take note. Project Red Card, for example, is fighting to classify player performance data as personal information under GDPR. In addition, the International Federation of Professional Footballers (FIFPRO) launched a Charter of Player Data Rights to protect the privacy of footballers. Meanwhile, Breakaway has created a “career passport” for athletes, allowing them to control their data.

Despite these efforts, overcoming this incumbent process is not easy. Institutional change will take time, and in the end, still may not be in the interest of the athletes. It’s here that utilizing blockchain can make a positive change for players, fans, and the sport.

Building new business models

When players control their data, they unlock new income opportunities. Instead of a league or network selling access to player stats, individual players could license their performance metrics to a coach, betting platform, or even a video game developer. Smart contracts can then automate those relationships. Underpinning this process with blockchain will then show who accessed what and when.

This approach would also get around some of the tricky licensing issues that sport has seen in recent years. While EA may have lost the rights to the FIFA franchise, it doesn’t mean they have to lose out on real-world data to simulate player behavior.

Giving players power over their data also means that smaller teams can still leverage their position. That tiny college football team may not be making national headlines, but its fans would be hungry for the latest data.

Fans benefit as well. Imagine communities pooling funds to unlock premium data, back young athletes by supporting their early metrics, or even earn rewards for validating real-time stats from live games. It’s a two-way street, one where fans aren’t just consuming, but contributing to the value of verified sports data.

And sports organizations shouldn’t be nervous about getting on board with this. Think of all the smaller divisions that don’t receive huge sponsorships or air time suddenly opening up thanks to up-and-coming stars. Whether it’s Formula 2, NCAA College Basketball, or the rookie leagues, there’s a wealth of untapped potential.

This isn’t a thought experiment

The reality is that this new approach is already starting to happen. In 2019, NBA guard Spencer Dinwiddie made headlines by attempting to tokenize his contract, letting fans invest in his future earnings via blockchain. Legal pushback forced a scaled-down version, but the message was clear: athletes want change.

Instead of the traditional proprietary pipes and exclusive contracts, we can build permissionless systems where athletes opt in and get paid to share their verified stats. Data becomes something athletes own and fans interact with, not something extracted and sold by third parties with no say from the athlete.

The next era of sports and web3

Performance data is more than a stat line—it’s intellectual property. When properly managed, it can power a whole new class of apps, communities, and business models. Blockchain and web3 have the potential to make this a reality.

Up until now, athletes have been pushing for a seat at the table when it comes to owning their performance data. But things need to change. Players need to start building their own table. Sports analytics is no longer just for teams and networks; it’s for the players who generate the data and the fans who believe in it.