Hudl, the sports video software company operating out of Lincoln, has made its third acquisition by purchasing Replay Analysis, a London company focusing on web-based software for soccer and rugby teams.
Replay Analysis has more than 20 professional soccer teams as clients, including Everton FC, Manchester City FC, the English FA and several of the developmental academy-level teams. The two companies will fully integrate platforms so that Replay Analysis’ teams are using Hudl by the end of 2015.
Hudl’s acquisition accelerates its emergence into the global soccer and rugby markets, allowing the company to offer its technology to professional leagues and clubs across Europe, according to a release.
“Long term, we want to capture and bring value to every moment in sports around the globe,” Hudl CEO David Graff said. “We’ve long been aware of the popularity of soccer and rugby in Europe, and have a continuing interest in aligning with strategic talent that helps us establish a base to grow in this region and elsewhere in the world.”
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Graff, reached by phone in London, said he’s spent the past week in the UK and Sweden meeting with the Replay Analysis founders and the teams they work with to find out how they use the product.
“Replay’s product is similar to our new basketball product in that it embraces the one free-flowing stream of a game and you tag events while they occur,” Graff told SPN. “While we have more than 2,000 high school soccer teams using Hudl right now, we don’t think it’s the best experience it can be, so this new roll out will be great for sports like soccer, rugby, hockey and basketball.”
Sam Lloyd, co-founder of Replay Analysis, said their team is excited to become a part of Hudl and see it as a positive for their customers.
“The combination of the two companies will provide a unique and powerful product set for professional sports organizations that will be unmatched in the industry,” Lloyd said. “We see the Hudl acquisition as a key moment for the video analysis landscape.
“We can now develop the platform faster and continue providing first-class support for all of our customers.”
Graff said the new employees bring a wealth of knowledge in soccer and rugby, and strong experience working with some of the top sports organizations in the world. He said they constantly monitor global players in the sports replay space and had been aware of Replay Analysis, but it was around January when Lloyd reached out to Hudl.
“I really liked Sam and the team they had in place,” Graff said. “We went there in early March and formally closed the deal in June.”
Hudl will also open a London office, which will start with the three from Replay Analysis and grow from there, Graff said. He said he doesn’t see any Nebraska-based Hudl employees moving over there, yet.
The expansion will help Hudl reach its goal of doubling the size of its product team in 2014 and be a sales and product hub for Europe.
“London has a booming tech scene, and the ability to impact sports globally with cutting-edge technology will make Hudl jobs an intriguing opportunity for candidates in London, the UK and beyond,” said Matt Mueller, Hudl’s VP of operations. “We’re excited about the opportunities that will come from opening a Hudl office in a global hub like London.”
Hudl will also move into a new Omaha office in the next few weeks.
Hudl acquired its largest competitors, DSV and APEX, in July 2011 and June 2012, respectively.
The Hudl team shows it already has a passion for soccer. Take a look at this video from earlier this summer.
