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SBG Sports opens its first German branch in Cologne



The London-based developer of sports software wants to become active in the DACH region and Eastern Europe from its new location.

RaceWatch, MatchTracker and Focus: These are some of the programs with which SBG Sports Software has made a name for itself in the industry. The London-based company develops special tools for analyzing training sessions, matches or competitions in various sports – whether motorsports, soccer or rugby. The programs collect and analyze information from various sources such as video, audio or telemetry and have already been used in Formula 1, Premier League and Bundesliga.

Now SBG Sports is looking to strengthen its presence in the German-speaking DACH region and Eastern Europe, opening its first German location in Cologne. "We have a very influential customer base that is growing rapidly, and our top priority is to support those customers with technology and expertise that reflects the ambitions and achievements of our users," reports Simon Cuff, Commercial Director at SBG Sports Software. As recently as 2019, the IT company won the British Queen's Award for Enterprise for its RaceWatch program.