KINEXON Sports Data Journalist Transforming The Handball Bundesliga Viewing Experience

As part of our goal to be a leader in sports data analytics, we strive for innovation. So when one of our exercise scientists wanted to add a new duty to her resume, even we didn’t realize the impact it would have on Handball Bundesliga and its broadcasts. 

Lara Kellerman quickly adapted to her new role as sports data journalist for the 2023 – 24 season and it’s proving to be invaluable.

Jan Pfisterer is KINEXON’s Senior Account Manager for Strategic Partnerships in Sports. He says the context behind Lara’s new role emerged when he started taking a closer look at the data the media was using. 

Previously, data provided to media outlets was quite basic, mostly focusing on obvious metrics like shot speed. Recognizing the untapped potential of their data, we decided to invest more in understanding and explaining the wealth of information our player trackers capture. 

Our first big move? Offering all Bundesliga teams an IMU system for training, free of cost. This not only provided teams with a valuable tool but also familiarized them with KINEXON’s data capabilities. 

From this seed of an idea, the concept of a data journalist emerged. ​“We needed someone to explain the data, make it more understandable,” Pfisterer said. ​“So, the first idea of Lara’s role was to explain and make data visible and touchable, tangible for HBL for their social media, for the clubs to promote their data.”

KINEXON’s role with LIQUI-MOLY Handball Bundesliga is diverse. Learn how this partnership is changing the way leagues promote themselves and making the sport even better!

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Lara’s role is multifaceted. She uses her exercise science degree and experience as a decorated handball player to sift through the data for all matches, picking out intriguing narratives and insights. 

“When analyzing a player, for example, I might focus on their scoring proficiency and then correlate it with our tracking data,” Kellermann said. ​“This allows us to provide insights such as how long a player holds the ball, the number of passes they make during the game time, and their assists.” 

She may even spend time comparing a player’s current game data with past seasons or with other players. 

The idea is to provide commentators with a deeper understanding of ​“why” a player may be performing a certain way. They pass the knowledge onto the viewing audience to help them. 

By collating data on all aspects of the game, Lara paints a comprehensive picture of a player’s or team’s performance. ​“The combination of scouting data and tracking data is truly fascinating. It blends metrics with individual player actions, offering a comprehensive view of performance on the field.”

Yet, as she emphasizes, raw data alone doesn’t resonate with viewers. It’s the context that makes it come alive. By providing references, like comparing a player’s throwing velocity to real-world standards (like how fast you might drive on the Autobahn), she helps fans grasp the significance of the numbers.

Although the immediate recipients of Lara’s insights are the commentators at DYN, the broadcaster for Handball Bundesliga, the vision is broader. DYN was chosen as a partner precisely because of their focus on data. Commentators, with Lara’s assistance, can now provide viewers with richer stories, comparisons, and deeper game analyses. 

While currently, the data is solely for media use, Jan doesn’t rule out the possibility of clubs using the information in the future, especially for social media campaigns and engagement.

It’s evident that the inclusion of a data journalist has significantly enhanced the viewer’s experience. Jan expresses pleasant surprise at the depth and richness that Lara’s insights bring to game narratives. With the Handball Bundesliga already benefiting immensely from this data-centric approach, the next step could very well be closer collaborations with clubs, ensuring everyone — from viewers to players — gets the best out of the game’s evolving stories. 

Lara is proving to be an unsung hero in the world of sports data. She not only amplifies the game but also deepens our understanding and appreciation of it. ​“We need someone to translate data, to talk data and to make it more understandable and tangible for fans, for partners, for sponsors,” Pfisterer said. ​“And therefore, that role is crucial.” 

The goal now will be to try to expand the role of data journalist to other sports. And with pioneers like KINEXON and professionals like Lara leading the way, the future looks even more exciting! 

If you’d like to learn more about how KINEXON player tracking can help your sport or league, feel free to contact us at any time. Or you can contact Jan Pfisterer directly.

Contact Jan Pfisterer