XOS Signs League-Wide Agreement with the NHL for Video Analytics

Catapult Group International, the parent company of XOS Digital, today announced that XOS has signed a league-wide agreement with the National Hockey League (NHL®), to provide in-game video analysis services to all NHL teams, commencing with the 2017 Stanley Cup® Playoffs.

XOS will provide a turnkey solution to the NHL, whereby in-game video will be streamed live to each NHL team’s bench. Coaching staff will have the ability to use the XOS ThunderCloud iBench app as a fully customizable, data driven, visual feedback tool, allowing for instant analysis and real-time coaching adjustments. The deal initially covers the 2017 Stanley Cup Playoffs, plus the next two full NHL seasons.

Matt Bairos, President, and CEO of XOS Digital commented: “We’re delighted to announce the first video-based league-wide agreement for Catapult. The solution we have established for the NHL is a real game-changer in terms of how teams can access and analyze player performance in-game, improving the speed with which coaching feedback and adjustments can be made.”

“Our existing NHL clients – 23 of the 31 teams in the NHL – have been using the iBench app for a number of years, and they consistently tell us that it has quickly become integral to how coaching staff give tactical feedback to players, both in real-time and during post-game review sessions,” Mr Bairos said.

“We believe this will enhance the in-arena coaching experience,” said David Lehanski, NHL Senior Vice President, Business Development and Global Partnerships. “It is important we provide each NHL Club’s coaching staff with access to the best possible products that offer deeper insights into the game in near real time.”

Catapult CEO Shaun Holthouse said: “As our first video-based league-wide agreement, this a fantastic milestone for both XOS and the Group. Not only does this reflect the power of the XOS technology stack, it is another step towards realising Catapult’s vision of an integrated sports analytics platform leveraging the insights captured by both our wearables and our suite of video analytics products.”

About the NHL®
The National Hockey League (NHL®), founded in 1917, will celebrate its Centennial anniversary in 2017. The year-long celebration will pay tribute to 100 years of NHL hockey by honoring the past, commemorating the present, and celebrating its future. In 2017 the League will also celebrate 125 years of the most revered trophy in professional sports – the Stanley Cup®. Comprised of 31 Member Clubs, the NHL is represented by players from more than 20 countries across team rosters. Each year, the NHL entertains hundreds of millions of fans around the world. The League broadcasts games in more than 160 countries and territories through its rightsholders including NBC/NBCSN in the U.S., Sportsnet and TVA in Canada, and Viasat in the Nordic Region. The NHL reaches fans worldwide with games available online in every country including via its live and on-demand streaming service NHL.TV™. Fans are engaged across the League’s digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio™, and on NHL.com, available in eight languages and featuring an enhanced statistics platform powered by SAP, providing the definitive destination for hockey analytics. The NHL is committed to giving back to the community through programs including: Hockey is for Everyone™ which supports nonprofit youth hockey organizations across North America; Hockey Fights Cancer™ which raises money and awareness for hockey’s most important fight; NHL Green™ which is committed to the pursuit of sustainable business practices; and a partnership with the You Can Play Project, which is committed to supporting the LGBT community and fighting homophobia in sports. For more information, visit NHL.com.

From The Vault: Steve Spurrier

The XOS Licensing Vault has more than 100,000 hours of original college sports stock footage and images spanning nearly 100 years.  From time to time, we like to take a look back and give you access to some of the most significant and memorable moments in NCAA sports history.  


Steve Spurrier was born on April 20, 1945 in Miami Beach, Florida.  In the 71 years since, he has cemented his legacy as a legendary player and coach at both the college and professional levels.

After moving to Johnson City, TN at the age of twelve, Steve Spurrier proved to be an excellent all-around athlete at Science Hill High School earning all-state honors in football, basketball, and baseball.  As a senior in 1962, he was selected as an All-American in football and garnered attention from schools across the country, eventually accepting a scholarship offer from Coach Ray Graves at the University of Florida.  In three years as a quarterback at Florida (NCAA rules prohibited freshmen from playing) he went on to win countless awards including First Team All-American and the 1966 Heisman Trophy.

In 1967, Spurrier was selected in the 1st round of the NFL Draft by the San Francisco 49ers and would go on to have a 10 year professional career with the 49ers and Tampa Bay Buccaneers before retiring in 1976.

Shortly after retiring from professional football, Spurrier embarked on a coaching career that would last nearly 40 years and see him make college stops at Duke, Georgia Tech, Florida, South Carolina and in the professional ranks with the Tampa Bay Bandits (USFL) and Washington Redskins (NFL).  Most notably, he served for 12 seasons as the head coach at the University of Florida where his teams became known for their “fun n’ gun” aggressive offensive style while regularly competing for SEC and National Championships.  After a brief stint coaching in the NFL, Spurrier returned to the college game spending 11 seasons as the head coach at South Carolina before retiring in 2015.

Steve Spurrier is a two-time inductee into the College Football Hall of Fame, first as a player in 1986 and then as a coach in 2017.  He is also a member of the University of Florida Athletic Hall of Fame as well as the Florida Football Ring of Honor.


Need to find authentic college sports stock footage or images?  Let the sports licensing pros at XOS Licensing do the custom research for you and create a free screener for your next commercial, TV, editorial, or web production.

Free Guide to Licensing College Sports Images and Playback Footage

You saw this great piece of video from an old college basketball game that would be a perfect fit for the project you’re working on.  But how do you even begin to get permission to use that footage?  Don’t worry – we have you covered.  This guide will take you through step-by-step and show you everything you’ll need to officially license that college sports content and be completely protected.


The easiest thing to do is take a look at the process one step at a time.

1) Determine which type of content you need.

Obviously, there are a lot of options out there, but here are a few questions you can ask yourself to get you started.

  • Do you need video? Still images? Audio tracks?
  • Which sport? Basketball? Football? Hockey? Soccer?
  • Do you need a particular team or game?
  • Do you prefer a day or night game?

2) Get some research help

The internet is a big place. It could take a while if you had to try and track down the exact images or pieces of video that you wanted to use. There are companies, like XOS Licensing, that can help do the legwork for you.  The best part?  Some will actually do it for free.  You give them an idea of what you are looking for and they will provide you with a free research screener or sample images to make sure it’s exactly what you need.

3) Select the perfect footage or images

You know best what you’re going to need for your project. Now that the research has been done, you’ve been provided with a variety of options. You can sit down and select the content that is going to work best for your needs. Did you get the perfect clip for that documentary? Were you able to get the right image to set the scene in the movie?  The smallest details can make a world of difference when it comes to providing authenticity.

4) Make sure the trademarks and athletes have been cleared

Nobody likes to receive a cease and desist letter, right? That’s why this step is so important.  Don’t worry, it’s not as complex as it sounds.  When you work with an experienced college sports licensing company they can walk you through the whole process.  In fact, some can even make it easy by providing clearance services to ensure you have permission to use all trademarks and athlete likenesses that appear in your content.

5) Ready. Set. Go.

Now that you’ve gone through the first four steps, you’ve researched and selected the perfect content.  The rest is up to you.  You can move forward and complete your project knowing that you’ve taken all the steps needed to officially license the college sports playback footage, images, or trademarks that you are using.

The Popularity of College Sports & How Advertisers Can Take Advantage

It’s no secret that college sports cultivate some of the most passionate fan bases in the world.  With huge audiences of diverse, affluent, and well-educated consumers, college sports fans have become a darling of the advertising industry.  But what are these advertisers doing?


College Sports Popularity

The National Football Foundation recently released its 2016 study on the popularity of college football.  The report illustrated just how passionate and dedicated fan bases continue to be for schools across the country.  A few notable takeaways for advertisers include:

  • More than 49 million fans attended a college football game this season
  • The streaming audience continues to grow with ESPN seeing college football games streamed on over 15 million unique devices during the 2016 season
  • Fox Sports had its most watched college football season in 2016
  • More than 179 million fans viewed over 100 billion minutes of college football this season on ESPN’s family of networks

SOURCE: 2016 National Football Foundation study.  VIEW FULL REPORT HERE→

While football is obviously the most popular of the college sports, many others have gained traction in recent years.  Beginning in 2006, conferences started to develop their own television and digital networks to distribute and promote their college sports content.  Now, on any given night, you could turn on the television and find college basketball, gymnastics, soccer, hockey, or any number of other sports.  All this exposure has helped teams not only with recruiting but also in growing and strengthening their fan bases.


How can Advertisers Take Advantage of the Popularity of College Sports?

As we stated before, college sports offers advertisers access to large groups of passionate, educated, and affluent consumers.  It’s a group that is just too good to pass up. That’s why we’re seeing more and more advertisers developing campaigns around college sports and using officially licensed college sports footage and images.  Consumers are able to connect with the authenticity and excitement of real sporting events in a way that generic stock sports footage cannot deliver.

Let’s take a look at a few recent examples:

1) Coca-Cola®

Coca-Cola® recently aired a national commercial in conjunction with the NASCAR™ Daytona 500 and NCAA March Madness™.  This ad is particularly effective because it taps into not one, but two, passionate groups of fans. It uses officially licensed NCAA basketball footage while capturing the overwhelming popularity of both NASCAR™ and its drivers. WATCH THE AD→

2) United States Air Force

Using sports footage isn’t the only way to leverage the passion of college fan bases.  Sometimes all you need to show is the logo in order to connect with fans.  That’s exactly what the United States Air Force did in their “Alma Mater” recruiting commercial. They partnered with a company that specializes in college sports trademark clearance services to officially license the use of the college logos.  WATCH THE AD→

3) Goodyear

In conjunction with the 2015 college football season, Goodyear ran its “Traditions” campaign celebrating the excitement and passion in college football over the last 60 years. The :30 spot called “Fans of Tradition” features both modern and historic footage that capture the pageantry in college football.  The ad ties the iconic Goodyear brand with the rich tradition of college football.  WATCH THE AD→

Are you looking to leverage the power of college sports in your next advertising campaign? Let the college sports licensing experts at XOS help you find and license the perfect footage, images, or trademarks.