Sports Engagement Startup Heed Can Show Athletes' Energy Levels, Says CEO

Real-time sports engagement startup Heed Technology Ltd. can show fans which athlete’s energy levels are draining faster in a UFC fight, Danna Rabin, CEO of Heed, said Thursday at Calcalist’s Mind the Tech conference in New York.

Heed develops sensor systems that make use of artificial intelligence to track sports and entertainment events and automatically provide viewers with insights and analytics.

Operational since 2017, the company raised $35 million in a SoftBank-led investment round in October.