The NBA is experimenting with a digital brain for basketballs.The system is the brainchild of SportIQ, a Finnish startup that develops smart basketballs.Inside each balls valve, SportIQ embeds a sensor that tracks a players shots. Data is first extracted on their form, position, angle, power, and technique. Next, the information is fed to a mobile app for AI analysis. Players then receive direct feedback and advice.According to SportIQ, over 20 million shots have already been tracked. The company estimates that regular users improve their shooting accuracy by 12%.Register NowThe results impressed bigwigs at the NBA. They revealed this week that SportIQ has been selected forLaunchpad, the leagues tech incubator.During the six-month program, SportIQ will gets hands-on support and resources from the NBA to develop its tech. It all culminates with a presentation to the leagues executives, partners, and investors during the prestigious NBA Summer League.Erik Anderson, CEO of SportIQ, said the process will integrate his companys system at basketballs highest level.This partnership opens doors to opportunities that are rare for startups, Anderson told TNW. It positions us to enhance officiating, provide deeper analytics for teams, and elevate the fan experience all while staying true to our vision of making basketball smarter and more connected.Building smarter basketballsBasketball is at the root of SportIQ. The startups founder, Harri Hohteri, is a former professional player and computer scientist.The sport is also ripe for data-driven disruption. Basketball has a gap in analytics solutions, particularly at the consumer level, compared to other sports, Anderson said. This provides a clear opportunity to bring innovative and accessible tools to players, coaches, and fans alike, revolutionising the way the game is understood and played.Credit: SportIQAnderson (left) and Hohteri believe basketball is underserved by analytics. Credit: SportIQSportIQ is also a rare example of a European consumer tech firm breaking into the US. According to the startup, thousands of Americans buy its smart basketballs a year. Launchpad provides a chance to increase those numbers.SportIQ is the only European company in the program this year. Joining the Finish startup are OneCourt, which translates gameplay into haptics and generative audio for vision-impaired fans; VReps, an education platform that improves basketball IQ; Somnee, which has developed a clinical-grade sleep diagnostic and therapeutic headband; and Trashie, a clothes recycling and rewards platform.The squad earned their spots after pitching innovations that address Launchpads key objectives. For the sport itself, the program is prioritising the future of officiating, youth basketball, and player health. For the business of basketball, meanwhile, the focus shifts to the future of media, fan connection, and impact.SportIQ will also benefit from targeting these objectives. By joining Launchpad, the company hopes to expand its product lines, usage cases, revenue streams, and technological capabilities.But the NBA is just a starting point for SportIQ. The company is already planning to expand into new markets, and its sensor system can adapt to numerous sports.As Anderson puts it: Every ball can be smart. Story by Thomas Macaulay Managing editor Thomas is the managing editor of TNW. He leads our coverage of European tech and oversees our talented team of writers. Away from work, he e (show all) Thomas is the managing editor of TNW. He leads our coverage of European tech and oversees our talented team of writers. Away from work, he enjoys playing chess (badly) and the guitar (even worse). Get the TNW newsletterGet the most important tech news in your inbox each week.Also tagged with