SumerSports turns Monday morning quarterbacking into a Sunday afternoon pastime. 09.30.2026 SumerSports, the football analytics firm founded by billionaire hedge fund manager Paul Tudor Jones, has added a direct-to-consumer product called SumerPass to serve a growing audience of stats-minded content creators as well as media companies, sports bettors and fantasy players. The new feature, available for $20 monthly or $100 yearly, provides real-time data and insights on advanced concepts such as play schemes and access to Sumer's extensive database of football data that comes complete with a natural language AI search function. Sumer's enterprise product is used in some form by half the NFL teams, but SumerPass expands its market beyond B2B to B2C where the sophistication of wagers, prediction markets and high-stakes fantasy has grown. "The need for information and data to make those picks is broadening in the consumer space," SumerSports CEO Lorrissa Horton said. "So that's really where we're like, what can we do better and faster? Who can we make this available to? How will that entire ecosystem use this information both in learning and adopting it?" A few content creators tested the product during the NFL preseason before its wider availability before Week 1. Horton said 98% of the early signups had reached the site organically with 60% opting for the annual pass. Helping communicate and explain these advanced concepts for SumerSports is longtime NFL Network analyst Lindsay Rhodes. She first hosted a podcast for Sumer and then later joined the tech company as its director of consumer media and engagement. SumerPass in action Rhodes guided SBJ through a tutorial of the SumerPass product, showing how it automatically identifies offensive and defensive personnel groups, receiver/cornerback matchup tendencies and advanced metrics such as expected points added (EPA values a player's contribution on each play) and average depth of target (ADOT measures distance a pass traveled in the air). "What we have found in the last five to 10 years is that the conversation has gotten so much broader and more detailed," Rhodes said. "People are starting a YouTube channel or just hopping on Twitter with really lots of minutia and detailed information. What we found is that the NFL audience and sports in general is very rabid for all of this information that goes beyond the surface level conversations that typically the larger media companies can have because they're trying to reach the broadest possible audience." One ideal use case of the data arrived via a social media post from Underdog fantasy analyst Sosa Kremenjas, who noted that the Rams spent huge money on cornerbacks in the offseason only to primarily play zone defense in Week 1 against the 49ers. His post, which was then amplified by former Pro Bowl CB Richard Sherman, appeared an hour after the game, citing SumerSports. SumerSports maintains a team of 150, many with advanced tech backgrounds from Amazon, Google and Microsoft - Horton hails from both Microsoft and Cisco where she was GM of the Webex team - as well as many with deep football experience such as former N.Y. Jets GM John Idzik and former Raiders GM Mike Mayock (SumerSports' previous CEO was Thomas Dimitroff, who was the Falcons' longtime GM). "All of our tools have been taught by football experts," Rhodes said. "There's a technology component, for sure, but all of it has been trained by humans." While the NFL limits teams on what data they can access during the game, SumerSports provides its analysis live. That speed was a key early value proposition for the company, which noted that many data-driven resources still required on significant human input. Sumer applied computer vision and other AI algorithms to automate it, so instead of football's classic pastime of Monday morning quarterbacking, Sunday afternoon breakdowns are now possible. "The pace that data was getting created in sports and football in particular was actually quite slow, so a lot of this information, like coverages and more detailed analytics per player, was typically not available till the next day," Horton said. "There's a lot of AI we can use to do this much faster, much better."

SumerSports, a startup founded by billionaire investor Paul Tudor Jones, is using artificial intelligence to transform football through frame-by-frame tracking and hedge-fund style analytics. CEO Lorrissa Horton says NFL teams are deploying the technology for scouting, player development, predictive play analysis and fan engagement. The company, originally inspired by fantasy football, applies sophisticated analytical methods to the sport. The AI-powered platform tracks every frame of gameplay to provide teams with detailed insights and predictive capabilities.