Liverpool manager Jurgen Klopp agrees new investment deal after £43 million turnover

Liverpool boss Jurgen Klopp has become an investor in the sports analytics AI firm Sporttotal AG

Liverpool manager Jurgen Klopp has become an investor in a German artificial intelligence (AI) sports streaming platform.

The Reds boss has joined a group of investors including retired NBA superstar Dirk Nowitzki in Sporttotal AG as a ‘significant shareholder’ in the Cologne-based firm, with Nowitzki joining at the same time and also serving as an advisor to the company.

Sporttotal, which had a turnover of almost €50m for 2022, uses fully automated cameras and AI-powered software to follow action, stream video, add graphic packages and add statistical overlays, with the technology adopted by clubs, coaches and scouts who are provided with real-time statistics and analytics. Highlight clips of games and individual player performance can also be edited using the AI technology.

Speaking on his investment via the Sporttotal website, Klopp said: “It’s great to be able to be watching the game of your choice ‘live’, wherever you are. It doesn’t matter if you want to see a game of your child, your friends, your favourite team or if you are a scout who is looking for new talents.”

Sporttotal have established a strong foothold in the German and wider European markets, and in the past six months the company has sought to widen their scope with entry into both the US and Asian market places.

Investment away from football is something that Klopp and some of his Liverpool players have followed in recent times, with Virgil van Dijk having made an investment in the the growing popularity of the sport padel, with the Dutchman joining more than 70 investors in the firm Game4Padel.

Klopp, himself a huge fan of the sport, has an official padel range bearing his name in collaboration with racket manufacturers Wilson.