AI firm Personar has appointed Tony Page to serve as Managing Director of Global Professional Sports. He will be working out of the UK and collaborating with Chief Revenue Officer Joe Rayfield and the global sales team.
Page most recently held the same post at Sony Hawk-Eye, the company that has been digitizing much of American professional sports. For instance, it has helped bench the chain gang in the NFL and begun streaming MLB games through a virtual ballpark. It is also providing the NBA with 3D optical tracking of games for all players and the ball “at sub-second latency” and been creeping into sports officiating (cricket, football, et al.) since 2001.
Personar was built around a different sport, Formula 1, which generates lots of spoken data. Its AI takes in audio streams, looks for patterns and makes recommendations – while the race is being run. The company now delivers coaching recommendations in football, rugby, cycling and tennis as well.
Personar’s main product is TrackSwift, which combines speech-to-text with categorization, but this winter it will be releasing CoachScribe, which by the company’s boast “goes beyond voice, video, and raw data to unlock a deeper level of performance understanding.”
Personar is headquartered in London, operates a development hub in Budapest and fields teams in Australia, Singapore, Europe and the US.
About Personar.ai
Personar is an AI technology company that provides real-time, data-driven decision intelligence for professional sports organizations. Its flagship platform, TrackSwift, uses a proprietary speech-to-text engine to process and categorize live audio communications—such as team radio, coaching instructions, and referee dialog—transforming unstructured speech into actionable insights. The technology is used across Formula One, football (including VAR operations), rugby, cycling, e-sports, and American football. Personar’s mission is to amplify human judgment in high-stakes environments, helping teams, officials, and organizations make faster, more informed decisions under pressure.
