Charles Kaplan joins Stats Perform as CMO

Stats Perform, a global leader in AI-powered sports data, analytics, and insights, has appointed Charles Kaplan as its new Chief Marketing Officer (CMO), effective April 21, 2025. With nearly 25 years of experience in marketing, product strategy, and business growth, Kaplan will spearhead the company’s global marketing efforts, overseeing its Opta data insights division and editorial services.

This strategic move underlines Stats Perform’s commitment to maintaining its leadership position in the sports technology sector while continuing to evolve its offerings in line with market demand.

Leading innovation in sports data and storytelling

As CMO, Kaplan will not only lead the company’s marketing strategy but also be responsible for managing Stats Perform’s sports news teams and the Opta Content Agency. This division produces data-driven stories, editorial features, and creative campaigns that help sports organizations, brands, and media companies capture fan interest and expand their audiences.

His appointment comes at a time when the sports media landscape is undergoing rapid transformation. Fans are demanding more real-time, immersive experiences, and companies are investing heavily in technologies that enable deeper engagement. Kaplan’s deep experience in building high-performance marketing operations makes him uniquely suited to drive this evolution at Stats Perform.

A veteran with a proven track record of growth

Charles Kaplan brings an impressive history of leadership and success to his new role. Before joining Stats Perform, he served as Chief Product and Marketing Officer at Wynshop, a provider of digital commerce and fulfillment solutions. During his tenure, Kaplan helped the company carve out a leadership position in the local store-based retail tech segment.

He also held senior roles at Mi9 Retail, where he was both Chief Revenue Officer and Chief Marketing Officer. In these positions, Kaplan drove go-to-market strategy and executed aggressive growth plans that strengthened the company’s global presence.

Earlier in his career, Kaplan built his foundation in marketing and product development with international stints at MicroStrategy, Lexmark Enterprise Software, and Brainware. Across all these roles, he was recognized for fostering innovation, scaling operations, and delivering measurable business outcomes.

Kaplan holds a Bachelor of Arts in Psychology from Vanderbilt University and an MBA from the Darden School of Business at the University of Virginia.

Driving the next phase of growth at Stats Perform

The appointment of Kaplan follows a record-setting year for Stats Perform. CEO Carl Mergele described Kaplan as “the ideal fit” for the company’s next phase, emphasizing his ability to align marketing innovation with the broader growth strategy.

“A dynamic company like Stats Perform requires equally dynamic and forward-looking thinking with its marketing, and Charles is the ideal fit to lead our marketing function,” said Mergele. “His unique skillset makes him a valuable overall addition to the Stats Perform management team as we continue to execute on our growth strategy and revolutionize the way sports are viewed.”

Mergele also highlighted the company’s momentum in the first quarter of 2025 and expressed confidence that Kaplan’s leadership will accelerate this trajectory.

Embracing a new chapter in sports intelligence

In a statement, Kaplan expressed his excitement about the opportunity to join a company that has been instrumental in shaping the sports technology and data industry.

“I am thrilled to be joining the Stats Perform team at such a critical time in the company’s history,” Kaplan said. “I have long admired Stats Perform for its unmatched depth and breadth of data, AI, sports research, news, and video content capabilities that have effectively shaped – and transformed – the sports technology and data industry.”

He added that the company is well-positioned to meet the growing demand for real-time, data-driven content and performance analytics, and he looks forward to contributing to its ongoing innovation.

Opta data and AI: at the heart of Stats Perform’s vision

A cornerstone of Stats Perform’s offerings is its renowned Opta data. With over 20 years of experience collecting, structuring, and distributing sports data, Opta has become the backbone of countless sports broadcasts, betting models, coaching strategies, and fan engagement platforms.

Now, with Kaplan overseeing the marketing and storytelling aspects of this data, the company is aiming to elevate how its insights are delivered and experienced across global markets.

Combining real-time data feeds, machine learning, and AI analytics, Stats Perform continues to lead innovation across multiple verticals—including media, team performance, betting, and fantasy sports.

Content-driven engagement for a new generation of fans

One of Kaplan’s most significant responsibilities will be amplifying the impact of the Opta Content Agency. This in-house creative studio transforms raw data into compelling editorial features, video content, social media campaigns, and branded storytelling assets.

As fans increasingly turn to digital channels and interactive formats for their sports content, Stats Perform sees a growing need for data-enriched storytelling that resonates with modern audiences. Kaplan’s expertise in digital marketing and consumer behavior will be instrumental in meeting these evolving expectations.

Strengthening Stats Perform’s global brand

Kaplan’s appointment also represents a broader move to solidify Stats Perform’s global brand positioning. With operations spanning North America, Europe, Asia, and beyond, the company is poised to expand its influence in emerging markets where sports media and betting industries are experiencing rapid growth.

His past experience working with global enterprises gives Kaplan the insight needed to localize campaigns, manage cross-regional operations, and align brand messaging with diverse market needs.

A future shaped by AI and predictive analytics

Stats Perform is widely regarded as a pioneer in integrating AI into sports analytics. From player tracking to predictive modeling, the company’s technologies are transforming the way teams train, broadcasters inform, and fans experience live events.

Kaplan’s marketing leadership will be critical in educating the market about these innovations and in positioning Stats Perform not just as a data provider, but as a thought leader and technology partner in the global sports ecosystem.

Final thoughts

With the sports technology sector evolving at a rapid pace, Stats Perform’s decision to bring in a marketing leader of Charles Kaplan’s caliber is both timely and strategic. His blend of marketing, product, and commercial expertise makes him a powerful addition to the leadership team as the company continues its ambitious expansion.

As fans, brands, and sports organizations demand more personalized, data-driven content, Kaplan will be at the forefront of shaping the narrative and elevating the fan experience through insight-led storytelling and innovation.

FAQs

Who is Charles Kaplan?
Charles Kaplan is a seasoned marketing and product executive recently appointed as Chief Marketing Officer at Stats Perform.

What will Charles Kaplan’s role be at Stats Perform?
He will lead the company’s global marketing efforts, oversee Opta data insights, editorial services, and manage the Opta Content Agency.

What experience does Kaplan bring to Stats Perform?
Kaplan has nearly 25 years of experience in marketing, product management, and business development at companies like Wynshop and Mi9 Retail.

What is Stats Perform known for?
Stats Perform is recognized for its AI-powered sports data, analytics, and editorial services that serve sports organizations, media, and betting firms.

What is the Opta Content Agency?
It is the creative arm of Stats Perform that produces data-led editorial content, campaigns, and storytelling assets for sports audiences.

Why is this appointment important now?
Stats Perform is coming off a record-breaking year and is positioning itself for further global growth and innovation in sports data.

How does Stats Perform use AI?
The company uses AI for predictive analytics, player tracking, performance modeling, and enhancing fan engagement across platforms.

What makes Kaplan suitable for this role?
His global experience, digital marketing acumen, and strategic vision align with Stats Perform’s goal to lead in the sports tech space.

How does Kaplan plan to enhance fan engagement?
By leveraging AI-powered content, real-time data insights, and strategic storytelling to deliver more interactive and immersive fan experiences.

What is the future vision of Stats Perform?
To revolutionize sports viewing and analysis through cutting-edge technology, AI, and content that drives deeper engagement and understanding.