$100m Nebraska-headquartered sports software company Hudl is strengthening its UK presence with the launch of a second UK office in Leeds.

The company focuses on sports performance, providing tools for teams to review their game footage and analyse their play.

It works with the likes of Leeds United and Leeds Rhinos alongside international teams like Barcelona, Bayern Munich and PSG.

“We looked at a number of locations and eventually chose Leeds,” said Courtney Rodgers, VP of marketing and business operations at Hudl.

“We are excited about the digital, data and creative strengths of the city region and are also attracted to the Tech Hub that is now up and running at Platform.

“Together with the great national and international connectivity it’s a compelling package as Hudl continues to grow around the world.”

The $100m company, headquartered in Lincoln, Nebraska, has offices in 15 countries including Sydney and London, and over 1000 employees.

“It’s great to welcome global tech brand Hudl to Leeds City Region,” said Roger Marsh OBE, chair of Leeds City Region Enterprise Partnership (LEP).

“Our investment in creating the spaces where digital and creative companies can thrive is clearly paying off and the scene is growing.

“The LEP Inward Investment team have supported Hudl to move here and we’re looking forward to launching a new product in April to incentivise more digital companies to locate in the region.”

The firm is expected to employ 20 people across business development and marketing in Leeds as part of a 300-strong recruitment drive worldwide.