Sample from within the article:
"The sudden premium on sports data is likely to set up an array of conflicts in the betting industry that have been mostly unknown in the United States. Adrian Ford, general manager of Football DataCo, the official handler of data for the English Premier League and others in Britain, said that in dozens of stadiums each weekend, the hooded scouts show up for companies aiming to collect the data and sell it to betting operators without buying rights to the league-approved stream originating in the press box.
It goes to the heart of this issue, the data debate, Mr. Ford said. Clearly the data from the source, a stadium, it's valuable. Some people believe it's appropriate to cheat".