The digitization of “blackboard plays” is gaining ground in different sports. Today, with the right sensors (on players’ clothing, balls, nets or goals), data sources (historical information on matches), and the right applications, a sports manager or technical director can obtain detailed information on performance and tactics, monitor the performance of each individual in particular and of the team in general, or assess the evolution of injuries (and even prevent them).
Similarly, data on opponents can be obtained and strategies can be prepared with greater precision.
Indeed, through different devices, all this information can be collected, processed in the cloud and, through machine learning, artificial intelligence and analytical tools, used to generate predictions or obtain in-depth knowledge of all the club’s representatives. The right data can then be passed on at the right time to the right person to make the right decisions, minimize problems or generate solutions for continuous improvement.
The times when the coach had to watch an infinite collection of videos until he found the right moments, are now almost prehistoric. Nowadays, it is enough to ask the tool specifically what you need to see and the correct scenes will appear in seconds.
For fans only
Improvements in game performance are just one of the applications of new technologies to revolutionize the world of sports: innovation also applies to improving the fan experience.
Today, fans can have specific promotions or additional information about a sporting event on their cell phones from the very moment they approach the stadium, including value-added services such as where to park or where to eat.
In addition, thanks to blockchain technology and crypto assets known as fan tokens (which are nothing more than NFTs specialized in sports), they can even be part of minor club decisions, such as the color chosen for a new jersey model, or obtain certain benefits such as digitally validated player autographs, face-to-face meetings with team figures or unique collectible items. These fan tokens can also be perceived as an investment: they have a price tag that could increase with the success of the club or with the importance of a particular player. The result? Better communication with each fan to establish stronger ties.
Three opportunities
The application of innovation and new technologies in the world of sports provides the entities in this industry with three major opportunities:
- Monetization. There are new sources of revenue related to cryptocurrencies, the sale of special content or the attraction of new partners. New business models are just emerging and there is a lot of ground to explore.
- Engagement. Fans who have direct access to the club, its figures, board meetings and exclusive content increase their loyalty, sense of belonging and participation. Besides, they activate a virtuous circle that motivates the institution to generate new proposals continuously.
- Sports performance improvement. This situation will increase as more and better data becomes available as raw material.
Soccer, football, baseball, tennis, Formula 1 and basketball are some of the disciplines that are already making progress in the incorporation of new technologies. It is time for all sports entities to at least try to kick-start the process.