A whole new ball game: With tech, a new era dawns for sports!

From the viewing experience to game strategy, technology is transforming the way we enjoy, watch, and play sports. Organizations in the sports industry (and beyond) that fail to get on board with this new deal risk being pushed to the sidelines.

What’s everyone saying?

• Technologies such as digital science or #AI are revolutionizing the fan experience and the training and performance of top athletes, says the French Institute for Research in Computer Science and Automation Inria.  

• Meanwhile, fans are watching games differently since the COVID-19 pandemic, increasingly watching smaller and more local events from home. And “the biggest challenge to game-day revenue has been the growth of consumer technologies”, notes the Sports Business Journal.

What do we have to say?

• A  study by Capgemini Research Institute confirms an increasing taste for watching games outside the venue. In 2020, 47% of fans preferred attending in person, and half of them did so regularly. Three years later, this share dropped to 34%. Beyond that, the share of fans who only watch games on their TV or smartphone increased from 14% in 2020 to 33% in 2023.

• Yet some events continue to attract massive crowds. In 2022, the US Open set an all-time attendance record; that same year, 3.4 million fans flocked to the FIFA World Cup Qatar venues, up from 3 million in 2018. The 2023-24 Championship football season in England also saw unprecedented attendance levels, with over 12 million tickets sold for second-tier matches. “It must become more than ‘just’ going to a sports game – it's got to be an occasion,” says Rebecca Hopkins, CEO of the STA Group.

• Which begs the question: how can organizations improve the venue experience? The answer lies in one word: Tech. Our study reveals fans are interested in a wide array of technologies to be deployed at the venue. Many would like to use wearables to buy food; others want to be able to point their smartphone at the game to obtain player information or live stats. Fans are also keen to try more immersive technologies: many would be interested in haptics, imitating the sensation of on-field action, along with VR and metaverse experiences.

• While fans favor teams and organizations that offer a good tech-enabled experience, they also tend to consume more online sports content, from streaming to social media or apps.

• Tech’s impact extends beyond the stands: on the field, nanotechnology, GPS tracking devices, drones, the metaverse, and smart clothing are fundamentally changing training, injury prevention, and performance management. During games, data on player positioning, distance, speed, and technique can help improve strategies and decision-making for referees. For instance, during the recent FIFA World Cup, a sensor was placed in the ball, sending data 500 times per second and allowing for razor-sharp, real-time detection and tracking of the ball. Finally, clubs have started using data to scout high-potential players. Rightly so, as the organizations that seize tech’s potential are poised to gain a strong competitive advantage.

Who’s doing it right?

• As the Worldwide Supplier of Data and AI for The Ryder Cup , Capgemini has implemented innovative AI technologies to enhance the golf tournament experience.

• Key innovations include a virtual caddie, personalized content recommendations, and their Outcome IQ powered by Capgemini solution, which provides real-time predictions on match outcomes. These AI-powered tools aim to deepen fan engagement and offer players valuable insights.

• This partnership with the Ryder Cup is part of our broader commitment to bringing technological expertise to prestigious sporting events, celebrating talent, and fostering innovation in sports.

What’s the bottom line?

• Sports’ tech revolution is spurring countless new opportunities for companies in the industry and beyond, provided they know how to leverage it.

• To improve fan experience, organizations should first seek to digitize all aspects of the time spent in the venue. Implementation of effective flow management for security, entry, restrooms, and concessions is a key to improving the fan experience. Finding these “in-venue differentiators” will involve collaborating with a wide array of industries, from food courts and delivery to mobility and Internet service providers.

• Organizations can boost their engagement by personalizing the fan experience. With fans checking their smartphones in the stadium every seven minutes on average, there’s ample opportunity for monetization. Centralizing data from various touchpoints is key to enabling tailored content delivery. Offering exclusive content, contests, giveaways, or immersive tech experiences during these frequent check-ins can enhance engagement and create revenue streams.

• When it comes to enhancing player experience, clubs should identify needs before deploying new technology. The experts we interviewed emphasize considering both benefits to players and ROI when deploying tech. Because, while tech is important, it should never overshadow core sports skills.

• Finally, collecting data is one thing; using it productively is another. Many staff, coaches, and players are still adapting to technology-aided decision-making. To drive necessary changes, organizations should employ skilled data scientists who can contextualize and compare data, ensuring relevant and consistent outputs that demonstrate clear value.

• Ultimately, many of the tech-powered innovations deployed to boost athlete performance make their way to the mass market and help elevate exercise for consumers around the world, too, opening up sizable business opportunities for companies that invest in these technologies.

• And on a side note: Much of this insight is applicable beyond the sports industry. Using data to tailor client experience is a universal plus, whatever the sector involved; as is entrusting data scientists with the task of crafting tools to support decision-making!

Looking for more?

• Capgemini’s passion for sports is driving innovative solutions and designs not only for players and fans, but also for venues and their environment.

• The legendary football team San Francisco 49ers partnered with Synapse Product Development (part of Capgemini Invent) to create an immersive stadium experience in the team’s new venue. Head here to discover how we improved the fan experience and used data to support the development of a next-gen fan loyalty program ⤵️

• Capgemini has been announced as a Global Partner of the 37th America's Cup, extending its involvement in prestigious sailing competitions. As part of this partnership, Capgemini will leverage its expertise in digital innovation, data analytics, and AI to enhance the fan experience and support the event’s sustainability efforts for the upcoming races in Barcelona in 2024.

And you, what are you saying?

Are you working in sports? Then we’d love to know how tech is changing the game for you. In another industry? Share how you’re using digital tools to enhance the experience for your own fans – your clients!