Sports fans in the US and around the world are eagerly awaiting the Super Bowl on Sunday with the Kansas City Chiefs set to take on the Philadelphia Eagles. Behind the scenes (and sometimes in front of them) technology is playing an increasing role in how NFL teams operate. The NFL, with a history spanning over a century, has increasingly embraced disruptive digital technologies. Real-time, lag-free communication is now essential in sports, and by 2023, Verizon had deployed 5G Ultra-Wideband and edge computing across 30 NFL stadiums. Besides, at Super Bowl LV, Verizon introduced NFL Ultra Toss, a 5G and mobile edge computing-enabled mobile game. Fans with the NFL Ticketholder app could virtually toss a football into a virtual pickup truck on the field, using AR to enhance the experience. Even this year, at NFL Super Bowl LIX, over 240 Sony cameras will capture every play, replay, interview, and celebration at Caesars Superdome, enhancing fan engagement for both live audiences and millions worldwide who will watch the game.
The NFL is, of course, not the only sport which has embraced disruptive new technologies. Transforma Insights recently published a report, ‘Digital Transformation in Sports’, examining the ways in which technologies such as Artificial Intelligence and the Internet of Things are being used in sports across 10 ‘domains of change’. In this blog post we summarise each of them.
This domain refers to the use of technologies in monitoring the health and performance of athletes to ensure optimal performance. Wearable devices can provide real-time data to both athletes and coaches, thereby allowing customised training programs. For instance, over 50% of NHL teams use FirstBeat Sports' cloud analytics to track player data, optimising performance and reducing injuries. AI wearables track movements to prevent overexertion and injuries, while AR and VR visualise movements, identify risks, and simulate recovery exercises. Moreover, advancing quantum machine learning, combined with AI and data analytics, could offer deeper insights into an athlete's health, identifying areas for improvement and reducing injury risks.
Technology can do much to enhance the viewing experience of fans watching sports at sporting arenas, enabling higher engagement and more real-time connection and interaction with the game.
In this context, 5G has immense possibilities in live broadcasting and was recently used during the Olympic Opening Ceremony in Paris. Moreover, private 5G networks are also being deployed in stadiums, to ensure that fans stay connected to stream live content, engage on social media, and can access real-time game information. Case in point, Verizon had deployed 5G Ultra-Wideband in 13 stadiums by 2019. Additionally, smart stadiums are leveraging AR for immersive experiences, like the Los Angeles Rams’ partnership with 8i to create a virtual fan experience.
Similarly, much can be done to improve the at-home viewing experience, boosting engagement and increasing broadcasting revenues. Here, computer vision enhances fan engagement by providing real-time player stats. For example, La Liga and Microsoft have partnered to use AI to display goal probabilities to enrich the viewing experience. Moreover, VR offers 360-degree views of sports, while AR boosts engagement and retention by 15% and 20%, respectively. Additionally, as per GSMA, 5G could reduce production costs by up to 90%.
This refers to the use of emerging technologies in the gambling industry to better calculate odds, provide analytical updates to gamblers for better bets, provide new gambling options, and ensure fair outcomes. AI in gambling enhances odds calculation, fraud detection, and predictive analytics. It processes data to set accurate odds, detects suspicious patterns, and predicts outcomes using stats and conditions. Tools like BetBuddy use machine learning to personalise betting suggestions based on individual histories, improving accuracy and security.
This domain focuses on using disruptive digital technologies to provide more curated content to fans (including real-time replays, match highlights, real-time statistics, and data analytics) resulting in enhanced match viewing experience.
This domain explores the emerging technologies that enhance the safety and security of sporting arenas, crowds, and athletes. With a history of attacks on stadiums, security is a growing concern, which is further exacerbated by the shortage of ground staff and a lack of timely communication among them. Therefore, AI-powered video surveillance detects abnormal behaviour, IoT devices manage overcrowding, and thermal-imaging drones identify intruders. However, drones can also pose threats as well. For example, Dedrone provided airspace security at the 2023 Austin Grand Prix, detecting 50 drone flights and identifying 23 unique drones over three days.
This involves using emerging technologies to optimise sports operations, including infrastructure management, creating optimised match scheduling, and logistics management like ticketing, parking, and accessibility. Technologies like computer vision and AI optimise stadium operations, improving fan experiences and logistics. 5G networks enhance security communication and reduce latency. AI also streamlines match scheduling, as demonstrated by UEFA’s AI-powered supercomputer in August 2024, which scheduled matches and drew opponents in 35 minutes, while traditionally it used to take four hours, 1000 balls, and 36 glass bowls.
New technologies can be used to help brands better reach their target customers using better promotional content. Nowadays, technology is also used to optimise sponsorships, ensure better fan engagement (through in-app advertisements), and digital advertisements during the breaks of sporting events. For example, as of March 2022, ADI had deployed and was maintaining over 30 digiBOARD systems across various UK stadiums, to deliver personalised virtual advertisements, tailored to global audiences, ensuring that viewers see region-specific content, thereby enhancing sponsorship effectiveness.
This domain refers to the digital technologies that are used to identify and recruit athletic talents at an early age. AI is now used to remotely assess and analyse a player's style of playing and fitness and performance level. The benefits of doing this – early identification of players before they gain widespread recognition and their market value shoots up. This even enables players (especially those, who can’t afford to travel) to gain the attention of recruiting clubs and teams. For instance, Premier League clubs Chelsea and Burnley use an ai.io app enabling footballers to complete drills and upload match footage. Burnley signed Jez Davies, while Chelsea offered Ben Greenwood a 10-week trial based on the app's results.
This domain considers using emerging technologies to improve the decision-making aspect during a match and for post-match analytics. For instance, video analytics and computer vision (which ensure precise and quick decision making) is now often combined with AI to provide hard-to-find insights, like the payers’ movements. Case in point, Video Assistant Referee (VAR) has been introduced in football, which helps in critical decisions (such as goal validity) and ensures proper punishment for fouls and penalties.
Digital transformation is reshaping the sports industry and enhancing performance, fan engagement, and operational efficiency. From AI-powered analytics and smart stadiums to AR/VR experiences and 5G connectivity, these disruptive technologies are revolutionising how sports are played, watched, and managed. As innovation continues, the integration of emerging technologies will further drive growth, creating a more immersive, data-driven, and connected sporting experience for athletes, teams, and fans worldwide.
The domains described here are just the tip of the iceberg. If you want to learn about them in detail, visit here: Digital Transformation in Sports.
