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- Interview with Capgemini on their latest sports-focused report, entitled: ‘Emerging technologies in sports’
Technology has had a profound impact on sports throughout the ages, from revolutionising broadcasts (both on TV and online) to changing the attendance experience (ticketless gating, contactless payments for goods).
According to Capgemini’s latest report, titled ‘Emerging technologies in sports’, the fan experience that offers a significant opportunity in terms of brand value and growth for the industry.
Sports clubs and stadiums are making increasing use of technologies that transform how fans can feel part of the game. Meanwhile, social media has undoubtedly changed the entire way sports communicate with their fans (read more about that here).
Some examples include American Express partnering with Wimbledon to create an interactive, virtual reality-driven experience for fans where they can face-off with tennis star Andy Murray.
Meanwhile, at the AT&T Stadium, home of NFL team the Dallas Cowboys, fans can take selfies with their favorite players using AR.
To delve deeper into the report I interviewed a spokesperson from Capgemini.
Key Info:
- Nearly 70% of fans say emerging technologies have enhanced their overall viewing experience, both inside and outside the stadium
- If fans enjoy their tech experience, a majority (56%) of fans would attend more matches while 92% would spend more on online subscriptions.
- Close to three-quarters of Asian fans (74%) have experienced the use of emerging technology in the stadium, with India leading at 88%.
- Furthermore, 71% of Asian fans said they would be willing to pay more if new technologies enhanced their stadium experience, compared to 40% of North American fans, 34% of European fans, and 33% of Australian fans.
What are some of the biggest emerging technology trends in sports?
“During these unprecedented times, technology is providing a new lease of life for sports. The rise of virtual sporting events for the Grand National, Iron Man and Grand Prix series for the professional competing circuit has kept fans engaged.
For those of us at home still looking to engage in sports, the increase of ‘Zoom workouts’ and brands like Zwift and Peloton are providing that much needed bout of daily exercise.
Players and fans are turning to virtual technologies to maintain interaction, giving way to immersive tech such as VR to engage fans during shutdown. With the rise of improved connectivity and 5G, the potential to consumer sports from anywhere is huge.
The rise of Esports over the past few years is only going to increase with some countries leading ahead of others. Across Asia, Esports has been particularly popular especially in India, Singapore, and Hong Kong.
Recent research has shown that 73% of fans who do watch Esports, consume via video streaming platforms such as Twitch, YouTube, ESPN, Mixer.
Out of this fan base, the younger segment is particularly enthusiastic, with 53% of the 18–35-year-old group having watched Esports, compared to 14% of those who are over 35.”
Why do you think Asian fans are leading that way in adopting these emerging trends?
“When outside the stadium, our research found that Asian fans prefer to consume sport
over digital devices (such as smart TVs and laptops) to a larger extent. We found that 80% prefer to watch sports over digital devices, compared to just 60% of European fans.
Digital consumption habits are much higher on average in Asia than Europe, where sporting fans will have access to online apps connecting them to their favourite teams.
Over three-quarters (78%) feel that the use of various technologies in sports has enhanced their overall viewing experience, compared to 66% of North American fans and 62% of European fans.”
Can you highlight any specific uses of these emerging technologies that have been a big success to date?
“One particular success has been the rise of Esports, with its global revenue set to reach 1.79 billion U.S. dollars in 2022. The new Esports is creating opportunities for traditional sports to grow their fan base and attract new audiences. Capgemini’s research found that nearly 50% of fans below 35 feels that eSports have increased their engagement with their favourite teams and players.
These immersive viewing experiences are growing alongside a spike in online consumption amongst fans. These days, people expect to be able to watch anything, anytime, on any screen – and sports are no exception. With the emergence of 5G, and the additional capacity it will bring, this trend only looks set to accelerate.
Another success factor on the rise of Esports is the removal of barrier to entry. Tom Mitchell, team captain, England Rugby Sevens mentions that ‘it allows people to be involved in a sport because traditional sport, especially something like Rugby Sevens, is limited on certain physical factors. With the barrier to entry removed, you are allowing people who otherwise wouldn’t be involved in sports to be involved’.
But fans are not only engaging with emerging technologies to consume sports, they are also willing to reward organisations that offer them a good tech-enabled experience. When a fan has a good experience with technology – either in or out of the stadium – it has a positive knock-on effect in terms of their overall engagement.
“For example, 56% of those who enjoyed their tech-enabled experience, said they have gone to more physical matches at their team’s stadium as a result, while 60% said they have increased the number of matches they stream online.“
Can you tell me about Capgemini’s interest in this area? What did your report hope to
achieve and highlight?
“People are passionate about sport. And with today’s emerging technologies, the sports
industry and its major players have an exciting opportunity to make that relationship with fans even stronger. But, to realise that opportunity, sporting brands and teams will have to change the way they play the technology game.
We wanted to highlight the need for companies to have a laser like focus on the user experience; a strategy that targets the most attractive and avid fans, a culture that embraces disruption and innovation, and understand the digital and data capabilities of their people. That is what it will take to be a game changer.”
What are the key findings from the report in your mind?
“While technology is playing an increasing role for athletes in terms of data analysis for
performance and health, it is the fan experience that offers a significant opportunity in
terms of growth for the industry. Sport clubs and stadiums are making increasing use of
technologies that transform how fans can feel part of the game, which in turn helps build brand value and deliver revenue growth.
Our research report emerging technologies in sports, found that fans who enjoyed their tech experience, a majority (56%) of fans would attend more matches while 92% would spend more on online subscriptions, leading to a closer brand relationship being built.
With the rise of technology amongst fans. Sports organizations need to tap into the huge audience that sits outside the stadium and consumes sports through a variety of other digital mediums and enable greater fan experience for these fans as well.
As well as a compelling in-stadium experience, fans also need to feel that they are getting value from the out-of-stadium digital experience. 70% of fans state that the use of emerging technologies such as augmented and virtual reality, artificial intelligence, or biometrics has enhanced their overall viewing experience, both inside and outside the stadium.“
In ten years’ time, could you outline what you think the everyday football fan’s experience entail?
“Sports teams and organizations are adapting fast to the performance opportunity offered by new technologies. For the everyday fan to stay engaged, football stadium operators, associations, and organizations need to work towards focusing on and deploying and communicating about those technologies that bring the greatest engagement.
Organisations can strive to offer “hyper-personalized” experiences and content for the fan, driven by in-stadium and tournament-related data (i.e., who is at the tournament, what they do, interests they exhibit, teams they follow). As football organisations learn more about the preferences of fans, they can push relevant content through multiple channels, from advertising to social media. Given the current situation; “the home sports experience” is increasingly consumed, where more data, insights and real-time analysis can be provided (particularly for Esports).
However, whether the convenience of putting on a VR headset and reaching for a beer at home to watch your team play can replace the real stadium experience remains to be seen. It’s likely that fans will want to connect with sports again, beyond technology.”
Given how technology has already changed the face of sports, it is safe to say sports fans are in for a treat with emerging technology making the fans experience even more entertaining both now and in the future.
