The fusion of data and sports is getting stronger year by year. While football is littered with statistics on distance traveled, expected goals, and successful tackles, technologies such as DRS are deeply rooted in the cricket experience, and data analysis is critical for golfers looking for the perfect swing. It has become. Like many other industries, sports are embracing digital transformation and are increasingly dependent on data to achieve this.
About the author
Lauren Snowman, Vice President of Sports Technology at NTT DATA UK.
In particular, there is clear evidence of the impact of the data on player performance. Success in sports at the highest levels often relies on minimal improvement, so it’s no wonder athletes look to the data to be competitive. This is seen in countless sports, but stands out from the crowd due to the data-rich nature of golf. AI technology is used to make step-by-step improvements that allow players to reach the top of the game, from minimal changes in swing motion to weight distribution during shots. Perhaps more than any other sport, golf success depends on the highest margins, so it’s not surprising to see players embracing the potential of data analysis.
Data for fans
The data doesn’t just help athletes improve their performance. Bring your fans closer to your favorite sport. By increasing the amount of data available, you can provide unprecedented insights into how sports work and discover new stories that will appeal to your audience. The second screen experience decorates the enjoyment of our favorite sport, whether you watch it directly at home or on the go.
In parallel with this, there is a growing consumer demand for personalization. Fans want to be able to follow their actions in their own way, and innovation can meet this demand.
But technology and data aren’t the only things that attract fans. It’s important how the data is understood and transformed into an exciting story that captures the excitement and drama of your favorite sport.
Sport is built on emotions. By leveraging the latest innovations in data analytics, we enhance our emotional experience and take fan engagement to an exciting new level.
Improving the live experience
There is competition across the sports world as to who can lead the puck in terms of technological advances, which inevitably leads to higher fan expectations. To meet this growing demand, venues and sporting events are incorporating new digital experiences that allow fans to take action while watching live sports.
This is especially noticeable in golf. Due to the geographical nature of sports, it is very difficult to keep up to date with the latest developments. Fans tend to choose to settle on a stand in a particular hole or follow a particular group of players as they roam the course. This also poses a challenge for broadcasters. Broadcasters need to put their finger on the pulse to capture the most exciting moments of the day.
This is where innovation comes to the fore. Combining AI analytics with data feeds, you can automate visual coverage and game analytics in unprecedented ways. You can also use video AI technology to create highlights and updates based on the emotional response of your fans as important moments unfold. This was introduced by NTT DATA at the 2018 British Open. For sports where as many twists and turns occur at the same time as golf, innovation takes fan involvement to the next level by creating content that fans want to interact with.
Attract all fans
It’s important to remember that fan engagement innovation isn’t limited to just the lucky ones who can attend the event directly. For the past year, the majority of us have had to get used to following our favorite sports from the comfort of our home. As a result, it is becoming increasingly important to find new and innovative ways to improve the remote fan experience.
If you can’t listen to live events on the go, fans often look to live feeds and textual commentary to keep up with the latest developments. Instead of accessing live broadcasts, a compelling and detailed statistical breakdown of the actions that occur is a workaround.
However, the two experiences do not have to be mutually exclusive. Fans are increasingly embracing statistical commentary and analysis as a complement to their viewing experience. In the aftermath of memorable moments during an event, viewers can use live data feeds to get contextual information related to the moment in question, or how social media can actually be used by fans around the world. It is common to check if it is responding. -time.
This provides an opportunity for sports facilities to decorate the fan experience. At this summer’s opening, NTT DATA provided fans with a personalized live data feed and provided all the data fans wanted through the official website of the opening. Engagement with fans has been enhanced by providing this second screen experience as an official element of the event. In other words, fans could see all the data without leaving the broadcast.
Personalization is the key to achieving this experience, but how can it be achieved? Simply put, you need to master your data to provide a personalized experience. This is true for companies in all industries, and sports are no exception. Increasing fan involvement depends on deepening the deep understanding of each individual. Advances in data analysis mean that it goes far beyond having to rely on assumptions to communicate effectively with fans.
With so many choices, sports enthusiasts want access to the data that matters most to them. Personalization allows sports institutions to provide this. By mastering the data, you can create a second-screen experience that provides fans with the content they need, when they need it, and takes fan engagement to exciting new places.
The future of technology, personalization and fan engagement
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