Disruptive Trends that are Transforming Sports in 2023

Technology is playing a fundamental role throughout the entire sports industry, from recruitment to the identification and training of athletes, from audience experience to media and management.

1. Artificial Intelligence (AI)

AI is essentially technology that mimics humans’ ability to sense, think and act and AI-based systems are already being deployed in virtually all major sports disciplines. Sensors, wearables, and computer vision-powered cameras all use AI to process data to deliver forecast models. At the same time, natural language processing devices can leverage speech and text recognition to gather insights regarding the audience’s sentiment.

However, sports are set to be further revolutionised through AI in 2023. An exciting example is the recent partnership between Formula 1 and Amazon Web Services (AWS) to re-design Formula 1’s next-generation race car in time for the 2023 season. With the goal of improving wheel-to-wheel racing between cars, F1 transferred its simulation environment to AWS’s high performance computing platform. This enabled the barriers of time and computing capacity to be overcome and demonstrates the innovative and dynamic possibilities AI is bringing to the sports industry .

Whilst AI has already started to assist coaches in optimising athletes’ performance, this trend is expected to extend to athletes themselves this year. Companies at the forefront of this movement include Athlete’s AI, providing athletes with the ability to live stream or upload their match or training sessions. AI algorithms will then conduct real-time or post-match analysis, by reviewing techniques, ball speeds, comparing to previous matches or plotting progress over time. This will provide athletes with the analytics needed to identify key areas for improvement, and shows how AI is set to shake up traditional training programmes and structures .

The use of AI in stadiums and venues will likely gain pace in 2023. Stadium entry, drone cameras and smart ticketing are all aspects currently controlled by AI, but there is huge potential for this to be taken further. This may be through automated video highlights or virtual umpires, AI aims to transform the fan experience and take live event engagement to new levels.

The impact of AI and the industries focus on data will also transform the betting industry. AI algorithms are increasingly being used for analysis purposes to help improve the accuracy of predictions in sport, such as winners or the final score.

2. Media Landscape

The media landscape of sports is undergoing a major shift, as traditional broadcasters face increasing competition from streaming platforms and social media giants. The rise of over-the-top (OTT) services such as DAZN, Netflix and Amazon Prime Video has given fans more choice and flexibility in how they consume sports content. These platforms offer live and on-demand access to a variety of sports events, as well as original documentaries and shows.

In addition, social media platforms such as Facebook, Twitter and TikTok have also entered the sports broadcasting arena, offering live streams, highlights and interactive features to their users. These platforms have a huge reach and engagement potential, especially among younger audiences who are more likely to consume sports content on their mobile devices.

The changing media landscape poses both challenges and opportunities for sports organisations and professionals. On one hand, they need to adapt their content strategies and distribution channels to cater to different platforms and audiences. On the other hand, they can leverage the power of social media and streaming platforms to increase their exposure, fan base and revenue streams.

3. Influencer Marketing

Influencer marketing is not a new phenomenon in sports, but it is becoming more prevalent and sophisticated in 2023. Influencers are individuals who have a large and loyal following on social media platforms, such as Instagram, YouTube or TikTok. They can influence their followers’ opinions, behaviours and purchasing decisions through their content creation and endorsement.

Influencer marketing is a powerful tool for sports organisations and brands to reach and engage with their target audiences, especially the younger generations who are more likely to trust and relate to influencers than traditional celebrities or athletes. Influencers can help to raise awareness, generate buzz, drive traffic and conversions, and create authentic and emotional connections with fans.

However, influencer marketing also requires careful planning and execution, as well as ethical and legal considerations. Sports organisations and brands need to choose the right influencers who align with their values, goals and image, and who can deliver relevant and engaging content to their followers. They also need to ensure that the influencers disclose their partnerships and comply with the regulations and guidelines of the platforms they use.

4. E Sports & Fan Experience

E sports, or competitive video gaming, is one of the fastest-growing segments in the sports industry, with an estimated global audience of 474 million in 2021 . E sports has become a mainstream phenomenon, attracting not only gamers but also fans, sponsors, media and investors. E sports events are held in stadiums, arenas and online platforms, featuring professional players and teams competing in various genres of games, such as League of Legends, Counter-Strike, Fortnite and FIFA.

E sports offers a unique and immersive fan experience, as fans can watch the action live or online, interact with the players and commentators, and even participate in the games themselves. E sports also provides opportunities for cross-over collaborations with traditional sports, such as the ePremier League or the eNASCAR series.

E sports is expected to continue its growth and innovation in 2023, as new games, platforms and formats emerge. For example, cloud gaming services such as Google Stadia or Microsoft xCloud will enable gamers to access high-quality games on any device without the need for expensive hardware. Virtual reality (VR) and augmented reality (AR) technologies will also enhance the e sports experience by creating more realistic and immersive environments for players and spectators.

5. A New and Emerging Job Market

The rapid development and adoption of technology in sports has created a new and emerging job market for sports professionals. Technology has not only changed the way sports are played, watched and managed, but also the skills and competencies required for success in the industry.

Some of the new and emerging jobs in sports include:

– Data analysts: Data analysts collect, process and interpret data from various sources, such as sensors, wearables, cameras or social media platforms. They use data to provide insights and recommendations for improving performance, strategy, fan engagement or business outcomes.

– AI engineers: AI engineers design, develop and implement AI-based systems and applications for various purposes in sports, such as forecasting, analysis, optimisation or automation. They use machine learning, deep learning or natural language processing techniques to create intelligent solutions that can mimic human abilities.

– Content creators: Content creators produce original and engaging content for different platforms and audiences in sports, such as blogs, podcasts, videos or social media posts. They use storytelling, creativity and technical skills to capture and communicate the essence of sports.

– Influencer marketers: Influencer marketers identify, recruit and manage influencers who can promote a sports organisation or brand to their followers on social media platforms. They use marketing, communication and relationship-building skills to create effective influencer campaigns that can increase awareness, engagement or conversions.

– E sports managers: E sports managers oversee the operations and development of e sports teams or organisations. They are responsible for scouting, recruiting and training players, organising events and tournaments, securing sponsorships and partnerships, managing budgets and finances, and ensuring compliance with rules and regulations.

These are just some examples of the new and emerging jobs in sports that technology has enabled or enhanced. Technology has also created opportunities for upskilling and reskilling for existing jobs in sports that require new or updated skills to adapt to the changing environment.

Technology is changing the game of sports in 2023. From AI to NFTs, from media landscape to influencer marketing, from e sports to fan experience, technology is bringing new possibilities and challenges for the sports industry. Sports professionals need to embrace technology as an opportunity to innovate, improve and grow in their careers.

References:

https://intelligence.globalsportsjobs.com/5-technology-trends-shaping-the-sports-industry-in-2022

https://www.infront.sport/blog/sports-technology/sports-tech-trends-2023

https://www.startus-insights.com/innovators-guide/sports-tech-trends/