Sports have been an integral part of human history, with various forms of sports emerging to cater to diverse preferences across the globe. Alongside the evolution of sports, significant changes in rules have occurred, fan bases have expanded, and a formidable industry has grown continuously. At the very core of this evolution and growth lies the power of sports to stir emotions.
Consequently, the construction of stadiums, organization of tournaments, globalization of competitions, and the rise of fan culture have followed. Entertainment has always been the driving force behind these developments, emphasizing the role of sports as a social custom. Furthermore, in the age of the digital economy, it is crucial for the industry to recognize and utilize its potential to reach and engage a global audience.
The emergence of a culture of participation—significantly amplified by technology—has permeated every facet of our lives, leading to a paradigm shift. The traditional model of institutions providing entertainment and fans consuming it has evolved. Now, the fans act proactively. Every interaction from fans provides valuable data, enabling us to fine-tune our offerings. This approach is critical for fostering global engagement.
Another crucial aspect of this new paradigm is the global reach of fan base. Fans are no longer confined to local realms, but are now part of a global and multi-generational network that operates 24/7.
Technological advancements have led to numerous innovations, one of which is gamification. By 2024, a sports institution is expected to launch the first video game platform, known as Barça Games, a digital space for FC Barcelona fans to interact, participate in tournaments, shop, buy tickets, and access on-demand content. This platform will be a “Virtual Farm” where users can earn points and future gamers can train. The video game industry, which already generates more revenue than music and film combined, sees an opportunity for growth with high-profile athletes like Lionel Messi joining eSports teams.
In 2023, the NBA introduced an innovative feature that could set a trend for years to come. Using a mobile app, users can scan their entire body and replace any player from a real match. The result is astounding: imagine watching yourself on the court shooting three-pointers like Stephen Curry or demonstrating the skills of LeBron James.
Artificial intelligence is the new game-changer that can revolutionize the way fans discover and interact with content. It can be used to modify the language of commentary, offer personalized camera angles, or even change the audio of the match, depending on user preferences.
The NBA has consistently been a pioneer in the use of artificial intelligence, understanding that new fan-centric experiences can heighten the emotional connection with sports. AI can help generate content and engage the ever-expanding global fan base, leading to increased revenue for sports institutions.
Artificial intelligence now enables real-time analysis of broadcasts, allowing the creation of personalized highlights. If you tune into a game with only 5 minutes remaining, you could catch up on the highlights via your phone, choosing from funny moments, confrontations, or offensive plays.
On the field, PGA Tour golf has leveraged technology to address a common issue: losing sight of the ball. With augmented reality, viewers can easily trace the ball’s trajectory and distance.
Technology also enables the creation of frictionless stadiums. Solutions like Face ID for product purchases or online payment systems integrated into fan merchandise, like the one implemented by the América de México soccer club, can eliminate long queues. It won’t be long before clubs start offering bracelets, similar to those used at Disney, containing each user’s personal information.
Another developing trend relates to the monetization of fan engagement. Successful engagement leads to a virtuous cycle: the more engaged the fans, the more data they provide, leading to increased revenue. One such example is Messi’s impact on fan tokens, a rising innovation. Following Messi’s move to Paris-Saint Germain, the French club’s non-fungible asset grew 130% in 5 days. Clubs and fans alike are finding more exclusive ways to belong through these exchanges, offering exclusive experiences, raffles, VIP tickets, and merchandise.
Artificial intelligence solutions can also strengthen revenue by protecting the brand, preventing millions of dollars from being lost through counterfeit products, and gathering and updating data on all fans worldwide to offer personalized solutions.
The rapid advancement of technology often makes predictions challenging. However, one undeniable trend is the central role of the viewer. Innovation emerges not just as a step forward, but also as a means to preserve the essence of sports by offering exciting experiences increasingly facilitated by technology.
