Technology is powering the next big evolution in sport, transforming how it is played, organised and consumed. The sports technology space is vibrant, dynamic and multi-faceted, with a vendor ecosystem that comprises big tech, startups, and rights holders themselves.
Indeed, the digital transformation of sport is a megatrend that no one in the industry can afford to ignore. That’s why SportsPro created Ignition, powered by SportsInnovation 2024, a hub for the creative and tech-enabled disruptors driving the future of sports business.
The second instalment of Ignition in 2023 took place on 4th October, with a packed agenda showcasing the latest developments in the field, case studies of how these innovations are being used in the real world, and providing a platform for collaboration.
DFL explains Bundesliga’s ‘glass-to-glass’ vision of sports technology
The Bundesliga is widely viewed as one of the most innovative soccer leagues in the world. It sees technology as a crucial enabler for its sporting and commercial ambitions, supported by a dedicated unit developing innovations for both itself and its clubs, and for other competitions.
“The DFL is the only major football competition in the world that covers the entire value chain,” Alexander Altenhofen, director of product and technology at the German Football League (DFL), told Ignition.
“This is defined by our glass-to-glass strategy which starts with the glass of a camera lens and ends with the glass on a television or smartphone. In between [the glass], we cover the collection of data points within the stadium, the refinement of the television picture and the technical play out [of content] within our digital products.”
In a wide-ranging conversation, Alterhofen provided more detail on the DFL’s direct-to-consumer (DTC) strategy, how it embraces third-party digital channels, and how the shift from legacy technological infrastructure to more agile, intelligent cloud architecture had transformed its ability to serve its various stakeholders.
The most public facing of these activities are in-depth match statistics, AI-generated highlights, and digital content that gives Bundesliga fans around the world a more personalised digital experience.
Altenhofen said this deepens engagement, accelerates data gathering, and will ultimately lead to more revenues for the Bundesliga and its clubs in the future.
“We will further enrich our broadcast products for our media partners worldwide,” he said. “We’ll enhance our personalised fan experience and build rich fan profiles, we will leverage AI and machine learning to scale our content and we’ll further enhance the value of our DTC ecosystem through engagement tools and gamification services.”
From Apple to startups: Why MLS works with tech vendors great and small
Major League Soccer (MLS) has had an eventful 2023. However, its recent success has been the result of long-term planning and investment, with digital a key part of that process.
At Ignition, Chris Schlosser, senior vice president of emerging ventures at MLS, discussed the importance of technology to the competition, whether it be in achieving on-field goals, driving fan engagement, or transforming how matches are broadcast around the world. That final category is prescient given how Lionel Messi’s arrival at Inter Miami has elevated the global profile of the league.
Messi’s signing coincides with the first year of a decade-long, US$2.5 billion global broadcast deal with Apple that allows fans to watch every single MLS match anywhere in the world where there is a sufficient internet connection.
� #Ignition23 is heating up!
— SportsPro (@SportsPro) October 4, 2023
Check out what @MLS had to say about their game-changing partnership with Apple below. �
Still to come…
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Watch now � #Sportsbiz
Apple is firmly on the ‘big tech’ end of the spectrum when it comes to technology vendors. But MLS is also keen to work with innovative startups that can help it achieve its sporting goals for both local and global audiences.
“We’ve created something called the innovation lab which is an annual testing and showcase programme for [startups],” said Schlosser. “The first cohort of eight companies will kick off this fall and they’ll get to showcase their products in MLS and MLS Next Pro to really show us what they can do. The best companies will be invited to the MLS All-Star Game, where the owners of all 29 MLS clubs will be present. That’s an unbelievably powerful room in the sports world.”
Take me to the (virtual) ball game
Major League Baseball (MLB) is in the middle of a renaissance. Fan-friendly rule changes have made the game more condensed and exciting, a host of young players are breaking records and exciting spectators, and television ratings are up year-on-year.
The league is already one of the more technologically-advanced properties in world sport. It has a longstanding relationship with Apple and was one of the pioneers of live streaming during the early 2000s. More recently, it has looked at ways to build on its recent success and engage a younger, more diverse fanbase – including through the virtual ballpark.
“[The virtual ballpark] is a digital space that can host thousands of fans concurrently for a live event. It looks like a stadium, fans are represented by a digital avatar that can be customised to represent their favourite team and is used to explore the virtual ballpark, play trivia games and enter scavenger hunts,” said Kenny Gersh, MLB’s executive vice president for media and business development.
Tonight at 6:40pm ET, our virtual ballpark is hosting its first-ever regular season game between @RaysBaseball and @Angels!
— MLB (@MLB) September 20, 2023
Synced with Gameday 3D, you can watch a 3D representation AND live broadcast of the matchup, while checking out the awesome experience!… pic.twitter.com/aYIZ8pwudC
“We’ve also taken our 3D game day technology which we use in our mobile apps and website to create a virtual representation of the action on the field. Fans were able to [watch the game] in places they would never be able to do in real life, and enjoy the noise of other people in the stadium, giving you the social feeling of being at a game together.”
The first major in the metaverse
As the oldest of golf’s four major tournaments, it seemed fitting that The Open Championship should also be the subject of the first major in the metaverse. Ahead of the 151st edition of the tournament last summer, the R&A, which organises the event, invited players around the world to compete on virtual reality (VR) courses on the Golf5 platform.
Neil Armit, chief commercial officer at the R&A, told Ignition that the VR Open was part of its remit to grow the game outside North America by attracting a younger, more diverse audience and removing barriers to entry for the ultimate benefit of the sport.
“We are predominantly focused on making the game of golf more accessible, appealing and inclusive, and feel VR golf and technology is a way to do this,” Armit explained. “When you look at the cost of playing golf and the time commitment required, both of those are fairly minimal when playing VR golf.
“Off-course golf and VR golf are providing opportunities to draw more people into the game, create more interest, and get them playing more traditional formats. But it will also help foster interest and consumption of all things golf.”
It’s history in the making. It’s The VR Open. It’s only on Golf5.
— Golf5 VR (@golf5vr) July 18, 2023
Enter the qualifiers now. https://t.co/eItEnUmkEr#VROpen #TheOpen @TheOpen | @RandA | @MetaQuestVR | @PICOXR | @SteamVR pic.twitter.com/mLodLSd1pS
Finding the next big thing in sports technology
The metaverse is seen as one of the next big advances in fan engagement but attention has already turned to the next, next big thing in sports technology. Startups play a vital role in the digital sport ecosystem, serving as an invaluable source of outside innovation with the agility to act upon changing trends.
MLS is one of just several sports organisations to have accelerator programmes that provide resources to early-stage firms that can help them achieve their technology needs. The Comcast NBCUniversal SportsTech accelerator launched in 2021 and provides participants with resources to develop and commercialise their ideas.
It believes the opportunity to work with its broadcast divisions like NBC Sports and Sky Sports, along with the likes of the PGA Tour, Premier League and WWE, is a key differentiator, allowing participants to test their technology in real world situations – and prove its viability to potential customers.
Jenna Kurath, Comcast NBCUniversal’s head of SportsTech, explained how the accelerator works and what it hopes to achieve.
“We invest in ten startups each year and we choose them because we believe their technology can bring fans closer to the action and we want to test it,” she said. “It really keeps us pushing past the status quo in our sports products and experiences, and it gives us an opportunity to keep that entrepreneurial spirit alive within our company.
“We invest in these companies so that we are [committed] to their success, but what we’re really giving them is access to decision makers so we can pilot their technology. If it’s valuable enough to our business that we’re willing to pay for it, then it gives them real confidence they have a sustainable [business].”
Relive it all
Ignition also saw speakers from the Cleveland Cavaliers, Minnesota Twins, PGA Tour and the National Football League (NFL) share updates on their latest technology projects.
SportsPro was delighted to once again partner with the DFL, one of the most progressive sports organisations that shares our passion for advancing the sports ecosystem, as well as Brightcove, Wicket and Xrii.
SportsInnovation, jointly organised by the DFL, D.SPORTS and Spielmacher, is a unique sports tech trade fair with a strong focus on innovations in the sports ecosystem. This will take place on 20th and 21st March 2024 in Dusseldorf.
You can catch up with any of these sessions on-demand by registering for Ignition here.