How technology has changed sport

Drag to rearrange sections
Rich Text Content

Just 30-40 years ago, business, technology and sport could hardly be placed side by side. Most sports were supported solely by ticket sales for sporting events, there were almost no other means, and very often even great athletes had extra work to support themselves while competing, with big exceptions, of course, where we can find an abysmal jump in terms of remuneration. However, even athletes who had an Olympic gold around their necks had to have a job to support themselves.

The Change

Since then, however, sport has changed fundamentally, becoming a large industry in which every large company wants to invest to advertise, and technology is entering more and more.

You can see how in recent years, technology companies invested in sports in a different way: creating innovations and services through which to make money directly, either from clubs and organizations, as well as end customers.


What if the judges are wrong?

Have you heard of Hawk-Eye Innovations Ltd, for example? This is the company that first introduced "Hawk-Eye" technology, with which refereeing decisions can now be challenged in many sports. The most common example is in tennis, where it often shows that referees were not right in their judgments. In soccer, the "hawk-eye" determines whether the ball has crossed the goal line, or the disputed offside. It is also used in sports such as volleyball, cricket, billiards, badminton and others. And the company in question and everyone else involved in the development of such technologies generates solid revenue from sports organizations that want to have the system.

The reign of apps.

Soccer team management (in spanish: la gestión de equipos de fútbol) has never been so literally within reach. Apps have been a real revolution for our smartphones, and there are already some that make available to clubs and coaches, the possibility of having on your phone all the information of your club, from basic information about players, coaching staff, games and training to a comprehensive control of them, including statistics of games, training attendance, exercises, control and injury history... A soccer team management software (un software de gestión de equipos de fútbol) is always accessible and suitable for all types of teams, from small clubs to professionals of the game. Never before has soccer team management been so easy and affordable.

The power of statistics.

Following the trail of the soccer team management App (App de gestión de equipos de fútbol), there are many companies that invest in sports, creating detailed databases through which each game in the sports field can be analyzed in detail minutes after its completion, and coaches receive not only dry information, but even direct guidelines for improvement. In this case, technology companies create a product that sports organizations, clubs and individual athletes buy or advertise later to access an innovation that gives them a competitive advantage over others. 

On behalf of neuromarketing

However, the opportunities are much greater and companies take full advantage of them. Did you know that some sports facilities have cameras that monitor when spectators look at what is happening and when they look at their phone and even what they are looking at? This information is collected and provides guidance on what can be changed in the overall forum experience and what announcements would attract their attention. It is basically used to combine advertising and sport.

Great players and technology.

Technology giant Intel has been working hard for several years to get into the sport through partnerships with ESPN, New Balance and others. The company has already created the opportunity for 360 degree replays in the NBA, MLB and NFL, and they look really impressive.

The company is also working on creating a virtual reality where people can watch a live sports event as if they were on the court. "Spectators will choose which location to watch. This is the future of watching sports," said Intel President Brian Karzanic.

But Intel is not the only company looking for business opportunities in the world of sports, relying on technology. Microsoft has partnered with the NFL (National Football League), where players and coaches use the company's tablets alongside the field. Amazon and Twitter are exploring opportunities for live streaming events, and SAP is selling its services to further engage fans.

All in shape

However, technology companies are far from focusing only on professional sports. On the contrary, the mass of sport is its strength, and those who understand it and create appropriate products for ordinary enthusiasts cannot be dissatisfied with the results.

Today, there are many applications, smart watches and smart bracelets that help the average person who decides to bike, run or measure calories burned during sports. There are applications of all kinds for cyclists, runners and triathletes. They are often used to measure distance and speed, but they also keep track of what is happening to their friends and can even compare their times with the pros, or plot routes and share them.


Jason Jacobs invented his Runkeeper in 2008 because he wanted a smarter, more social way to prepare for his first marathon. In such applications, revenue comes from the more detailed paid versions that users can purchase.

Smart wristbands like Fitbit have become synonymous with "smart fitness," something like an individual personal trainer. They automatically measure everything you can think of: distance traveled during the day, steps, heart rate, sleep quality, calories burned. In short, the opportunities are enormous and the sports industry continues to grow with the help of technology.

Drag to rearrange sections
Rich Text Content

Page Comments