CULTURE VULTURE ISSUE 10 2018 - Inspiring original thinking through a deeper understanding of cultural trends - Mindshare
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ISSUE 10 – 2018
CULTURE VULTURE
SPORT
Inspiring original thinking
through a deeper understanding
of cultural trends.
2 CULTURE VULTURE / SPORT 3
05
INTRODUCTION
08–121
TRENDS
MONEY AT PLAY : 08
DIGITAL DISRUPTION : 20
IMMERSIVE SPORTS : 36
RISING PARTICIPATION : 50
SPORT AND TECH : 62
BRAND EXPERIENCES : 74
FAIR PLAY : 86
FEMALE EMPOWERMENT : 98
STYLE AND GLAMOUR : 110
122–143
POINTS OF VIEW
144–189
LOCAL REPORTS
AFRICA : 148
ASIA PACIFIC : 152
EUROPE : 164
LATIN AMERICA : 176
MIDDLE EAST : 182
NORTH AMERICA : 184
190–193
METHODOLOGY
2 CULTURE VULTURE / SPORT CULTURE VULTURE / SPORT 3
FASTER AND BETTER
Disruption and cultural changes in the world of sport
are creating new opportunities for brand growth and
audience engagement.
Sport has always been defined as an activity that needs physical effort or skill,
usually in a devoted area and according to fixed rules. Today, the essence and
passion for sport is still the same, but the evolution of culture, technology and
social changes have created new dynamics.
We live in an age of constant disruption, affecting the way sport media is consumed,
with broadcasters adapting their platforms for multiple devices. The most innovative
content producers are using machine learning and AI technology to create and
distribute personalised and relevant content.
The exposure to content and new digital platforms, technologies and devices
are transforming the way fans and consumers interact with sport, encouraging
participation in a way it never has before. Sport interest has grown 40% from 2013
to 20171, and the global digital fitness market is expected to reach an estimated
$27.4 billion by 20222.
The sport industry is the second-fastest-growing sector, with brand values having
grown by more than 10% compared with the previous year3. The entire global market
– including infrastructure, events, training and goods – is estimated to be worth
between $600 billion and $700 billion. The global sporting goods market is also
experiencing sales increases and is expected to grow by up to 5.6% in 20204. The
industry’s huge year-on-year increase in revenue can mostly be attributed to the rise
of televised broadcasting over the past two decades – which has, in turn, led to an
increase in brand marketing, advertising and sponsorship deals.
Sport brands and organisations are getting the edge, diversifying into new ventures
and blending with different initiatives – from tech tracking athlete performance,
VR, and personalised experiences to becoming more mindful, inclusive, holistic
and immersive. The growing value of some of the most innovative sport businesses
worldwide is a reflection that to succeed, brands need to adapt to sport’s new
disruptive technological, media and cultural ecosystem.
1
Mindreader, Wave 8, 2017 (Mindshare), 2 Growth Opportunities in the Global Digital Fitness Market, 2017
(ReportLinker), 3 Best Global Brands, 2017 (Interbrand), 4 KPMG, 2017
4 CULTURE VULTURE / SPORT CULTURE VULTURE / SPORT 5
We have identified nine key trends in
the culture of sport that are disrupting
and influencing brands, media,
consumers and sport enthusiasts.
IMMERSIVE SPORTS FAIR PLAY
New sports and fitness pursuits are Social responsibility is becoming more
emerging and blending with immersive prevalent and impactful. Athletes are
activities, enhancing and adding value representing causes, using their own
to consumers’ growing demand for voices and raising the flag for equality
experiences. The world of sport is and inclusion. There is also a need for
changing into layered entertainment. more transparency when it comes to
legislation on competition rules, bribery
Page: 36 or doping.
MONEY AT PLAY Page: 86
SPORT AND TECH
There has never been more money
involved in the business of sport – Smart technology is revolutionising
from transfer fees to multimillion TV how people engage with sport. Mobile
broadcasting rights battles. The public devices, AI, big data, sensors and
is questioning the real value of sports GPS are all playing a growing role.
assets and becoming a controversial Today, natural talent is not enough to
topic discussed in media and business. achieve a glorious sporting moment,
and innovative technology can help
Page: 08 athletes to train and play in a smarter
STYLE AND GLAMOUR
way, pushing their boundaries and
DIGITAL DISRUPTION
physical performance. Sport and fitness are not just about
While TV is still king when it comes to performance, now style and design
live sport, new players and models are Page: 62 are bringing a sophisticated look to
emerging. Digital, social, live streaming, the more fashion-conscious sport
on demand, shorter curated formats enthusiasts. These changing attitudes
and even piracy sites are transforming and the rise of visual culture, intensified
the spectator and fan experience. by digital screens, are having an
impact, not only on the design of
Page: 20 sports-related products, but also on
the overall image and identity of sport
RISING PARTICIPATION FEMALE EMPOWERMENT brands and business, becoming more
From government-funded programmes Women’s attitudes towards sport are refined and desirable.
that engage people to participate in changing. It is becoming an active part
Page: 110
physical activities, to brands promoting of their social lives and is permeating
and encouraging fitness and wellbeing, their lifestyles. The increasing
there is an increasing awareness that broadcast coverage of women’s sport
people need to be more active and is also marking a turning point.
practise sport as health problems rise
around the world. Page: 98
Page: 50
BRAND EXPERIENCES
In a world saturated with information
choices, sport brands are making an
impact with memorable experiences
and sponsorship to stand out from the
noise. Experiences are connecting
consumers to brands in a more
personal and meaningful way.
Page: 74
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MONEY AT PLAY
There has never been more money involved in the
business of sport – from transfer fees to multimillion TV
broadcasting rights battles. The public is questioning the
real value of sports assets and becoming a controversial
topic discussed in media and business.
8 CULTURE VULTURE / SPORT CULTURE VULTURE / SPORT 9
BROADCAST BATTLE
EXPOSURE IS EVERYTHING
BT has extended its TV rights for the Champions League
and Europa League until 2021 in a deal worth £1.2bn. BT
Sport, a paid subscription service owned by BT, the UK’s
“Amazon, Google, Apple, Facebook
biggest broadband and mobile operator, also makes clips,
weekly highlights and finals available to watch for free on
and Netflix are likely contenders for UK
social media. There is a growing understanding among
broadcasters that exposure is everything, and accordingly, the
Premier League rights, presently divided
Champions League final between Juventus and Real Madrid
last year was streamed for free on BT’s YouTube channel.
between Sky and BT under the current EXCLUSIVE STREAMING
three-year deal”. Even e-sports tournaments are now subject to the media
space battle. Twitch’s deal with game developer Activision
Blizzard indicates that the live streaming platform and its rivals
now seek exclusive e-sports rights. Blizzard Entertainment
will continue streaming competitions via its own services –
including MLG.tv and blizzard.com – but global exclusivity
deals represent a setback to Facebook, Twitter, YouTube,
Digital giants entering the sport rights market. ESPN and other apps competing for exclusive e-sport
streaming rights.
Sport broadcasting has been dominated by
SILICON VALLEY SET
pay TV operators and sport organisations’
Amazon, Google, Apple, Facebook and Netflix are likely
commercial interests, integrating digital media
contenders for UK Premier League rights, presently divided
assets in broadcasting bundles, including live/ between Sky and BT under the current three-year deal. The
delayed streaming and highlights packages. idea of tech firms getting involved in the auction has led
While live TV sport remains the most important analysts to estimate that Sky might have to pay up to £1.8bn
to keep Silicon Valley at bay.
and valuable entitlement that attracts
the biggest TV audiences, broadcasters’ COLLECTIVE BIDDING
rights need updating to adapt to the digital
Under a collective model, where top-tier clubs pool their
revolution, enabling billions of people around rights so they can be sold centrally by the league, Spanish
the world to take part in the spectacle and football championship La Liga could increase the overall
excitement of major sporting events. value of its broadcasting rights and share the revenue more
fairly among clubs of all sizes.
UNBUNDLED SYSTEM
Bundesliga, Germany’s professional football league, has set
up a new broadcasting system. Its rights are no longer sold to
a single broadcaster in one package, but are unbundled and
offered for sale transparently in several separate packages,
giving broadcasters more chances to get involved. Central
marketing has also been reduced in all areas, with Bundesliga
clubs able to market themselves independently: for example,
individual clubs will be able to sell the rights to their home
matches one day after the game, thus opening up new
sources of revenue.
10 CULTURE VULTURE / SPORT CULTURE VULTURE / MONEY AT PLAY 11
RECORD SUMS
Media corporations are prepared to spend ownership takes the business to another level. Take the case
of Dietrich Mateschitz, co-founder of Red Bull, with a net
huge sums to secure sport broadcasting worth of $19.5bn. He is creating a Red Bull empire: he owns
rights. However, controlling the production two Formula 1 teams and the New York Red Bulls, the US
and distribution of content is becoming Major League Soccer team.
unsustainable, as prices continue to grow
at an incredible rate. The royalties that TICKETS, PLEASE!
broadcasters earn from selling exclusive In the sports arena, ticket prices can reach astronomical
footage to other media outlets enable heights. For example, the “Boxing Super Fight” between
Floyd Mayweather Jr and Conor McGregor in Las Vegas, held
them to invest in the costly organisational in August 2017 and won by the former (his 50th professional
and technical infrastructure involved in triumph), had a starting price of $2,000, with ringside tickets
broadcasting sporting events to millions of as high as $110,763. The average price for Game 5 of the 2017
NBA Finals between Cleveland Cavaliers and the Golden
fans globally. Competitive sport has become a State Warriors, held at the Oracle Arena in Oakland, California
billion-dollar industry that involves intellectual and won by the latter, was $780 per ticket, while the average
property rights, the media, sponsors, team secondary market resale price for the game was $1,500 (there
were buyers who would have paid $66,500 from the Warriors
owners and associated organisations. Ticketmaster resale site). Tickets for the F1 Abu Dhabi Grand
Prix, the FIFA World Cup, the Super Bowl and the Masters Golf
Tournament have also reached some of the highest face-
BILLIONAIRE DEALS
value prices.
For a record sum of around $1bn, Fox and the Spanish
language network Telemundo have won the rights to
broadcast the 2018 and 2022 World Cups in the US,
demonstrating the steady and diverse growth of soccer
in America.
TYCOONS’ ‘TROPHY BRANDS’
Sports have made many people rich, but the richest of the “62 billionaires are the majority owner
rich were billionaires long before they entered the fray, in
which top clubs are bought as “trophy brands” and owned or managing partner of a team in a
for the associated glory. 62 billionaires are the majority
owner or managing partner of a team in a major league, major league, they own 78 teams and
they own 78 teams and are worth a collective $322bn
(according to Forbes). are worth a collective $322bn...”
BRAND SOURCE
Steve Ballmer, former chief executive officer of Microsoft,
is worth $30bn and is the world’s richest team owner for
the third year running (he bought basketball team the Los
Angeles Clippers in 2014 for $2bn). But when the brand
itself owns the team, the dynamic of the brand, wealth and Mayweather Jr and McGregor “Boxing Super Fight” in Las Vegas.
12 CULTURE VULTURE / MONEY AT PLAY
BILLION DOLLAR PLAYERS
Sport is one of the most lucrative industries
BRAND ENDORSEMENT
in the world, both in business and
Football star Cristiano Ronaldo signed a lifetime deal with
entertainment. Some top-level athletes are
Nike for $1bn in 2016. Ronaldo is the world’s highest-paid
millionaires, with sport giving them untold athlete and his team, Real Madrid, is one of the most valuable
wealth over the course of their careers. The teams. Their relationship is largely responsible for both of
value of professional teams has exploded them being among the sporting world’s most influential
voices.
over the past decade, thanks largely to
massive increases in television rights. Over TITANIC TRANSFER
80 teams around the world are worth at
Barcelona’s decision to transfer football player Neymar to
least $1bn, with billionaire deals from brands Paris Saint Germain for €222m in August 2017 provoked
sponsoring individual athletes generating media outrage and eclipsed the world transfer record. He is
a new wave of mega-rich sportspeople. also said to be earning more than £500,000 a week.
GLOBAL REACH
LeBron James, Lionel Messi, Roger Federer and Kevin Durant
are the world’s highest-paid athletes: between them, they
generate more than $25m annually from sponsors (Forbes).
In addition to their athletic achievements, the appeal of the
“Ronaldo’s massive social media group for marketers is a function of the global sports they
play. Nike (and Adidas, in the case of Messi) can use all of
presence generated $176m in them in ad campaigns around the world.
earned media value for his sponsors MEDIA VALUE
– a massive 449% return on their With 275 million social media followers across Facebook,
Instagram and Twitter (plus an international airport bearing
investment, even before considering his name in Portugal, his home country), Ronaldo is the
most popular athlete in the world. According to sponsorship
television, print and other media”. specialists Hookit, in 2016 Ronaldo’s massive social media
presence generated $176m in earned media value for his
sponsors – a massive 449% return on their investment, even
before considering television, print and other media.
Cristiano Ronaldo, king of social media.
14 CULTURE VULTURE / SPORT CULTURE VULTURE / MONEY AT PLAY 15
PRIZE DRAWS
In sport, fans expect the unexpected.
Big matches, tournaments and events
generate great expectations in the betting
arena, accounting for some of the largest
wins and losses. But the multimillion prize
money and big wins don’t belong solely to
“...multimillion prize money and big
the richest clubs, the best athletes or even wins don’t belong solely to the richest
traditional sports: the ‘underdog’ always
has a punching chance. Even the rise of clubs, the best athletes or even
e-sports has seen some extreme payouts in traditional sports: the ‘underdog’
recent years. While the overall size of a prize
pool doesn’t determine the prestige of an always has a punching chance”.
e-sports event, it is one of the major factors
determining whether players will take part
in a particular competition.
EXPENSIVE TROPHYS Leicester City FC unpredicted win.
The UEFA Champions League, F1, the FIFA World Cup, the
European Champions’ League, the baseball World Series and
Wimbledon are some of the world’s highest-paying sporting PREDICTIVE WINS
events. Total prize pools can reach billion-dollar figures Stratagem is revolutionising sports trading by fusing
and the winners of these top tournaments get double-digit expert insight with smart technology to better predict the
millions, too (e.g., Real Madrid won $75 million for lifting the outcomes of sporting events around the globe. Stratagem’s
2017 Champions’ League trophy). understanding of sports trading intends to empower traders
to make the best decisions.
PRIZE FIGHTERS
Competitors in the International Dota 2 Championships in TO THE VICTORS, THE SPOILS
August 2017 battled for a prize pool of more than $20m. That Most of the time, winning trophies is about athletes taking
was the largest in e-sports’ history, beating the tournament’s pride in what they’ve achieved, but sometimes it is also about
existing record, established the previous year. placing the laurels in an athlete’s hands that has more than
just achievement value. The World Cup is the most valuable
AGAINST ALL ODDS trophy, at a staggering perceived value of $20m, but the
winning side only receives a gold-plated replica.
The odds being offered on Leicester City FC winning
football’s Premier League title in 2015-16 matched those
quoted on Elvis Presley being found alive: 5,000-1 against.
However, the Foxes triumphed, which cost the bookies
£25m – the biggest loss on a single sporting market in
British betting history.
16 CULTURE VULTURE / MONEY AT PLAY CULTURE VULTURE / SPORT 17
MONEY AT PLAY FACTS AND FIGURES
BILLIONAIRES GAME
“More billionaires own stakes “Outside of the US, the
$65.8bn
in football teams than any other English Premier League has
Global sponsorship
sport on the planet, which the most billionaire owners spending is expected
perhaps shouldn’t be a huge with 11, followed by Russia’s to grow 4.9% and reach
surprise since it’s also the most Kontinental Hockey League
popular sport on Earth. Forty-
over $65.8bn in 2018.
with five”.
two billionaires have stakes in Forbes, The World’s Richest Sports Team
ESP Properties – What Sponsors Want and
Where Dollars Will Go in, 2018
football teams. Basketball is Owners, 2017
second with 34, 32 of which
own NBA teams, making it
the league with the most
billionaire owners”.
NFL – $39.6bn (it signed a new NBA – $24bn (ESPN and TNT English Premier League –
nine-year deal from 2014 to extended their NBA deal by a £5.1 billion ($7bn) (the Premier
2022 with four US networks: further nine years from 2016 League’s new three-year
CBS, Fox, NBC and ESPN; to 2025; $2.6bn a year in domestic deal with Sky and
$4.5bn a year in combined combined payments – ESPN, BT will run from 2016 to 2019;
payments from the networks) $1.4bn, TNT, $1.2bn) Sky to pay a total of £4.2bn
and BT £960m.
totalSPORTEK.com, Biggest TV Rights Deals in Sports, 2017
MONEY AT PLAY – IMPLICATIONS FOR BRANDS
GRASS-ROOTS MODEL SPREAD THE WEALTH INSPIRE TRUST
The idea of big corporations making Brands’ financial image can be Focus on the consumer fan by offering
billionaire business in the world of enhanced if the business and products and services associated
sport is drawing away fans by taking organisation proactively work on with the sporting event that will not
away the sporting element and making initiatives to spread the wealth to only engage attendance, but will
them feel more sceptical about the more sportspeople, rather than just also improve market dynamics: for
value of their passion. Ensure the a few athletes earning millionaire example, offer more affordable tickets
value and purpose of the organisation amounts. At the same time, they to everyone, while overcoming black
is maintained by getting closer to should maximise commercial revenue market issues; even help with travel
fans and athletes with a more human from sponsorship, transfer fees and costs, such as sponsored branded
approach: for example, from community professional earnings from a dedicated fan coaches.
sport talent scouting to life-after-sport campaign initiative to share the cash.
support for retired athletes.
18 CULTURE VULTURE / MONEY AT PLAY CULTURE VULTURE / MONEY AT PLAY 19DIGITAL
DISRUPTION
While TV is still king when it comes to live sport, new
players and models are emerging. Digital, social, live
streaming, on demand, shorter curated formats and
even piracy sites are transforming the spectator and
fan experience. The increasing fragmentation of sports
media is allowing viewers to watch endless content at
any time and from anywhere, and with the help of new
and sophisticated technology, the viewing experience
is becoming more immersive and augmented.
20 CULTURE VULTURE / SPORT CULTURE VULTURE / SPORT 21OFFSIDE VIEWING
FIGHTING BACK
The UK Premier League has launched its biggest crackdown
on piracy with a series of moves to combat illegal streaming, in
light of fears that the widespread availability of new consumer-
friendly devices could fatally undermine its business model.
The streaming of live football through the internet, bypassing
“Google and Bing have agreed on a companies such as Sky that have paid for the broadcast
rights, was once a minority activity, but in the recent years has
code of conduct, which will demote become mainstream.
piracy sites on people’s searches...” SEARCH ENGINES EFFORTS
Google and Bing have agreed on a code of conduct, which
will demote piracy sites on people’s searches (especially if
Google or Microsoft suspect the sites pose a virus security
risk). This means that if you search for illegal streaming sites,
they are less likely to come at the top of your search results
(this applies to searching on a browser, too). If you search
Joint forces against piracy. for books, videos or sport, then you are more likely to be
redirected to legitimate sites – where consumers have to pay.
More sophisticated digital technologies, BLOCK PARTY
accessible to the wider public, have not only
In the UK, the High Court has approved an order that allows
enabled fans to follow live sport wherever they the top four broadband providers – BT, Sky, TalkTalk and Virgin
are, but have also opened new possibilities Media – to block connections to servers that host pirated
for piracy. Live broadcasts are a target for streams. Previously, the Premier League and its broadcast
partners could only block individual streams, which could
unauthorised retransmission on the internet and, easily be re-established via a different link: however, the new
frustrated by pricey TV packages and limited powers will allow for more precise targeting by blocking the
coverage of their teams, a growing number source and preventing more streams from being accessible.
“For the first time, this will enable the Premier League to
of fans are dropping traditional broadcasters,
disrupt and prevent the illegal streaming of our matches via
tuning into illegal streams instead. Broadcasting IPTV – so-called Kodi – boxes”. Dan Johnson, a spokesman for
and sport organisations have pressed for the league (via the independent.co.uk)
better legal protection at the international level
against signal theft. At the same time, they are PIRATES, BEWARE!
using digital media to engage their audiences, La Liga is leading the battle against online piracy. The
especially younger viewers, by offering sports Spanish organisation has 12 people on staff in its Anti-Piracy
Department that work closely with the network of global
coverage in a variety of digital formats. broadcasters. One of them is beIN Sports, which recently
announced that it is working with technology company TMG
to fight illegal live streaming. In cooperation with TMG, beIN
UBIQUITOUS PIRACY Sports will deploy a world-class anti-piracy strategy. “New
SportStreamTV, FirstRow, Laola and Rojadirecta are just a pirate sites are launched on a regular basis, providing millions
few examples of illegal sport-streaming sites. It is difficult to of users with illegal access to live sport, especially in Europe,
know how many sites there are, but it is clearly huge. The North Africa, the Middle East and Asia”. Bastien Casalta, chief
BBC reported early this year that some individual sites are technology officer and co-founder of TMG (via thedrum.com)
publishing eight million TV streams a month. The Daily Mail
has reported that one million people a month are watching
the Premier League illegally on streaming sites.
22 CULTURE VULTURE / SPORT CULTURE VULTURE / DIGITAL DISRUPTION 23SOCIAL FILTER
Social media has affected the sport industry
SOCIAL STADIUM
by multiplying news and engaging with
audiences, as well as helping people create Facebook Sports Stadium is a feature allowing fans to enjoy
sporting events together. It shows all game-related content
their own spaces of shared interests and in one place, which is updated and generated in real-time.
communities. Consumers, especially the Users can view posts and comments from friends who are also
younger demographic, are craving content watching the game, alongside content from experts, teams
and commentators (plus access to their Facebook pages). Live
beyond live games. Fans are dividing their scores and stats are displayed in Sports Stadium, as well as
attention between their TV, computer and information such as where to watch games on television.
mobile screens: they watch highlights
videos on YouTube and follow sport stars FAN SERVICE
on Instagram. They can chat with other The Sport Review is a social network for fans, available in a
fans on social media sites, learn extra stats, web version and via mobile app. It collects information from
enter competitions and watch instant the most relevant sports media and also has a VIP Zone,
where users can access exclusive content, raffles, and other
replays, as well as epic footage that made exclusive services.
sporting history.
WHISTLE-STOP TOUR
Platforms such as Whistle Sports are looking to engage fans
on social channels beyond live fixtures. Whistle Sports is one
of the first cross-platform entertainment networks created to
serve millennials, providing compelling, high-quality content on
multiple platforms to entertain and inspire. Since launching its
Multi-Channel Network in 2014, Whistle Sports quickly scaled
to more than 12.4 million subscribers on YouTube, with a library
of 38,000 videos that have been viewed over 2.3 billion times.
“Within a year of launch, the Whistle Sports network topped
50 million fans and followers on social media, with a growth “Within a year of launch, the
rate of over 2.5 million a week”. (via crunchbase.com)
Whistle Sports network topped
NETWORKED FAN
50 million fans and followers on
The Copa90 Network reaches and engages millions of fans
worldwide. Created by Bigballs Media, the network connects social media, with a growth rate
with young, creative football fans through storytelling and
film-making around the game they love. The brands include of over 2.5 million a week”.
Copa90, KICK and the Copa Collective (a curated community
of the most influential football bloggers, artists and fanzines
worldwide). Supported by a strong social media presence,
they reach over eight million fans globally, with a partner
distribution network comprising hundreds of publishers and
platforms worldwide, ranging from the biggest broadcasters
and digital video portals through to niche specialist football The next generation of sport entertainment.
sites and influencers.
24 CULTURE VULTURE / DIGITAL DISRUPTION CULTURE VULTURE / SPORT 25INSTANT GRATIFICATION
Consumers’ ever-shortening attention spans another app to their device. Partnering with social platforms
that are already known and beloved by fans gives brands the
demand quick, snappy content, and sport opportunity to reach a wider audience while demonstrating the
fans are hungry for short doses of on-field value of their content”. Darryl Villacorta, social media manager,
triumph and tragedy. Traditional linear viewing Sprout Social (via DMNews.com)
is changing, with people spreading their
consumption across platforms. Innovative SPARKLING CAMEOS
technologies are blurring the boundaries The BBC’s cricket accounts on Twitter and Facebook
between media, delivering more ambitious heavily pushed their clips service from the start of the
Champions Trophy 2017, with their figures increasing as the
storytelling. Video content is now a must- tournament reached its climax (Pakistan defeated arch-rivals
have asset, with more fans on the look-out for India in the final).
curated digital channels. Sports publishers
and broadcasters are using digital and social TWEET VICTORY
media as vehicles to show brief footage and Twitter signed a deal with Sky Sports to stream Premier
live streaming, but social platforms such as League highlights and goals for the 2016-17 season. Fans on
Twitter and Sky Sports Ireland subscribers additionally were
Twitter, Facebook, Instagram and Snapchat
allowed to view real-time video content from Saturday games
are becoming content creators themselves, kicking off at 3pm (which typically are not televised).
offering the perfect environment to satiate the
growing demand for instant gratification. SCREEN TESTS
Major league franchises and broadcast networks are bringing
LIVE EVENT FOOTAGE their Instagram Stories to stadiums’ big screens. Teams
including the Philadelphia Eagles, Seattle Sounders and
In May 2016, Snapchat and Wimbledon signed a multi-year San Francisco Giants are beginning to show their Instagram
deal to share live footage of the tennis championship via the Stories via jumbotrons and other massive displays. The teams
app, including moments from both the men’s and women’s aim to grow their social media followings while helping to
finals. With more than 10 million active users in the UK, it is keep the focus on-field (and off the screen in everyone’s
now the second-largest Snapchat market after the US. The pocket). The technology, powered by Tagboard, is mostly
“Facebook officially announced app is selling ad spots to sponsors, including Stella Artois used to show user-generated content, but there seems to be
and Häagen-Dazs, and its Live Stories events feature, which branding potential, too, with some teams considering how to
a deal to stream more than a aims to engage the younger generation, has already been monetise content in ways already familiar to fans surrounded
shown at the Oscars. “Snapchat offers an ideal entry point by in-stadium ads. “Sport is huge on Instagram. Of the 500
dozen matches from UEFA for Wimbledon and other events, businesses and industries million people that use it every month, 165 million are sport
to gain exposure to millennials and younger consumers”. fans – meaning they follow at least one sports-related account.
Champions League...” Alexandra Willis, Wimbledon’s head of digital, comms and On average, fans on Instagram follow eight sports accounts”.
content (via thedrum.com) Brandon Gayle, Instagram executive (via digiday.com)
FOOTBALL CRAZE GRASSROOT VIEWING
In June 2017, Facebook officially announced a deal to stream Lower-profile leagues are also getting the taste for social
more than a dozen matches from UEFA Champions League, media and are looking to use it to provide fans with instant
the highest-profile event to join its small but growing line-up of access to their games. For example, the French Football
live programming. Since last September, the social media giant Federation has partnered with Dailymotion to broadcast
has streamed live matches in the US through a partnership third-division and grass-roots matches, and is looking for
with Fox Sport. The deal includes doubleheaders during the sponsorship opportunities. In addition, Facebook has made
group stages and the quarter-finals. “Many of the major sports a deal to live-stream college American football games
leagues are encouraging users to download their apps for exclusively to users via its stadium platform.
exclusive owned content, but often they hesitate to add yet
26 CULTURE VULTURE / SPORT CULTURE VULTURE / DIGITAL DISRUPTION 27SMART POWER
Artificial intelligence, machine learning, find these moments and then automatically clips the content
in real-time, ready for distribution across a host of channels
augmented and virtual reality are some of the moments after the event. Grabyo currently counts La Liga and
nascent technologies playing an increasingly BT Sport as partners, and in 2016 generated over two billion
important role, not only in the performance video views for its clients.
of sport, but also in the way content is
distributed and broadcasted, providing a more PLAYER BOT
personalised and enhanced fan experience. With StatMuse – a natural language processing app with a
From the use of algorithms that provide focus on sports — fans can ask any question about a game
or player and it will provide the answer. The app uses natural
game highlights and notifications, to the most language processing and AI to screen for specific words in
immersive and enthralling experiences where a question, such as “When do the Steelers play next?” or
viewers can be part of the game in real time “How many touchdowns did Le’Veon Bell rush for against the
Ravens?” Based on the query, the app will answer the question
via virtual reality headsets. Smart technology is using the voice of a specific player. The app already boasts an
becoming an instrument for media and brands impressive roster of voiceovers, including Bell, Miami Dolphins
to maximise the use of data and content to running back Jay Ajayi, New Orleans Saints quarterback Drew
Brees and Hall of Fame wide receiver Jerry Rice, and it is
transform the fan experience. coming soon to Amazon Alexa.
VIRTUALLY THERE FAN VALUE
Start-up NextVR has implemented VR technology to allow users FanAI is an audience monetisation platform with a focus on
to view games in a fully immersive world from the best seats e-sports’ unique digital ecosystem. The technology helps
in the stadium without leaving the comfort of their own home. to increase revenue generated by live events and reach
Its sophisticated technology includes 360° cameras that can
capture an event in 3D and HD. NextVR is working on several
wider digital audiences using AI and predictive analytics. It
understands fans on a deeper level and applies creative data “GiveMeSport has 26.2 million
projects that are pushing the boundaries of VR broadcasting.
Fox Sports, Live Nation, NBC Sports, HBO/Golden Boy, Turner
science to create new opportunities for sponsors and rights
owners, increasing engagement, digital impact and lifetime Facebook followers devoted to
Sports and CNN have all partnered with NextVR to create
scheduled programmes, delivering immersive VR highlights of
fan value.
its artificially intelligent-targeted
the International Champions Cup, NBA Digital and the US Open,
among other games.
AI DISTRIBUTION content on a range of sports across
GiveMeSport has 26.2 million Facebook followers devoted to
its artificially intelligent-targeted content on a range of sports the world”.
FRONT-ROW EXPERIENCE
across the world. GiveMeSport began as a Facebook strategy
In the US, Intel is bringing fans the ultimate sports experience consultant to individual athletes and leagues, such as FIFA. It
using Intel® True VR. Users can download the app and watch has leveraged that experience to amass its Facebook following,
their favourite teams from the bunker, behind the catcher or which it claims is the largest for any single publisher in the
other spots they choose for an incredible, immersive view of the world. Its content seeks to “entertain with sporting moments
game. The technology allows custom VR experiences, personal that matter” and focuses on quick articles covering the most
points of view, real-time updates, instant replays, and more to pressing developments, as well as videos and interviews.
keep viewers engaged throughout the experience.
HOLOGRAM VIEWING
LIVE HIGHLIGHTS
Augmented reality looks to give people at home or in fan zones
Grabyo and Opta Sports have signed a partnership deal to a taste of the immersive stadium experience, with 360° cameras
create, manage and distribute automated soccer highlights and AR projections used to enhance the feeling of watching
for broadcasters and publishers. The deal sees Grabyo, a live matches with thousands of others inside a sporting
cloud-based video production, editing and distribution platform, venue. HoloLens, developed by Microsoft, the world’s first
integrating real-time data from Opta Sports. This means that fully untethered holographic computer, allowed the audience
Grabyo users can rely on automated video clips from soccer to watch last year’s US National Football League matches as
games triggered by “events” such as a goal, a save, a penalty 3D holograms rather than on a screen, as well as projecting
decision or a red card. The platform uses Opta Sports data to displays, player stats and instant replays.
28 CULTURE VULTURE / DIGITAL DISRUPTION CULTURE VULTURE / SPORT 29NEW ENTRANTS
IN THE ZONE
Following the pioneering Netflix model, the DAZN live
streaming sport service was launched in Germany, Austria and
Switzerland in August 2016. For a €9.99 monthly subscription,
“...Real Madrid’s partnership with
viewers can choose almost any match across Europe’s top
football leagues, plus NBA, NFL, tennis, motorsports and
Microsoft and Barcelona’s with
much more.
Amazon will eventually plug millions D2C (DIRECT TO CUSTOMER) MODEL
of fans around the world directly In September 2016, ATP launched a revamped version of
TennisTV, a live streaming service, to capitalise on the latest
into live match online coverage”. viewing trends. In addition, Real Madrid’s partnership with
Microsoft and Barcelona’s with Amazon will eventually plug
millions of fans around the world directly into live match
coverage. Another example saw the Women’s Tennis
Association launch a digital and social content division called
WTA Networks, so that tennis fans can stream content from
all over the world.
Spanish football clubs powered by technology brands.
FAN REACH
Facebook, Twitter and other social media platforms are
New business models are disrupting the stepping up their game in the pursuit of live-stream sporting
sporting world, with non-traditional media events. They are interested in growing their user base and
companies aggressively pursuing rights. The advertising reach, as are professional sports leagues: for
example, Facebook is aggressively going after sports content
presence of Amazon, Netflix, Facebook and
and is now one of a number of competitors to traditional
Apple TV in the broadcasting arena will only media outlets; it is in talks with Major League Baseball about
increase, with people’s viewing habits and live streaming one MLB game a week.
engagement with sports becoming more
and more digital. From social media and live RIGHTS TO BUY
streaming platforms to start-ups delivering Facebook, Twitter and Snapchat reportedly are trying to buy
automated content and sport organisations the online rights to video highlights from the 2018 World Cup
tournament. The social media companies have approached
broadcasting their own, the consumption of 21st Century Fox with an offer of tens of millions of dollars for
sport is giving way to new entrants and formats. the rights to video highlights in the US.
As digital consumption evolves, the future
suggests a far more fragmented media rights SOCIAL STREAMING
scenario, where traditional media and its new NFL is producing a live 30-minute weekday show for
competitors strive to respond to the audience’s Twitter for the 2017-18 season, with advertising spots
growing demands. offered for the content via Twitter’s Amplify programme.
It is also giving viewers live pre-game access from primetime
games. Additionally, the US streaming rights for Thursday
Night Football have gone to Amazon, with exclusive behind-
the-scenes live broadcasts before the games, the most
appealing NFL highlights, plus real-time player conversations.
In the previous season, Twitter had the streaming rights for
the games.
30 CULTURE VULTURE / SPORT CULTURE VULTURE / DIGITAL DISRUPTION 31DIGITAL DISRUPTION FACTS AND FIGURES
While TV is the biggest media for live sport, digital and social media consumption is significant.
67% 65%
67% 65%
Watch live coverage on TV Watch highlights on TV
Watch live coverage on TV Watch highlights on TV
More than half of the world population watch live coverage/highlights online, and get
news/match reports through mobile phones and social media.
57% 57% 54%
57% 57% 54%
Watch highlights Get news/results through Watch live coverage
online a social network site on online
Watch highlights Get news/results through Watch live coverage
online a social network site on online
53% 49% 44%
53% 49% 44%
Get news/match reports through Watch highlights on Watch live coverage
their mobile phone their mobile phone on their mobile phone
Get news/match reports through Watch highlights on Watch live coverage
their mobile phone their mobile phone on their mobile phone
Mindreader, Wave 8, 2017
32 CULTURE VULTURE / DIGITAL DISRUPTION CULTURE VULTURE / DIGITAL DISRUPTION 33DIGITAL DISRUPTION FACTS AND FIGURES
THE SPORT FAN IS HIGHLY ENGAGED WITH NEW MEDIA TECHNOLOGIES LIVE SPORT: THE MOST POPULAR NON-STOP MOBILE CONTENT
TYPE OF PIRATED VIDEO CONTENT 83% of fans are interested in
Despite the high number of out-of-season sporting content.
consumers around the globe Mobile platforms attract users at
watching pirated video content all times – 1 in 4 fans even access
stated that mobile want to be able to access
(52%), nearly half (48%) would stop content on the toilet.
80% technology makes 70% content (e.g. TV programmes, or watch less illegal content after Canvas8 and Performance Communications, 2016
their lives simpler. films, etc) wherever they go.
learning the damage that piracy
causes the media industry.
SOCIAL IS THE MEDIA
While live sport piracy is a growing
industry problem, one surprise in the 67% of Gen Y sport fans use social
survey results was the percentage media platforms to watch highlights
tend to use different of consumers who indicated that live and 60% use them to check scores
media devices would rather watch sport was the most popular type of and news updates
68% simultaneously
(e.g. TV, tablets, 53% a video than read
an article.
pirated video content. The countries McKinsey & Company, 2017
pc/laptops, that listed watching live sport in their
smartphones, etc). The 2017 Super Bowl generated a
top three were Portugal (25%), Egypt
total of 27.6 million tweets and 240
(23%), GCC (19%), Ukraine (10%), India
million Facebook interactions
(13%), Turkey (14%), Germany (14%),
Twitter/Facebook, 2017
UK (18%), Italy (18%), Poland (14%)
and Austria (11%).
would rather use Irdeto Global Consumer Piracy Survey, 2017
subscription services prefer to browse
51% to access content
(e.g. Netflix, Spotify, etc)
51% headlines than read
detailed information.
than own it themselves.
DIGITAL DISRUPTION – IMPLICATIONS FOR BRANDS
STRONG RELATIONSHIPS QUESTION OF BALANCE EDUCATING FANS
Strong relationships are about the The best rights holders will develop ever While the negative impact of live
quality of engagement and value more sophisticated digital models to sport piracy is already being felt by
creation, not just the quantity: identifying balance the need to secure significant the industry, the market still has the
and understanding distinct types of broadcast revenues with greater control opportunity to educate consumers
fan, with different behavioural triggers, of their own media assets and digital about the damage that piracy causes
is key to successful engagement broadcast platforms. the live sport space before the
Mindreader, Wave 8, 2017 and activation. problem grows even worse.
34 CULTURE VULTURE / DIGITAL DISRUPTION CULTURE VULTURE / DIGITAL DISRUPTION 35IMMERSIVE
SPORTS
New sports and fitness pursuits are emerging and
blending with immersive activities, enhancing and
adding value to consumers’ growing demand for
experiences. From e-sports becoming a global
phenomenon to connected stadiums and fitness
practices organised as music events – the world of
sport is changing shape into layered entertainment.
36 CULTURE VULTURE / SPORT CULTURE VULTURE / SPORT 37FITNESS FESTIVAL
Fitness is becoming a shared social
ARCADE-STYLED GYM
experience, with clubs and organisations
incorporating extra layers of immersion by Asphalt Green, a fitness club in New York, is bringing
playfulness and gamification to its classes with the
making classes more eventful and celebratory. introduction of arcade-style technology. Attendees are led
One-day festivals or event formats have through activities integrated with technological features, such
become a popular way for brands to offer as pressure-sensitive walls and floors that come alive with
integrated LED light and sound to create an immersive fitness
an entire immersive experience in a short experience. The gym offers 45-minute, high-intensity, circuit-
space of time: from mud-wrestling festivals to based classes that improve muscle memory via reactive
zombie-obstacle races, new ways of enjoying training, functional movement and total body workouts.
physical activity are bringing together fitness
enthusiasts looking to improve their minds GLORIOUS MUD
and bodies. South Korea’s Boryeong Mud Festival is a fully immersive
event. Participants enjoy mud wrestling, mud sliding and even
swimming in a giant mud bath. Visitors feeling particularly
MUSIC TO THEIR EARS energetic can try the marine mud-training course, while those
looking for something more relaxing can chill in the mud
Inspired by the likes of Coachella and Glastonbury, Virgin
massage zone. In the evening, music and fireworks continue
Sport’s events are focused on creating shared social
the party on the beach.
experiences, helping people challenge themselves in an
inclusive and friendly setting. The events initially feature
running and cycling, but the idea is to expand the range of COLOUR ME HAPPY
activities as the brand progresses.
The 5k Color Run celebrates healthiness, happiness,
friendship and having a good time. Thousands of Color
INSPIRATIONAL CRESCENDO Runners start the day in a special edition white t-shirt, before
getting covered head to toe by a rainbow of hues at four
A music venue in Glasgow is offering a hybrid fitness class
Color Zones, plus the brand-new Foam Zone surrounding the
called Musoga – one-hour classes that combine yoga and
course. Participants can choose to run, walk, skip or dance
live classical music, described as “a brand-new multi-sensory
their way around – it’s all about the fun and smiles. The Finish
phenomenon”. The event organisers are targeting millennials,
“Inspired by the likes of Coachella
Festival included DJs and Color Crazy giveaways.
with the idea stemming from their passion for music and
therapy, meaning the class is specially designed to promote
wellness and relaxation. SWEAT AND LEARN and Glastonbury, Virgin Sport’s
GIVE PEACE A CHANCE
Lululemon Athletica is organising Sweatlife Festival, one-
day events featuring a variety of yoga and workout classes, events are focused on creating
The Lolë White Tour has united communities around the world
through yoga sessions dedicated to peace. Launched in 2012,
health-focused food, meditation sessions and even personal
development opportunities. For the latest event in London, shared social experiences, helping
the tour hosts 18 wellness events in four countries with a total
of 50,000 participants, all dressed in white, engaging in yoga
Lululemon partnered with local studios including Bandforce,
Barry’s Bootcamp, Psycle London and Breathe Studio to offer people challenge themselves in an
sunset sessions. Presented by Pandora, the latest events in
Toronto and Montreal began with group meditation, followed
a range of activities for attendees. The festival also includes
sessions to tap into other aspects of wellness (for example, inclusive and friendly setting”.
confidence development and positive mindsets). The event
by yoga sessions and then a music performance by Beyries.
features a Lululemon pop-up store for those interested in
The event has previously touched down in cities including
buying the brand’s products.
Tremblant, Ann Arbor, Fort Wayne, Biarritz, Vancouver,
Cannes, Versailles and many more.
38 CULTURE VULTURE / IMMERSIVE SPORTS CULTURE VULTURE / SPORT 39HOLISTIC EXPERIENCES
HEALTHY MINDS AND BODIES
US-based fitness company Equinox has launched
HeadStrong, a mental and physical workout. Each hour-long
class focuses on training the body and mind simultaneously,
“...Equinox has launched
and is divided into four sections: focus, adapt, willpower and
reboot. In reboot, participants practise breathing exercises,
HeadStrong, a mental and physical
meditation and mental focus.
workout. Each hour-long class VIRTUOUS CYCLE
focuses on training the body and People are searching for inclusive and immersive
experiences, and SoulCycle, a boutique cycling studio from
mind simultaneously...” the US, provides them. More like a self-help cult than an
exercise class, SoulCycle provides a replenishing fitness
experience that won’t just empower the body, but the
mind and spirit, too. The SoulCycle ride is indoor cycling
reinvented. With inspirational coaching, rock music and a full
body workout (with added hand weights and core work), the
class transforms the way people look and feel, with some
influential followers such as Michelle Obama, Oprah, Lady
Innovative classes to regenerate and get in shape. Gaga, Lena Dunham and the Beckhams.
DAY BY DAY
Today, fitness goes well beyond the physical
body. Busy and stressful lifestyles, and Adidas’ All Day is a holistic lifestyle tracking app, covering
everything from movement and mindset to relaxation
the growing interest in personal wellbeing and nutrition. It’s based around pieces of content called
demand physical activities that promote “discoveries”, such as clean-eating recipes, yoga lessons
balance. To be truly fit and healthy, people and workout sessions from celebrity coaches such as
Stephen Cheuk and Adriene Mishler. All the tips and classes
are looking at all aspects of improvement. come in the form of short challenges, which introduce people
Indeed, the holistic view is becoming more to new health habits. Consumers are realising that health
important, as the desire to raise awareness of is multidimensional and are shifting to a more holistic
approach to wellness. All Day responds to this by bringing
their physical, emotional, mental and spiritual all users’ health data into one place and offering multi-faceted
wellbeing grows among fitness followers. advice that acknowledges the desire for healthy living as a
There is a new range of holistic fitness lifestyle choice.
offerings, from tailor-made training packages
that combine different disciplines including WELLNESS RETREAT
yoga, meditation, personal training, nutrition, The EcoYoga Centre, located in the Scottish Highlands, is
massage and relaxation, to pure holistically a retreat surrounded by incredible lochs, rolling hills and
forests. With two gorge-side bathing locations, a six-person
dedicated fitness experiences. Fitness classes spring-fed hot tub and an artisanal sauna, the centre
with this emphasis have the potential to specialises in teaching its guests about sustainable living
resonate and connect with consumers in their and wellness, and provides nourishing, home-grown food,
crafted by a vegetarian chef. With 13 bedrooms split between
quest for integrated healing experiences. the main house and the “stone bothy”, guests will enjoy
comfortable accommodation (a yurt is also located on-site,
which features three single beds). The centre generates its
own electricity and is completely self-sustainable, so those
looking for an all-encompassing wellness retreat experience
in the Scottish Highlands need look no further.
40 CULTURE VULTURE / SPORT CULTURE VULTURE / IMMERSIVE SPORTS 41E-SPORTS MANIA
In recent years, competitive video gaming
has gathered momentum. As Twitch continues
to grow within the existing fan community,
e-sports is becoming a big phenomenon.
Video games have taken to stadiums and
streaming sites, with millions of viewers and
flashy events. Everything that is happening “E-sports will be an official
in e-sports is starting to mirror professional
sports. They are becoming more mainstream medal sport at the 2022
and have attracted traditional media channels Asian Games in China”.
such as ESPN and BT Sports. Traditional
brands have a growing interest and are
investing in events coverage, with player
sponsorship becoming an aspirational
career path for many video-gaming Gen Z
and millennials.
Intel VR Challenger League e-sport tournament.
GO TO TOWN
Tencent, China’s largest online games developer and creator MEDAL GAME
of WeChat, announced plans to build a new town dedicated
E-sports will be an official medal sport at the 2022 Asian
to e-sports in Wuhu, East China. It will have an e-sports theme
Games in China. The Asian Games, billed as the second
park, e-sports university, cultural and creative neighbourhood,
largest multi-sport event after the Olympics, partnered with
a Tencent technology entrepreneurship community and a
Alisports, the sports arm of Chinese online retailer giant
Tencent cloud data centre.
Alibaba to introduce e-sports as a demonstration sport in next
year’s games in Indonesia, fully fledged inclusion in 2022, and
INFORMATIVE BROADCAST the possibility to be a medal game in the 2024 Olympics.
BT Sports’ broadcast of the FIFA 17 Ultimate Team
Championship Series involved e-sports players facing each LEAGUE OF THEIR OWN
other in the best-selling football game. Sitting alongside
Last June, Intel launched the VR Challenger League, an
BT Sports’ existing coverage of the Premier League, the
online virtual reality e-sports tournament. Competitors can
Champions League and the Europa League, the broadcast
choose from two games, The Unspoken and Echo Arena, in a
exposed traditional sport fans to e-sports and helped grow
North American or European league, where participants will
the championship’s reach and credibility. Coverage included
compete online and offline, ending in a real-world final.
the FIFA Majors, consisting of the Americas, European and
Rest of the World regional finals, plus the Championship Final.
ACADEMY FRANCAISE
France’s legislature debated an amendment to a bill
that extends the definition of athletes to include those
participating in e-sports. The amendment looks to
professionalise the industry and provide legal protection
to competitors. This has coincided with the opening of the
e-sports Academy in France, which offers 20 students a
nine-month curriculum aimed at putting them on the path
to success.
42 CULTURE VULTURE / IMMERSIVE SPORTS CULTURE VULTURE / SPORT 43CONNECTED STADIUM
Sport fans’ demands are changing driven MAKING ELECTRONIC WAVES
by the constant access of information via
Cutting-edge apps are proving an invaluable means of
digital devices. With strong competition for engaging with fans at live events. They allow spectators to
the in-home experience, event organisers do everything from finding parking spots, locating their seats
are expected to provide an enhanced live and ordering food to watching high-definition instant replays,
close-up videos and exclusive content. The UK’s Wembley
experience before, during and after the
Stadium app keeps fans happy with event and ticket info, as
game. Attending a sport event is no longer well as a handy interactive stadium map and a helpful journey
just about watching the game: increasingly, it planner. The Dallas Cowboys have created a state-of-the-art
now involves the full experience associated app to be used at Texas’ AT&T Stadium in Arlington that sends
push notifications to fans at set times, telling them to push their
with it – from pre-match luxury lounges to the “unite this house” button to make their phones vibrate and
use of beacons to deliver instant notifications their cameras flash. The resulting crowd noise and flashes are
and replays. The evolution of sport event synchronised in an “electronic wave”.
experiences means that organisers need
FULL APP EXPERIENCE
to create a more interactive and immersive
environment with connectivity at the core to Japanese football venue NACK5 Stadium Omiya, home of
JLeague club Omiya Ardija, has launched smart stadium
engage efficiently with fans. technology that provides a new immersive viewing experience.
It is synchronised with more than 15,000 fans in the venue,
equipped with smartphones and the Omiya Ardija app. The
FAN-GENERATED DATA
audience can access three channels: SKY Perfect TV, a live
Teams increasingly are looking at ways to use smartphone- broadcasting provider; one that offers replays and highlights;
generated data to improve the stadium experience and deliver and a third that allows fans to follow their favourite players via
better marketing. The recently opened $1.6bn Mercedes-Benz on-field cameras – the first service of its kind for Japanese
Stadium in Atlanta (home of the NFL’s Atlanta Falcons and soccer. The mobile app also provides detailed information
the MLS’ Atlanta United FC) has been designed with mobile and stats about the game and individual players, plus other
connectivity at its core. Social media activity is tracked via innovative services, such as allowing fans to receive coupons
Wi-Fi and proximity beacons to assess how the fan experience from nearby shops and restaurants.
can be improved, while at the same time supplying data for
marketing purposes. NEW ANGLES
Stadiums increasingly are considering live feeds from cameras
CROWD PLEASER
on the ground to be played live via spectators’ apps: take,
Snaptivity is a company specialising in fan engagement at for example, the Barclays Center in Brooklyn, New York. The
stadiums via robo-cameras that are triggered automatically by Brooklyn Nets’ app allows fans to access instant replays
artificial intelligence and sensors performing crowd analysis. and cycle through different camera angles in the stadium,
It has partnered with Warwickshire County Cricket Club to paradoxically giving them a living-room TV view from their
capture fan photos throughout a game. By downloading the stadium seats.
“...sport clubs are opting to create iOS/Android app or by logging in online, fans can be identified
by the company and view photos of themselves to share on
their own fan zones and encourage social media. The infrastructure has been set up initially to cover
REALITY BYTES
Edgbaston support matches in the 2018 and 2019 seasons. Virtual and mixed reality is already in use in some stadiums
spectators to come to the events around the world. Moving beyond the headset, VR could soon
be accessed via smartphone or on replay screens inside the
earlier, extending the fan experience PRE-MATCH BUILD-UP
stadium. For example, the Sacramento Kings’ Golden 1 Center
is wired for VR. The wireless internet at the NBA team’s new
to an out-of-stadium environment”.
Sports venues and stadiums are becoming more than just
a place for fans to watch sport: now they deliver whole-day arena is designed to let fans watch virtual reality replays from
entertainment, too. Increasing numbers of sport clubs are opting any seat in the house.
to create their own fan zones and encourage spectators to
come to the events earlier, extending the fan experience to an MADE TO ORDER
out-of-stadium environment. The West Brompton fan zone is a
successful example: live music, big screen TV, games and family The Växjö Arena in Sweden, home of the Växjö Lakers, an ice
fun provide a vibrant and entertaining build-up to kick-off. The hockey team, offers a silent order system – a smartphone app
new supporter-dedicated area became a great gathering point that allows fans to order and pay for drinks and snacks from
for fans of all ages to immerse themselves in the match-day their seats. When the order is ready, an alert is sent to the app,
atmosphere. with a personal QR code. The phone is then used to collect the
order at automated collection points. Waiting time at counters is
significantly reduced, allowing more products to be sold during
breaks in play.
44 CULTURE VULTURE / SPORT CULTURE VULTURE / IMMERSIVE SPORTS 45You can also read
