From the Pitch to the Boardroom: VAR's Lessons for Business and Technology Integration

As a currently frustrated Chelsea fan who closely follows not only my club's games but also most of the Premier League's busy fixture list, I'm intimately familiar with the emotional rollercoaster that the Video Assistant Referee (VAR) system brings. Each weekend, it's a near certainty that I'll either experience directly or witness through a manager's post-match interview, the intense reactions to decisions made by officials. Pundits covering matches dissect these decisions thoroughly, and there are even TV programs dedicated to senior officials from the Professional Game Match Officials Limited (PGMOL) explaining the technology and reasoning behind VAR decisions. This effort aims to help fans, clubs, and players alike connect with VAR and better understand the frustration it often incites.

Drawing on parallels with challenges I've encountered whilst working in technology, and striving to look past the frustrations of contentious officiating, it seems to me that the Premier League is facing a dual struggle of adoption and business change in their journey towards digital transformation.

Historically, the role of technology in football officiation has been quite limited. Yet, I vividly remember the 2010 World Cup incident where Frank Lampard's goal against Germany was wrongly disallowed despite the ball clearly crossing the line. This moment sparked heated discussions in newspapers and was a focal point in FIFA debates about the need for technological assistance in football officiation.

In retrospect, the introduction of goal-line technology, which accurately determines whether the ball has crossed the goal line, has been a quiet success in football. Its adoption was quick and met with little controversy, seamlessly becoming a part of the game's fabric.

The contrasting responses to goal-line technology and VAR provide a window into the challenges posed by VAR. Goal-line technology, with its narrow and clear purpose, offers immediate and unambiguous results. Its success stems from its simplicity and the clarity it brings to a specific aspect of the game. VAR, in contrast, is designed to review and potentially overturn various decisions made by the on-field referee, making it a much more complex tool.

The challenges with VAR seem to arise from its broad scope and the high expectations placed upon it. Unlike goal-line technology, VAR is not just a straightforward technological tool; it represents a shift in the dynamics of decision-making in football. The technology is expected to assist referees and resolve more complex and subjective aspects of the game, leading to heated debates and controversies.

The real issue with VAR might not be the technology itself, but rather the way it has been implemented and the processes that surround its use. It's a challenge of business change, involving aspects such as training, protocols, communication, and managing the expectations of players, coaches, fans, and officials. For instance, in rugby, the open communication from referees, where their decision-making process is audible to spectators, builds trust and removes ambiguity. While it may not be directly applicable in football, this approach in rugby highlights the importance of clear communication in fostering trust and understanding. The smooth adoption of goal-line technology indicates that when technology addresses specific, well-defined problems, it's readily accepted. In contrast, the broader application of VAR demands careful management, clear guidelines, and recognition that technology alone cannot resolve every ambiguity inherent in the sport.

Throughout my career in software and technology consultancy, I've observed that the wider implications of new technologies are often an afterthought in the rush to innovate. Technologies like Automation, Generative AI, IoT, and Augmented Reality, similar to VAR, have the potential to deliver significant value. However, this can only be achieved if all stakeholders are thoughtfully considered, aligned, and trained in adopting the solution. In the case of VAR, feedback from managers, pundits, and fans suggests that this alignment and adoption have not been successfully achieved.

This situation highlights an often-overlooked aspect of introducing new technologies. It's not only about the technological capabilities but also about how it is integrated into the existing system and the user experience it creates.

For VAR, while the intent is to enhance the accuracy of decision-making in football, the lack of consensus among those directly affected by its implementation – players, coaches, and fans – highlights a gap in its integration strategy.

The challenges VAR faces in football are reflective of those encountered in the corporate sector when introducing new technological solutions. From my experience working with platforms like ServiceNow and Samsara, I know the amazing potential these technologies can unlock. The customers that realise this potential are those who manage the change effectively.

Successful technological integration, whether in sports or in business, requires a holistic approach that extends beyond the technology. It involves understanding the human elements – the needs, preferences, and behaviours of those who interact with the technology. This ensures that the technology not only functions as intended but also resonates with and is embraced by its intended users, thereby unlocking its full potential and value.

In the end, whether we're talking about embracing VAR in football or integrating new tech in business, it's all about managing change effectively – though, as a Chelsea fan, I can't help but wish that some of these technologies could also manage to clear up some of those dodgy decisions we've faced over the seasons!