Innovation, Technology, Sport?
More than a decade ago a hypothetical glimpse into the future by Westerbeek and Smith outlined a prediction of a sport scenario in the year 2038 (e.g., virtual stadium and police, hologram appearances, cloning, genetic modifications, gene and protection chips). It may not be fully realized to date but the technology explosion of the past several decades has been mind-boggling, and this is only the beginning.
From e-commerce, to interactivity opportunities, social media, smart apparel, big data and augmented reality the technology explosion in the sport industry is huge and the advances in technology affect all aspects of different fields. Enhanced experiences for spectators in stands through Wi-Fi networks who interconnect the fans’ smartphone and tablet demands, massive video boards and state-of-the-art sound systems. At home, we see an increased usage of HD and 3-D technologies as well as multi screen viewing experiences. Athletes carry out better training routines and health care through preventive medicine and surgical advancements combined with advancements in fitness activity trackers which provide general wellness to all individuals who practise sport from home. Safety has also been a focus for technology throughout sport, from helmets in football to safer cars, tracks and methods in auto racing. Sports products are on the rise such with video games, fantasy sport, equipment, transportation, logistics, scheduling, manufacturing, team business, athletic analytics and research - the list could go on and on.
Regardless of whether the future will be virtual sport, augmented reality or fantasy sport the sport industry will continue to grow. The notion to consider, however, is that technology is not an end unto itself.
It is a means to an end - an innovation that facilitates progress and helps us realize other accomplishments. For example, athletic equipment innovations studied by athletic management examined 25 of the most significant developments in team equipment over the past 25 years. The highest ranked innovation involved the football helmet, which has witnessed advances in its design to reduce the number of concussions in the sport. However, the best helmet is of little use if it’s not properly fitted. Along with increasing training for coaches on the right way to fit a helmet, manufacturers have introduced upgrades that better adapt to the specific shape of each athlete’s head.
Some other innovations listed included uniform features and styles, compression apparel, softball and baseball bases, storage systems and laundry supplies, gloves and balls, bats and sticks, protective headgear in lacrosse and other sports, throwing machines, mouth guards, eye and face protection, equipment labelling systems, radar guns, and shoes.
A number of companies such as TEAM have built upon these market conditions of cloud based solutions, geared towards the future development of mobile use, which leads to data being in the hands of the athlete and coach when the sport is being practiced. Smartphones are everywhere, dumb-phones have lost their market share. Tablets are cratering and mobile markets are nearing maturity with a crowded market of mobile phones where hardware is no longer the issue. The app economy is booming, mobile advertising is exploding and mobile commerce growing, with huge platforms being created with billions in revenue.
Social networks have now become mostly mobile and mobile payment is disrupting giant industries such as banking and health with 62% of daily app usage coming from health and fitness apps.
Mobile devices will only broaden as people introduce more wearables and wellness will be the top category grower related to mobiles. In the next five years mobile fitness and wellness will grow 37%, mobile independent ageing 25% and cardiac monitors 22%. People will be more interested in medical devices than wearables overall as stated by Business Insider in 2015.
The future we will continue to see scientific advances in computers and communication technology will play an increasingly significant role in our society and in sport management. This progress will likely be accompanied by acknowledgement of the human need for high-touch activities, many of which the sport experience can provide. The challenge for our future therefore, is to become proficient in using technology while remaining aware of the need for human interaction in people’s lives and an understanding how sport can facilitate such an interaction. Sport like all other sectors is having to question the use of technology, is this innovation or still sport?
