Olympic Winter Games Offer Glimpse of Sports’ Future
The 2018 Olympic Winter Games are not just a chance to see intense athletic competition, but it will also showcase some experiential innovations that are transforming the world of sports.
A wave of innovation is sweeping through sports, driven by exciting new technology and the recognition that organizations and teams cannot take fan loyalty for granted. Traditional sports are experimenting with new formats, new sports are emerging, and organizations are finding new ways to enhance the spectator experience for fans in stadium or following the action from afar. Experiential innovations are becoming a key differentiator for sports organizations seeking to increase revenue and expand fan engagement.
At Deloitte, we think about experience holistically – it’s not just about the fans, it’s about everyone involved in staging, delivering and consuming sports, including broadcasters, athletes, sponsors and sports organizations. Here are some innovations at the Olympic Winter Games Pyeongchang 2018 that will likely enhance the Olympic experience for onsite spectators, viewers around the world and athletes alike.
The Onsite Fan Experience
With so much competition for entertainment dollars, sports organizations are increasingly thinking outside of the stadium/arena to enhance the fan experience. Treating fans to a world-class experience from the minute they step foot in the vicinity is top of mind for the organizers and the opportunities are endless to engage with them before they even enter a venue.
Augmented reality, virtual reality, instant translation and payment wearables are just the tip of the iceberg in terms of the tech offerings we’ll see at the Winter Olympics. In addition to viewing events live, visitors will be able to experience the thrill of winter sports such as ski jumping, bobsledding and snowboarding via VR. Augmented reality-based navigation and automatic translation through a mobile app will help foreign visitors navigate the Olympic complex. Wearable payment devices such as payment-enabled gloves will make it easier and faster for fans to buy Olympic merchandise.
The Viewer Experience
Those watching the Winter Games from the comfort of their homes will have more viewing options than ever before. NBC will be offering more than 2,400 hours of coverage – the most ever for a Winter Games —and will broadcast live across all U.S. time zones. This extensive coverage maximizes the network’s investment in Olympic broadcast rights by offering content that appeals to fans of all sports. It also takes full advantage of new technology that lets fans watch what they want, when they want. NBC will also have a comprehensive digital offering that will showcase practice sessions as well as three digital-only shows. This demonstrates that broadcasters are understanding that they need to offer mediums and content that satisfy the modern viewer.
We’re seeing this trend overseas as well. Eurosport will carry live coverage of almost every practice session and competition on its pay-TV and digital platforms across 48 territories and in 42 languages. They are also teaming up with Snapchat to bring mobile video content focused on the Olympic Winter Games to Snapchat users in Europe.
Some of the Olympic content will reflect another important trend – the desire among broadcasters and sports organizations to attract a younger audience. At Olympic Winter Games Pyeongchang 2018, the addition of sports like Big Air snowboarding, freestyle skiing and mass start speedskating are targeted to younger audiences who are drawn to extreme sports. Showcasing these new sports help Winter Games organizers draw in new viewers and fans, which in turn, ensures the popularity of the Olympic Winter Games for years to come.
The Athlete Experience
As the main attraction at the Olympics, organizers have implemented new experiences for the athletes as well as how fans engage with them. The IOC relaunched its “Athlete Hub,” which is designed to serve as a one-stop platform for Olympians on social media. In addition to communicating with fans and each other, Olympians will be able to find information tailored to their needs.
We will also see advances in gender equality at the Olympic Winter Games. The competition schedule gives more prominence to Women’s Curling, Cross Country and the Gala Exhibition of Figure Skating by staging those events on the last day of competition, when the TV audience is typically larger. Previously, men’s events held most primetime spots on the final day of competition.
Of course, the Olympic experience ultimately depends on the performance of the hard-working and dedicated athletes participating in the Winter Games. Their discipline, determination and teamwork reflect the values we promote in our own organization.