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Sport trends Globant Report
A new “liquid fan” is disrupting the sports world:
the fan experience goes beyond the game and spills over stadiums, home, and wherever they go.
Sports organizations must respond to this new kind of fan and engage them seamlessly between phygital and digital experiences. A fan-centric in sport ecosystem is a path to delivering the next generation of incredible fan experiences.
“Sports are now in the game of creating memories for fans, be it through AI-driven highlights in real time, powerful interactive stats for broadcasting, or collectibles based on technology”
Ernesto Luna Madrid
Sports SME
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Brands will battle for fan attention
Sports fans live for important moments in time and consume highlight content more than ever.
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The decentralization of content is leading sports organizations and broadcasters into a battle for fan attention with content creators and even athletes.
Fans are now both consumers and creators of content. Artificial intelligence allows fans to receive personalized content in real-time.
“Brands need to leverage automated experiences and third-party creators to be an extension of their network to deliver content across many touchpoints and mediums, from streaming platforms like Twitch to written formats, highlight reels, and short videos in an authentic way”.
Luciano Escudero
SME Media Streaming
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Blockchain and NFTs will let the fans own the show
Sporting memories is a classic powerhouse that is prime for a reinvention.
Blockchain and NFTs in sports are creating new ways for fans to tokenize their experiences while creating exclusive access and opportunities for engagement with their favorite players and teams.
This technology allows fans unprecedented access to unique ownership opportunities and decision-making abilities.
Creating unique digital properties and items is becoming more appealing to fans, collectors, investors, and tech lovers while ensuring their data remains safe and secure.
New funding mechanisms and revenue streams mean teams can create opportunities for fans to buy into engagement models and innovative experiences that would not be available without leveraging blockchain and NFTs.
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Smart stadiums will reinvent personalization in sports, reviving the fan’s passion and excitement.
They will allow fans to access phygital events and engage with interactive scenarios, building an innovative fan experience and community where brands will increase their value by offering unique and exciting experiences.
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A stadium that knows the preferences and needs of each fan with key information is now the expected design for sports arenas.
Through a mix of augmented reality, interactive seating, sustainability, image recognition, edge computing, and more, smart stadiums will not only extend the physical experience of sports but reinvent it by providing a new way of accessing the event, enhancing and elongating it.
“At Globant, we use cross-industry expertise to reinvent experiences at every level, of course, including sports.”
Nicolás Rey Petit
Sports Partnerships Lead
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Gamification will be the true fan experience
We are experiencing a new era of fan engagement.
Gamification will be the vehicle to foster friendly competition and curiosity, motivate fans to take action, and provide new ways for them to share their passion. Gamified sports events and interactions are here to stay.
Gamification drives fan loyalty more than ever, building one-to-one relationships with fans, increasing positive brand associations, and attracting younger generations.
Game-like interactions and mechanisms will shape all key experiences in sports consumption, from sports team apps, score prediction challenges, fan leaderboards, real-time polls, sports betting and event feeds to combining physical activity and gameplay.
Organizations and sports leagues are already implementing progress tracking and reward schemes to experience sports in a new way. Sportainment is uncovering new levels of interaction, enjoyment, and engagement, enhancing the total sports consumption experience.
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Data and AI will reinvent the sports industry
Data and AI will continue to revolutionize the sports fan experience and augment recruiting, athlete performance, and real-time tools for coaches. Organizations will get more agile, using data as input for business decisions.
Now a new baseline, the use of AI in sports and data analytics was considered revolutionary just a decade ago.
Data and AI will give all parties more tools to improve the game, increasing access and community for fans, and players’ competitiveness on the field and at the negotiation table, while creating new revenue streams.
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“Much like how there’s no end to improving performance in sports, the role of using AI and data will only grow, transforming the industry, benefiting both fans and the concentric industries surrounding sports”.
Kitric Kerns
Client Partner
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Check how we are already changing the industry
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