Categories: Big DataData Storage

How The Sports Industry Can Benefit From Digital Transformation

The sports industry might not be the biggest sector in the world, but it is not immune from the forces of digital transformation and might even be uniquely placed to take advantage of new technologies.

That’s the view of Sebastián Lancestremère, general manager of Microsoft Sport, who claims sports organisations can massively increase their revenues through the better use of data and by applying social media models, particularly with regards to content, to their business

Some teams are ahead of the curve. Real Madrid and Manchester City are already using digital, social media and big data to learn more about and engage their fanbase as the world of sport competes with other forms of entertainment for fans’ time and money.

Digital Transformation in sport

Indeed, one of the challenges for sport is that the fabled and ill-defined ‘millennial’ demographic wants to consume sport on demand and in bite size chunks.

Falling Premier League ratings and attempts by the International Olympic Committee (IOC) to appeal to younger audiences with new sports and the Olympic Channel are symptoms of this concern within the industry and an acknowledgement that sport is not immune to disruption.

“The biggest opportunity compared to other verticals is that your customers are your fans,” Lancestremère tells Silicon. “You have millions of people that love your brand.

“I’ve been working at Microsoft across different verticals for the past 20 years and I see there is a big opportunity in sports for two reasons. They might have some legacy systems but it is not as complex as what you might find in a bank or a telco.

“Organisations are much smaller. There’s not so much bureaucracy and the possibility to help them transform [is much greater]. So we’re seeing there is an opportunity.”

Like other industry buzzwords such as the Internet of Things (IoT), digital transformation means many things to many people, so what does it mean to the world of sport?

Lancestremère says the main things are having a digital platform in place and to have the right processes to harness the power of new technology.

“The first thing is a digital platform which is not a CRM, not a social listening tool or a website and application. Those are not platforms. The platform connects all of the digital assets – your online store, your physical store, your website, your ticketing system, membership database – every single asset and every single touchpoint and connect that to a single database.

Read More on page 2…

Read also : Made in the UK

Page: 1 2

Steve McCaskill

Steve McCaskill is editor of TechWeekEurope and ChannelBiz. He joined as a reporter in 2011 and covers all areas of IT, with a particular interest in telecommunications, mobile and networking, along with sports technology.

Recent Posts

AT&T Admits Data Breach Impacted “Nearly All” Customers

American telecommunications giant AT&T admits that “nearly all” customer accounts were compromised in 2022 breach

10 hours ago

Elon Musk’s X Breached DSA Rules, EU Finds

X's Blue checks 'used to mean trustworthy sources of information. Now our preliminary view is…

14 hours ago

Japan’s SoftBank Acquires AI Chip Start-up Graphcore

SoftBank Group has purchased another British chip firm, with the acquisition of Bristol-based Graphcore Ltd…

15 hours ago

Samsung AI-Upgraded Bixby Voice Assistant Coming This Year

Samsung reportedly confirms it will launch the upgraded voice assistant Bixby this year, that will…

1 day ago

Next Neuralink Brain Implant Coming Soon, Says Musk

Despite an issue with first Neuralink implant in a patient, Elon Musk says second brain…

1 day ago

EU Accepts Apple’s Legal Commitments To Open NFC Access

Legal commitment over Apple's NFC-based mobile payments system, which is to be opened to rival…

1 day ago