In the 21st century, the era of information society, we constantly talk about informatization and digital transformation, artificial intelligence, digital platforms and online technologies. It is our society’s natural development process, and the global coronavirus pandemic has sped it up. Naturally, the sports industry is no exception and in some cases even became a catalyst of the introduction of new technologies in sports that significantly transformed it. There are many ways to use innovative technologies in the sports industry; I picked seven concrete examples.
Online competitions
Due to the pandemic, many sport competitions have been held online.
Chess tournaments are the most shining example. They relatively easily adapted to the harsh times of the pandemic when many competitions were postponed or cancelled in 2020. Chess moved to the virtual environment using digital platforms and online resources. The pinnacle of the digital transformation of chess was the holding of the FIDE Online Chess Olympiad 2020 that brought together participants from 163 countries. It was de facto a “digital twin” of the Chess Olympiad that the International Chess Federation was not able to hold in the in-person format.
It is clear now that internet chess has become our new reality. Online chess tournaments did not lose sponsors and spectators; on the contrary, they have boosted their economic and business potential.
Online training
Online sports coaching appeared during the lockdowns, allowing athletes to stay in shape. It was an unusual thing that was made possible thanks to new technologies and was related not only to professional sports, but also the fitness industry.
After the pandemic is over, professional sports will return to normal, but I think that online fitness coaching will continue. It is amazing how a client who lives, say, in Kostroma, can train at a Moscow fitness club with a reputable coach. Two years ago, nobody would believe it, but now it is a reality thanks to new technologies.
Instant replay and other means to determine a score
We are already accustomed to the use of instant replay in questionable situations when the technology helps referees. In track and field and swimming, it can determine a false start and help during questionable incidents at the finish line. In tennis, the instant replay system detects the trajectory of a tennis ball as it bounces off the court. These systems have essentially become a standard practice in live action sports.
VAR system
Established football clubs waited until the last moment to introduce the VAR (Video Assistant Referee) technology, which became expansively brought into football by FIFA and UEFA starting in 2019 to rid the game of controversial decisions. Although this has resulted in more organized game, many have expressed their dissatisfaction with this technological novelty.
Tools for communication and fan engagement
Professional clubs are making efforts to introduce technology tools for regular communication and engaging with fans. An advanced CRM system is simply essential for maintaining communication with fans and increasing target audience.
Virtual worlds and digital technologies
Today, certain types of sports exist solely in the virtual world as well as in the digital technology format. This primarily concerns esports, which is now very actively developing while boosting its target audience and attracting interest from businesses and the media. However, this unique phenomenon of the sports industry probably deserves a special story.
Russian information system for athlete monitoring
As regards information systems in sports, we should mention a unique unified automated information system which is being developed in Russia to include reliable information necessary to keep track of people who regularly engage in physical fitness and sports activities. This is a task for state authorities, a highly ambitious one but we can be confident that it will be successfully achieved.
To conclude our story on the ways new technologies are transforming modern sport today, we can confidently say that numerous discoveries and pleasant surprises await us in this field in the future.
By Vladimir Lednev, Vice President, Synergy University; Research Adviser, Faculty of Sport Management; Deputy Chair, Sport Management Department; Professor, Doctor of Economics