Vivatech 2023 and the Future of Sports: Our 5 Takeaways
Image sourced from @VivaTech FIFA Women’s World Cup 2023
Vivatech has established itself at the forefront of the conversation around innovation and startups, and this year is no exception. In its 7th edition, the annual tech conference covered emerging technologies in data and tech and forecasted trends, all centering around what the future holds for our ever-changing industries.
A key area highlighted at the event was the Future of Sports track. This division of the conference showcased the opinions and insights of many established industry professionals, and our team was able to listen in on some of the insightful panels.
This is the first year the tech conference has connected with Global Sports Week, merging the two events and creating the Future of Sports. The section's previous edition, GSWParis, emerged amidst the pandemic and was France's first international sports seminar. Now the collaboration hosts innovative minds who are helping shape the future of sports tech and sports business.
Read on for our 5 takeaways from Global Sports Week’s panels and conferences our team attended, specifically, what is in store for the Future of Sports
When it comes to Data, Context is Key
From the pitch and the players’ performance and in the stands with the fans, the ever-changing and fast pace nature of sports means that one match is not like the next. Different factors like the opponent of the match, rankings, injuries, and conditions on the pitch must be taken into consideration. The raw data is clear and analytical, only telling half the story. The collection of data and analytics is the first step; following it is the analysis and interpretation of data where proper context is required.
Having an experienced and cohesive team to interpret the data is critical for a company, just as having team synergy on the pitch is critical to on-field play. In the Peak Performance: Using Data to Win, the panel, including Damien Comolli Toulouse FC Président, Timo Gros TSG Hoffenheim Head of Analysis, and Jonas Baer Hoffman FIFPRO General Secretary, spoke about properly and precisely interpreting data and analytics. Data can easily be misinterpreted without the correct personnel, and the presence of a “breach person” is the solution.
This person can understand what the coach, training staff, and medical staff value and can interpret the data and analytics for the on-pitch decision-makers. This is a conscious decision to include these members and their placement and important plays a key role in the value of data implementation in company culture.
Imaged sourced from @Vivatech Peak Performance: Using Data to Win
Athletes and Personal Privacy with Rising Data Tracking
The conversation around data tracking and storage of personal information is prevalent across the tech industries. The rise of athlete data tracking and player analytics brought this conversation to the forefront in the sports tech and sports business world. Player data and analytics are used to improve the athlete’s impact on the pitch and are critical in player evaluation and improvement. However, athletes show hesitancy to data being interpreted and the possibility that it can cut their careers short or diminishes their values.
To what extent will players have to control the collection and storage of their personal data and its use by their club or league? Industry professionals forecasted that this conversation will be at the forefront of the different facets of athlete-club relations and can be a critical bargaining tool while also becoming a key component of commercial deals with existing and new partners.
On that topic, FIFPRO’s involvement could be key. The International Federation recently launched the Player IQ Tech Programs to raise awareness around protecting and promoting professional players’ rights.
Changing Consumption Patterns of Fans
With the ever-changing nature of content consumption patterns in sports and entertainment, forecasting, reacting and adapting to your target audience is essential. Rising in popularity is the connection the young generation has with players and athletes and the establishment of these parasocial relations.
The focus has shifted from Club-crazed supporters to fans connecting with player personalities first and then clubs second. This is due to fans having unprecedented access to athletes and their lives on and off the pitch. Federations, leagues and teams need to market and promote these individual personalities, making these idolised players feel more real and relatable. This helps establish a strong, multi-faceted connection to sports' greatest marketing assets.
Capitalising on the accessibility of players through social media, clubs, leagues, and federations can target fans directly and effectively. We have any information we need in our pocket, meaning corporations need to be strategic to differentiate themselves from the competition. On platforms like Instagram and Tiktok, teams can create a familiar connection from athlete to admirer. D2C and creating organic content can establish and strengthen a direct line between rights holders and the fans craving this content.
Innovate to keep your Fans Happy
Across all industries, companies should constantly evaluate their internal processes and impacts to find opportunities to be game-changers or when tradition remains supreme. In How to keep fans happy, Patrick Mouratoglou, Chairman and CEO of UTS, David Kahn, President of Paris Basketball, and others spoke about innovation to meet the wants and needs of a diverse group of fans.
Regarding the Ultimate Tennis Showdown (UTS), the panel covered the game’s attempt to connect to the younger generation and combat the rising age of the average tennis fan with new rules and dynamic changes. The sports industry has seen similar innovations emerging to attach a younger audience, like the King's League with football and Overtime’s innovative ideas for basketball and their expansion to other sports. However, the panel argued that classic tennis competitions and federations could not implement this style of innovation.
They risk alienating their already established audience without developing a deep connection with gen z and their changing consumption habits. For these changes of this size, internal evaluation of personnel, product, target audience and more to understand the correct direction for their company.
Diversity in Opinions and Personnel is mandatory.
The Sports Business and Tech industry thrives with the inclusion and representation of diverse voices and perspectives. The panel FIFA Women's World Cup 2023: What does the future hold for our athletes on and off the field of play? covered not only what was in store for female athletes but the women helping establish a sustainable future for them.
Julies Uhrman, Co-founder and President of Angel City FC, spoke about women's sports, the value potential for sponsors and the importance of having a team of diverse people and backgrounds. Diversity and inclusion should be key factor in companies moves toward innovation and progression. Dismantling unconscious bias and including different voices and perspectives will lead to the team challenging each other and uplifting each other.