Executive
Summary

The sports industry used to operate on a binary split – you were either involved in the business of sports or sports performance. We dubbed this being a ‘suit’ or a ‘tracksuit’. How things have changed. As befits a maturing sector, these two groups have been joined by two more, namely investors and innovators – or, as we like to call them, ‘wallets’ and ‘lab coats’.

This year’s Sports Technology Annual Review has something to interest them all.

Earlier this year, the ICC took the US by storm, with a multitude of technologies – including Roblox and Apple Vision Pro – contributing to its success. Its case study reads like a blueprint for any sport expanding cross borders.

Another governing body undertaking some bold initiatives is The DFL; having identified the underserved but very clear opportunity for In-Car Entertainment. It’s a must-read for anyone curious about expanding their offerings to fans via a new medium.

For the commercially minded, The Review’s title partner, Capgemini, who sponsors several, high profile major global events, explains the rationale behind big tech investing in sports, and what makes for a successful sponsor’s relationship.

AI is widely discussed in elevated detail, especially by both Sportradar and WSC Sports; both have fascinating takes. From workflows and smarter fan engagement, to speed of getting information to market and the potential to leverage media rights value even harder (a 3 -10% uplift anyone?), the insights they share is compelling for executives in all walks of sports.

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For those involved in athlete care, JTA share – among other things – insights on the steps taken to protect Olympians in Paris, while HOK take a deep dive into what venues should look like as women’s sports continue to rise in popularity both on and off the pitch.

Debuting in this year’s Review is the hot topic of future fuels. What we see in motorsport often makes its way into the consumer market, for example did you know that the Indy 500 used to be a real-time testbed for ‘innovations’ such as seat belts? Sports Tech HQ’s chapter shares a wealth of information about the exciting sports tech landscape, historical and current, in Indiana.

In the way each Olympics is more innovative than the last, 2024 was a year with unprecedented innovation and cross-sector collaboration and this Sports Technology Annual Review has worked to bring you the key aspects of this. Our chapter authors have collated and curated some of the most exciting work and, in doing so, reflected the wider sports industry drive to embrace innovation to bridge gaps, elevate experiences, and push boundaries in every arena.

Whether you’re a ‘suit,’ a ‘tracksuit,’ a ‘wallet,’ or a ‘lab coat,’ we know you will find data which informs you and work which inspires you. We look forward to hearing what you delivered in 2025.

Executive Summary

Executive
Summary