Innovation in sports technology
These days, we often take the accessibility of sports broadcasts for granted. As such, it’s rather rare for the vast majority of the spectators to be fully aware of the technological innovations taking place to enhance the game’s experience. Often, the adjustments resulting from these are, in the grand scope of things, rather small, but the combination of ideas and fine-tuning mean that today’s viewing experience is leaps and bounds beyond that of just a few years ago.
DreamlandXR is a festival that celebrates and recognizes the latest innovations in immersive technology, music, and eSports. Held in Las Vegas, it’s a chance for developers and consumers across industries to convene and confer. One of the accolades that DreamlandXR presents is the Best Sports Project Award. This year, beating out American industry giants NBA and WWE, Frankfurt-based Deutsche Fußball Liga received the prize.
The subsidiary of DFL – Fußballverband, the DFL is wholly responsible for the operating business of the Ligaverband, which includes the German Bundesliga and 2. Bundesliga. Recently, the DFL has been working closely with Vodafone, in partnership with immersiv.io, to develop a lean-forward experience for spectators.
The concept of a lean-forward experience is not a new one. Popularized near the beginning of the last decade, it’s part of the concept that the media can either have receivers actively interacting and controlling the flow of information — thereby leaning forward — or have the audience passively receiving information without active involvement — a lean-back experience.
Since its conception, soccer, along with most, if not all, other sports, have been almost exclusively lean-back experiences. The DFL is changing this. With immersiv.io’s specific specialization in augmented reality for sports and the unmatched speed of the 5G mobile network, the DFL and Vodafone developed a real-time smartphone app for 5G-compatible devices.
The first trial of the app, conducted back in September of last year, was a live demonstration of its capabilities during a Bundesliga match between VFL Wolfsburg and TSG Hoffenheim at the Volkswagen Arena. The spectators who took part in the trial received real-time statistics, among which included players’ individual match values, player speed, and expected goal analyses.
In doing this, the DFL seeks to connect fans’ unique stadium experiences with the now-commonplace flow of digital information. According to the DFL Group’s Executive Vice President of Digital Innovations, Andreas Heyden, “the Bundesliga continues to pioneer new innovations. Powered by 5G technology, together with our clubs, we will soon be able to provide real-time data and expand the stadium experience with the help of augmented reality.”
“This award marks yet another milestone for the investment we are making in this area, recognition of the quality and progress we have achieved with our partners and further reason why we’re considered one of the leading sports brands by the tech industry — football’s innovation leader.”
The DFL has expanded its prospects for innovation to media output as well, having experimented with broadcasting Bundesliga fixtures in a 9:16 format alongside its traditional 16:9 ratio scarcely two months ago. This change in proportion allows for smartphone users to view the match in portrait mode if they so wish. Although a relatively small change that may not significantly enhance the viewing experience for a majority of the audience, the accommodating nature of this development is still commendable.
All in all, innovation in the broadcast and presentation of sports, particularly innovations that involve enhancing the experience of the audience in creative, original ways, are integral to the overall progress of the sport and the industry. It is hopeful that more leagues and operations will follow in the DFL’s example in developing contemporary solutions to keep pace with and to take full advantage of contemporary advancements in technology.
