Top 10 Predictions for Sports Tech in 2021

Apart from the larger SPAC investments, there are several well-funded sports tech companies looking for growth investment opportunities. These winners of 2020 are looking to consolidate their market position with acquisitions of competitors or roll-ups of several smaller companies that may not have fared as well during the pandemic and associated economic downturn.

4. 5G Powered Remote Production

The pandemic forced broadcasters to realise the potential of what’s possible with an almost fully remote and largely automated production stack. This isn’t necessarily new technology — for a great intro to the remote production stack see Ben Reynolds’ presentation from 2019 — but the widespread rollout of 5G into 2021 is a boost for the adoption of remote production.

Almost 92% of broadcasters are planning to adopt 5G in the next two years, and remote production has been identified as a major application of 5G wireless technology. 5G has the great potential to enable broadcasters to enhance coverage by allowing multiple cameras and microphones, whilst streamlining production by managing multiple live events from a central broadcast facility.

5. Mixed Reality Broadcast Experience

The application of Augmented Reality (AR) and Virtual Reality (VR) to the live sports viewing experience will become more commonplace. As we recently saw with Nickelodeon’s “slime” filled NFL Wildcard Game, AR integrations are a playground for the next iteration of the broadcast experience. Mixed reality is another area supported and accelerated by the widespread application of 5G technology.

6. Optical Tracking Systems — Greater Accuracy & Smartphone Enabled

Optical tracking systems are unlikely to completely replace wearable tech, but the unobtrusive and automated nature of video tracking has obvious benefits for capturing performance data over applying devices to the athlete. Furthermore, the recent advances in the use of smartphone cameras, instead of traditionally expensive and cumbersome fixed camera systems, is a breakthrough in the democratization of this tech. It enables more people, especially at the youth and grassroot levels, to access performance coaching and talent scouting only recently available to the pros. Once again, this is a trend underpinned and accelerated by 5G.

7. Connected Fitness & Health

With people forced to quarantine in their homes due to the COVID-19 pandemic, the connected health and fitness sector saw a massive acceleration in 2020. But it’s just getting started and 2021 will see further growth, especially from recovery focussed solutions (including sleep tracking/management). For example, following health-tracking band WHOOP’s recent $1.2b valuation, look for performance recovery focussed Hyperice to join them in the sports tech unicorn club in early 2021.

As this market grows the emphasis is on platforms and technologies which can go beyond merely tracking user data to solutions that provide recommendations based on that information. The use of AI is crucial in ensuring these are pertinent and constantly improving as the volume and variety of user data inputs grow.

8. Frictionless Fan Experience — Stadiums & Venues

Although we don’t have an estimate on when exactly stadiums will be back at full capacity, expect the next time you’re watching a game in person to be a very different and for at least a few elements beyond the crowd atmosphere, hopefully, a much more streamlined experience than pre-pandemic. Cashless and touchless tech solutions will create a much smoother experience at concession and merchandise stands. In some cases this will be combined with biometric security features, including facial recognition, to rapidly speed up the ingress/egress process without compromising fan safety. There are obviously still major privacy concerns over the use of this tech but just as 9/11 shifted public sentiment and expectations for crowd security, expect the pandemic to do the same as fans return to crowded stadiums.

As teams, venues and their ticketing partners get more serious about data collection and analysis this opens up for a much more personalised experience to you as the individual fan (as with the broadcast experience mentioned above). Knowing more about who is in their venue and what their interests are can drive further revenue through delivering well-timed discounts and offers on F&B, merchandise and ticketing via the team or venue mobile app.

9. Athlete Empowerment

Athletes are taking a much stronger role in driving technology adoption and development in sports. They are no longer merely end-users of performance tech, but a new generation of entrepreneurs, tech investors and industry power players. Athletes are taking an active interest, and sometimes investment, in the tech they use (eg Kevin Durant/WHOOP, DeAndre Hopkins/Therabody; Patrick Mahomes/Hyperice; Stephen Curry/Tonal). This athlete buy-in and knowledge can only help advance the industry.