Technology’s role on and off the sports pitch

By Chris Wilcox, Head of Audio Visual at North

The sports sector is undergoing a significant transformation, driven by advancements in technology that are enhancing fan experiences, improving player performance, and reducing environmental impact. From stadium management to smart connectivity, the integration of digital solutions is shaping the future of sports.

Enhancing the Fan Experience

Fans are increasingly interacting with their favorite teams and athletes through cutting-edge technologies:

• Smart Stadiums: High-profile venues now offer seamless connectivity, enabling real-time updates, digital signage, and access to exclusive fan content.
• VAR (Video Assistant Referee): Introduced to the Premier League in 2019 and the Scottish Premiership in 2022, VAR has revolutionised decision-making in football. While it has faced criticism for potentially slowing down matches, it demonstrates how tech can improve fairness and accuracy in sports.

Sustainability in Sports

Technology is not just enhancing the game; it is playing a pivotal role in reducing sports’ environmental footprint:

• Carbon-Neutral Commonwealth Games: The Birmingham 2022 Commonwealth Games partnered with North to implement air quality monitoring using IoT sensors. These tracked environmental factors like CO2 and temperature, ensuring the Games delivered on its promise to be the first carbon-neutral event.
• Energy-Saving Innovations: Smart PA/VA systems in stadiums, capable of entering intelligent sleep modes, have reduced energy consumption by up to £40,000 annually.

Leveraging Smart Tech for Safety and Efficiency

• Public Safety Enhancements: For Birmingham 2022, West Midlands Police utilised 3D mapping technology to improve crowd safety, showcasing how technology extends its benefits beyond the pitch.
• Advanced Surveillance: CCTV systems integrated with analytics offer better crowd control and safety management at major venues.

Future-Proofing Sports Infrastructure

High-profile sporting events, such as The Open Championship, are consistently upgrading connectivity and networks to ensure uninterrupted fan experiences. Technologies such as 5G and IoT-powered analytics offer faster, more reliable service for attendees while supporting broadcasting requirements.

The Future of Sports Technology

The sports tech industry is forecast to reach a valuation of £33.21 billion by 2028, underscoring its growing influence. Beyond financial benefits, digitalisation is reshaping how sports engage with audiences, monetize experiences, and achieve sustainability goals.

From VAR on the pitch to smart air quality monitoring in cities, the integration of advanced technologies is revolutionizing every aspect of sports. As innovation continues, the sector is set to offer deeper audience engagement, operational efficiencies, and a reduced environmental impact—ensuring a sustainable and immersive future for fans, players, and communities alike.