A whole newball game

WHY SPORTS TECH IS A GAME CHANGER#GetTheFutureYouWant

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Executive
Summary

A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Technology and data analysis havetransformed all aspects of the sports
industry.
Fans increasingly use technology to enhancetheir viewing experience, both inside andoutside the venue. The preference for
consuming sports content over smart
phones, streaming platforms, and via social
media has increased significantly as thetechnology has become more sophisticated.
There are several ways in which fans areusing technology, including to accessscores, news, and insights, and to watch
highlights. They are also interested inwearable devices, such as, digital wristbands
to enter the venue or pay for food, thatwill streamline the fan experience. Fans arealso keen to try more advanced, immersivetech experiences, such as those offeredby VR and the metaverse. Another area ofinterest is the purchasing of digital sports
collectibles in the form of non-fungible
tokens (NFTs).
The tech-enabled experience has improved
so significantly that younger fans are willingto enjoy games, especially local leagues,
from the comfort of their couches. Fans athome can enjoy high-quality broadcastswith better camera angles, analysis andreplays, detailed game statistics, andimmersive and multi-platform experiences,
all of which increase the pressure on venues
to deliver a differentiated experience.
Technology is also transforming theplayer experience by providing new
tools and systems to improve training

and performance and manage injuries.
Technology for players ranges fromdevelopments of established technology,
such as GPS tracking devices, to cuttingedge immersive, simulated environments
and smart clothing. Injury-prevention
technology not only accelerates recovery
but can also anticipate risk of injury throughAI-based insights into training methods andperformance.
Technology is also the key to creating
diverse, inclusive sports experiences. For
example, fans can easily access all kinds ofsport content, including parasports andwomen’s sports, via streaming platforms
and social media. Data analytics, wearables,
and other technologies can further close thegap between men’s and women’s sports.

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Executive
Summary

A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

The conversation around the environmental
sustainability of sport has also intensified, withfans expecting players and other stakeholders to
act on sustainability beyond the venue.
To further enhance the tech-enabled experiencefor fans, teams, and players, organizations should:• digitize the end-to-end fan experience inside
the venue, from pre-game to entry, game
time, ordering food, and exiting, to provide an
exciting and differentiated venue experience;• make objective, data-driven decisions, leading
to more effective game strategies and anincreased competitive edge.
From creating personalized fan experiences toshaping game strategy, improving training, andanalyzing injury risk, technology is transforming
the entire sports industry. The future of sports isdigital.

• increase fan engagement by using data to offer
experiences and content tailored to individual
fan preferences during the off-season;• identify specific needs of players/teams inconjunction with coaches and the players
themselves, before deploying technology;

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Introduction

A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Our research on emerging technologies in sports(published January 2020), found that the available
technology dictates the way in which fans consume
sports. Our current research confirms that, overthe past three years, technological advances havecontinued to shape the sports industry.

Advances in technology also assist teams and playerswith training, injury prevention and treatment, andperformance management. Data generated by
wearable technologies and digital cameras supports
decision-making during the game, and also informs
post-game reviews.

Fans use technology to enhance their viewing
experience, both inside and outside the venue by:Technology is also improving accessibility to sports at
all levels for women and differently abled players.

• getting regular updates or watching highlights;

To understand more about the impact of technology
on sports, we conducted a global survey of 12,000
sports fans over the age of 18, across 11 countries.
We also conducted in-depth interviews with 15
professional sportspeople and industry experts tounderstand more about the transformative impact
of technology on players and fans. For more details
on the survey sample, please refer to the researchmethodology at the end of the report.

• ordering and paying for consumables at the venue;• enjoying immersive augmented and virtual reality(AR/VR) experiences.
Technology also helps fans engage with their favorite
teams and players, encouraging engagement and fan
loyalty.

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Introduction

A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

The report explores four key themes:

How technology is enhancing theviewing experience for fans outside
the venue

The types of advanced technologies
fans are using/are keen to try toenhance their experience

The benefits to teams andorganizations of offering an enhanced
fan experience

How technology has changed
sports training and performancefor players

We conclude the report with recommendations on how technology can be used to further
support professional sportspeople and elevate the fan experience.

“The impact of technology on sports ismassive. Sports will evolve and willcontinue to adapt to new technologies;
otherwise, it won't survive.”

Andy Etches
Co-Founder and Sports Director of VR sportstraining-product company Rezzil

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Technology is increasingly
driving sports consumption
outside the venue

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.1
Fan satisfaction from tech-enabled outside-venue viewing experiences is greater than that for the in-venue experience

Fan satisfaction level from tech-enabled viewing experiences,in-venue vs. outside-venue

The digital viewing experience
has improved
Technology dictates the way fans consume sports today. As
many as 84 percent of fans agree that their overall viewing
experience has been enhanced by technology. This figure
climbs to almost 90 percent for Gen Z (aged 18–27) andmillennial (aged 28–43) fans.

79%

76%

82%

70%

When we compare the in-venue and technology-enabled
outside-venue viewing experiences, we find that,compared with Q4 2019, satisfaction levels have increased
for outside-venue/at-home viewing but dropped forin-venue visits (see Figure 1). While the difference wasminimal in 2019 (in fact, the in-venue experience wasslightly preferred), by 2023 a gap of 12% had opened up in
favor of outside-venue viewing.

Experience inside the venue

Experience outside the venue
Q4 2019

2023

Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 7,081 fans. Emerging technologies in sports, 2020.
Note: The 2023 sample for this chart includes only those countries covered in the 2020 research.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER“We are living in a society that enjoys sport
from the comfort of the sofa, with goodlighting, great graphics, and close-ups. At
times, you are more disconnected when you
are in the stand; you haven’t got the referee’s/commentator’s mic; you don’t see all thedifferent stats or player/coach interviews thatcome up. We have to find a way to bring allthese experiences to the people in the stands.”
RACHAEL BURFORDFORMER INTERNATIONALENGLAND RUGBY PLAYERCapgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.2
Younger fans are more satisfied with the tech-enabled sports viewing experience

Fan satisfaction level with the tech-enabled viewing experience,by age, 2023
Comparing current fan-satisfaction levels, by country, withthose of Q4 2019, we found that:• fans from France, Canada, and the US reported a 15-,11-, and 10-percentage-point reduction, respectively, inin-venue satisfaction;

91%
82%

79%
69%

82%

77%
65%

76%
69%
63%

70%

63%

• British and German fans reported an 11- and9-percentage-point improvement, respectively, inoutside-venue satisfaction.
We also found that younger fans are more satisfied withthe tech-enabled experience. For instance, 91% of Gen
Z fans (aged 18–27) are satisfied with outside-venue/
at-home experiences compared to 69% of fans over 70 (seeFigure 2).
Rachael Burford, former international England rugby
player: “We are living in a society that enjoys sport fromthe comfort of the sofa, with good lighting, great graphics,
and close-ups. The question is, how to create some of thoseexperiences live in the venue and bring fans closer to theaction, so that they don’t just want to watch it on a screen?
Because, at times, you are more disconnected when you are

Gen Z: 18–27

Millennials: 28–43

Gen X: 44–60

Baby boomers: 61–70

In-venue

Outside-venue

Above 70

Average

Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 12,004 fans.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.3
Fans will prefer to consume sports outside the venue/at-home as technology continues to enhance theviewing experience

Fan preference on future viewing experience enabled by technology,
by age, 2023

77%

in the stand; you haven’t got the referee’s/commentator’smic; you don’t see all the different graphics/stats thatcome up; you don’t really see the player/coach interviews.
We have to find a way to bring all these experiences to thepeople in the stands.”

75%
69%
63%

Gen Z: 18–27

53%

Millennials: 28–43
Gen X: 44–60
32%

Baby boomers: 61–70
Above 70
Average

As technology continues to enhance my experience and make it immersive, I prefer towatch/enjoy sports outside the venue/at home rather than in the venue

Source: Capgemini Research Institute, tech in sports research, fan survey, March– April 2023; N = 12,004 fans.

Fans will prefer to consume
sports outside the venue/
at-home as technology continues
to enhance their viewing
experience
Almost 7 in 10 fans (69%) state that, should technology
continue to enhance their viewing experience, they will
favor the outside-venue/at-home experience. Younger fans
are most heavily impacted by technology and feel moststrongly about this (see Figure 3). Continued technologicaladvancement means that fans are now able to enjoy highquality coverage on multiple devices, with low latency(delay between live action and transmission) and without
stream interruption.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.4
Satisfaction with the outside-venue tech-enabled experience has led to a fall in visits to sports venues

Share of fans who have visited sports venues
In fact, we found that the proportion of fans who regularly
watch sports events in the venue has fallen in the past
three years. Our previous research found that 86% of fanspreferred watching games in venues, of whom nearly halfreported doing so regularly. Fast forward to 2023 and theshare of fans visiting the venues often has shrunk to 34%(see Figure 4).

47%
39%
34%

33%

33%

14%

I often attend matches
in venue and also watch matches on
TV, smartphone, etc.

I rarely attend matches in venue
and mostly watch them on TV,
smartphone, etc.
Q4 2019

I have never attended matches
in the venue and watch all matches
on TV, smartphone, etc.

2023

Sources: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 7,081 fans. Emerging technologies in sports, 2020.
Note: The 2023 sample for this chart includes only those countries covered in the 2020 research.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

34%

This would suggest that, for many fans, the comfort,
convenience, and lower cost of watching sports at home
is more attractive than the excitement of live viewing atvenues.

of fans globally visited sporting venues often in 2023,
compared to 47% in 2019

• Major League Baseball (MLB) saw attendances dropby 5.7% on average for the 2022 season comparedwith 2019, marking the largest single-season drop
since 2009. The league has also seen attendance drop
for nine straight seasons (discounting the pandemicaffected season of 2020). Since the last year-on-yearincrease (from 2011 to 2012), league attendance has
fallen by 14%.1• The FIFA World Cup Qatar 2022 was enjoyed inside thevenues by 3.4 million spectators – up from 3 million
in 2018. Certain games, including the final, saw thehighest attendances registered at the World Cup since
1994.3• The 2022 US Open tennis tournament set a new
all-time attendance record: a total of 776,120 fansattended the main draw to surpass the previous recordof 737,872 set in 2019.4• In rugby union’s English premiership, competition
match attendances are, on average, down by around
1,000 from 12,636 in the 2018–19 season, the last fullseason before the pandemic, to 11,632 in the mostrecently concluded campaign.2
However, the excitement of attending live global events
such as the World Cup endures:

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.5
The number of fans who have frequently watched sports in-venue has fallen across regions over the past three years

Share of fans who regularly watch sports in-venue, by country
Rebecca Hopkins, CEO at The STA Group, a global insights,
communications, and events platform for technology insports: “For certain sports, fans would rather watch thegame at home because they get a better viewing experience,since the broadcast is of such high quality that could
never be replicated by being in the venue. But, for somegames, of course fans actually want to go to the venue. So,
the at-home experience has not completely replaced thein-venue one. What has transpired is that it must become
more than ‘just’ going to a sports game – it's got to be an
occasion.”
Over the past three years, we find that fans acrossgeographies are watching sports in venues with lessfrequency. Australia and the UK witnessed the largest falls
in this respect (see Figure 5).

53%

52%

49%

47%

46%

42%

39%
26%

Australia

30%

28%

United Kingdom United States

38%

40%
38%

CanadaQ4 2019

Germany

France34%

Average2023

Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 7,081 fans; Emerging technologies in sports, 2020.
Note: The 2023 sample for this chart includes only those countries covered in the 2020 research.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.6
Older fans visit venues more often than younger ones

Share of fans who have visited the venue often, by age, 2023

17%
of Gen Z fans (aged 18–27) often watch sports in the
venue

49%
38%

37%

33%

We also find that the share of fans who visit venues
generally increases with age. For instance, only 17% of Gen
Z fans (aged 18–27) often watch sports in-venue, whereas
nearly 40% of Gen X and baby boomer fans (aged 44–70) doso (see Figure 6).
Finally, we asked fans if they had visited a venue in the past
12 months. The answer was "yes" for only 37%, compared
to 80% in Q4 2019.

17%

The satisfying tech-enabled out-of-venue viewing
experience, coupled with high-quality broadcasts, theaftermath of the pandemic, and the high cost associatedwith tickets and travel to venues are likely to be persuading
fans, especially younger ones, to stay home.

Gen Z: 18–27

Millennials: 28–43

Gen X: 44–60

Baby boomers: 61–70

Above 70

Source: Capgemini Research Institute, tech in sports research, fan survey, March– April 23; N = 12,004 fans.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER“For certain sports, fans would rather watch
the game at home since the high broadcast
quality could never be replicated by being in
the venue. But, for some games, fans actuallywant to go to the venue. So, the at-homeexperience has not completely replaced thein-venue one. But now it must become morethan ‘just’ going to a sports game – it's got tobe an occasion.”
REBECCA HOPKINSCEO AT THE STA GROUP, A GLOBALINSIGHTS, COMMUNICATIONS,AND EVENTS PLATFORM FORTECHNOLOGY IN SPORTS

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.7
Fans increasingly prefer to consume sports content on smart devices

Fan preferences for viewing device for sports

81%
74%

70%

70%

62%

40%

John Quinn, high-performance coach and sports andexercise physiologist from Australia: “People have become
accustomed to watching sports on television and it has
almost become the norm. As countries move through afinancial crisis, it's much cheaper and easier for fans towatch sports at home. People have been trained to do thiseffectively through the pandemic, and the quality of thebroadcasts, including all the data and statistics on scoresand player performances, have made it more engaging.
It will take a bit more for venues to get fans to return togoing live."

Demand for smart devices andservices for sports consumption
has increased substantially
Smart TVs, laptops, desktops,
iPads, etc.

Smartphone screen
Q4 2019

Traditional TV

2023

Source: Capgemini Research Institute, tech in sports research, fan survey, March– April 2023; N = 7,081 fans. Emerging technologies in sports, 2020.
Note: The 2023 sample for this chart includes only those countries covered in the 2020 research.
Respondents were allowed to choose multiple options as their preference.

Fewer venue visits and greater at-home/outsidevenue viewing has inevitably led to a change in sports
consumption. Compared with Q4 2019, more fansexpressed a preference for consuming sports over digital
devices (such as smartphones, smart TVs, and laptops). As
shown in Figure 7, the preference for smartphone viewing
has increased significantly over the past three years.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.8
Preference for consuming sports on smart devices decreases with age

Fan preference of devices for watching games, by age, 2023
Overall, fans still prefer TV for watching games, suggestingthat smart devices such as smartphones provide a
supplementary on-the-go option for consuming sport(“multi-screening”), rather than replacing the big-screen
viewing experience. However, the ongoing shift towards
smart devices could have a long-term impact on these
preferences.

78%

79%

74%

76%
70%

61%

60%
54%

54%
48%

Fan preference for consuming sports on smart devices,and particularly smartphone screens, differs significantly
by age. For instance, on average, we found that 77% offans aged 18–43 prefer to watch sports on a smartphonecompared to just 50% of fans over the age of 60 (seeFigure 8).

Smartphone screen
Gen Z: 18–27

Millennials: 28–43

Smart TVs, laptops, desktops, iPads, etc.
Gen X: 44–60

Baby boomers: 61–70

Above 70

Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 12,004 fans.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.9
In the past three years, preference for consuming sports on streaming platforms and social media has
increased significantly

Fan preference of platforms for consuming sports content
We also found that the preference for streaming platforms(e.g., ESPN+, Hulu, Hotstar) and social media for consuming
sports content has increased significantly over the past
three years (see Figure 9).

75%
64%
55%
39%

Streaming platforms(ESPN+, Hulu, Hotstar)

45%

44%

Social media

Q4 2019

In addition, nearly half (49%) of the fans in our survey
prefer to consume content on apps developed by sports
bodies/associations.

Apps by third parties/pay
TV providers
2023

70%
of fans prefer to consume sports content on
smartphones

Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 7,081 fans; Emerging technologies in sports, 2020.
Note: The 2023 sample for this chart includes only those countries covered in the 2020 research.
Respondents were allowed to choose multiple options as their preference.
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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.10
Younger fans are significantly more likely to consume sports via social media

Fan preference of platforms for watching sports, by age, 2023
Across age groups, we see a similar preference for
consuming sports content on streaming platforms andthird-party apps. However, we find that, while younger fansare extremely comfortable consuming content via social
media, this tendency decreases with age (see Figure 10).

70%

68%
61%
44%

23%

Social media (Twitter, Facebook, etc.)

Gen Z: 18–27

Millennials: 28–43

Gen X: 44–60

Baby boomers: 61–70

Above 70

Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 12,004 fans.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

64%
of fans prefer to consume sports content onsocial media

Points of interest regarding the consumption of sport content onsocial media include the following:• The US National Football League (NFL) has partnered with
YouTube to broadcast games on YouTube TV or YouTube
Primetime channels. YouTube also has proprietary channels for
MLB, the National Basketball Association (NBA), tennis, andgolf.5• Fans spent over 214 million minutes viewing NFL social content
during the Super Bowl LVI week in 2022, including during- andpost-game engagement. The content also amassed 1.8 billion
impressions across all its social platforms, up 42% from theprevious year.6• Compared to the previous World Cup in 2018, social
engagement on International Federation of Association
Football (FIFA) channels rose by 448%, and 811 million accounts
engaged with official FIFA social channels.8
Rachael Burford: “I think technology plays a massive role in getting
the game out there, and social media is one of the biggest drivers
for engagement and bringing in new followers. It is so easy tofollow a player journey, podcast, interview, or clips from a game.
A lot of people will see something and then start following awomen's game or buy tickets because they have seen somethingthat is drawing them in.”

• During the 2021/22 season, views of Women’s National
Basketball Association (WNBA) videos on Twitter increased by
98% compared with the previous year.7

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER“People have become accustomed to watching
sports on television; it has almost become thenorm. It is much cheaper and easier to watch
sports at home. People have been trained to
do this effectively through the pandemic, andthe quality of the broadcasts and detailed
statistics, have made it more engaging. It willtake a bit more for venues to get fans to return
to going live."
JOHN QUINNHIGH-PERFORMANCE COACH
AND SPORTS AND EXERCISEPHYSIOLOGIST FROM AUSTRALIACapgemini Research Institute 2023

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Fans expect the sports
industry to do more on
sustainability
Sports connect with fans by creating players who arerole models; fans expect these individuals and theirteams to act accordingly (see Figure 11). Across countries
and age groups, 67% of fans feel disappointed that theteams/players they follow are insufficiently prioritizing
environmental sustainability.

”Sustainability in sports is not just a goal,
it's a responsibility. It's about making
conscious choices to reduce our impact
on the planet, and athletes and fans havethe power to influence positive change
and must use that power withauthenticity and intention."
Rebecca Hopkins“It’s important for everyone involved inrugby, including players, supporters, andmanagement, to be sustainable and be
seen as such."
Ronan Donagher
Head of Game Systems,
World Rugby
Figure.11
Fans expect teams and players to prioritize sustainability

Fan opinion on environmental sustainability in sports, 2023
Expect sports association to invest morein sustainability initiatives
Expect teams/clubs to prioritize sustainability
internally and in the community
Expect players to be sustainability role models

79%
75%
72%

Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 12,004 fans.
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A satisfying tech-enabled experience outside the venue encourages
fans to consume sports in that way more often, thereby reducing carbon
footprints. Fans we surveyed expressed willingness to encouragesustainability in sports, for example by watching green sports andcompetitions such as Formula E (motorsport for electric cars),participating in green campaigns organized by their teams, etc. Fans also
increasingly attach importance to merchandise being produced in anenvironmentally friendly manner (see Figure 12).

Figure.12
A satisfying outside-venue viewing experience will encourage fans to reduce venue visits

Fan action on environmental sustainability in sports, 2023

Good technology-enhanced outside-venue experiences
will encourage me to consume sports in this way more often tocurtail carbon footprint and increase sustainability

77%

Interested in watching and following "more green sports andcompetitions," such as Formula E motor racing,
net-zero-carbon football69%

Have (or am willing to) participate in green campaigns toencourage sustainable actions (e.g., eating meat-free meals,
walking to games, reusing water bottles)

51%

Keen to buy sustainable team/brand merchandise

50%

Some sports bodies have taken steps
to accelerate their sustainability
efforts, even involving fans in theprocess. For example:• Professional leagues such as the
MLB try to reduce team travel byscheduling more back-to-backgames in the same city.13• Super Bowl LVII in 2023 used
innovative reverse-vending
machines for waste disposal at thevenue. Every beverage container
recycled using the gamified
machine gave fans an instant prize,
as well as qualifying them to entera draw to win NFL season tickets.9• Formula E has developed asustainable logistics roadmap to
reduce air freight and increase
biofuel use in sea and road freight,
with a commitment to reducing its
logistics-related carbon footprintby 30% by 2030.14• Online platforms such as Planet
League and Pledgeball are giving
sports fans the opportunity
to come together virtuallyto compete in low-carbon orsustainable-action competitions
in exchange for points for theirteams.10• Many players and teams have usedrecyclable clothing and shoes
to encourage fans to purchasesustainable team merchandise.11,12• For the past year, one of theworld’s biggest cricket stadiums,
the Melbourne Cricket Ground(MCG), has used only renewableenergy sources, including windand solar. It has also set up its own
water-treatment facility.15• In 2021, the UK’s soccer
premiership’s team Tottenham
Hotspur hosted a match versus
London rivals Chelsea with netzero-carbon emissions with theaim of educating and inspiring
fans to reduce their own carbon
footprints.16

Source: Capgemini Research Institute, Tech in sports research, Fan survey, March–April 2023; N = 12,004 fans.
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Fans are keen to try
advanced-technology
experiences

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Figure.13
Top experiences with technology while watching sports

Top technology fan experiences, 2023

Fans often use technology
to get regular game
updates and to catch up
Whether fans are watching games in venues or at home,
our research shows that they are increasingly using
technology (see Figure 13) to, for example:• get regular updates while watching the game live
• watch 360-degree video replays or past games• get traffic information/the best route to the venue• order food and beverages online to be delivered to theirseats

Regular game/player information on the smartphone while watching
the game live

68%
65%

360-degree video replays on smartphones
Experience previous games in 3D through apps

54%

Obtain traffic information/best route to reach venue and back54%

Order food and beverages online and get it delivered to the seat at the venue

54%

Voice/chat assistants for game previews, player insights, andbehind-the-scenes action
Overlay images of favorite player/team using social media filters(on Instagram/Snapchat, etc.)

52%

Access high-speed Wi-Fi to share updates on social media at the venue

51%

Multi-angle views of plays to watch the game50%

Use smart parking system to alert about parking availability andestimate waiting time outside the venue

50%

Stream games live on VR headsets to simulate in-venue experience at home

48%

53%

Interact anonymously with fans inside the venue

44%

Try merchandise such as jerseys/sneakers in 3D before buying using AR

43%Have used/experienced
Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 12,004 fans.
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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGERSPORTCRICKET

EXAMPLE
Indian Premier League (IPL) cricket broadcasts allow fans to viewthe match from multiple camera angles and use a chat feature toengage with other fans throughout matches. Fans also receive
access to various game-related stats while the match is live.17

MOTORSPORTS

From the 2023 season, Formula 1 allows all drivers to ﬁt cameras totheir helmets to generate a live feed during the race.18

OLYMPICS

To celebrate the commencement of the Tokyo Olympics 2020, theoﬃcial Olympics account launched an augmented reality (AR) ﬁlter
that used Snapchat’s body-tracking lens technology called “Train
like a champion”. Fans had to complete three diﬀerent exercises
against the clock. If successful, they won a virtual ﬁrework show on
their phone.19“At the BMW PGA Championship 2022, QR codes
were deployed to replace physical food menus. In
addition, digital noticeboards were used toprovide spectators with key information, including
course map, leaderboard, tee times, etc. Countertop displays were used as the new data wall –bringing key moments and highlights of thetournament to those in the queue for food.”

Michael Cole

Executive and CTO, European
Tour Group and Ryder Cup
EuropeCapgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.14
Top technology experiences that fans would like to try in the venue

Top in-venue experiences that interest fans, 2023
Michael Cole, Executive and CTO, European TourGroup and Ryder Cup Europe: “At the BMW PGA
Championship 2022, QR codes were deployed toreplace physical food menus. In addition, digitalnoticeboards were used to provide spectators with
key information, including course map, leaderboard,tee times, etc. Counter-top displays were used as the
new data wall – bringing key moments and highlightsof the tournament to those in the queue for food.”
Further, sports fans are open to trying a variety oftechnologies that will allow them to experience
the game as it happens. There are a number of
immersive and wearable technologies that interest
fans, including:• using AR to check player stats either in-venue
during games or on large screens in fan zones;• using wearable devices to enter the venue andpay for food, or using haptics to simulate thesensation of on-field action (e.g., a mild impact
when a ball is hit) (see Figure 14).

Player information, live stats, shot charts, etc. generated on
smartphones by pointing at players during a game68%

Real-time suggestions and notifications on shortest queue atwashrooms/food counters

63%

Wearable devices like hand bands that act as tickets and can beused to pay for consumables

60%

An interactive AR-backed experience at large screens to play,dance alongside fans/players

58%

Smart wearables to feel the simulated sensation of on-field action

59%

Viewing the match as a player/referee experiences it(with body/referee cam embedded into clothing)

53%

Barcode scanners for smartphones installed at entry points

52%

Interactive displays and markers to direct fans towards theirseats and food counters

52%

Enthusiastic fans shown on big screens in venues byusing sensors/in-app interaction levels

52%

Earphones to listen to live commentary inside the venue
while watching live games

50%

Biometrics (fingerprint/face recognition) to enter the venue insteadof paper/smartphone ticket

49%

Like to try
Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 7,999 fans who have visited the venue.
Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGERSPORTEXAMPLESOCCER

During a friendly international soccer encounter between AC Milan and Cologne, players were ﬁtted
with cameras and microphones to give the fans a unique chance to experience the game from theplayer’s perspective.20

GOLF

Golf fans can use the PGA Tour app to get real-time updates on scores, hole-by-hole stats, player
statistics, and access to interactive course maps. AR can be used to track the ball’s trajectory, checka player’s position on the course, and obtain detailed information on each hole. 21

OLYMPICSTokyo 2020 saw over 1,800 drones illuminate the sky in a light display to entertain fans.22

MOTORSPORTS

Formula 1’s VR channel uses 360-degree imagery to provide fans with immersive views of various
on-site locations during live races. Fans can also experience behind-the-scenes footage. 23

TABLE TENNISThe North American Teams Championships competition was live-streamed in mixed reality (MR),delivering broadcast-quality video, commentary, analytics, and immersive animations. 24“Technologies such as AI and IOT are
being leveraged to create an‘intelligent golf course’ to keep fansengaged and excited. Wherever they
are on the course, fans feel a sense of
immersive connectiveness, not totechnology but to content and sport
itself.”Michael Cole (PGA)

Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.15
Fans are excited to try advanced technologies to enrich their experience

Top advanced-technology experiences that interest fans, 2023

Fans are interested in advanced
technologies such as themetaverse
Our survey sample does not necessarily include fans
who are extremely tech-savvy or in touch with the latest
advanced technologies. Nonetheless, fans are fascinatedby how tech phenomena such as the blockchain systemand the metaverse can enhance their sports-viewing
experience. As we see in Figure 15, more than 60% of fansare interested in attending games, events, and socializing
virtually using the metaverse; purchasing digital collectibles
via blockchain; and much more.
Virtual venues in the metaverse will potentially allow fansfrom all over the world to feel connected to their teamand players. Fans can attend events as part of a virtual
community, recreating the in-venue experience. They could
also gain access to usually restricted areas, such as, training
areas. Meta, through its XTADIUM app, delivers a 180degree VR experience in up to 8K video quality, where fanscan watch live games or on-demand replays from various
camera angles, individually or as part of a private watch
party with friends.25

Purchasing digital merchandise to wear in virtual worlds

66%

Watch games live, attend events, socialize with fans/players in a
virtual sports venue without entering tne physical venue

64%

Purchase, store, or transfer digital tickets between owners/events

64%

Compete with sport stars in an actual game, virtually, from home

63%

Watch the game virtually from different vantage points

63%

Participate in blockchain-based loyalty platforms to gather points andspend on merchandise/tickets/digital collectables

61%

Purchase virtual tickets (e.g., “Player Tickets”/”Coach Tickets”, toexperience a game from the 1:1 perspective of a player/coach)

56%

Purchase special game moments (goals, signature moves, saves,
fan chants, etc.) as NFTs

56%

Participate in sports prediction games and win rare NFTs tocollect or sell for a profit

51%

Interested to try
Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 9,351 fans who know how to use any smart device for
either basic or advanced functions.
Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGERSPORTEXAMPLEFOOTBALLThe NFL launched an interactive game in the metaverse that lets fans act as NFL team owners and compete in activities including building teams andcustomizing venues. 26

SOCCER

In the UK, Manchester City is recreating its stadium in the metaverse – a virtual universe where the fans watch games as if they are in the stadium and areable to virtually interact with other fans.27

BASKETBALLThe US NBA app allows fans to enter a 3D basketball arena through their smartphones to experience the daily life of an NBA player. With a virtual player
representing each user, they can customize players’ uniforms and accessories and move them around the arena and locker rooms.28 The NBA has also
launched NBA Top Shot, an NFT marketplace where sports fans can buy, sell, and trade basketball video clips.29

MOTORSPORTS

Formula 1 hosted a virtual speed race aboard an F1 car in a metaverse environment on a virtual track inspired by the Monte Carlo circuit.30

CRICKETThe International Cricket Council (ICC) has oﬀered exclusive digital collectibles of the greatest moments from global ICC cricket events.31

GOLF

The BMW PGA Championship 2022 hosted a virtual clubhouse event oﬀering fans the opportunity to go behind the scenes and interact with well-known
players, participating in polls, and taking virtual range walks with players.32

Capgemini Research Institute 2023

31
A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGERInterest in women’s games on the rise
Our research finds that there is a growing interest in watching women’s games. As shown in Figure 16, 6 in
10 fans are interested in watching more women’s games for the sports they follow. They would also like to
see equal opportunities and resources offered to women players.

Figure.16
Fans are interested in watching women’s sports"Visibility of women's sports is crucial for building
engagement and recognition. The recent Rugby
League World Cup and Olympics showcased men's,
women's, and wheelchair games simultaneously, aplatform traditionally only afforded to men's
sports. This sends a powerful message to young
and aspiring athletes that their version of the sport
is just as important, leading to increased
engagement and bringing women’s sports closer tothe same level of recognition as men's sports.”

Fan preference on women's games, 2023
I would like the sport/team I follow to provide equal
opportunities and resources to women players

I am interested in watching more women's tournaments
for the sports I follow

I enjoy watching women's sports/games

68%

60%

Jonny Murray
56%

Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 12,004 fans.

Wheelchair Strength andConditioning Coach,
Scotland Rugby League
LimitedCapgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

A few sports have now started
to provide equal resources andfunding to support women
players and tournaments.
Notably:• WNBA (Women's National
Basketball Association)raised $75 million to provide
higher salaries and improved
benefits for players in 2022.33
WNBA Commissioner Cathy
Engelbert stated: “We’re goingto take a huge step forward intransforming the league andgetting us an economic modelthat is worthy of players on the
court.”• The International Tennis
Federation (ITF) offered prize
money of $5 million across
164 women’s events in Q2
2023, up from $3.3 million in
Q1.34• In golf, the US Women’s Opennearly doubled overall prize
money to $10 million in 2022,
from $5.5 million in 2021.35• In soccer, FIFA has increased
the number of Women'sWorld Cup teams for 2023
from 24 to 32, while doubling
investment in women’s soccer
to $1 billion.36
Our research also finds that,for certain sports, such as
swimming, basketball, tennis,
and parasports, the viewing
figures for men’s and women’s
games are similar, with many
viewers choosing to watch both(see Figure 17). In particular,
compared to Q4 2019, we founda significant rise in the numberof viewers choosing to watch
both men’s and women’s games
for sports such as basketball(rise of 34%), baseball (rise of20%), and American football(rise of 28%). In tennis, we founda 10% rise in viewership for
women-only games.

Figure.17
There is a healthy preference for watching both men’s and women’s sport

Fan preference for sports, by type of team, 2023

64%

57%

53%

52%

35%

34%

33%

21%

17%

12%
8%

6%
73%
12%
54%
8%
12%

18%

35%

7%

10%

59%

57%

5%
78%

80%

14%
33%

28%
24%

Swimming BasketballTennisParasports American
Football
Men’s Team

Baseball

Women’s Team

Golf

Soccer

Rugby

CricketBoth

Source: Capgemini Research Institute, tech in sports research, fan survey, March 23–April 23; N = 12,004 fans.

Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER”Women's soccer is experiencing a breakthrough,since there are platforms that offer affordable
subscriptions to watch live games. With women's
teams now appearing alongside men's on establishedgaming products, technology is playing a crucial role inpromoting equality and changing mindsets."“Technology advancements can help the women's
game by advancing understanding of their bodies, andhow that may impact performance, and consequently
producing technology more geared towards women
players.”
Rachael Burford

Andy Etches

There has been a recent surge in interest in watching
women’s sports. For example:• The Union of European Football Associations (UEFA)
Women’s Champions’ League 2022 final had a recordbreaking cumulative global viewership of 3.6 million, a
56% rise from 2021.37• The WNBA 2022 season became the most-viewed in
14 years, with 16% higher viewership than in 2021.38• The 2022 women’s Cricket World Cup generated 1.64
billion total views across ICC channels, making it themost engaged-with women’s event on record.39• TV viewership of the US Open Tennis 2022 women’s
final peaked at 6.9 million. The third-round of
the game averaged 4.6 million viewers, breaking
the previous record of 3.9 million for the 2012 UK
Wimbledon men's final.40• The 2021 US Women's Open golf championshipaveraged 600,000 viewers in 2021 across the Golf
Channel and NBC Sports, 62% higher than in theprevious year.41• Average viewing time per person for women's sporton TV in the UK increased year-on-year by 131 percent
in 2022.42
To encourage women’s participation in motorsports,
Formula E now hosts a FIA Girls on Track campaign.
Female leaders in the sport provide mentoring forgirls aged 12–18, to discuss various roles in the fieldand provide a vision for growth. The campaign gives
girls exclusive behind-the-scenes access to drivers andwomen in technical support roles. They are also invited
to come on race day to spectate, to encourage theirknowledge and understanding of the sport.43"Although there is still a long way to go, efforts
to promote women's sports are gaining traction.
With increasing interest in women players,
there is hope for more sponsorship for women's
sports. However, media coverage remains a
crucial factor in showcasing female role models
and their accomplishments. The more coverage,
the more opportunities there will be for young
girls to see themselves represented and inspired
to pursue their dreams."

Abbie Wolf

Professional basketball
player from Caledonia
Gladiators Basketball
Club (Scotland), andfounder of Wild Works
Basketball, a non-profit
for basketball training
for youth

Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Fans favor teams andorganizations that offer agood tech-enabled experience

Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.18
A good tech-enabled experience encourages fans to recommend the sport

Share of fans who are likely to recommend the sport tofamily/friends, 2023

Fans are more likely torecommend sports that
use technology to enhancetheir experience
We investigated whether fans would recommend a sport
based on their experience with technology. We found that
more than half (56%) are likely to recommend a sportthat uses technology to enhance their experience (seeFigure 18).

Good viewing experiences lead toincreased spend on technology
There are several other ways in which fans react positively
to a good tech-enabled experience. For example, almost
8 in 10 fans have increased their spend on tech-enabled
merchandise, such as immersive and wearable tech.
Technology has also led fans to consume more online
sports content, including streaming, social media, and apps
(see Figure 19).

Likely to recommend a sportthat uses technology toenhance experience

Likely to recommend a sport that
does not use technology toenhance experience

56%

15%

Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 12,004 fans.
The percentages in the chart above represents the sum of 8, 9, and 10 on a rating scale of 0 to 10.

Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.19
A good experience with technology leads to increased fan spend and engagement

Share of fans who have increased spending following a positive
experience with technology, 2023
Increased spend on technology-enabled merchandise(example: virtual reality headsets, wearable
tech devices, etc.)

79%

Increased online spend via in-app purchases toaccess specific rights or paid emojis

76%

Increased number of games streamed online

61%

Increased the players/sports updates followed on
websites and social media

61%

Increased use of sports apps created by different sports
organizations/third parties

60%

Increased the number of games watched on
traditional TV channels

59%

Tried out additional technologies/demos at the venue(e.g., augmented/virtual reality experiences,
wearables, biometrics, etc.)

55%

Source: Capgemini Research Institute, tech in sports research, fan survey, March– April 2023; N = 12,004 fans.

Capgemini Research Institute 2023

37
A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER"The management of fans is crucial for the
success of a club, as fans are an integral part of
the game. With technology, it has become easierto reach out to fans and keep them engaged.
Technology is necessary to attract new followers
and fans, which can ultimately lead to increased
revenue for the club."

PAOLO RONGONIPERFORMANCE COACH FOR AL
NASSR SAUDI CLUB AND CHIEF
FITNESS COACH FOR THE FIFAWORLD CUP 2022

Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Technology is paramount in enhancing the experiencesof differently abled fans and players
Ten percent of our sample of surveyed fans had aphysical, mental, or cognitive disability. We found that,currently, many differently abled fans find at least one

aspect of venue accessibility to be unsatisfactory (seeFigure 20).

Figure.20
Differently abled fans are unsatisfied with their accessibility experience inside venues

Satisfaction level of diﬀerently-abled fans on attending
live sporting events, 2023
Food/beverages ordering experience

51%

Navigation experience inside the venue

50%

Experience while using the washroom

48%

Parking experience

46%

Accessible and comfortable seating options (e.g., closer totoilets/food counters, uninterrupted view of game)

45%

Overall accessibility arrangements in the venue“The technology ecosystem is understanding
the barriers and creating solutions to help
differently abled players compete in sports.
It is also enhancing the live game experienceof differently abled fans. The future of sports
tech is exciting because it offers the potential
to create more inclusive and diverse sporting
experiences both for differently abled fansand players."

48%

Alistair Brownlee

Double Olympic gold
medalist in triathlon
and tech entrepreneur

Source: Capgemini Research Institute, tech in sports research, fan survey, March– April 2023; N = 1,185 fans with a disability(physical, mental, or cognitive).
Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Differently abled fans also revealed that
there are various barriers to attending
live sporting events that reduce theirsatisfaction, such as the unavailability of“sensory rooms” (designated quiet spaces),the inaccessible venue design, and difficultyin purchasing tickets (see Figure 21).
These fans believe that technology isimportant to enhance their experience andremove these barriers (see Figure 22).

Figure.21
There are several barriers that differently abled fans face in attending live sporting events

Views of diﬀerently abled fans on barriers to attend live
sporting events, 2023
No sensory rooms available (i.e., a quiet space to decompress awayfrom the noise of the live game)71%

Unable to attend the games in the venue as they
are not physically accessible to us

71%

Not enough signage in the venue to help navigate (e.g., to locateseat, exit, washrooms, etc.)

64%

Difficulty in purchasing tickets for the games

64%

Unable to travel to venue due to lack of or
inaccessible public transport

62%

Digital technologies for enhancing experience are not user-friendly

59%

No information centers/officers to answer queries
and help in the venue

57%”More work needs to be done to enhance theexperience for differently abled fans. Physicaldisabilities are not limited to wheelchairs andthere is a pressing need for more accessible
venues and enhanced technology thatprovides tailored experiences for such fans,such as audio descriptions for the blind.
There needs to be more funding allocatedto enhancing the overall experience fordifferently abled spectators."
Jonny Murray

Source: Capgemini Research Institute, tech in sports research, fan survey, March–April 2023; N = 1,185 fans with a disability(physical, mental, or cognitive).
Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Figure.22
Differently abled fans believe various technologies can enhance their experience

Technology most signiﬁcant in improving the fan experience, 2023

78%

Tools/applications to navigate and look around in the venue
Audio descriptive headsets to experience live sports in venues

69%

Audio messages with important venue information available
on the smartphone

68%

Availability of accessible ticket-buying experience68%

Screens closer to seats to watch the game clearly67%

Audio device to wirelessly transmit the vital signs of players(esp, useful for connecting to athletes in parasports)
A device (e.g., "touchy-feely" board) to simulate the senseof touch/get haptic feedback on palms during shots,passes etc. during live game”Parity in sports is about providing relevant
data to help players with disabilities achieve
individual excellence. It's not aboutcomparing them to able-bodied athletes, butrather collecting data that is specific to theirneeds and abilities."
John Quinn

63%
62%

Source: Capgemini Research Institute, tech in sports research, fan survey, March– April 2023; N = 1,185 fans with a disability(physical, mental, or cognitive).

Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Recent innovations to cater for differently abledfans include the following:• The Australian Open tennis tournament
recently introduced descriptive audio forthe visually challenged, combining live ballposition data with spatial sound effects to givefans an immersive audio experience.
• At the FIFA World Cup 2022 in Qatar,appropriate arrangements were madefor differently abled fans. These included
accessible infrastructure, routes into andaround the venue, seating, toilets, and parking
areas. There were also dedicated priority lanes
at entrances and food and beverage counters,
priority lift access, relevant signage, andsensory rooms. Accessible ticket-buying was
also provided.44• The NeoQuimica football arena in Brazil has
a sensory room, designed to have a calming

effect for disabled and especially autistic fans.
It has noise-proof glass walls, special subdued
lighting, crayons spread on multiple tables,
toys, and food available during games.45
Many parasports incorporate technology intoa wide range of physical aids, from motorized
prosthetics to carbon-fiber wheelchairs. There
have also been exciting breakthroughs in thetypes of assistive technology permitted duringcertain sports. For example:• Personalized equipment can be produced
using 3D printing. Several wheelchair athletes
now use 3D printing to make customized
gloves printed in different materials
appropriate to different conditions. British
para triathlete Joe Townsend uses stiff
materials for maximum performance incompetition and softer gloves for trainingthat are comfortable and less likely to cause
injury.46• Wheelchairs used in sports such as basketballand rugby are customized to fulfil mobility
needs.47• Swimmers with visual disabilities can use adigital device that delivers a haptic signal totheir goggles indicating when to turn or when
they are approaching a wall.48• Rodrigo Hὕbner Mendes, who is quadriplegic,
uses an intelligent bio-connected head cap,that enables him to drive a race car using brain
activity.49

Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Technology has fundamentallychanged sports training andperformance

Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Advances in technology have undoubtedly helped
improve sports performance and the experience ofsporting events for many fans. Players, teams, andorganizations are beginning to understand the potential
of innovative technology and are using it to gain acompetitive advantage in their respective sports.

Technology has wide
applications in training,
injury prevention, andperformance management

Andy Etches adds: ”The difference between being agood player and a great player can often come down tovery fine margins. By utilizing technology, aspirational
players can identify improvement areas to reach their fullpotential, regardless of their current skill level.”

A variety of devices are used to measure performanceand vital functions, including smart watches, smart
clothes, heartrate monitors, smart glasses, and AR/
VR headsets. These can be used for everything fromtracking sleep patterns and biometrics to improving
game technique and preventing injury (specificallyby identifying danger zones and predicting high-risk
movements or patterns).

“Technology makes players a little better
educated and informed in certain situations,
whether that’s nutrition, strength andconditioning, or knowing the strengths andweaknesses of the opposition. It has helped
me understand my personal KPIs (distance,
speed, game techniques) and what I need toachieve to perform to the best of my ability
in tournaments. This then helps me replicate
this in my training and guides me on what
physical shape I need to be in to perform at
an elite level.”Daniel Norton
Double Olympian and Rio 2016 silver medalist in Rugby

Capgemini Research Institute 2023

44
A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER”Launch monitors measure every parameter
related to the golf swing, from ball and club
speed to various angles and other factors.
Having access to such data can provide
valuable insights into areas that need
improvement, helping in refining techniqueand enhancing performance. This is truly agame-changer and has the potential to makea huge impact on golf.”
CARLOS MIGUEL LÓPEZ
SINDONYSPAIN-BASED INTERNATIONAL
GOLF INSTRUCTOR

Capgemini Research Institute 2023

45
A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER”We use GPS vests that track our movement
at training or during live games. This isprobably the biggest shift I have seen in termsof how technology is used at the individual
player level, tracking the whole player
workload to identify risk of burnout, injury,
and underperformance.”

Alistair Brownlee:”The evolution of technology in sports has been remarkable. From basic heartratemonitors and stopwatches to advanced wearables and tracking technology, the options
to measure and analyze player’s performance are almost endless. By integrating all thisinformation, players can optimize their training routines and improve performance.”

The data generated through such devices
can be used to design and review individual
player training programs. During games,
data on player positioning, distance,
speed, and technique can be analyzed to
improve strategies, including for immediate
performance feedback and analysis of
opponents in live games.

Teams have also started using the data
provided by these new technologies to scout
high-potential players. Even organizations
and sports associations are benefitingfrom improved operational efficiency byusing applications that help in holistic
management of players and teams.

Scott McKechnie
professional cricket
player and creator of PLAI
Sport, a platform for
sports teamadministration

Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Ronan Donagher:

Jonny Murray:“I’ve spent 20 years at World Rugby and, in the last eight, I’ve been delivering technology
on the pitch. The most prominent product is video replay, which provides independent
replays to medical professionals, match officials, judicial teams, and citing commissioners,
presenting accurate and timely decisions to assist in the delivery of the game.”“Technology has revolutionized talent identification by providing coaches with crucial dataon raw physical capacity, helping them to identify potential talent for the team, regardlessof their initial experience in wheelchair sports.”

Rachael Burford:

Scott McKechnie:“When I first started playing, I used to get an Excel sheet with my stats, where somebody
just watched the game and then tagged the different game elements against my name.
Now, I can analyze all that data and match it up to live video footage. It can transform theway you plan and prepare to train and play.”“When it comes to the building of a squad, particularly in short-form franchise cricket,
teams look at the data to find value for money. Technology is critical here, so that
individual players can be analyzed in terms of what their value add could be to the squad.”

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

New and evolving technologies, such as themetaverse, nanotechnology, and drones,
open a world of opportunities for player
training and performance analysis.
John Quinn adds: “The integration of
nanotechnology into sports clothing holds
immense potential in terms of measuring
and communicating various biometric data,

enabling players to achieve unprecedented
levels of convenience and personalization.
Drone footage is also revolutionizing the way
we analyze patterns of play and individual
movement. It’s becoming increasingly
important in creating personalized training
schedules for athletes and improving
performance.”

SPORT

EXAMPLESWIMMING

Swimmers worldwide use smart goggles to monitor various vitals and stats, such as heartrate, lap count, lap splits, stroke rate, etc., adjusting and improving their training
in real time.50

CRICKET

Various teams use VR training systems to practice bowling and batting and simulate a match environment.51

BASKETBALL

The NBA uses pneumatic boots and sleeves to shorten warm-up times and as an aid to post-game recovery.52

MOTORSPORTS

NASCAR racers and staﬀ use a “smart ring” to measure heartrate and body temperature, and overall health and recovery.53
A VR simulator can be used to measure drivers’ brainwaves and display them in real time to increase understanding of the risks of distractions and altered perception
while driving.54

SOCCER

Several teams use a wearable tracker in their vest during a game, which helps to analyze and improve the performance of players while enabling them to view their speed,
distance covered, power, sprint distance, load, intensity, and positioning.55

MARITAL ARTS

Brazilian mixed martial artist Amanda Nunes is building her personal gym in the metaverse, where she will appear in 3D and coach users on how to ﬁght.56

Capgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Technology is increasingly
embedded into sports
equipment
Sports equipment is now being made with sensors
incorporated to enable users and coaches to monitor,
track, analyze, and improve performance, as well as
providing enhanced health and safety data. In basketball,for example, sensors in the ball can track movement
across the court, which could help players improveshooting accuracy or scoring strategy. Similarly, in cricket
and baseball, sensors in bats can measure the speed
and force of the swing, allowing players to adjust theirbatting technique.

Examples of such technology in use include thefollowing:• During the recent FIFA World Cup, a sensor was placedin the ball used in games, allowing it to send data 500
times per second, enabling very precise detection andtracking of the ball in real time.57• Sensors in cricket bats allow for the measurement andanalysis of impact time, angles, speed, rotation, etc.,
and have been used in several matches since the 2017
ICC Champions Trophy.58• Formula 1 cars have numerous sensors embedded
to deliver multiple datapoints, such as car “health,”
acceleration rate, braking capacity, etc. This data isused for pre-race car testing, monitoring during therace, driver handling and behavior assessment, andfuture-performance management.

Nanotechnology is also incorporated into various
pieces of sports equipment to improve durability andperformance. For example:• Footballs and tennis balls with a nano-clay lining act asa barrier material maintaining pressure for longer play
• Nano materials lighten golf clubs, increasing power
and accuracy• Formula 1 car manufacturers use lighter-weight andbetter-wearing nanocomposite products• Quick-dry nanotechnology for swimwear fabric wicks
away water extremely quickly, making the fabriclighter and swimmers more agile in the water59

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Technologies improve decisionmaking in live games
Technology is even helping umpires and referees improve theirdecision-making. Examples include:• Video assistant referee (VAR) systems: With the help ofcameras positioned around the stadium’s roof to track soccer
players' movements, and using several data points to make avirtual model of the game, this technology assists referees indecision-making. The semi-automated offside technology usedin the FIFA World Cup 2022 brought down the average time for a
VAR offside check from 70 to 25 seconds.60• Automatic ball-strike systems (ABS): This technology is usedin baseball games to detect strikes and measure ball trajectory.
The roof of the ballpark contains a tablet-like device that reads

the pitch of the ball, and relays to the umpire, via an earpiece,
whether the pitch is a strike. This technology is increasingly usedin minor league games.61• Hawk-Eye: Computer-vision technology, such as Hawk-Eye, isused in ball/racquet sports such as tennis, badminton, rugby,
cricket, soccer, etc. It makes use of multiple cameras placed atvarious locations around the field or court to track the ball’s
movement from many angles, eliminating human error andimproving accuracy. For example, in cricket, this technology candetermine the path of the ball had it not hit the batter’s legs or
body.62 Sensor tools in tennis use lasers to determine whether
the tennis ball is in or out, based on the smallest of touches on
the painted lines.63 Other technologies, such as snickometers(which detect any contact between bat and ball) and smart bails
and stumps that illuminate when disturbed, are used extensively
in cricket to assist umpires’ decision-making.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

How to enhance the fan andplayer experiences

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Digitize the in-venue fan
experience
The fan’s experience begins before they reach the venue andcontinues long after the event concludes. Technology canenhance the entire fan journey. For example:
Pre-game experience: Digital ticket purchasing via a
website or smart phone app is a commonplace convenience.
Information on various venue resources, such as facility
maps and dining options, can be shared digitally in advance.
Apps can share the latest news and stats about the players
and teams with fans before the game. Finally, pre-event fan
engagement can be encouraged on social media.
Parking and entering the venue: Our research indicatesthat 83% of fans are frustrated by long queues during
parking, security checks, etc. To ease this, apps should allow
fans to arrange transit and parking beforehand. Technologies
could guide fans towards areas with good space availability.

Digital tickets/wearables (such as armbands) should replace
physical tickets. Barcode scanners at the entry point allow
entry via smartphone as easily as paying for a bus ride. In
addition, smart sensors around the venue could continuously
gather real-time information on bottlenecks and queues.
Dynamic digital displays and signages, or notifications on
smart phone apps could inform fans where to find the entry
point with the shortest line and guide them to their seats.
Ordering food and beverages: Apps can allow fans topreorder refreshments from their smartphones for pickup
or even delivery to their seats. Interactive displays can guidefans to the nearest restrooms or concession stands andprovide an estimated wait time. Our survey revealed thatover 7 in 10 (71%) fans find that current notifications related
to food/beverages or washroom queues are not timely. In
addition, a live feed of the game while fans wait their turnwould mitigate one source of frustration (67% of fans saythat queueing for food means missing live action).

67%
of fans say that queueing for food means missing live
actionCapgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGERWHY IN-VENUE DIFFERENTIATORS ARE IMPORTANT
Watching the game: At present, 74% offans say that they are unable to accessthe internet/social media while watching
their sport due to a lack of strong network
connectivity/venue wi-fi. Earphones to listen
to live commentary in the venue could bemade widely available, since 78% of fans findit challenging to follow the game properly
without commentary. In addition, fans could
be kept engaged by interactive quizzes andpolls on an app during breaks or half time.
In-venue differentiators: The value ofthe in-venue experience is compromisedby high ticket and travel prices, and the
reduced comfort compared with watchingfrom home. Venues should invest indifferentiators if they are to attract new
generations of fans. Providing digital
display systems inside the venue, withadvanced features such as instant replays
and interactive messages, could keep fansengaged and connect them to the action
on the field in a way unavailable to fans at
home. VIP VR experiences such as virtual
locker-room visits and player-view could be
added.
Exiting the venue: Special dining options
and dedicated fan zones can encourage fansto extend their in-venue experience. Digital
displays and signage can streamline the fan
exit process.

Johannes Dobretsberger, Head of Marketing & Sales at soccer club
FK Austria Wien:“It's not only about the game; you need to give the audience in the venue an entertainment factor. Fans in the venue want to have access to more data and statistics. So,
venues need to use their screens and video walls to tell the story and give more insights.”

Scott McKechnie:“At the venue, special experiences can be oﬀered that are impossible to replicate athome, such as being able to meet the players and have shirts or merchandise signed.”

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER“Technology used during the gamemust bring the venue into the digitalworld, while content and insights must
augment the experience before, after,
and in between games.”

Personalize the fan experienceto improve engagement
Fan data across all touch points, from ticketing, buying
concessions/merchandise, to engagement on apps/
online platforms, etc., should be centralized to provide
the perfect tailored experience. This means developing
a comprehensive data strategy based on fan behavior.
Delivering targeted content in the form of exclusive
interviews, behind-the-scenes footage, fan discussions,contests, giveaways, and tech-based immersive
experiences, on a dedicated app or via social media,
are all valid approaches to fan engagement. Pushing
personalized notifications related to the event could also
be a big plus, as 66% of fans currently feel there is a lack ofaccessible information.
Finally, data gathered in this way could help clubs andteams develop marketing strategies and campaigns totarget interested fans and thereby generate further
opportunities for monetization.

Johannes
Dobretsberger

Head of Marketing &Sales at soccer club
FK Austria Wien

Andy Etches:"Data is the foundation of a deeper and more meaningful relationship with fans. It is only throughdata that we can truly understand our fans and provide them with the experiences they seek."

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Identify player needs before
deploying new technology
One thing that stood out in our conversations withexperts is the importance of deploying tech in a targetedmanner that considers both benefits to fans and players

and ROI. There should be a fine balance between
using technology and acknowledging the in-depth
knowledge and skills of the sports person. Technology is
extraordinarily important but should not eclipse the coreskills of a sports person.

WHEN TO USE (AND WHEN NOT TO USE) TECHNOLOGY
Rebecca Hopkins:“Technology works best when somebody has identiﬁed what it needs to solve – how technology can be applied to that challenge, whether that's improving the fan or player experience or
creating a new revenue stream. It’s about being open-minded enough to hear what the data has to say and then apply or layer human insights on top as needed.”Carlos Miguel López Sindony:“Acquiring unnecessary technology could be a distraction from the purpose of trying to improve. This is where coaches are important – they know how to use technology and apply it in theright context to achieve the best results."
Daniel Norton:"There needs to be a very focused approach: What do I need? What's my playing level? What do I want to do? And do I have the right device or the right technology to do that? And, while
technology plays a critical role in a high-performance program, it's equally important to recognize the human touch. Building relationships, understanding individual needs and experiences, and the intuition and experience of coaches and players cannot be replicated by technology."
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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Our previous research found that this is equally applicableto fans. It is crucial to curate experiences that significantly
enhance the overall fan experience.64

Data analysis can enhance
decision-making in sports
Nearly everything that can currently be measured is being
measured. The sheer quantity of data can easily become
unmanageable.
Collecting and storing data is one thing; understanding
and using it productively is another. Coaches andplayers are generally unable to offer more than simple
surface analysis, so it is advisable to use data scientists
with advanced skills to gain a statistical edge. They cancontextualize and compare data, creating a tool that can
influence team decision-making.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

LISTEN TO WHAT THE DATA IS SAYING …
Paolo Rongoni:“The key is to understand what data is relevant and what is not. Technology is needed to help players save time. The peak performance of players depends on many aspects – mental,
metabolic, muscle, injury, balance. So, it is crucial to know which data points are important for each player.”
Jonny Murray:“Collaborations between sports scientists and technology companies are ﬁltering out irrelevant data and producing easily digestible information. Having a sports scientist who canmake sense of the data and present it in a coach- and player-friendly format is highly beneﬁcial, as technology has yet to fully replace the value of human expertise."
Johannes Dobretsberger:
Data is the key to success, both on and oﬀ the ﬁeld. From wearing metrics devices during training to analyzing video sessions, the ability to collect and interpret data is crucial for player
development and tactical decisions during games. With more data come more powerful decisions, leading to greater success.”
Carlos Miguel López Sindony:“Acquiring technology is just half the battle. Equally important is having knowledgeable people to operate it and communicate the diﬀerent measurements and the beneﬁts of the datacollected."

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Conclusion
Technological advances are transforming
the way fans consume sports, both within
and outside the venue. Fans increasingly use
technologies to enhance their experienceand are keen to try experiences driven byadvanced technologies such as VR, themetaverse, and collecting digital merchandisein the form of non-fungible tokens (NFTs).
Sports technology has also greatly impacted
the way in which players and teams approach
their sports, helping them in training,
managing injuries, improving performance,and creating match-winning strategies.
Technology has made sports more accessible
and inclusive for women and differently abledfans and players.

especially younger ones, happier to watch
events at home. Today’s venues face
increasing competition from an enhanced
home-viewing experience.

Moreover, good tech-enabled experiences
outside the venue have made many fans,• contextualizing and analyzing extensive
player data to aid decision-making.

As technology permeates all aspects of sports,
organizations need to go beyond foundational
elements and focus on:• digitizing the end-to-end fan journey andproviding differentiated experiences in thevenue;• providing personalized content to better
engage fans outside the venue;• clearly identifying player needs before
deploying new technology; andCapgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Researchmethodology

To understand the impact of technology on sports, we
carried out extensive research with both quantitative andqualitative components.

Fan survey

Fans by country
12%
11%

11%

11%
10%

We surveyed 12,000 sports fans who regularly watch
and follow sports globally. Of these, nearly 1,110 had adisability, either physical, mental, or cognitive.

10%

Please note, for the purposes of comparison with the2020 research, we have excluded respondents from
Spain, Italy, Sweden, Japan, and Brazil in certain charts.

US

UK

FranceGermany

Spain

Italy

7%

7%

7%

7%

7%

SwedenAustralia

Japan

BrazilCanadaCapgemini Research Institute 2023

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Fans by age

Fans by gender

2%

2%

1%

11%
22%

26%

51%

46%
38%

Gen Z: 18–27

Baby boomers: 61–70

Millennials: 28–43

Above 70

Gen X: 44–60

MaleIntersex

FemaleOthersResearch methodology
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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Fans by annual income

2%

Fans by area of residence

17%

5%

9%

Expert interviews

9%

We also interviewed 15 international players,
coaches, and sports tech experts.

13%

51%
19%

20%
23%
Less than $20,000$60,000 - $79,999$120,000 - $139,999$20,000 - $39,999$80,000 - $99,999

More than $140,000$40,000 - $59,999$100,000 - $119,999

33%

Urban

Suburban

Rural

Source: Capgemini Research Institute, tech in sports research, fan survey, March– April 2023; N = 12,004 fans.

Research methodology
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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

References1.

Forbes, “MLB attendance for 2022 down nearly
6% from 2019, last year before the pandemic,”
October 2022.

2. City AM, “Average premiership attendances fallcompared to pre-pandemic figures,” June 2022.
3. FIFA, “One month on: 5 billion engaged with the FIFA
World Cup Qatar 2022™,” February 2023.
4. US Open, “2022 US Open sets all-time attendance
records,” September 2022.
5. The verge, “YouTube lands NFL Sunday Ticket in major
shake-up of sports streaming,” December 2022.
6. Sports Business Journal, “NFL sets social records forSuper Bowl week,” February 2022.
7.

Ibid.

8. Sports Business Journal, “FIFA received record social
engagement, overall traffic during World Cup Qatar,”January 2023.
9.

SB, “Anheuser-Busch brings ‘National Recycling
League’ action to Super Bowl LVII,” February 2023.

10. Sustainability Report, “Sport turning to tech toaddress sustainability challenges,” November 2022.
11. CNBC, “Nike is dressing 2020 Olympic athletes
in uniforms made of recycled shoe parts,”
February 2020.

12. FTW, “Inside Adidas' push to create sustainable sports
uniforms,” January 2020.

22. Coverdrone, “5 ways drones can be used in sport,”
August 2021.

13. Scientific American, “Professional sports
leagues need to reduce their carbon footprints,”
February 2022.

23. The Upside, “The F1 tech market: From VR, AR,
wearables...to neurotech,” November 2022.

14. Sustainability Magazine, “Formula E promotes
sustainability with electric motorsports,”
February 2020.
15. PV magazine, “MCG claims Australian first with switch
to 100% renewables,” February 2022.
16. Sky Sports, “Game Zero: Tottenham 0-3 Chelsea
achieves net-zero carbon emissions, according to Sky
study,” December 2021.
17. Money Control, “JioCinema to power IPL 2023 withVR experience, vernacular commentary, fun parks
and more,” February 2023.

24. Sports Business Journal, “North American teams
table tennis tournament gets a mixed reality livestream,” November 2021.
25. META, “XTADIUM on Meta Quest: Get closer to sports
you love in VR,” November 2022.
26. CNET, “NFL and Roblox team up to build metaverse
presence,” February 2022.
27. The Verge, “Sony and Manchester City are building
a metaverse, but they need to prove why we should
visit,” January 2023.
28. NBA, “Welcome to the NBA and Google Pixel
Arena: an immersive 3D experience during the 2022
playoffs,” April 2022.

18. The Race, “More helmet cameras and new cockpit
angles in F1 2023 TV plan,” March 2023.

29. Forbes, “Guide to NBA Top Shot,” Jan 2023.

19. Business Standard, “Snapchat new lenses to help
users train like Olympians,” July 2021.

30. Digital Journal, “The Nemesis celebrates F1 grandprix in the metaverse,” May 2022.

20. Sports Brief, “Incredible footage captured as FC Köln
players wear innovative body cameras during AC
Milan friendly,” July 2022.

31. ICC, “Introducing ICC Faze Digital Collectibles Cricket's NFT fan experience,” November 2021.

21. Euro Weekly, “How technology has revolutionised the
PGA Tour fan experience,” March 2023.

32. Fox Sports, “BMW PGA Championship,”
September 2022.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

33. The New York Times, “WNBA raises $75 million withhopes of business model revamp,” February 2022.
34. SP, “ITF announces return to China and record
women’s prize money,” April 2023.
35. Reuters, “US Women's Open purse to nearly double
to $10 million,” January 2022.
36. FIFA, “FIFA Council unanimously approves expanded
32-team field for FIFA Women’s World Cup,”
July 2019.
37. Digital TV Europe, “Record-breaking Women’sChampions League final viewership,” May 2022.
38. WNBA, “WNBA delivers most-watched regularseason in 14 Years and shatters fan engagement andon-court records,” August 2022.
39. Sports Business Journal, “'22 Women’s Cricket WC
sets viewership record,” June 2022.
40. Wonder, “Comparison of Women's and Men'sProfessional Sports: TV Viewership and Rating,”
July 2022.
41. Ibid.
42. Sky Sports, “WSL main driving force behindrise in viewing time for women's sport in 2022,”
February 2023.

43. FIA Formula E website, accessed April 2023.
44. FIFA, “Disabled fans offered unique FIFA World Cup
experience,” December 2022.
45. El País, “Autistic soccer fans can watch in comfort in
Brazil stadiums,” April 2023.
46. Vilay sports, “Rise of assistive technology in sports,”
March 2023.
47. Paralympic website, “Cutting-edge technology
behind Para sports,” August 2021.
48. Ibid.
49. Invest in Provence, “In Marseille, Formula 1 also has aplace in neurosciences,” June 2018.
50. Softeq, “Use cases and real-life examples ofwearable technology in sports,” August 2022.
51. Skill-lync, “Use of virtual reality technology in cricket
training: A boon for the players?” April 2023.
52. Forbes, “Five technologies athletes use to manage
injury and optimize performance,” May 2022.
53. UX Connections, “How NBA And NASCAR are using
Oura’s wearable smart ring to keep players and staff
healthy,” September 2020.
54. The Upside, “The F1 tech market: From VR, AR,
wearables...to neurotech,” November 2022.

55. Business Headlines, “10 most innovative wearables
for fitness and sport,” accessed on April 2023.
56. Mobile marketing, “UFC icon Amanda Nunes tooffer personal training in The Sports Metaverse,”
May 2022.
57. Adidas, “Adidas reveals the first FIFA world cup™
official match ball featuring connected balltechnology,” July 2022.
58. Sports Technology, “Sports Tech Shoutouts 2022
02,” March 2022.
59. LinkedIn, “Nanotechnology in sports,” November
2020.
60. ESPN, “Semi-automated offside approved for World
Cup after successful VAR trials by FIFA,” July 2022.
61. District on Deck, “Robots in baseball? The possibilityof an automated ball/strike system in the MLB,”
December 2022.
62. Medium, “Hawk-Eye technology in cricket,”
October 2021.
63. Radio Times, “How does Hawk-Eye work at
Wimbledon 2022?” June 2022.
64. Capgemini Research Institute, Emerging
technologies in sports, January 2020.

References
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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGERKey contributors
Jean-Baptiste Perrin

Raphaël Casteau

Karine Vasselin

Rory Burghes

Jerome Buvat

Subrahmanyam
KanakadandiSocial Sustainability andCorporate Responsibility Global
Leader, Capgemini Inventjean-baptiste.perrin@capgemini.
com

Vice President, AppliedInnovation and Core Services, UKrory.burghes@capgemini.com

Director, Tech4Sport Lead, Frog,
Capgemini Invent
raphael.casteau@capgemini.com

Head of Capgemini ResearchInstitutejerome.buvat@capgemini.com

Director – Diversity & Inclusion
Group Lead, Capgemini
karine.vasselin@capgemini.com

Senior Director, Capgemini
Research Institutesubrahmanyam.kvj@capgemini.
com

Hiral ShahManager, Capgemini ResearchInstitutehiral.shah@capgemini.com

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGERThe key contributors would especially like to thank Mridul
Agarwal and Manisha Dash for their contribution to thisresearch.
The key contributors would also like to thank Thomas Hirsch,
Laura Breslaw, Victoire Grux, Charlotte Sarran, Sam Connatty,
Sebastian Schenkenbach, Lucas Lauret, Lorna Neville, Clare
Rosalind Argent, Frederic Vander Sande, Paul Scales, Johan
Lonn, Bob Schwartz, Paul Saunders, Vito Labate, Punam
Chavan, Aparajita Paul, Suparna Banerjee and Ashwani Kumarfor their contribution to this research.

About the Capgemini Research Institute
The Capgemini Research Institute is Capgemini’s in-house thinktank on all things digital. The Institute publishes research on theimpact of digital technologies on large traditional businesses.
The team draws on the worldwide network of Capgemini
experts and works closely with academic and technology
partners. The Institute has dedicated research centers in India,
Singapore, the United Kingdom, and the United States. It wasrecently ranked number one in the world for the quality of its
research by independent analysts.
Visit us at www.capgemini.com/researchinstitute/

For more information, please contact:Thomas Hirsch
EVP and Group Head of ExternalCommunications & Sponsorship,
Capgemini
thomas.hirsch@capgemini.com

Jérome Chavoix
EVP, Head of frog – part ofCapgemini Invent
jerome.chavoix@frog.co

Rory Burghes
Vice President, Applied Innovation
and Core Services, UKrory.burghes@capgemini.com

Nicolas Atlan
Deputy Marketing & Communications Director, Capgemini France
nicolas.atlan@capgemini.com

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Capgemini and thefocus on sports
We engage in sport not just because of our sharedpassion, but because we know it can make a difference.
Sport provides a platform to demonstrate our expertisethat uses the power of transformative technology andinnovation to achieve true impact and value. We want
to help sports communities get more value as fansand customers, as participants and global citizens who
demand and deserve a better world.
Our founder Serge Kampf was passionate about the
sport and all that it represented – and indeed, ever since
the Group’s creation, rugby has been in our DNA.
The sport has strongly influenced our culture and ourvalues, with particular mention for team spirit and fun.
And, with its diverse and continuously growing global
fan base, rugby is fully aligned to Capgemini’s belief inthe role that diversity plays in developing innovative
solutions and creating value.
• We are the first Worldwide Partner to sponsor bothWorld Rugby (as Digital Transformation Partner andGlobal Partner of Women in Rugby) and most of its
major men’s (Rugby World Cup 2023) and women’sinternational competitions (Rugby World Cup 2021

played in 2022 and Rugby World Cup 2025), as well as
the HSBC World Rugby Sevens Series.
• A momentous first step in the Capgemini golf story,
our partnership with the prestigious Ryder Cup
reflects our focus on building and celebrating talent,team spirit, and high performance – all of which are at
the heart of both Capgemini and the Ryder Cup. Golf isa game of strategy and preparation. Its endless appeal
lies in its challenge: chasing perfection on every shotin order to better your personal best. Our partnershipwith Ryder Cup, one of the most tactically demanding
events in golf, aligns perfectly with our expertise inusing strategic insights to transform any business.
• Motorsport is the world’s most transformative sport,
navigating complex technologies, rule changes, andenvironmental innovation. It is a constant platform
for progress and performance. Our partnership with
Peugeot sport plays a key role at the heart of the FIA
World Endurance Championship program, driving
transformation with advanced digital tools andanalytics to enhance the performance of the team and
the Peugeot 9X8.

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Meet our in-house
Capgemini sports stars
Jonathan Laugel

Ganesh Pedurand

1.
2.

1.
2.

3.

Sport played: Professional rugby 7 player
Achievement: 2016 Olympian, now focusing on the 2024
Olympic games
Role in Capgemini: Senior Consultant, frog-Customer
Transformation, Capgemini Invent, France

3.

Sport played: Swimming
Achievement: In the French National team for 10 years (Senior),
French National Champion 6 times (Senior), Silver medal in
Mediterranean Games, Silver medal in Youth Olympic games(Junior), European Champion (Junior)
Role in Capgemini: Senior Consultant, Public services,
Capgemini Invent, France

Pape-Philippe Amagou

Siren Sundby

1.
2.

1.
2.

3.

Sport played: Basketball player
Achievement: 4x France Champion, participated in the worldcup 2010
Role in Capgemini: Manager consultant, Capgemini Financial
Services, and Chief of Staff Sustainability, Capgemini
Invent Global

3.

Sport played: Former sailor, Europe Class and Yngling Class
Achievement: 2004 Olympic Gold Winner (3 Olympic campaigns;
2000-2008), 3 times World Champion, 2 times European
Champion. Awarded the ‘Rolex World Sailor of the Year’ in 2003
Role in Capgemini: Vice President, Head of Manufacturing
Industry, Capgemini Invent, Norway

Andreas Kilit

Malin Rönnqvist Kågström

1.
2.

1.
2.

3.

Sport played: Professional Football Player
Achievement: Played for Fenerbache SK in Superlig. Champion
2018/2019, Regional Swedish Champion 2016, Player of the Year
Jönköpings Södra 2017
Role in Capgemini: Bid Manager, Sogeti Sweden

3.

Sport played: Mountain biker
Achievement: Swedish champion gold L50 XCM, Swedish
champion silver L50 XCC, Swedish champion silver L50 XCO,
Swedish champion silver L50 XCCRole in Capgemini: Project Manager, Sogeti Sweden

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A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Thomas de Klerk

Amanda Ouedraogo

1.
2.

1.
2.

3.

Sport played: Field Hockey CoachAchievement: Coached at the highest under-18 level in
Amsterdam, currently a senior coach (second highest level) in
Utrecht, The Netherlands
Role in Capgemini: Senior Manager Marketing, the Netherlands

3.

Sport played: Track and Field, event -Triple jump
Achievement: 2-times-NCAA- National Champion and record
older; 6-times-NCAA All-America, Multiple times France
National Champion
Role in Capgemini: Senior Business Analyst, Capgemini DCX,France*Damien Vossion

Gerrit Bottemöller

1.
2.

1.
2.

3.

Sport played: Kayaking
Achievement: the French championship 10 times, part of
the French kayaking team for 3 years, 7th in worldwide
junior championshipRole in Capgemini: Head of Life Sciences / Deputy head of
MALS, Capgemini Invent, France

3.

Sport played: Sailing
Achievement: Part of The America’s Cup World for 10 years with
the German and Swedish Team, World-, European, GermanChampion in different one-design and handicap classes, Silver
medal Copa del Rey One Design Class
Role in Capgemini: Senior Director MHT, Capgemini Invent,
Germany

Anne Junge

Luciano Bottoni

1.
2.

1.
2.

3.

Sport played: Soccer
Achievement: First league and second league (1.FC Saarbrücken,
1. FFC Frankfurt, etc.), played ~10 years within top 3 leaguesin Germany
Role in Capgemini: Vice President, Head of Customer
Transformation, frog, Capgemini Invent, Germany

3.

Sport played: Rugby
Achievement: Regionalliga Nordost (3. Liga) 2010/2011 and2011/2012 (team Berliner SC Rugby)
Role in Capgemini: Senior Director IU VWG, Capgemini
Engineering*https://acusports.com/news/2013/3/29/TRACK_0329132051.aspx?path=general
Capgemini Research Institute 2023

Ricarda Gräber

Mandy Kämpf

1.
2.

1.
2.

3.

Sport played: Lacrosse
Achievement: Player for the German National Team – European
Championship 2019 (placement 6th out of 16) and World Cup
2022 (placement 14th out of 30), 3 times German National
Champion with Munich teamRole in Capgemini: Manager Customer Transformation
Automotive, Capgemini Invent, Germany*

3.

Sport played: Cross Country Skiing
Achievement:In the German National team for 5 years, German
National Champion 1 time (Senior), Junior World Championships(16th place); USA (international university sports): Two-timeNCAA Champion Division I; 6x All-American; Hall of Fame
Inductee University of Alaska Anchorage; Sports Illustrated
Faces in the Crowd; U.S. National Championships (Senior; while
being a full-time student) – 3rd place; after being a studentathlete was a University Ski Coach (Assistant) for 4,5 years inwhich the university ski team placed a historic 4th place at theNCAA Championships; some student-athletes competed in U23World Championships and the Olympics.
Role in Capgemini: Director, Intelligent Industry Global,
Capgemini Invent

Taimur Munir

Rebekah Kay

1.
2.
3.

1.
2.
3.

Sport played: Boxing
Achievement: Silver medal in nationals in Pakistan
Role in Capgemini: UX technical consultant, UK

Sport played: Softball
Achievement: European Championship Gold Medalist
Role in Capgemini: Associate Consultant, Capgemini Invent, UK*https://worldlacrosse.photoshelter.com/galleries/C0000iUJb7xBTUBw/G0000rbK0GVwz6yg/UP-EuroLax-Sixes-2023-day-1-C-Rodrigues-24-Feb-23

69
A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

Mobin Ahmed

Matthew William

1.
2.

1.
2.
3.

3.

Sport played: Cricket and Badminton
Achievement: Finished second in the regional league (Slough
Division 2) in 2022; currently top of the table after 30% of theseason. Badminton: Played for my university team and local
borough in the London Youth Games
Role in Capgemini: Senior Consultant, MALS, UK

Sport played: Handball
Achievement: English League Champions 2007
Role in Capgemini: Associate Expert, Systems & Safety Expertise
Centre, Product & Systems Engineering, UK

Tomos Roblin

Wilfred Nokes

1.
2.

1.
2.

3.

Sport played: Hockey
Achievement: Representing England at U17 level, captaining myhockey club in the second tier of English Hockey
Role in Capgemini: Digital Factories consultant, Capgemini
Invent, UK

3.

Sport played: Dinghy Sailing
Achievement: Represented Kenya (1st African boat) at theWorld Championships 2018
Role in Capgemini: Associate Consultant, Capgemini Invent, UK

Will Graham
1.
2.

3.

Sport played: Lacrosse
Achievement: Playing at the Home International's Tournament(2023) representing Wales Senior Men’s Lacrosse against
Scotland & EnglandRole in Capgemini: Consultant - Workforce Transformation,
Workforce & Organization, Capgemini Invent, UK

Capgemini Research Institute 2023

70
A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

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Capgemini Research Institute 2023

71
A WHOLE NEW BALL GAME: WHY SPORTS TECH IS A GAME CHANGER

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