A whole newball game

WHY SPORTS TECH IS A GAME CHANGER

Technology is increasingly driving sports
consumption outside the venue
Fan satisfaction from tech-enabled outside-venue viewing experiences isgreater than that for the in-venue experience
Fan satisfaction level from tech-enabled viewing experiences,in-venue vs. outside-venue

79%

82%

76%
70%

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.

Fans will prefer to consume sports outside the venue/at-home as
technology continues to enhance their viewing experience

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

77%

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.

Satisfaction with the outside-venue tech-enabled experiences has led to a fall invisits to sports venues, especially for younger fans.

Demand for smart devices and services for sports consumption has
increased substantiallyFan preference of platforms for consuming sports content
DEVICE

Q4 20192023

SERVICEQ4 2019

2023

Smart TVs, laptops,desktops, iPads, etc.

62%

74%

Streaming platforms(ESPN+, Hulu, Hotstar)

39%

75%

Smartphone screen

40%

70%

Social media

44%

64%

Traditional TV

81%

70%

Apps by third parties/pay TV providers

45%

55%

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 includes only those countries covered in the 2020 research.

Fans are keen to try
advanced-technology experiences
Fans often use technology to get regular game updates and tocatch up

Top technology fan experiences, 2023
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 them delivered
to the seat at the venue

54%

Voice/chat assistants for game previews, player insights,
and behind-the-scenes action

53%

Overlay images of favorite player/team using social media ﬁlters(on Instagram/Snapchat, etc.)

52%

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

51%

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

Fans are open to trying a variety of immersive and wearable technologies, as well
as new advanced tech phenomena such as purchasing digital collectibles and themetaverse.

Fans favor teams and organizations that offera good tech-enabled experience

0102

Fans are more likely
to recommend sports that use technology
to enhance their experience

Good viewing
experiences lead to increased spend
on technology

Technology has fundamentally changed sports
training and performance

010203

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

Technology isincreasinglyembedded
into sports
equipment

Technologies
improvedecisionmaking in live
games

Unlocking the potential of technologies
in sports

Digitize the in-venue
fan experience

Personalise the fanexperience toimprove engagement

Identify player needs
before deploying newtechnology

Data analysis
can enhance decision
making in sports

Source: Capgemini Research Institute Analysis.

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