Sports and Technology are good bedfellows
When the pandemic became a global phenomenon , it became apparent that sport had to find a way of reaching audiences but also keep the media owners and its personnel safe .
Remote coverage , robotic cameras for video and photography , remote fan experiences are some of the highlights for the sporting events . It has been quite something seeing fans engage with their teams and brands on platforms such as Zoom and MS Teams among others as they enjoy a game or two .
Covering sport remotely while not the most interesting proposition , shows us that it is possible to have a sports event with the crew working offsite and sportscasters alike . Some of these trends will continue in the foreseeable future and a few iterations made to improve the offering to global audiences .
Sports engagement has been enhanced on social media platforms in the last year seeing phenomenal growth across all platforms . These have ranged from regular updates on the sports activities , to social awareness programmes as well as merchandising and trading of goods .
Sports Redefining our Era
The younger at heart were treated to retro moments in sport where sports legends such as Michael Jordan and Mike Tyson took us back in time . While they have grown older and age slowed them down , the competitive edge is still a glint in the eye .
From very competitive and egotistical individuals to magnanimous and reflective persons , it has shown the gracefulness and humility that current sports personalities need to cultivate . By rolling back the years , these sports personalities reminded us that it goes beyond winning .
It also showed the enduring lure and popularity that sporting greats can harness even post-retirement days . The viewership records of the Michael Jordan “ The Last Dance ” broke over-the-top ( OTT ) numbers registering over 23 million viewers on Netflix . Mike Tyson was able to pick a $ 10 million pay check - some of which went to charitable organizations for his exhibition bout against Roy Jones Jr .
Better still , there have been outstanding performances that have shown the grit and greatness of sports once you put your heart and mind into it . Lewis Hamilton , Lebron James , Naomi Osaka set the bar high for their respective sports in Formula 1 , Basketball and Tennis respectively .
The 2021 Stance …
And just like would be the case , the year has given us sports enthusiasts lots of introspection and time to reflect on how to improve . A few of these are outlined here-under !
Sports Business must Rework the Numbers
I ’ ve noted before that sports properties are some of the highly priced and commoditized brands . This has led to overpricing and overshot budgets for sports events and activities .
Look at any major sports events like the Olympics or World Cup for the last 12 years . Almost all the events overshot their budget estimates by a few billion dollars . In most cases , the public finances are used to fund these events leaving the countries ’ and cities ’ governments ’ heavily indebted and servicing expensive loans .
Interestingly some cities have been able to leverage their capacity to host events and developed great partnerships with the private sector to deliver profitable and memorable events . The Local Organizing Committee of the Olympics 1984 in Los Angeles were able to work within their budget and have a surplus after the Games .
Sports bodies such as FIFA and IOC have been able to work with big brands to secure long-term sponsorships which fund their activities and those of national associations affiliated to them . It is imperative for these bodies to call out those associations that do not exercise financial prudence in their affairs .
In the two consecutive years , we will be going through the Olympics in Tokyo and World Cup in Qatar – each with its own challenges and still looking to deliver great experiences for fans and sports people alike . At what cost are they willing to do this ?
Busy Sports Calendars
From the Tokyo Olympics , postponed events trying to make up for lost time and coverage for the same , 2021 and 2022 will be busier than what has been a slow and staggered year . It will mean some sports events will be done hastily and thus run the risk of losing revenues .
It will also mean competition for coverage and airtime on our screens and other media platforms . It is not like media companies will be complaining but the saturation will see lost eyeballs and ad revenue . It will also see further segmentation and niche sports acts .
Our current times show individualistic and narcissism tendencies of our sports people . With the spotlight on their lives both on and off the field , they result to antics and distractions which diminish their impact on their performances . Where it was more for the passion of sport , it has become passion for the dollar .
The biggest and critical risk will be to the health of these sportsmen and women .
Sports Persons State of Health
Clogged sports calendars will see sportsmen and women forced to adopt a busier calendar for the next 2 years . This carries the risk of injuries , mental health and general well-being . Already in some European leagues such as the English Premier League , players have been developing injuries and the injury lists in most top tier teams is longer than it was same time in 2019-20 season .
Proposals have been made to increase the number of substitutes from 3 to 5 in top European football leagues to spread the risk of injury and fatigue among the players . Our local league , the Kenya Premier League has kicked off and this is likely to be something to be considered here too .
Other sports disciplines will see a dip in form and performance from the top athletes . Marathon runner Eliud Kipchoge while trying to defend his London marathon title , lost out due to inactivity and changes in the event from its traditional time .
Cases of drug and substance abuse have been on the rise in Kenya and other countries too . The current restrictions in movement and access to training facilities has sunk many an athlete into
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