Beyond The Field

Sports have always been one of the best means of recreation and entertainment for people in the country. However, the global economic slump triggered by the Covid-19 pandemic has changed the entire sports industry. While some sporting events have gradually resumed over the past few months, it is only under strict health guidelines and with limited fans in the stands.

Covid-19 has brought in a new wave of challenges and opportunities for the sports industry. While several sporting events were called off or postponed, with the emergence of new rules and protocols and the adoption of emerging technologies, many sports have also generated significant viewership and fan engagement. The power of digital avenues has enabled fans to have the same immersive, at-stadium experience and share the same energy despite the social distancing.

Brands & Sporting Organizations Leveraging Technology

The pandemic has spurred innovation and creative solutions in the sporting industry, accelerating immersive and virtual experiences. One such recent example is Tata Communications which introduced the Virtual Video Assisted Referee (V-VAR) solution that enables an unlimited number of umpires, referees, and judges to connect remotely to assess and declare the winners of a match. Brands and organizations are providing enhanced, immersive experiences and real-time VR and AR overlay to keep viewers engaged.

Digital technology has empowered brands to proliferate amidst the pandemic by providing solutions to bring people together around their favorite sport and make the event even more accessible and inclusive. Tata Consultancy Services, for instance, developed an official event app for the London Marathon which allows participants and spectators from anywhere in the world to be a part of the action.

In addition to this, fantasy sports have further transformed the industry by turning viewers into active participants, bringing them closer to real-time action. It has enabled fans to create their dream team, win exciting rewards by giving them first-hand thrill and experience of the game instead of just viewing the match on the screen. Propelled by the overwhelming penetration of the internet and adoption of smartphones, fantasy sports is emerging in India at a fast pace. According to the findings by Federation of Indian Fantasy Sports (FIFS) and KPMG, the gross revenue of online fantasy sports (OFS) operators in India trebled to ₹2,470 in FY20 versus ₹920 crore in the previous fiscal.

Platforms Enabling A Connection Between Athletes & Fans

The reception from sports fans towards digital solutions has unlocked unprecedented opportunities, enabling them to often enjoy the sport with equal zeal and share the same energy even from miles away. Adapting to the new normal, fans have found innovative ways to digitally engage during sporting events. Famous leagues such as the National Football League (a professional American football league) have introduced features like “Watch Together” that provide a co-viewing experience enabling users to invite up to three people to watch live NFL games on their devices through a synchronized live stream. Fans have increasingly been using digital platforms and social media to connect with each other and the players, as much as they are using the platforms to view or play a sport. Additionally, sports teams also engage with their fans online by conducting live chats with them, posting about match preparations, and offering glimpses of the dressing rooms and stadium to engage with their fans more closely. For example, during Indian Premier League (IPL) 2020, most teams actively posted videos and stories on social media about how players were preparing for the matches and spending their time with other teammates in Dubai. Social media companies like Twitter, Instagram, and Facebook also encouraged fans to come online and be a part of IPL 2021 conversations by launching innovative features and products like jersey emoji, watch parties, AR filters, IPL stickers, etc. Twitter declared that conversations around IPL in warm-up months increased by 63%. From leveraging moment marketing to coming up with various exciting offers and discounts during match time, brands are finding unique ways to increase viewership and build engagement around various sporting events during the pandemic.

As people start to get used to the new normal, one thing is certain – we will emerge from this pandemic with a reshaped sports landscape that is heavily backed by technology.

Nikhil Arora

Guest Author Nikhil leads strategy, business growth, operations and customer care for GoDaddy in India as its Vice President & Managing Director. In his role at the world’s leading platform dedicated to small businesses, Nikhil is passionate about helping small businesses and entrepreneurs establish and grow their ventures. Nikhil has over two decades of international and India experience in corporate strategy, marketing, business development, and finance. He brings extensive experience operating in emerging markets, along with deep insights on challenges confronting small and micro businesses as they look for growth and to build compelling businesses. Prior to his current role at GoDaddy India, Nikhil was the Head of Operations for Asia and India General Manager for WeWork, a fast growing global start-up. Prior to joining WeWork, Nikhil was the Managing Director at Intuit India, where he was responsible for implementing Intuit’s India business strategy, strengthening partnerships and capitalizing on social, mobile and global market trends. Previous roles included Vice President and Country Head of Operations at Laureate Education, as well as roles in business development at ADP and in managing M&As and joint ventures at Delphi. Nikhil holds a Master’s Degree in Business Administration from Thunderbird School of Global Management, Arizona, as well as a Bachelor of Business Administration Degree in Accounting and Finance from Hofstra University, New York. Having spent time in Russia and Central Asia managing public education projects, Nikhil also holds a Diploma in Russian language. He is based out of New Delhi, and his other interests include running marathons, biking, obstacle and adventure sports, traveling and exploring new destinations.