An article by Alvina Chen, founder and chief executive of Feldspar, which in July announced it will build the world's first sensor-enabled running track.
Athletics is somewhat behind other elite sports such as soccer and premium motorsports in terms of its use of data and AI both from an athlete and fan perspective.
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Whilst there’s been an increase in research studies analyzing elite athletes’ motion and how to optimize their performance, there are still large knowledge gaps combined with the need to democratize data within the sport. At world-class athletics events, traditionally, cameras that have been used mainly for broadcast purposes also served as a source to derive stats and metrics.
However, this information would require some time to process and analyze, depriving spectators, commentators, and athletes of the excitement brought by real-time insights at stadiums and online. It’s not much different during a coaching session. Data provided to athletes during a coaching session are usually basic analytics and often lack obvious, actionable insights.
This is largely because information is derived from a smartphone video recording which provides limited accuracy on key metrics such as stride length and frequency and makes it hard to collate and track data over time.
Furthermore, while the use of pressure sensors in starting blocks at high-profile events will capture an athlete’s initial movement from the start of a race, we learn very little about what happens between the starting point and finish line of a high-energy event, like the 100 meter sprint.
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By GlobalDataThis leaves a gap in our understanding of how athletes perform at a point in time (and over time). Having more granular data about athlete performance would not only be super helpful for improving their output but it would also bring fans closer to the action and inject more anticipation and energy into the spectator experience.
So far, at the Paris games, we have seen a surge in the use of AI, compared to previous high-profile events, with more implementation than ever before in a range of key focus areas. This is outlined in the recently launched International Olympic Committee's AI Agenda, which outlines how they are using AI to support a wide range of athlete and fan-led initiatives throughout July and August at the games.
One key aspect where we expect commercial growth and an increase in audience engagement is the way the IOC is set to utilize AI to generate video clips and highlights in multiple languages. This will help raise awareness of exciting moments from the games and increase viewing figures around the world, bringing fans closer to the athletes than ever before.
I am looking forward to seeing their successes and learnings from the utilization of AI in the Olympics, which I am sure will inform further initiatives in the future.
The Power of Data: How data and advancement in technology has the power to grow athletics for fans, broadcasters, and athletes
I see a huge opportunity in athletics for accelerating technological advancement and driving the democratization of data and analytics. New insights and learnings are essential for athletes if they want to gain a deeper understanding of how they are doing over time and if their goal is to continuously push their boundaries and ultimately improve their run times.
Valuable insights, especially if they are provided in real-time, also have the power to augment the broadcast and fan experience which could be one of the avenues towards improving the commercial viability of athletics.
We see the biggest opportunities for technological advancements in athletics, on and off the track, in three key areas:
Spectators
As we live in a digital age, we rely more and more on data-driven technologies and it's not different when it comes to entertainment. Sports fans expect high-tech not just in their homes but also during high-energy sports events.
There are a multitude of examples where embedded technologies, including sensors and software have contributed to the creation of multi-billion businesses.
Look no further than in Formula 1, Grand Slam tennis tournaments, and English Premier League soccer, where data has become one of the major drivers of the fan experience, allowing them to be closer than ever to their favorite athletes and sports personalities and to follow very closely what is going on out on the court, track or field of their favorite sports.
We know that fans are incredibly passionate about supporting their favorite athletes or countries during global events, as evidenced by the over 3 billion viewers of the previous Olympic Games in Tokyo.
Currently, fans’ understanding of athletics is often limited to race times and medal winners. However, expanding the availability of data and analytics in athletics could deepen fans’ appreciation for the precision and technique required in events like the 100m sprint.
By presenting this data in meaningful and engaging ways, be it in-stadium displays, live broadcasts, and on social media – spectators could get more color to the story and gain a richer understanding of the sport.
This enhanced knowledge and awareness could elevate their admiration and respect for the athletes' skills, potentially broadening the appeal across multiple platforms. As a result, increased interest and excitement could lead to greater sponsorship opportunities, larger audiences, and more prominent profiles for the athletes.
Broadcasters
There is no doubt that broadcasters play a pivotal role in elevating the profile and bringing the thrill of the sport to millions of people around the world. Fans already benefit from high-quality analysis provided by former athletes who transitioned to broadcasting. However, incorporating real-time data and engaging insights post-race could open the door to an unprecedented level of analysis.
These former athletes-turned-broadcasters already offer valuable perspectives on why an athlete performed well or fell behind the competitors or their previous race times, but adding layers of nuanced data would provide concrete evidence to complement professional commentary.
This deeper level of insight will enhance the viewers’ understanding and draw them closer to the action on the track. Moreover, with access to this data, broadcasters can potentially monetize their presentations through commercial agreements or sponsorships, thereby increasing the commercial value of live athletics coverage.
Athletes
Athletes in all sports rely on data to inform and improve their performance. Our innovation leverages AI and technology, to analyze athlete performance, offering insights that were previously inaccessible. It is crucial for competitions, organizers, and partners to ensure that top athletes are fit and performing at their peak, as audiences are eager to watch the best athletes in action.
Complex and enhanced data insights could help identify potential injury risks and guide coaches in adjusting strategies before events, ensuring athletes are in optimal condition on race day.
Looking ahead: How innovation will help move the sport forward into a new data-driven era
Our recent announcement at Feldspar about our plans to launch the world’s first sensor-enabled performance running track marks a significant leap forward in athletics. This innovation is set to usher the sport into a new era, offering a faster and smarter next-generation track that promises to propel the development of modern athletics for all involved.
Similarly, advancement in smart wearables will allow athletes to access real-time data, deepening understanding of their own performances.
As the industry continues to embrace the benefits of AI, we expect to see the availability of data to expand, enabling athletes to achieve unprecedented running times. Fans, too, will feel more connected to the sport and its stars as data provides a clearer understanding of the remarkable performances on display.
As we build momentum from the excitement in Paris this summer, we are thrilled about the latest innovations across the field and the progress that lies ahead. At Feldspar, we continue to push our boundaries, like elite athletes, to ensure that we do our part for athletics to step boldly into an exciting new era.
