Latest news with #SportsTech
Irish Times
4 days ago
- Automotive
- Irish Times
Will big tech transform how we watch sports? ‘If you feel smarter watching something, you'll watch more of it'
Sports tech has evolved significantly over the past decade and several of the largest players in IT are deepening their reach in the space. It poses an obvious question, why? While sports are high profile, it's not like Microsoft or Amazon need to get involved in order to attract attention. The real appeal is product visibility. By showcasing how their services aid elite sport, from performance through broadcast and fan engagement, it's easier for these large multinationals to tell stories to customers. 'Sports is a powerful storytelling vehicle for us,' says Julie Souza, global head of sports at Amazon Web Services (AWS). 'With F1, they are particularly keen on innovating. We look for sports partnerships that share that kind of passion for innovation. READ MORE 'We have F1 insights which help provide information on tyre performance or maximum speeds, to help fans understand what they're watching. I firmly believe that if you feel smarter watching something, you'll watch more of it.' [ Amazon creates a 'mega-brain' of F1 stats Opens in new window ] The levels of data generated in top tier sports today are staggering but F1 stands out in particular. Each car generates 1.1 million data points per second from more than 300 sensors. For comparison, a full football match in the Bundesliga, which AWS also works with, generates just 3.6 million data points in a single match. The entire NFL season in American football generates 500 million data points, the equivalent of eight minutes of racing for a single F1 car. Kansas City Chiefs quarterback Patrick Mahomes tries to evade Philadelphia Eagles defensive tackle Jalen Carter during Super Bowl LIX. Photograph: Timothy A Clary/AFP via Getty 'Nobody is making sense of that data by looking at it with the naked eye. That's a job for machine learning and artificial intelligence (AI),' says Souza. 'We can use that data to engage fans in the broadcast and tell them more stories, identifying what is happening around the track.' The impact goes beyond the viewing experience, it was through data gathered by AWS that F1 redesigned its cars in 2022 to enable more overtaking. 'The way the cars were designed, there was a turbulent aerodynamic wake that made it difficult for the following car to pass. With the aid of AWS technologies, they redesigned the car so that the wake went up and over the following car,' says Souza. 'The season after the new design was introduced, overtaking increased by 30 per cent.' While F1 may involve the most data points of top-end sport, the challenges of others present unique testing grounds for big tech companies. 'When you watch a golf tournament, only 15 per cent of all shots are televised. What happens if you're a broadcast partner in Scandinavia and Viktor Hovland is nowhere near the top, so the main feed isn't showing him?' says Souza. 'With the PGA Tour, every shot is sent to the cloud so the Scandinavian broadcaster can essentially create their own broadcast while still following the leaders.' Viktor Hovland. Photograph: Matteo Ciambelli/Inpho In addition to making it easier for sports audiences to engage across regions, multinational tech giants also find sports help them engage their customers better. IBM has a long association with Wimbledon and the tennis event has become one of its key marketing tools. 'We can increase engagement and relevance around our key offerings and campaigns, aligned with IBM's strategic priorities,' says Kevin Farrar, head of sports partnerships at IBM EMEA. 'It helps us to drive meaningful conversation and pipeline with clients and prospects through deep engagement and immersive storytelling,' he says. The tech giant has worked with both Wimbledon and the upcoming US Open for more than 30 years, with tennis providing plenty of opportunities for IBM to demonstrate its latest innovations. 'Deeper collaboration with both organisations has seen an ever-evolving digital fan experience, which has opened both tournaments up to a new audience of fans who can experience the tournament wherever in the world they may be,' says Farrar. The 2025 edition of Wimbledon saw the introduction of Match Chat and Live Likelihood to Win. The former is an AI assistant that answers fan questions during matches while the latter uses a broad range of data sources to work out the probable victor as a match progresses. That focus on the fan experience is where Farrar expects the next wave of innovation in sports tech to evolve. 'Innovation is leading to an increasingly personalised fan experience. Fans want to engage in their chosen sport in ever more immersive ways, and technology such as generative AI is allowing us to create fan experiences to satisfy this wish,' he says. 'The digital interaction with fans is allowing us to learn more about what specific data points interest them.' Sports organisations are generating vast amounts of data. This creates opportunities for deeper insights and smarter decisions AI is unsurprisingly at the core of most of these innovations. Microsoft has signed a five-year deal with the English Premier League, with the goal of getting its AI tools noticed. 'With 1.8 billion fans across 189 countries, the league provides a unique opportunity to showcase how Microsoft AI can personalise fan experiences, modernise operations, and unlock new business models through data and AI,' says Russell Banks, Azure infrastructure go-to-market lead at Microsoft Ireland. 'In terms of fan engagement, we co-developed the Premier League Companion, a digital platform powered by Azure OpenAI, delivering personalised insights, stats, and content from over 30 seasons of data, 300,000 articles, and 9,000 videos. AI also powers real-time match overlays and post-match analysis, enriching the experience for fans and broadcasters alike.' While sport provides a showcase for tech multinationals to show off their wares, Banks says there's plenty of demand for such services coming from clubs and governing bodies. 'Sports organisations are generating vast amounts of data,' says Banks. 'From player performance to fan behaviour, this creates opportunities for deeper insights and smarter decisions. As operations grow more complex, efficient workflows and scalable content delivery become essential. 'Clubs and leagues are also exploring new revenue streams by leveraging their data and content. This demand spans across sports and geographies.' While fan engagement and athlete performance are the obvious areas where sports and tech will be likely to continue to engage, Banks expects wider uses to be found. 'We see a growing focus on sustainability, with IoT [internet of things] and AI helping venues reduce energy use and environmental impact. Multilingual AI assistants and adaptive experiences are making sport more accessible to global audiences,' he says. 'In parallel, we expect to see more federations and clubs investing in AI-powered coaching tools, digital twins for training, and real-time analytics to support athlete development and injury prevention.' That demand will, in turn, continue to help large tech companies expand their customer bases. 'It's a way to tell complex stories in a manner that's accessible, understandable, and interesting,' says Souza. 'Think about the NFL schedule, there are 26,000 factors that need to be considered creating 1 quadrillion [1 followed by 15 zeros] possible schedules. 'We tell that story because we make sense of large volumes of complex data. If we can do that for the NFL, we can certainly do that in life sciences, automotive or financial services. Sports is a grounding and compelling storytelling vehicle.'
Business Insider
01-07-2025
- Business
- Business Insider
Interview with a cross-industry UX designer: Creating meaningful experiences for FinTech, logistics and EdTech
Insights from a UX veteran Victor Churchill, designing intuitive experiences across FinTech, logistics, Sports Tech and EdTech, plus how AI is changing the game in emerging markets. Today, product teams face pressure to deliver experiences that are simple, welcoming, and scalable to meet growing demand. Few people know pressure better than this UX designer, who has tackled projects in FinTech, logistics, HealthTech, SportsTech, and EdTech, often in challenging, early-stage markets. We spoke with him to discover what common threads bind UX work together, where the next wave of ideas is headed, and how to build products that truly make a difference. 1. You've worked in fintech, logistics, healthtech and Edtech throughout your career. Which core UX rules stayed rock solid, and where did you need to toss the old playbook and start fresh? Regardless of the sector, people want things to work and communicate with them in plain language. Whether I'm sketching a payment screen, a supplier sign-up path, or a learning dashboard, users need to know where they are, what happens when they click 'next,' and what to expect afterwards. Keeping the design clean, offering quick feedback, and cutting down on dense text helps users feel in control instead of lost. Every industry has its own hurdles, so designers need to learn on the fly. In EdTech, I designed tools for busy school administrators and curious students, many of whom were still getting used to basic apps. That experience redefined what 'intuitive' means: even simple video lessons or obvious buttons can feel like rocket science when learners are just starting out. At Waypoint Commodities, I designed dashboards that supported high-speed shipments and massive orders simultaneously, while keeping the data accurate and easy to digest. In fintech, I learned that a bit of friction can actually help. A second confirmation or clear legal message reassures anxious users that their money isn't disappearing. Suddenly, the design goal shifts from 'Is this slick?' to 'Is this safe and straightforward for someone worried about their balance?' Across all of these domains, consistency and predictability are what keep users grounded. Most of all, accessibility is the non-negotiable rule. So, yes, the core UX principles remain the same; it's just the user and what's at stake that change. 2. One of your standout projects involved integrating generative AI into a communication system. How do you see AI reshaping the future of UX design, especially in emerging markets like Africa? While at Viamo, I helped build a voice menu powered by generative AI, and the experience changed the way I think about UX in Africa. We weren't aiming at smartphone addicts; our real users had basic phones with smaller screens. That reality forced us to ditch the usual type of ux and centre everything on clearly spoken words. In that setting, AI does the heavy lifting. It lets calls sound smart, switch languages on the fly, and even deliver content in local languages. With those tools, we chip away at barriers like poor roads, low literacy, and spotty cell service. Yet all that power also weighs on the designer. Trust, context, and plain honesty now matter more than pretty pixels and all of these were before the launch of major voice AI. If AI continues to grow, good design will shift from painting a screen to shaping a living conversation that knows where, when, and how a person needs help. In emerging markets, that means systems that don't guess, but truly listen to the rhythms of daily life. Meeting that bar is tough, but the reward is work that matters. Designing for real change starts with understanding the problem inside out. 3. You've consistently delivered measurable outcomes, from reducing onboarding time by 40% to boosting engagement by 30%. What's your playbook for designing with impact and quantifiable results? Clear KPIs sit at the front of every project. I sketch low-fi prototypes, test them fast, and tweak nonstop until numbers turn up. At Waypoint, we streamlined onboarding by integrating DocuSign into more straightforward steps, reducing the time required for freight and shipment documentation by almost half. We then tracked time-on-task and drop-off rates to prove the impact. Collaboration across teams seals the deal. I stay close to engineers so code can scale, and I keep stakeholders updated so objectives never drift. Weekly reports show wins or gaps, keeping energy high. Good design must do more than look slick; it should lift the numbers that matter. My mix of in-depth research and agile process ensures that each choice drives measurable value. 4. Your work at Viamo included designing for IVR systems powered by AI. How do you ensure a seamless and intuitive user experience when the interface is voice-based, not visual? Designing for a voice-only system forces you to rethink every choice. Because there are no smart or touch screens, the clarity, warmth, pace, and rhythm of speech must guide users from start to finish. First, we imagined the user's mindset, what they expect to hear and what they're likely to say in reply. From there, we wrote short, friendly prompts and tested them in local languages and accents. Feedback helped us eliminate jargon and ensure that people felt understood and safe. Key features included natural pauses, repeat options, and clear confirmations; each little cue built a calm, predictable path. I worked side by side with engineers on Text-to-Speech (TTS) and Speech-to-Text (STT), fine-tuning the timing to ensure voices sounded human and responses were accurate. Native speakers recorded sample prompts that turned robotic voices into a warm conversation. Even without a screen, every design choice focused on empathy, speed, and trust. Following this plan allowed us to collapse multi-step flows into just one or two interactions, resulting in significantly higher user satisfaction. 5. Design systems are often touted as the backbone of scalable product teams. How have you approached building and rolling out design systems, and what pitfalls should companies avoid? At FlexiSAF, I led the launch of a design system that quickly boosted our team's speed. Our goal was more than a library of parts; we wanted a shared language that linked design and code. We began by listing the UI elements we used most, then partnered with developers to turn those pieces into reusable components. Clear documentation was the glue. Outside of Figma, we set up a Storybook and wrote plain-language usage rules so designers and developers could easily understand when and how to use each element. By tying the system to real product work, the new patterns felt useful from the very beginning. A big trap is treating a design system like a one-time project. It needs steady updates and support from leadership. If developers and product managers aren't involved early, the system gathers dust and is hard to sell. To keep it alive, we brought key people in at the start, listened to their pain points, and celebrated small wins to build momentum. In the end, a good design system should help people ship faster while keeping the experience consistent. If it isn't doing that, it's time to rethink what you've built. The real goal is to empower teams, not chain them with rules. Across industries, this designer demonstrates that thoughtful UX can adapt to any challenge and deliver lasting results.
Associated Press
03-06-2025
- Business
- Associated Press
Tesonet invests in Lithuanian SportsTech startup FPRO
Tesonet is investing €2 million in the Lithuanian SportsTech startup FPRO. This is FPRO's first round of outside investment, marking a new phase in its development. The funds will help the startup to leverage smart tech solutions to expand professional training opportunities in youth football worldwide. A made-in-Lithuania solution for the global football market FPRO is a SportsTech startup that is developing innovative football training solutions for children. Working in collaboration with UEFA-certified coaches and experts in sports science, FPRO has devised a unique interactive app for children ages 6 through 12. The app is designed to improve their technique, coordination and ball control skills. Having founded the Football Pro Academy back in 2018, founders Ernestas Pilypas, Darius Jankauskas, and Vilius Petkevičius were forced to move operations online during the pandemic. This was the impetus behind the development of their digital product, which was released in 2022. The platform's user base currently consists of 140,000+ children from the UK, Germany, the US, and other countries. Most of the company's revenue comes from sales outside of their home market. 'Football is the most popular sport in the world, but the market is currently short on qualified coaches. We wanted to create a solution that would be accessible to everyone, regardless of their financial means or location. FPRO fills this gap by offering young athletes an accessible, tech-driven method geared towards raising their physical fitness and developing their personalities in a comprehensive way. It helps to build their self-confidence, discipline, and passion for football through a focused and personalised coaching process. We see Tesonet's investment as confirmation that we're on the right track,' said Vilius Petkevičius, co-founder of FPRO. Ambitious partnership for innovation in children's sports 'The sports technology market has enormous potential, and football unites billions of people worldwide. Given our substantial experience with SportsTech, the latest investment reflects our strategy to expand the sports innovation ecosystem while strengthening the community both in Lithuania and globally. This is a profitable and growing startup with a broad user base, an unstoppable team, and founders who are experts in their field. It's a perfect combination, and one that mirrors our own values,' commented Tomas Okmanas, co-founder of Tesonet. Tesonet co-founder Eimantas Sabaliauskas added: 'When making a decision to invest, we consider not only market potential, but also a given team's vision and ability to solve real problems on a global scale. FPRO has created a strong product, and our goal as investors is to help them not just financially but also in terms of strategy. We see clear synergies where our contribution could help them optimise business processes, develop new revenue streams, expand their user base, and further accelerate growth internationally.' Another SportsTech investment in Tesonet's portfolio This is not our first venture in the sports vertical. In 2022, we acquired shares in BC Žalgiris Kaunas, helping the basketball club with its digital transformation and commercial expansion. Then in 2024, we invested in basketball club BC London Lions, aiming to promote the development of young talent and bolster the club's competitiveness internationally. ABOUT TESONET: Tesonet is one of the largest venture builders and investors in the Baltic States. It houses globally recognized companies such as joint cybersecurity powerhouse Nord Security and Surfshark, a market-leading web intelligence collection platform Oxylabs, the fastest-growing brand among hosting providers Hostinger, - an AI orchestration platform, and others. With over 3,500 in-house talents and a fully developed infrastructure, Tesonet supports, funds, and scales businesses globally. Since 2018, Tesonet has extended its reach by investing in successful ventures like Hostinger, Cast AI, Eneba, BC Žalgiris, London Lions, Artea, Zapp, Turing College, and others. Tesonet is known for its innovative ecosystem and strong infrastructure, which support product development, testing, and global growth. The company is dedicated to advancing technological innovation and helping grow the broader ecosystem. ABOUT FPRO: FPRO is a sports technology startup dedicated to developing innovative training solutions for children's football. Collaborating with UEFA-certified coaches and sports university experts, FPRO has created a unique interactive mobile app designed to help children aged 6–12 improve their technique, coordination, and ball control the platform is being used by over 140,000 children across the United Kingdom, Germany, the United States, and other countries.
Yahoo
03-06-2025
- Business
- Yahoo
Tesonet invests in Lithuanian SportsTech startup FPRO
Tesonet is investing €2 million in the Lithuanian SportsTech startup FPRO. This is FPRO's first round of outside investment, marking a new phase in its development. The funds will help the startup to leverage smart tech solutions to expand professional training opportunities in youth football worldwide. A made-in-Lithuania solution for the global football market FPRO is a SportsTech startup that is developing innovative football training solutions for children. Working in collaboration with UEFA-certified coaches and experts in sports science, FPRO has devised a unique interactive app for children ages 6 through 12. The app is designed to improve their technique, coordination and ball control skills. Having founded the Football Pro Academy back in 2018, founders Ernestas Pilypas, Darius Jankauskas, and Vilius Petkevičius were forced to move operations online during the pandemic. This was the impetus behind the development of their digital product, which was released in 2022. The platform's user base currently consists of 140,000+ children from the UK, Germany, the US, and other countries. Most of the company's revenue comes from sales outside of their home market. 'Football is the most popular sport in the world, but the market is currently short on qualified coaches. We wanted to create a solution that would be accessible to everyone, regardless of their financial means or location. FPRO fills this gap by offering young athletes an accessible, tech-driven method geared towards raising their physical fitness and developing their personalities in a comprehensive way. It helps to build their self-confidence, discipline, and passion for football through a focused and personalised coaching process. We see Tesonet's investment as confirmation that we're on the right track,' said Vilius Petkevičius, co-founder of FPRO. Ambitious partnership for innovation in children's sports 'The sports technology market has enormous potential, and football unites billions of people worldwide. Given our substantial experience with SportsTech, the latest investment reflects our strategy to expand the sports innovation ecosystem while strengthening the community both in Lithuania and globally. This is a profitable and growing startup with a broad user base, an unstoppable team, and founders who are experts in their field. It's a perfect combination, and one that mirrors our own values,' commented Tomas Okmanas, co-founder of Tesonet. Tesonet co-founder Eimantas Sabaliauskas added: 'When making a decision to invest, we consider not only market potential, but also a given team's vision and ability to solve real problems on a global scale. FPRO has created a strong product, and our goal as investors is to help them not just financially but also in terms of strategy. We see clear synergies where our contribution could help them optimise business processes, develop new revenue streams, expand their user base, and further accelerate growth internationally.' Another SportsTech investment in Tesonet's portfolio This is not our first venture in the sports vertical. In 2022, we acquired shares in BC Žalgiris Kaunas, helping the basketball club with its digital transformation and commercial expansion. Then in 2024, we invested in basketball club BC London Lions, aiming to promote the development of young talent and bolster the club's competitiveness internationally. ABOUT TESONET: Tesonet is one of the largest venture builders and investors in the Baltic States. It houses globally recognized companies such as joint cybersecurity powerhouse Nord Security and Surfshark, a market-leading web intelligence collection platform Oxylabs, the fastest-growing brand among hosting providers Hostinger, - an AI orchestration platform, and others. With over 3,500 in-house talents and a fully developed infrastructure, Tesonet supports, funds, and scales businesses globally. Since 2018, Tesonet has extended its reach by investing in successful ventures like Hostinger, Cast AI, Eneba, BC Žalgiris, London Lions, Artea, Zapp, Turing College, and others. Tesonet is known for its innovative ecosystem and strong infrastructure, which support product development, testing, and global growth. The company is dedicated to advancing technological innovation and helping grow the broader ecosystem. ABOUT FPRO: FPRO is a sports technology startup dedicated to developing innovative training solutions for children's football. Collaborating with UEFA-certified coaches and sports university experts, FPRO has created a unique interactive mobile app designed to help children aged 6–12 improve their technique, coordination, and ball control the platform is being used by over 140,000 children across the United Kingdom, Germany, the United States, and other countries.
Gulf Business
07-02-2025
- Business
- Gulf Business
Sporting legends to join new SportsTech stage at LEAP 2025
A line-up of sporting figures and tech industry leaders will take the stage at SportsTech – a new content track at SportsTech is one of two new content stages for the 2025 event, alongside Tech Arena. These additions reflect LEAP's expansion into key industry sectors. Saudi Arabia's focus on sports and its Vision 2030 diversification goals have attracted major industry figures to the event. Hosted by former France and Manchester United footballer Patrice Evra, the SportsTech stage will feature more than 30 speakers, including Javier Tebas, President of LALIGA; Dominic Thiem, Grand Slam tennis champion; Casper Stylsvig, Chief Revenue Officer, Chelsea FC; and Vinai Venkatesham OBE, former CEO of Arsenal FC, who will be attending LEAP for the first time. Speaking ahead of the event, Javier Tebas said: 'It is an honour for LALIGA to participate in LEAP, a major technology forum. I will address the key challenges and opportunities the sports industry is facing in terms of technology.' Javier Tebas, President of LALIGA. Other notable participants include representatives from Formula E, SailGP, the ATP Tour, the DP World Tour, the Ryder Cup, and the Commonwealth Sports Foundation. Senior representatives from global football clubs such as Newcastle United, Juventus, Chelsea FC, and Tottenham Hotspur will also share insights, along with figures from the England and Wales Cricket Board and the F1 McLaren Racing Team. Attendees will also have the opportunity to meet football figures Andrea Pirlo, a World Cup winner with Italy, and Francesco Totti, AS Roma's record goal scorer. Iker Casillas, Spain and Real Madrid's former goalkeeper, now a commentator, and Mathieu Flamini, former Arsenal and France midfielder and now a biochemical entrepreneur, will also be part of the meet and greet. 'Sports tech is changing the way we play, train, and experience sports. I'm looking forward to attending LEAP to explore new technologies shaping the future of sport,' said Iker Casillas. Iker Casillas, Spain and Real Madrid's former goalkeeper, now a commentator. The SportsTech stage is also attracting investors such as Apex Capital, a firm known for its partnerships with sports figures including McLaren Formula One driver Lando Norris, professional boxer Anthony Joshua, and former footballer Raphael Varane. Technology's role in advancing sports production and fan engagement will be a key focus. Topics will include AI, AR/VR, data analytics, fan engagement, sustainable sports tech, business models, and how investments are shaping the sports industry. Recent data from Predence Research forecasts the global sports technology market will grow annually by almost 21 per cent, reaching $117.93 billion by 2034. Saudi Arabia's successful bid to host the FIFA World Cup 2034 highlights its growing role in global sports, alongside events such as the Jeddah F1 Grand Prix and investments in ATP Tour tennis, Formula E, football, and esports. 'We have designed the new SportsTech track, in partnership with the Ministry of Sports, to bring leading industry figures to Riyadh next month, with discussions covering topics such as performance, fan engagement, sustainable event production, and business success,' said Michael Champion, CEO of Tahaluf, which co-organises LEAP with the Saudi Ministry for Communications and Information Technology (MCIT) and the Saudi Federation for Cybersecurity, Programming, and Drones (SAFCSP). LEAP 2025 will run from February 9-12 at the Riyadh Exhibition and Convention Centre, Malham.
