What effect can be obtained by closely connecting sports and DX?

Digital transformation (DX) can be broadly divided into four events. Among them, I will think about "digitalization" and "digital transformation (DX)" in connection with sports science. Digitalization is beginning to be used to increase profitability, especially in strengthening and training teams. On the other hand, DX is used as an initiative to create end-to-end value that connects with customers and accelerate digital collaboration with peripheral businesses.

Along with this, the technology that supports sports science continues to evolve at an accelerated pace. For example, 5G/LTE and Wi-Fi are widely used as technologies that support video content and communication technology, and the range of security technologies that connect them is also expanding. In addition, technologies such as AI and machine learning are being used in areas such as customer attribute/behavior/human flow analysis. VR and telepresence technology will also be closely related in the future.

The deep connection between technology and the sports business will enable us to provide better experiences

“What is important is the ability to see through advanced technology. As sensing technology continues to improve in performance and precision, the ‘objects’ that can be seen will change. Those who are considering DX in the field of sports should ask themselves "what", "how", "what technology to use", "for whom", and "what kind of business change will be brought about". We need to consider it comprehensively.” (Mineo)

Looking at technology from the perspective of science, it is becoming possible to acquire environmental data such as position, acceleration, vibration, and temperature, in addition to data such as myoelectricity, brain waves, and skeletal modeling.

Movement is acquired as data in sports biomechanics, which is an academic discipline that elucidates the "movement" of the body. If we can grasp the movement, it will be possible to apply it to sports physiology and medicine, such as "which muscles should be trained". There is also a movement to apply it to sports nutrition and biochemistry. Use cases are expanding from the perspective of coaching and training using these data.

By connecting data, it will be possible to apply it to various sports studies

The point of DX in the professional sports field is to provide “value and experience” outside of matches

The profit structure of professional sports in Japan consists of four main sources of profit. However, due to the COVID-19 pandemic, there will be a large impact such as no audiences and restrictions on the number of people, and there is a possibility that advertising and broadcasting rights will be affected in the medium term. People are moving away from the stadium, where real moving experiences are switched to other forms of entertainment.

Some professional teams have started live distribution as a short-term measure, but only the top teams can supplement their revenue sources, and in the case of lower teams and second division leagues, the current situation is that it is not a fundamental measure. is. One of the reasons for this is the standardization of viewing platforms. Users who want to see advanced plays tend to watch top leagues and prestigious overseas teams, so content from lower teams and second division leagues on the same viewing platform tends to be buried. It is very difficult to compete in the same cyberspace.

“In order to get players to choose low-ranking teams and content from the second division, we have to change the axis of our strategy. We need to provide additional value and experiences outside of matches.” (Mineo)

How do you improve fan satisfaction?

In the near future, sports businesses should focus on stadiums and entertainment. As I mentioned earlier, we need to provide new value and experiences outside of games.

In stadium management, it will be necessary to review the function in the first place. For example, Madison Square Garden, a historic sports arena in New York City, hosts more than 400 performances a year, and it is not uncommon for two performances per day. What makes this possible is the facility that allows you to easily switch between the ice arena and the basketball court at the touch of a button. In addition, a high-quality sound system that can be used for concerts is permanently installed, so collaborative live events with other industries are also possible. In this way, providing value and experiences outside of sports improves fan satisfaction.

In addition, horse racing is one of the sports that has achieved an increase in sales despite the fact that it was held without spectators due to the corona crisis. In response to the suspension of off-track betting ticket sales due to the corona crisis, access to the JRA (Japan Racing Association) Internet voting member service "Soku PAT" has been concentrated. As a result, the number of new subscribers exceeded 900,000, and sales increased by 36% compared to the previous year.

It is a betting system that is not very familiar in Japan, but it is a business that is attracting a lot of attention overseas. It has been proven in North America that the money that moves through betting is overwhelmingly larger than the pure box office revenue of sports. In Japan as well, consideration has begun toward legalization in 2024, and when considering DX, we believe that a business model that incorporates a "betting system" should be considered.

Keep an eye on regional revitalization and sports. This is an initiative to solve social issues using sports facilities as hubs. A prime example is the PayPay Dome, home of the professional baseball team Fukuoka SoftBank Corp. Hawks. Here, the seats are designed by local sponsors, and the surroundings of the dome are always lively, such as cooperating with the hotel and transportation facilities. In this way, we are trying to satisfy our fans by innovating our services while linking data with neighboring businesses.

In addition, we are actively working to create a system for "sports tourism" with a view to the post-coronavirus era, and we are accelerating collaboration with esports and parasports.

Another active area is the education field. Especially for athletes, practical adaptation of sports science using digital data such as VR simulator is progressing.

There is a ryokan in Nagano Prefecture that has a ski simulator that even amateurs can use. With this, we can expect an increase in operation not only in winter but also in summer, and even those who try skiing for the first time can practice with a simulation before skiing, so they can make their debut on the slopes without worry.

In this way, DX is revolutionizing the sports field. The more technology advances, the more sports science will develop, and through digital initiatives, we will be able to provide fans with the value and experience of watching a game. In the future, an era may come in which the ability of athletes and the earnings of the sports business will be affected by the degree of DX efforts. In order to prepare for that, it would be a good idea to pay attention to DX from now on.

Advances in technology allow us to offer newer and more exciting experiences

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Macnica
Sales Headquarters Customer Engagement Promotion Office
senior evangelist
Motoji Mineo