Market Analysis of The Use of New Technology to Reduce Costs and Improve Efficiency Within UK Sports Stadiums and Venues.
The United Kingdom (UK) has always been the hub of sports. Most sports, such as polo and football, were first invented in the UK. Over the decades, there have been major improvements in the sports industry. The most notable improvements are the use of sports kits such as games skits and sports shoes, medication of players during games, and technology in sports today. Every single change in sport has a significant effect on sports. The notable effects can be either positive or negative, but both are meant to better the sports industry. Over the decades, the number of sports has also increased rapidly. There are over 100 types of sports in the 21st century. Both of which require different market analysis to maintain. To ensure that there are enough resources to sustain them in the long run. Sustainability has pushed many sports into finding ways to minimise their resources for long term purposes. This research aims to give a market analysis on using new technology to reduce costs and improve efficiency within UK sports stadiums and venues.
Many decades ago, people played sports for fun, political, and harmony purposes. They were meant to foster friendships and bring together various communities in the UK together. Therefore, most people never considered sporting as a source of employment or income for the longest time. Over time, sports activities have evolved to a symbol of peace and unity and a source of income and employment for the players, fans, and club owners. Communities in the UK owned sports teams and stadiums, but that has significantly changed over the years. Some of the notable reasons that have led to this change are the monetisation of sports activities.
The sports have evolved from normal games to professional games whereby players are recruited and paid as per terms to play. Fans have to pay to cheer their favourite team or game, while the owners have to utilise the funds generated from the team activities to pay workers, maintain stadiums, and pay the staff while making profits. These changes in sports have proven expensive and difficult to maintain. Most sports clubs have either closed down or disappeared into thin air for the lack of resources to sustain them. Because of these challenges, the sport’s stakeholders in the UK are moving towards technology to minimise the costs spent running their respective clubs. The use of technology means fewer manual staffers, an increased global fanbase and increased profits. Technology has proven effective in most sporting activities; hence it is being embraced by all sports.
The UK sports stakeholders should swiftly move towards technology to ensure quality business, games and playing fields. Improving the technology in the stadiums will reduce the labour required in its maintenance and reduce the requirements of the cost. This research paper will give a detailed market analysis of technology use within the UK stadiums and game venues. The sports stakeholders can use technology to improve sports, increase income, reduce expenditure, and improve the stadiums’ quality. I will also give a detailed analysis of why it is important to embrace this technology to ensure global coverage, thus increased fanbase, global coverage and marketing dynamics. My support for the new technology is meant to educate the UK’s sport stakeholders and show them why it is necessary to embrace it with totality.
Digital companies like Microsoft have not been left behind in the use of technology in sports. They have funded various research initiatives regarding the use of technology in sports. Global Sports Innovations Center (GSIC) is one of the research bodies sponsored by Microsoft. It bases its research mainly on five pillars: networking, startups and training, applied research and innovation, showcasing, and Microsoft solutions. The activities in their order are meant to bring members with the same sporting interest together, create a network of sports business people and enthusiasts and link all companies related to the sports sector. It allows entrepreneurs to access resources at no cost as they grow. They get expert mentorship and technical advice hence getting the opportunities to share knowledge and access potential investors for their proposals.
Through its members, GSIC promotes collaboration between businesses and innovations that are sports-based. This collaboration disseminates knowledge of the most innovate technology and modern trends. GSIC also offers an exhibition stage for showcasing its members’ innovations related to sports to its visitors. This collaboration gives the members public space and access to potential customers. The Microsoft involvement in the GSIC sponsorship creates an opportunity for the members to become part of the Microsoft ecosystem, possibly.
According to GSIC, the overall vision of technology in the sports industry revolves around smart venues to enhance fans experience and increase profitability. Proper fan engagement will ensure proper audience targeting, the creation of personalised attendees’ experiences and improve customer targeting. The fan engagement experience can improve the fans experience before, during and after the game. The technology is also meant to improve the athlete’s performance by using athletes grading sensors and data gathering wearables. The report also gives a business insight and productivity using technology. Most sporting will have to embrace technology to leverage their profits. Finally, the injection of esports into sporting activities will boost both consumers and business people.
The UK Premier League are valued at more than 1 billion dollars from media coverage and sports broadcasting. This information shows that media and sports broadcasts are overlooked when it comes to technology in sports. The stadium owners should ensure that media is provided access to sporting facilities to gather information on activities that are happening, about to happen, and their venues. Digital facilities for broadcasters such as studio space, satellite uplink areas, commentator positions and telecommunication links are vital in media coverage. To achieve this requires a focused technology and multimedia infrastructure. Proper application of technology will also ensure the creation of safe and secure venues. Venues have a spectrum of users or uses, from daily training grounds to acting as venues for national and international events. This varied use creates demand for different application of safety and security measures; hence should be solved with great flexibility. IP based CCTVs can provide both real-time and recorded images viewed from different locations using command and control systems using state of the art situational awareness tools.
The modern stadium requires advanced technological infrastructure. The technology infrastructure layer comprises operational software that serves as the venue’s foundation, physical hardware and networking equipment. The elements in this technological infrastructure comprise the Wi-Fi access points, distributed antennas for mobile connectivity to the fans mobile device, retail point of sales equipment and commercial infrastructure. The commercial infrastructure can handle a wide range of transactions, payment types, processing systems, and system integration solutions to enable stadium technology to integrate with its surrounding environment, including broadcast systems and municipal transit systems. While modern technology is crucial in providing the expected fans services, value creation depends on the stadium’s opening to allow fans and other stakeholders to build on top of the stadium’s technology and sports infrastructure. Enabling the technologies includes the tools, protocols, and data that teams and venues provide to fans, partners, and sponsors to access the core infrastructure. This infrastructure for modern stadiums requires application programming interfaces (APIs) that allow developers to build apps and other solutions using stadium information, such as game or event schedules, seating maps, amenity locations, and ticket prices. It also requires identity management tools to give each fan a unified credential for use in every transaction and every touchpoint, including arena entry and the purchase of tickets, concessions and merchandise. On the other hand, audio and video feed capture fan-created content for integration into social media in-stadium promotions and game products. Finally, social listening or analytics solutions give teams and venues immediate fan and player voices regarding the stadium experience and any operational problems that may arise for immediate resolution.
Besides all this information, modern stadium development can prove complex. However, the modern stadium development process’s success can be divided into phases, and each phase of development will depend on the success of the previous phase. The previous phase’s success means the conclusion of positive results and attainment of all stakeholders’ commitment levels.
Benefits modern technology brings in smart stadiums compared to other stadiums.
Modern stadiums enjoy a vast range of benefits as compared to stadiums that have not embraced technology. The most important benefit is improved payments, whereby stadiums use modern ticketing systems to give the fans a better experience while purchasing their tickets. Some stadium has embraced non-contact payments whereby you swipe your card whenever required to pay for a match ticket for the next game. There is reduced crowding during ticket purchase as compared to traditional stadiums. There is also improved connection in modern technology stadiums. Stadiums like Tottenham hotspur in North London have embraced this type of technology. The Aruba technology is the inherent part of the stadiums, with over 22,500 network points installed and 1228km of networks cabling. There are more than 1,600 access points across the site, from the pitchside to the retail concourses managed by high availability clusters of Aruba 7240 mobility controllers. They also have an airwave network management that monitors the wireless local area network (LAN), while Aruba ClearPass manages SSIDs and network access policies for the public, employees and partners. This technological advancement provides the most exciting fan experience as compared to traditional stadiums. Smart stadiums also experience the least trouble with the fans. Fan track devices make it easy to track down those fans, causing disturbance to others. This technology is effective compared to the use of regular surveillance cameras to look for fans causing mayhem. Finally, smart stadiums ensure proper recording of live matches. Due to the use of camera’s fitted with artificial intelligence, the powered detectors can easily track the ball and player movements to cover a wide-angle of the pitch when relaying live footage from the game. This information on smart stadiums gives modern stadiums an advantage in management, maintenance, and revenue compared to traditional stadiums.
The Market that Currently Takes Advantage of New Technology Within Their Operations
The building automation software is the biggest beneficiary of this program and is expected to at the highest rate in the forecast period. This growth is credited to many stadium operators’ need to shift to smart building automation to ensure space utilisation, operational and cost efficiencies, sustainability, and building maintenance. Smart building automation software is gaining popularity due to increased demand for energy-efficient, integrated, and secured stadiums. The need for facility management, packing management, and energy management system are the major components of building automation. Packing management systems play a greater role in managing multiple access to parking facilities, vehicle routing, controlling access, and managing ticketing and revenue on a real-time basis. The advanced parking management systems help stadium operators minimise time wastage, offer cashless and contactless payment options, enhance vehicle security, and provide options for the pre-booking of parking spots. The use of the energy management system helps regulate the use of energy for stadium activities like floodlights, indoor and outdoor lighting, and heavy equipment.
The deployment and integration service segment is also expected to have the largest market size during the forecast period. The service aims at streamlining business applications by integrating various modules of daily operations. Stadium infrastructure has to integrate various technologies, such as network management, building automation, and digital content management.
According to worldstadiums.com, the Europe region has a total number of 1,335 stadiums. It is, therefore, expected to have the largest market size. The Asian Pacific (APAC) is also embracing the smart technology in their stadiums to improve safety and security, and the fans experience. The APAC is, therefore, expected to grow rapidly in its market size. The information clearly shows that the automation industry is the biggest beneficiary of the smart stadium project because it is the backbone of the technology needed in achieving this process.
The New Technology Implementation Costs and How Its Used to Boost Other Areas of The Market
According to the research done by Technavio, the smart stadium market is expected to grow by US Dollar (USD) 10.16 billion during 2020-2024. The implementation of smart stadium solutions has helped stadium management authorities to improve their operating efficiency, optimise energy use, improve building management, increase automation, and improve crowd control. It has also helped n temperature monitoring and controlled lighting at games. The building management system implemented in smart stadiums enables monitoring the entire stadium from a single console, maximising efficiency and reducing operating costs. Such advantages of smart stadium solutions drive their demand during the forecast period.
Smart seats in various stadiums have attached tablets that help deliver a rich visual experience to users and enhance stadiums’ overall experience. These interactive tablets enable spectators to watch the match live along with action replays; they enable the streaming of live television (TV), which enables spectators to watch the news, connect to social media platforms, and follow other sports. Also, the tablets are equipped with content targeted towards kids to keep them busy while their parents watch the live match. In recent years, Melbourne has installed such seats. Thus, the adoption of such technological advances in smart stadiums will boost market growth over the forecast period.
Data and Methodology
The research methodology involves capturing data of all sports stakeholders. Some of the target sports stakeholders include industrial associations, stadium manager association and the world stadium database. The best procedure employed was the bottom-up procedure used to determine the overall market size of the smart stadium market from the individual segments. After finding the overall market size, the total market was split into several segments and subsegments, verified through primary research by conducting extensive interviews with key industry personnel, such as chief executive officers (CEOs), vice presidents (VPs), directors, and executives. The key target audience was the sports associations, IT service providers, mobile application providers, building solutions providers, smart solutions providers, system integrators, cloud service providers, consulting firms, and training and education service providers.
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