{"id":66086,"date":"2020-11-13T16:18:48","date_gmt":"2020-11-13T21:18:48","guid":{"rendered":"https:\/\/www.adorama.com\/alc\/?p=66086"},"modified":"2020-11-13T16:18:48","modified_gmt":"2020-11-13T21:18:48","slug":"how-technology-could-help-sports-survive-the-pandemic","status":"publish","type":"post","link":"https:\/\/www.adorama.com\/alc\/how-technology-could-help-sports-survive-the-pandemic\/","title":{"rendered":"How Technology Could Help Sports Survive the Pandemic"},"content":{"rendered":"

The Covid-19 pandemic is revolutionizing business, but some industries have been more prepared for the changes than others \u2014 and the sports world falls in the latter camp. The sports industry has been incredibly lucrative for decades, with teams earning big from ticket sales, broadcast partnerships, and licensing deals. These three revenue streams have only grown with technology\u2019s rapidly changing evolutions. From 2011 to 2018, the global sports industry valuation grew 45%, to a whopping $471 billion in 2018, according to World Economic Forum<\/a>. Entering 2020 \u2014 the year of the highly anticipated summer Olympics \u2014 life in the sports world looked brighter than ever.<\/p>\n

Of course, we know what happens next. When March 2020 rolled around, the sports industry \u2014 as well as the world \u2014 catapulted into chaos overnight. The multi-billion-dollar Olympics were postponed. The money-maker that is March Madness was canceled. And, as the Covid-19 tale goes, other teams and leagues followed suit. This begged a terrifying question for those in sports:<\/p>\n

How does the sports industry stay afloat without, well, sports? <\/strong><\/h3>\n

The answer wasn\u2019t clear, but leagues and broadcasters experimented widely. ESPN and Fox Sports made classic games and archived content readily available to engage fans. The NBA capitalized on its own e-sports adaptation, NBA 2K<\/a>, which had players streaming content from their own homes.<\/p>\n

And the NFL took sports nostalgia a welcome step further by making every single game since 2009 accessible for streaming via Game Pass, a direct-to-consumer channel priced at around $99 per season. Fan reception proved just how much sports lovers missed their pastime. Game Pass saw a 500% uptick in daily sign ups after the nostalgic promotion launched.<\/p>\n

Lucrative or not, experts know these strategies are mere Band-Aids \u2014 and sadly, these Band-Aids just don\u2019t hold up. Take the typically money-making men\u2019s college basketball season. Their income was down more than 50% \u2014 a figure that\u2019s hardly surprising given the March Madness cancelation. Abroad, the English Premier League teams anticipate<\/a> millions \u2014 between $60 to $150 million \u2014 will be lost in income as well.<\/p>\n

\u201cShortened seasons, no in-person fans \u2014 these changes really altered several billion dollars of revenue streams,\u201d said Jason Neureiter, corporate account manager for broadcast and sports with Adorama Business Solutions.<\/p>\n

As sports leagues and broadcasters enter new territory \u2014 a mix of teams playing reduced seasons, and largely (if not entirely) without fans onsite \u2014 they\u2019re navigating new revenue options to keep a key income driver \u2014 fan engagement \u2014 alive. Fans lead to advertisement views, and advertisement views lead to potential revenue. It\u2019s a tale as old as time in the world of sports advertising. But in 2020 and beyond, that ever-valuable fan experience will look quite different \u2014 and despite the bleak circumstances, that may ultimately lead to some long-term positives.<\/p>\n

Using livestreams to recreate the fan experience<\/strong><\/h3>\n

Livestreaming<\/a> is not a new idea in the world of sports, but it\u2019s taking a new shape \u2014 and priority \u2014 as leagues and broadcasters brainstorm new revenue options. According to Neureiter, this is one area his sports customers are looking to grow their tech investments in 2020.<\/p>\n

\u201cIn the past, livestreaming was an enhancement of the broadcast. It was there, but more so as an extra stream of revenue,\u201d he said. \u201cNow what they\u2019re going to have to do is make it more readily available. They\u2019ll need to improve upon it, make sure it\u2019s top-notch quality, and perhaps even bite the bullet by not focusing solely on revenue stream, but also perfecting the fan experience in this new virtual sports environment.\u201d<\/p>\n

Services like Pixellot<\/a> have further expended the options for sports broadcasting. No longer do you need a full crew or production team \u2014 the service allows for inexpensive live coverage for seamless streaming.<\/p>\n

While multiple tech options make livestreaming easier than ever, Neureiter says PTZ cameras<\/a> \u2014 cameras that pan, tilt, and zoom via remote controls \u2014 are flying off the shelves. Units like the Panasonic AW-HN130 PTZ Camera<\/a>, for example, are making waves, and saving big bucks, across the industry.<\/p>\n

\u201cIt\u2019s interesting, because these cameras, which are basically remote-controlled broadcast cameras, are a more cost-effective solution than traditional broadcasting,\u201d he said. \u201cIn the past, the director in the control room could tell a certain camera man to go the 40-yard line to get a shot. Now, they\u2019re handling it by remote control. The only thing is, these cameras don\u2019t have the same quality caliber of a traditional broadcast, simply because the camera qualities aren\u2019t as great as traditional broadcast cameras. That\u2019s a trade-off we\u2019re seeing clients adapt to engage fans while staying within tight budgets.\u201d<\/p>\n

Take the Sony CX405 video camera, when paired with the Hi Rise Camera Sky 250ET Video Camera Tower Kit<\/a>, gives sports broadcast teams powerful high-angle aerial vantage point from which they can broadcast and stream video footage. Alternatively, the beloved Autel Robotics EVO II PRO drone bundle<\/a> also give you the aerial advantage and can capture any action on the field.<\/p>\n

Making social media a main, money-making priority<\/strong><\/h3>\n

Just like livestreaming, social media has always been important in the world of sports, but it\u2019s never been a top-level priority. That will soon change, if it hasn\u2019t already. Social media is an essential tool for fan retention, which is more critical than ever given fans don\u2019t have in-person events and nearly as many games to engage them. Since fans equal potential advertisement views, and advertisement views equate to revenue, social media could mean major dollar signs for the sports industry \u2014 at a time when they need it most.<\/p>\n

\u201cOn the sports side of the business, social media has always been key in acquiring fans and retaining fan interest, but it\u2019s also been more of an afterthought. We found teams doing the same posting and content patterns game after game,\u201d Neureiter said. \u201cNow, because of the actual lack of interaction and lack of content, teams, leagues, and broadcasters are turning to social media to create social-first content.\u201d<\/p>\n

Following the death of George Floyd and the subsequent protests and rallies, Neureiter says numerous broadcasters decided to craft content showing their support and their brand positioning. And, in an unprecedented move, they used this content solely where the conversations were happening: social media.  <\/p>\n

\u201cI had one client call me up to say they needed a set of cameras, cables, microphones, lights, and so on, because his company gave him $50,000 to create six one-hour specials on equality,\u201d Neureiter said. \u201cWe\u2019ve also had teams create timely social-media content around staying safe during Covid-19, how to watch the game virtually, or even 10-minute one-on-ones with players since fans couldn\u2019t come to practice. This is where social media has, and will continue to, play a major role moving forward.\u201d<\/p>\n

Home studios are the new broadcast sets<\/strong><\/h3>\n

As the pandemic and subsequent stay-at-home orders grew, more and more broadcasters turned to home studios instead of in-person broadcast sets for the safety and health of their staff. Just look at celebrity chefs like Rachael Ray, who\u2019ve spent the pandemic successfully cooking \u2014 and streaming \u2014 from a home kitchen.<\/p>\n

Neureiter says home studios are not only growing in popularity; they\u2019re also surprisingly affordable, with just a few essentials like lights, cameras, microphones, and tripods needed for the perfect kit<\/a>. Even better? According to Neureiter, most people don\u2019t know just how much they can do with the gear they have on hand.<\/p>\n

\u201cMost people don\u2019t realize that with traditional mirrorless cameras like the Sony Alpha line<\/a>, you can plug right into the internet with the correct adaptors, then livestream to the masses,\u201d he said. \u201cSo that\u2019s an affordable first step for clients creating home-studio kits. From here, our team suggests lighting options, tripods, and streamlined audio configurations to round things out. We\u2019re building these kits left and right, from celebrity chefs to broadcast facilities \u2014 and more and more, for those in sports.\u201d <\/p>\n

Content quantity is the key to a sustainable short-term future<\/strong><\/h3>\n

Unfortunately, the pandemic shows no signs of letting up. That means sports seasons may be shorter. Games will inevitably be canceled. And content quantity \u2014 the bread and butter of the sports industry \u2014 will continue getting reduced. Except, it doesn\u2019t have to. From e-sports adaptations to livestreams left and right, the sports industry has already shown its prowess when it comes to content creativity. Now, it\u2019s time to monetize as the rest of the pandemic shakes out.<\/p>\n

\u201cOf course, the biggest thing would be getting back to regular seasons. It\u2019s not even so much the livestream of the broadcast that\u2019s lacking, it\u2019s the fact that the sheer quantity of material isn\u2019t there anymore,\u201d Neureiter said. \u201cThat said, I think the way forward will definitely look different, both now and after the pandemic. Livestreams, feeds, exclusive content \u2014 these are all potential revenue drivers. Think about it: If you could tell a loyal fan that there\u2019s a 24-hour camera on the practice court that they could access for 99 cents per month, a lot of fans would happily sign up. Capitalizing on this content now, and in the future, will be key.\u201d   <\/p>\n

For more information and for sports tech solutions, contact Adorama Business Solutions via business.adorama.com\/ABSSportsTech<\/a>. <\/strong><\/p>\n

Feature photo by Free To Use Sounds<\/a> on Unsplash<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The Covid-19 pandemic is revolutionizing business, but some industries have been more prepared for the changes than others \u2014 and the sports world falls in the latter camp. The sports industry has been incredibly lucrative for decades, with teams earning big from ticket sales, broadcast partnerships, and licensing deals. 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