TechNative, UK: Cognizant’s Head of Media Consulting Says the Connected World is Transforming Sport

“As digital native companies raise their bets, traditional broadcasters need to stay ahead of the game,” writes Chris Lawrence. “The opportunity for media and entertainment brands is quite straightforward: think ‘digital’ and consider all perspectives for your fan engagement to tailor your customer experience accordingly.” Excerpts:

The technology industry, in general, is investing heavily in lucrative sports rights to capitalise on the sector’s huge fanbase, turning themselves from social media platforms into rivals for traditional broadcasters.

If we look at this year’s World Cup as an example, England may not have won, but it was the talk of the summer. The 2018 World Cup draw record numbers of viewers and followers around the world, with almost four million people reported to have turned to social media platforms to watch games online.

One of the most remarkable aspects of the tournament was the use of social media, whether we are talking about fans posting their favourite clips of a match across social media, brands asking consumers to vote on who they would think would win, or players themselves directly engaging with the public.

What is important to note here is that the use of technology throughout the tournament was smart. It did not focus on gimmicks, but on developing connections and communities both on and off the field. This maturity in digital applications is being seen across the sporting world as brands recognise the power of building real connections with fans.”

Click here to read more.