Sports in the digital age is being driven by an evolving market of technology geared to enhance athletic performance, create better communication, and in general revolutionise the sports industry as a whole. While sports technology has become more influential to how athletes train and perform on the field, it is also infiltrating the sports business sector and helping to make back end sports business more efficient. At Frontier, we are developing Sports Bunker and Sports Hub with this goal in mind.
“We’re creating technology to allow rights holders or sports organisations create value. Helping them unlock greater revenue through clever tech and insights.” – Dermot Rigley
Sports Bunker functions as a landing site of sports content internationally, consolidating it to one easy-to-find location. The site then shows the digital analytics of each piece of content from television audience engagement to online performance. This can be tracked based on location, enabling rights holders to market their most popular content in different areas of the world. This can further reinforce a popular market or engage with a market that has yet to be tapped into. The technology aggregates data which gives commercial teams actionable objectives to ensure the are growing their audience and fan base
Sports Hub is a trading platform that will allow the rights holders the ability to use it end-to-end for purposes of official documentation, invitations, all communication for bidding, and the final digital signatures and contracts. The main benefit of this system is its organisation. All information sits in the system. It’s all auditable and tracked which democratises the processes.
These technologies emphasise that not only sport itself but the approach to sports business is evolving. By creating more efficient business platforms, Frontier aims to make sports business more efficient and in turn, help expand sport to wider audiences and technologically improve the foundation of the sports industry.
Ultimately, there is no question that sports technology is becoming a large topic of conversation. However, these conversations surround its impact for athlete performance and fan interaction. There is limited discussion and popular awareness of the depth of influence technology has in the business sector of sports. This is further evidence that technology is playing an ever increasing role in how sports rights holders understand and reach their customers like never before. It has impacted all aspects of the industry and will continue to do so moving forwards.
“If you’re looking for consultancy or advice on the commercial side of your sports business, we’re your go-to place” – Dermot Rigley
