With the final of an enthralling UEFA European Championships coming up this weekend, AST takes the opportunity to shine a spotlight on the technological innovations that are reshaping the tournament experience.
Euro 2024 is proving not only to be a showcase of football talent, but also an exemplification of the transformative power of technology. In the modern sports landscape, technology plays a pivotal role in reshaping fan experiences, player performance, and sustainability.
Streamlined VAR and Match Ball Technology
Euro 2024 is making strides in enhancing the efficiency and accuracy of in-game decisions.
A view inside a UEFA VAR room (Photo: UEFA)
One significant improvement is the reduction in the number of VAR (Video Assistant Referee) officials. Previously, multiple officials in the VAR room led to confusion and delays. Now, with fewer officials, the process is streamlined, making it more efficient. This reduction minimises conflicts and allows for quicker resolutions, enhancing the game’s flow and reducing stoppage time (180 TechNews).
Additionally, the official match ball for the UEFA European Football Championship will incorporate connected ball technology, which gained recognition in 2022 as a specialised ball tracking system due to a joint effort from Adidas and FIFA. Connected ball technology will help transmit precise data to video match officials in real time.
By integrating player position data with AI, this innovation supports UEFA’s semi-automated offside technology (SAOT) and plays a crucial role in facilitating faster in-match decisions (UEFA). Read our VP – Growth’s deep dive on SAOT here.
Smart Stadium Innovations
Deployment of smart technologies in the stadiums hosting the tournament is revolutionizing how fans interact with the event and ensuring a safer, more efficient environment for everyone involved.
A key advancement is the implementation of IoT-enabled sensors; responsible for monitoring crowd density, temperature and security in smart stadiums. Most modern stadiums now boast of cutting-edge connectivity features, including high-speed Wi-Fi, 5G networks, and extensive fibre optic infrastructure, ensuring seamless internet access for all attendees.
As a key partner of Euro 2024, Deutsche Telekom is delivering high-speed networks and optimising mobile coverage across all ten stadiums and fan zones, enhancing the digital experience for fans (Talking IoT).
Enhanced security measures using AI and facial recognition technology are another significant innovation. Advanced facial recognition systems are deployed to enhance safety and streamline entry processes. These systems quickly identify individuals on watchlists, reducing the risk of unauthorised access and potential security threats
Source: Intel
Moreover, the fan experience is elevated through the use of augmented reality (AR) and virtual reality (VR) technologies. AR solutions allow fans to view real-time statistics, player information, and replays directly on their devices, adding an interactive layer to the live experience. VR immerses fans in training sessions and match moments.
The “Be Your Best” VR experience offers fans an immersive and engaging way to interact with the tournament. This VR experience lets fans step into the shoes of their favourite players, experiencing training sessions, match-day preparations, and even pivotal moments in the game from a first-person perspective.
Source: Intel
With each passing tournament, we are seeing new standards for how large-scale sporting events are conducted ensuring a safer, more efficient, and highly engaging experience for all attendees.
AI and Data Analytics: Revolutionising Team Performance
The usage of AI and data analytics by teams during the tournament is transforming how football is played and coached. These technologies offer profound insights into performance analysis, injury prevention, tactical planning, and real-time decision-making, giving teams a competitive edge.
Aiconix is joining this technological revolution with a brand new facial recognition model. Their Deep Media Analyzer can now identify all football players from every team participating in EURO 2024 (DeepVA).
Source: Intel
This data is utilised to produce detailed analysis and forecasts about every facet of the game in the discipline of telemetry. This involves measuring variables like shots on goal, player formations, pass completion rates, and even individual player effort in addition to collecting a wide range of player data (such running distance, speed, and placement).
Injury prevention is critical for maintaining team performance and player health. Catapult Sports offers wearable technology that tracks players’ physical conditions in real-time. By analysing data on biomechanics, workload, and fatigue levels, AI algorithms can predict injury risks and recommend preventive measures. This proactive approach reduces the incidence of injuries and ensures players remain fit throughout the tournament.
AI and data analytics provide a deeper understanding of game dynamics and player performance. Leveraging AI to gather and analyse vast amounts of data helps coaches identify strengths and weaknesses, tailor training programs, and make informed decisions about player selection and tactics.
For example, AI is helping coaches at Liverpool Football Club select the right players for corner kicks by analysing the performance of more than 7,000 corners taken in the team’s matches (OpenCv AI). Predictive analytics also allow teams to anticipate opponent strategies and adapt accordingly.
Sustainability Through Technology
UEFA set out aims to make EURO 2024 the most sustainable European Championship of all time (UEFA). The tournament incorporates various green initiatives, significantly reducing its environmental impact but not only aims to minimise its environmental footprint but also demonstrate the transformative power of technology in fostering sustainable practices.
EURO2024 ESG Strategy (Source: UEFA)
Stakeholder engagement is key, involving national associations, players, fans, host cities, and partners. Each of the ten venues has a sustainability manager and volunteers to implement ambitious goals. Environmental initiatives include adjusted match schedules, smart mobility solutions, and a climate fund to offset unavoidable carbon emissions.
Stadiums hosting Euros 2024 are powered by renewable energy sources, with restrictions on electricity consumption, including reduced use of floodlights and pitch irrigation. (Euromonitor). Energy management systems have been deployed to optimise renewable energy use, promoting efficiency and minimal waste.
Effective waste management is another critical aspect, and Veolia has introduced smart waste management systems throughout the stadiums. Using IoT technology, smart bins and recycling stations monitor waste levels in real-time, ensuring timely collection and reducing overflow.
By implementing these green initiatives, Euro 2024 sets a new standard for sustainability, demonstrating the feasibility and benefits of sustainable practices and encouraging future events to adopt similar measures.
Asian Companies Capitalising on the Euro 2024 Phenomenon
Euro 2024 serves as a vivid illustration of the passionate and ever-growing fandom for European football across Asia. The tournament has not only captivated fans globally but also created significant business opportunities for Asian companies.
(Image: UEFA, Euromonitor International)
These companies capitalise and associate themselves with the deep-rooted enthusiasm for football that Asian fans have developed over the years primarily in urban areas of China, Japan, South Korea, India, and Southeast Asia.
During the Euros, Asian tech firms have emerged as major sponsors and advertisers. As more Chinese companies launch and market their products, they enter the sponsorship space.
Five out of 13 of Euro 2024’s official global sponsors are from China – EV producer BYD, financial technology company Ant Group, cross-border e-commerce platform AliExpress, smartphone giant Vivo and TV manufacturer Hisense (Global Times). By associating with Euro 2024, companies like Hisense boosts their brand visibility in Europe and enhances their global image. They also make up over one-third of the top-tier sponsors.
(AST Graphic: Euros 2024 Official Global Sponsors)
Asian fans’ growing enthusiasm for European football is a driving force. Asian companies are significantly benefiting from their involvement in Euro 2024. By tapping into markets where football is widely followed. This association boosts their global image and market share as well as enhancing the tournament experience, expanding their global footprint, and fostering a deeper cultural exchange through football.
Conclusion
The integration of smart technologies, AI, and sustainability initiatives at Euros 2024 is revolutionising the landscape of football.
As these innovations continue to evolve, they not only enhance the game but also set new benchmarks for future sporting events. The commitment to leveraging cutting-edge technology ensures a safer, more enjoyable experience for fans, players, and organisers alike.
The opportunities for innovation and investment in this dynamic sector are immense. By staying informed and engaged, potential investors can capitalise on the burgeoning potential of sports technology. Embrace the future of football tech and be part of this exciting journey toward a smarter, more connected sporting world.
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