THE USE OF TECHNOLOGICAL INNOVATIONS IN SPORT
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Bulletin of the Transilvania University of Braşov
Series IX: Sciences of Human Kinetics • Vol. 14(63) No. 1 – 2021
https://doi.org/10.31926/but.shk.2021.14.63.1.14
THE USE OF TECHNOLOGICAL INNOVATIONS
IN SPORT
I. TURCU1 G.B. BURCEA2 D.L. DIACONESCU2
M. SHAAO2 M.C.R BARBU2 M.C. POPESCU2
A.A. TOHĂNEANU3
Abstract: The sport and the athlete have inspired a lot of admiration
among people. With the passing of the years and the improvement of
knowledge about the human body and its capabilities, most believed that
their abilities could not be improved. But with the advancement of modern
technology, this has changed. The modern athlete uses all the help he can
get; from specialized coaching to dieticians, to the best and latest
technologies. The data gathered through technology is used to dissect the
athlete's performance, identifying exactly where improvement is needed and
where the focus is needed. In the paper "The use of technological
innovations in sport" we make a presentation on how technology has taken
over the sports field and produced numerous improvements in various
equipments, how this technological development has affected the sports
products market and a small analysis of the global sports equipment market.
Key words: technology, innovations, sport, performance.
1. Introduction style, nutrition, physical recoveries are all
the basis of progress in almost all sports.
It is absolutely obvious that technology The fact that the IT field is currently
has made possible some performances evolving at an accelerated pace represents
that, no further than 15 years ago, were benefits of different types for the world of
very difficult to imagine. The equipment sports. First of all, the athletes' equipment
has constantly improved, but it is obvious is constantly improving due to the
that not only the equipment is responsible increased computing power of computer
for the progress of the athletes. Training systems, which allow a better analysis of
1
Departament of Motric Performance”, Transilvania University of Braşov.
2
Department of Theory and Methodology of Motor Activities, University of Craiova.
3
Department ofSports Medicine and Rehabilitation, University of Craiova.108 Bulletin of the Transilvania University of Braşov. Series IX • Vol. 14(63) No. 1 – 2021
physical factors such as aerodynamics, day goes. Here are some of the habits
endurance or flexibility. Also, this ability to completely transformed by technology:
analyse every technical detail is We live in an age in which digital
successfully applied in statistics, positively technologies are evolving at a dizzying
influencing both their number and the pace and in which we produce and
accuracy of the results. consume more and more data. An already
Moreover, the field of video editing has well-established phrase in IT vocabulary is
allowed an improvement of the that data is the new oil. In my opinion, the
experience of the spectators, both those data is much more than that, they are a
on the spot and those who watch events completely new fuel, which will never run
from the comfort of their own home. out and which has an infinitely higher
Whether it is an edited promotional video value than any other traditional fuel [4].
such as the World Cup or the presentation This value is given by the analysis of the
of replays and supplementation with information and moreover, by the actions
explanations using computer-generated taken as a result of the analysis. In
images, information technology has football, as in any other sport, the
become an almost mandatory component technical staff must always be able to
for this field. make the best starting team, both
Access to information is another aspect actively, analysing the parameters of the
that contributes to the evolution of the players in their own group and reactive,
world of sports. Whether we use a analysing the probable team of the
computer or a mobile phone, nowadays opponent, as it turns out from monitoring
almost all the big competitions have previous games. Because even if from
advertising in the online environment. time to time exceptional results are
This is considered a positive influence in obtained with limited means, overall and
terms of the popularity of an event and long-term, most trophies have been, are
the number of people interested in it. and will be won by those with access to
the best boots, the most aerodynamic
2. Literature Review beans and more recently, the best
software.
2.1. How technology has changed sports And software and tablets will be more
and more present in the world of sports.
Regardless of the generation or country In Germany, football coaches already have
in which we live, technology has had an the right to use a tablet on the bench and
undeniable impact on our daily habits. we can assume that this will soon become
Evolution attracts evolution, and the widespread. Why is this important?
pace at which new and new products in Because high-performance athletes from
the field of technology and gadgets are all sports no longer come from the
launched is increasingly difficult to follow generation with the "key to the neck", but
[1]. Beyond the launch of gadgets with from the generation “with the phone in
personal assistant functions or self-driving hand”. The average age of athletes
cars, there is also the technology at our participating in the 2016 Summer
fingertips, which in just a few years has Olympics in Rio de Janeiro was 27.2 years
managed to greatly transform the way a for boys and 26.3 for girls, the lowestI. TURCU et al.: The Use of Technological Innovations in Sport 109 average being 22.6 years for girl’s sport they manage or the performance in gymnastics, and the highest average of the competitions in which they 37.8 years in equestrian sports. If we participate, federations and clubs must assume that we will encounter the same first of all know who they are addressing: situation at next year's Tokyo Olympics, Who are the fans? Where are they from? we will see that most athletes are born How old are they? How often do they after 1990, so born directly into a digital come to events? world where device-mediated What do you consume, how much do communication is becoming increasingly you consume, when do you consume? important. Who are potential sponsors? From which Even for the previous generation, how industries? How do we attract them? many of us would rather write to Answering these questions is the surest someone instead of calling them, book a way for a sports organization to improve meal online at a restaurant than call or its relationship with fans and sponsors, to buy a book online instead of going to the provide them with personalized bookstore? Extrapolating, if a coach experiences, to create a strong community manages to use technology to visually around the sport or club, and to generate express his work philosophy, the impact new sources of income. will be even greater. As an example, one Clubs and federations must therefore of the most used SAP SportsOne features invest in CRM solutions to centralize by the German Football Federation is chat, information about fans from various through which coaches send players sources: ticketing, club or federation videos and tactical schemes analysed and store, Social Media, etc. This database created in the system for them to study at must then be used to communicate with their own pace. Coaches therefore use fans and to generate marketing campaigns means of communication specific to the segmented according to their target generation to which their players belong. audience. It is essential that federations Sports clubs and federations need to and clubs constantly communicate with invest in specific data aggregators that their fans and sponsors, not only during centralize and monitor all data on all the competition calendar. sports performance indicators from all Because a better experience generates sources (GPS, video, training, etc.). These new income almost instantly. For data must of course be analysed in the example, an email campaign to invite sense of Business Intelligence, so that those who bought a ticket to an event to coaches and selectors have an overview of order something in advance for food and everything that happens to the team, the drink generates 5 times more sales than team or the entire country at the normal, while knowing the routes of The federation level, one click away. movement of spectators to a sporting The benefits of such a platform are event allows the organizers to distribute many. On the business side, federations their staff and volunteers in the areas and clubs need to invest in CRM most in need and to collaborate with local (Customer Relationship Manager) town halls for traffic management. solutions. Because in order to be able to Sports clubs and federations now have promote their product, in this case the only two options: to adapt to change, to
110 Bulletin of the Transilvania University of Braşov. Series IX • Vol. 14(63) No. 1 – 2021
invest in technology and to become more economic practice shows, this difficult and
competitive and visible to the general complex task can only be solved by taking
public, or to change nothing and into account the changes that take place
disappear from the forefront [5]. in the external and internal environment
Moreover: without investment in of the company, following and analysing
technology, sports clubs and federations the innovations introduced by
will never be able to compete in the long competitors. Otherwise, the company
run with those in first place in expects stagnation, which easily turns into
competitions. a recession, with a gradual deterioration
In the end, victory will always belong to of financial and sports results. Moreover,
the one who knows best how to this applies to both individual market
complement his work philosophy with entities and entire industries or the sports
new technologies. industry [15].
In professional sports, great importance
2.2. Sports market and technology is given to finding and revealing the
talents of athletes. Competitors of all
The current markets for sports goods, levels are closely monitored; the most
services and information are characterized capable and gifted specialists are
by rapid development and increased considered, invited to elite schools and
competition. Tens and hundreds of clubs [8]. Out of thousands of promising
thousands of manufacturers, such as athletes, world-class results are usually
sports TV channels, radio stations, achieved by a few dozen in any sport in a
specialized websites, professional clubs, given country.
sports shops, sports facilities and fitness The competition for the right to play in
clubs, fight simultaneously with an intense the main team of the national team at the
fight for consumers, viewers, buyers and World Championships, European
users of Internet [6]. The competitive Championships or the Olympics is
relationship system also includes topics extremely high. This is where those
from related industries such as athletes win, whose natural talent is
entertainment television, cinema, stage, multiplied by persistent daily training.
circus, event tourism and other spheres of However, the skills and talents alone,
leisure activity [2]. even the most remarkable, are not
Within the huge mass of companies in enough to defeat a strong opponent. This
the sports and related industries, there is requires the best methods of training,
a continuous movement: some companies equipment, sports equipment. It also
are improving their business positions, requires an analysis of all information
while others, on the contrary, are getting about the best achievements of elite
worse. athletes, about new scientific
The central task of the management of developments in the field of sports
each company or professional sports club medicine, physiology, biomechanics,
is its successful work both in the short and pharmacology, psychology and
long term, ensuring stable, profitable management.
activities and maintaining its Technology and innovation are now an
competitiveness at an adequate level. As important part of our training routine, soI. TURCU et al.: The Use of Technological Innovations in Sport 111
it's no wonder that they become decisive The representatives of cross-country
factors when it comes to choosing sports sports have already adopted innovative
equipment. The development of sports developments from Nike, which, in
technology in the last decade has become practice, and not in words, have proved
rapid. The continuous search for new that in sports, a priori, there are no and
solutions affects the field of clothing, cannot be trifles. Hyper Adapt. This is the
equipment, outfits [3]. name of the technology that allows you to
"Wonder shape" Today, this expression tie 3D printed sneakers to fit your foot.
means not only that the athlete reaches According to the manufacturer, the first to
the optimal level of his physical abilities, reach the finish line is the one who, with
but also emphasizes the quality of the the help of innovative developments, will
clothes in which he rests, trains and be able to do it with truly precision
behaves. The legendary brands of sports jewellery.
equipment are in constant competition It's no secret that the best runners in the
and strive to offer the best solution - world run huge distances in marathons
clothing that will be a tandem of and half marathons in all weather
durability, ergonomics, and comfort for conditions. In order not to hit the dirt on
professional athletes and active sports the face (in the most literal, not figurative
enthusiasts. sense of the word), they are helped by the
For skiers in the United States, the best traction of the sneaker with the
legendary American company North Face tread, made using Nike Anti-Clog Traction.
did everything possible, spending 2 years The special material of the outsole
creating over 60 innovative equipment. provides reliable grip even when running
Canadian snowboarders at the recent on Russian roads, far from ideal. And to
Olympics played in the Coldgear high-tech keep your foot comfortable even during
infrared uniform developed by scientists The Comrades super marathon, which has
at Under Armour. Such sportswear helps been running for almost a century in the
the athlete to maintain optimal body harsh climatic realities of South Africa, a
temperature on the eve of the special material - almost weightless - Nike
competition and immediately at the start. Flyknit has been developed. Provides
Inside, this sports uniform is covered with excellent ventilation, makes movement
a special layer of special ceramic, which faster, less traumatic. Modern footwear
forms an air layer that allows you to warm prevents feet deformation which may
up in any given circumstance. translate into further body injuries [12].
For many skiers, RECCO sportswear not Modern sport could not stay away from
only helps to achieve the best result, but innovative implementations, scientific
also saves lives during extreme alpine methods and developments. Consider this
skiing. The problem is that such clothes in the example of an innovative product
are not just equipment. It is a whole used to achieve the effect of software
rescue system, equipped with sensors and automation of the sports process,
reflectors, which allows even an including with administrative automation
unconscious athlete to give an SOS signal capabilities component of any
and announce search services about their autonomous sports organization -
location in the mountains. software “Alpha Sport”.112 Bulletin of the Transilvania University of Braşov. Series IX • Vol. 14(63) No. 1 – 2021 This product is able to track and coach to understand and respond urgently organize the process training of an to the fact that the athlete is under the athlete, to perform a qualitative analysis critical task of the influence of the sports of the performance of the training task, regime. provided that the coaching staff and HOVR technology is the latest participants in the sports process are innovation from the American sporting themselves and, that is, athletes with the goods giant Under Armour. The brand, the ability to achieve high plans and sports second in the field in the USA, after Nike, results. Adopting the methodology of proposes a completely innovative control and analysis of big data, a modern element: the HOVR sole is made of innovative coach has the opportunity to composite foam, a platform that ensures plan and predict the future results of an an ideal combination between damping athlete in competitions, to analyse the and energy return. Already becoming the effectiveness of the training process in third cushioning platform used by Under direct correlation with the training cycle Armour, HOVR offers athletes not only and training process. As a result, the support and stability, but also increased system allows coaching staff to have long comfort. Another important component of sports calendars or event logs based on HOVR technology is Energy Web, a special the individual training programs of a mesh that helps maintain the shape of the modern athlete. The innovative product foam in the sole construction, improving has a saturation of photo and video the degree of shock absorption and capabilities by introducing medical control energy return. Products with high cards and including promoting workflow technology contribute to strong brand among members of the sports development of their companies [13]. organization. The medical component of Innovation in sport leads to customer this "Alpha Sport" CAP is kept completely loyalty and sports brand awareness [7]. confidential reporting and storing the As we have already said, technology received data without making the makes its presence felt in sports, and this information available to the public. It is beneficial for everyone, especially when should be noted that the allocation of we talk about the big international resources of interest to many is competitions, which take place all over monitored, in which the control of the world. inventory storage and various equipment of a sports organization is monitored. 3. Analysis of the Global Sports Athlete Functional Monitoring Systems Equipment Market (GPSports-Alfa) - is an innovative hardware and software complex offered Sports equipment is the essential utility by Alfa Telecom, which helps an athlete equipment for engaging in sports activities and a coach in the process of training and and the aid complies with the rules and overloading a person in extreme regulations of a particular sport [9]. In conditions and training for them. The addition, this equipment and clothing are device combines the achievements of essential elements that improve the modern innovative technologies and sport performance of athletes. as a science, makes it possible for the
I. TURCU et al.: The Use of Technological Innovations in Sport 113 The sports equipment industry is international companies, developing sales evolving rapidly due to the increasing in regional markets, changing the adoption of emerging sports technologies distribution system, creating market and the latest trends among young infrastructure, increasing interest in people. The introduction of innovative sports, of life. The main consumers of products is the means by which producers sports equipment and clothing belong to can compete in the competitive market, the "middle class". attract new consumers and meet the Sensor technology has advanced to such requirements of existing consumers. In an extent that it can be incorporated into addition, an increase in the fan base of a multitude of sports equipment, such as popular sporting events, such as the tennis rackets, golf clubs, rods and Olympic Games, Indian Premier League, swimming goggles. These sensors are able FIFA and others, fuels the demand for to measure movement and record sports equipment and clothing, which in detailed biometric data, which can be turn drives the growth of the market. analysed to determine problems from a Moreover, an increase in the popularity of swing, throw or hit performed by the sports and fitness activities among young athlete [11]. people is driving the overall growth of the One of the latest trends in the industry market. is the combination of casual and athletic Rapid technological advances and models for the development of sports continuous innovations in everything that equipment, which is ready to provide a involves sports equipment of all kinds that significant boost to market growth. follow the preferences of consumers work Increasing urbanization, improving living in favour of the market [10]. standards and increasing disposable The fact that people are increasingly income translate into a greater aware of their general health, which is penchant for sports to ensure a healthy why they are moving towards sports lifestyle [14]. activities, is the main reason that As a segmentation criterion, that of the determines the growth of the market. type of product, the market was divided Also, the constant improvements of the into several categories, namely in ball materials used for the manufacture of games over the net, ball games, fitness / sports equipment contribute to the strength equipment, athletic training improvement of the product performance, equipment and others. The ball games thus increasing the adoption rate. For segment had the largest share in the example, with advances in sensor market in 2019. This can be explained by technology, consumers are increasingly the fact that ball games are the most demanding equipment that can provide watched worldwide, and the revenues them with relevant performance brought by this segment are much higher information. than the rest of the segments. Currently, there are specific trends in The growing popularity of sporting the development of the market for sports events such as cricket, basketball and goods - stopping high market growth football is expected to be one of the key rates, increasing competition, factors contributing to the growth of the strengthening the position of large segment.
114 Bulletin of the Transilvania University of Braşov. Series IX • Vol. 14(63) No. 1 – 2021 After the ball games segment, it is Increasing consumer spending on sporting expected that the fitness / strength goods is helping the regional market gain equipment segment will see a substantial momentum. Moreover, increasing health increase until 2025. awareness among people and increasing More and more people have begun to the problem of obesity increases the adopt healthier eating habits and exercise demand for sports equipment in this regularly to keep fit. In addition, region. increasing awareness of adopting healthy On the other hand, Asia Pacific is lifestyles, which involve optimal exercise, expected to emerge as the fastest growing encourages clients to buy and engage in region in the forecast period. In 2019, the fitness / strength activities, which is countries of Asia Pacific recorded a rapid expected to contribute to the demand for increase in sales of balls and fitness this segment in the forecast period. equipment. Moreover, the high demand in In terms of distribution, the most used Australia can be attributed to the growing are specialty and sports stores that focus on sport. dominated the sports equipment market In addition, the increase in disposable in 2019, with a share of just over 45%. The income and consumer spending in convenience offered by the distribution emerging markets such as India, China and channel and its ability to acquire popular the Middle East is expected to support the brands have completed the growth of this demand for sporting goods. These segment. countries have also hosted a variety of But online sales are also starting to gain sporting events and developed momentum. The use of mobile phones infrastructure to attract more people to and other electronic devices by consumers participate in sports, subsequently to browse and buy products online triggering market growth. (including sports equipment) is increasing In Romania, the sports equipment significantly. In response to this transition market is divided by specialized players, in the nature of consumer buying such as Hervis, Intersport and Decathlon, patterns, sports brands are now focusing with mono brand stores - Adidas, Nike -, on strengthening their presence in online online stores and hypermarket chains. retail. Against the background of an increased They invest in e-commerce to make it appetite of Romanians for sports, new easier for shoppers to shop online, names continue to enter Romania, the providing easy-to-use and improved number of specialized players doubling in websites. Thus, the e-commerce industry the last 4-5 years. is experiencing a rapid expansion, Romanians spent in the 2019 especially in terms of sales volume of announcement, almost 450 million Euros equipment, which is expected to stimulate on bicycles, gym clothes and mountain the growth of the segment. equipment, the sports equipment market The market in Europe and North growing by 12.5% compared to 2018 and America may see an increase in demand over 50% compared to 2017, according to for sports equipment in the coming years. the financial newspaper's calculations North America accounted for more than based on data provided by market 35% of total market share in 2019. research firm Euromonitor. The upward
I. TURCU et al.: The Use of Technological Innovations in Sport 115
trend is to be maintained until 2023, the Acknowledgment
Romanians' appetite for sports will bring
the market to 560 million Euros, according All authors contributed equally to this
to Euro monitor estimates, which show research.
that the threshold of half a billion Euros
will be exceeded in 2021. References
4. Conclusions 1. Bairner, A.: Sport, Nationalism and
Globalization: European and North
It is absolutely obvious that technology American Perspectives. Albany, State
has made possible some performances University of New York Press, 2001.
that, no further than 15 years ago, were 2. Barbu, M.: Marketing in sport.
very difficult to imagine. The equipment Craiova, Editura Universitaria, 2010.
has constantly improved, but it is obvious 3. Barbu, M.C.R., Turcu, I., Sandu, I.E.,
that not only the equipment is responsible Diaconescu, D.L., Păsărin, L.D. and
for the progress of the athletes. Training Popescu, M.C.: The impact of
style, nutrition, physical recovery is all the technology on the definition of sport.
basis of progress in almost all sports. The In: GYMNASIUM - Scientific Journal of
sports equipment industry is evolving Education, Sports and Health, 21(2),
rapidly due to the increasing adoption of 2020.
emerging sports technologies and the 4. Boyle, R., Haynes, R.: Power Play –
latest trends among young people. The Sport, the Media and Popular Culture,
introduction of innovative products is the 2nd edition. Edinburgh, Edinburgh
means by which producers can compete in University Press, 2009.
the competitive market, attract new 5. Cave, A., Miller, A.: Technology in
consumers and meet the requirements of sport: the speed of science. In: The
existing consumers. Telegraph, Augst, 25, 2015. Available
Rapid technological advances and on:
continuous innovations in everything that http://www.telegraph.co.uk/sponsore
involves sports equipment of all kinds that d/business/business-sport-
follow the preferences of consumers work
series/11814716/technologyin-
in favour of the market.
sport.html.
The fact that people are increasingly
6. Collins, A., Flynn, A.: Measuring the
aware of their general health, which is
environmental sustainability of a
why they are moving towards sports
major sporting event: a case study of
activities is the main reason that
the FA Cup Final. In: Tourism
determines the growth of the market.
Economics, 14(4), 2008, p. 751-768.
Also, the constant improvements of the
7. Florea D.L., Barbu C.M. and Barbu
materials used for the manufacture of
sports equipment contribute to the M.C. R.: A model of fans’ reaction to
improvement of the product resurrected brands of sport
performance, thus increasing the adoption organizations. In: International Journal
rate. of Sports Marketing and Sponsorship,
19(2), 2018, p. 127-146.116 Bulletin of the Transilvania University of Braşov. Series IX • Vol. 14(63) No. 1 – 2021
8. Giampiccoli, A., Nauright, J.: Beyond 12. Nikšić, E., Rašidagić, F., Beganović,
the reach of FIFA: football and E.and Németh, Z.: Examination of the
community development in rural South differences in the represenntation of
Africa, towards a politics of inclusion deformities of individual body parts in
and sustainability. In: Soccer &Society, initial and final measuring. In: Sport
20(2), 2019, p. 288-306. Science, 12(S1), p. 36-45, 2019.
9. Igel, L.: Economics no longer the major
13. Nistorescu, T., Barbu, C.M., Ploscaru,
factor for sports investment. In: Sport
C.C.: Brand – product
Business Journal, April 10, 2017.
Available on: interdependence. In: Management &
www.sportsbusinessdaily.com/. Marketing, 12(1), 2014, p. 7-13.
10. Klein, A.M.: Growing the Game: The 14. Phillips, E., Farrow, D., Ball, K., Helmer,
Globalization of Major League R.: Harnessing and understanding
Baseball. New Haven, CT: Yale feedback technology in applied
University Press, 2006. settings. In: Sports Medicine, 43(10),
11. Nauright, J.: Global games: culture, 2013, p. 919-925.
political economy and sport in the 15. Stroe, C.A., Barbu, M.: Impactul
globalised world of the 21st century. sportului asupra economiei. Craiova,
In: Third World Quarterly, 25(7), 2004, Editura Universitaria, 2006.
p. 1325-1336. 16. www.alliedmarketresearch.com/sport
s-equipment-and-apparel-market.
Accessed: 20-02-2021You can also read
