New NTT study reveals appeal of artificial intelligence for watching sporting events

More than half of people aged between 18 and 34 believe that artificial intelligence creates greater interaction, but only a quarter of them know how it really applies to sports.

A new study from the Japanese giant NTT highlights that sports organizations must do more to create the types of experiences that digitally savvy fans demand.

Only 46% of respondents said their current data experience increases their enjoyment of sporting events. This shortfall highlights the need for appropriate technological solutions and infrastructure to deliver the sophisticated experiences sports fans expect. The answer? The artificial intelligence and machine learning.

The study, which encompasses approximately 3,700 sports fans around the world, reveals that artificial intelligence and machine learning are extremely effective ways to create more engaging data experiences. Some of its results are:

More than half (54%) of respondents between the ages of 18 and 34 believe that artificial intelligence can correctly predict the results of a sporting event.

Approximately the same percentage (52%) said that accurate predictions increase the attractiveness of a sporting event.

However, only a quarter (26%) of respondents across all age groups know that AI and machine learning are actually used in sporting events, presenting a huge opportunity to create greater engagement.

According to comments Ruth Rowan, Director of Global Marketing at NTT, “The sports industry is eager to offer a more futuristic viewing experience for fans. And, like any organization that aspires to thrive, sports content providers need the transformation to remain relevant and competitive in a rapidly digitalizing world.”

“Whether through live analytics and data enhancements, AI-powered experiences or connected stadiums, it is clear that ICT infrastructure, cloud and mobile services have a critical role to play as the sports industry evolves to meet the growing demands of digitally savvy supporters.”

Tour of France

This year's Tour de France is another edition full of new features. Fans will now be able to enjoy new #NTTPredictor machine learning and artificial intelligence features that will truly revolutionize the Tour viewing experience.

Le Buzz, a new machine learning model tested for the first time in the 2019 Tour de France, allows you to analyze movements within the peloton to predict possible key movements such as the highest probability of a crash, a breakup of the peloton or a change in race dynamics.

Favorite stage predictions based on machine learning were first successfully tested in 2017. This year, they have been improved to update in real time throughout the stage based on events happening in the race.

On the other hand, the indicator Catch the Break It has been optimized to better represent the different race strategies in play at different points in the stage by creating individual machine learning models for each 10km leg of the race.

Creating a more connected experience

Delving into the preferences and viewing habits of sports fans around the world, NTT's study also offers a compelling picture of the future live sports and digital experience. A key part of this landscape is the changing habits of millennial fans. More than half (56%) of respondents aged 18 to 34 said they were willing to increase their use of second screens during live sporting events over the next three years.

Furthermore, the fact that 51% of respondents across all age groups choose to follow real-time updates of a sporting event through their second screen (mobile or tablet), as often as once or more a week, indicates that the demand for a digital and connected experience is clearly on the rise. The main motivation for using a second screen during a sporting event is access to data and statistics (34%), with four in 10 people wanting even more statistics to optimize their digital experience.

Meanwhile, more than half (55%) of respondents aged 18-34 said that more in-stadium experiences, such as improved connectivity and technology-enriched facilities, would support their attendance at live sporting events, demonstrating a lucrative market for organizations willing to invest in connected events and stadiums. Additionally, the desire among millennials to be constantly connected clearly extrapolates to the area of ​​live sports, where nearly three-quarters of respondents (73%) say poor connectivity at a sports venue reduces their enjoyment of an event.