Several IT services vendors are working with the sports and entertainment industry to step up digital transformation to bolster their business.
Technology Business Research (TBR)’s latest report has revealed how IT service vendors such as IBM, Atos, Accenture and Infosys are assisting the sports and entertainment industry to boost digital transformation.
The sports and entertainment industry segment typically contributes a small share of revenue for the 31 vendors covered in TBR’s IT Services Vendor Benchmark compared to established industries such as financial services, public sector and manufacturing, Elitsa Bakalova, Senior Analyst Professional Services at Technology Business Research, said.
IBM
IBM is playing a crucial role in the digital transformation of the sports and entertainment industry, enabling businesses to enhance fan engagement and improve operational efficiency using advanced technologies like AI and data analytics.
IBM’s partnership with key sports and entertainment entities exemplifies this impact. Notably, IBM has been collaborating with the All England Lawn Tennis Club for over 30 years, enhancing the digital experience for millions of fans during the Wimbledon Championships. In June 2024, IBM introduced a new feature on Wimbledon’s app and website that uses generative AI from its watsonx platform to provide personalized player stories.
IBM has partnered with events such as the Masters Tournament, U.S. Open, and the Grammy Awards. For over three decades, IBM has worked with the Masters Tournament to modernize both the event’s digital and backend systems. This year, IBM introduced AI-powered insights and shot-by-shot projections through the Masters app, leveraging data analysis to enhance the viewing experience.
IBM’s collaboration with the U.S. Tennis Association (USTA) mirrors this approach. During the 2024 U.S. Open, IBM utilized its watsonx platform to deliver AI-generated match summaries, automated audio commentary, and enhanced insights through the redesigned SlamTracker, offering fans a deeper connection to the sport.
IBM’s influence extends into the entertainment world, where it integrates AI solutions into events like the Grammy Awards and works to improve fan interaction with platforms such as the ESPN Fantasy Football app. Furthermore, IBM helps venues like the Mercedes-Benz Stadium in Atlanta optimize storage and security solutions.
In each instance, IBM’s expertise in AI and data analytics, especially through its watsonx platform, helps organizations harness innovative technology to deliver personalized, immersive experiences that drive fan engagement and elevate the overall digital ecosystem.
Atos
Atos is making significant strides in the sports and entertainment industry, applying its extensive expertise to enhance technology infrastructure, cybersecurity, and digital services for global sporting events.
One of Atos’ most prominent contributions is its relationship with the Olympic Movement, dating back to 1989. As the Worldwide IT Partner for the International Olympic Committee (IOC) since 2001, Atos has played a crucial role in ensuring the flawless execution of the Olympic Games’ IT systems. This partnership continued with the 2024 Paris Olympics and Paralympics, where Atos provided infrastructure and digital services to deliver better experience for audiences. Managing the complex IT environment behind the Olympics requires precision, and Atos’ work has consistently demonstrated its ability to execute under immense pressure, with no room for error.
Atos is expanding its footprint in the sports industry through a partnership with the Union of European Football Associations (UEFA). In December 2022, Atos signed an eight-year agreement to become UEFA’s technology partner for men’s national team competitions. Atos is responsible for managing and optimizing UEFA’s technology, including securing its hybrid cloud infrastructure that supports various services, applications, and data. This partnership extends Atos’ role as the official IT partner of UEFA National Team Football until 2030.
Atos is also looking to the future with the establishment of a Sports Technology Center of Excellence (CoE) in Riyadh, Saudi Arabia, set to open in 2024. This CoE will serve as a hub for developing technology solutions for athletes, fans, and sports organizations. By focusing on areas such as cloud services, cybersecurity, application modernization, and edge computing, Atos aims to support Saudi Arabia’s Vision 2030, positioning the country as a key host for international sporting events.
In March 2024, Atos reinforced its commitment to enhancing digital experiences at large-scale events by providing cybersecurity and infrastructure services for the Paris Olympic and Paralympic Games. Through its Technology Operations Centre, Atos ensured the secure management of data and digital services for the Games, showcasing its capacity to deliver secure and efficient technology solutions at high-profile global events.
Accenture
Accenture is driving significant digital transformation initiatives within the sports and entertainment sector, leveraging advanced technologies to enhance decision-making, streamline operations, and revolutionize fan experiences.
In May 2024, Accenture announced a five-year partnership with the National Football League (NFL), naming Accenture the Official Business and Technology Consulting Partner. Accenture is assisting the NFL in making data-driven decisions across key business areas, including football operations, financial management, and human resources. By modernizing the NFL’s human capital systems, enterprise resource planning (ERP), and analytics, Accenture aims to drive greater efficiencies and automation across the league’s back-office functions.
In 2021, Accenture joined forces with ESPN, Microsoft, and Verizon to explore new ways to transform the sports fan experience using technologies like 5G, augmented reality (AR), and mobile edge computing. Together, Accenture and ESPN launched the ESPN Edge Innovation Center, a hub dedicated to reimagining sports entertainment experiences and developing innovative production capabilities. Accenture’s role as ESPN’s Innovation and Founding Consulting Partner has allowed the firm to leverage its design and technology expertise to prototype new consumer-facing products and enhance live sports broadcasting.
Through these initiatives, Accenture has positioned itself as a leader in the digital transformation of the sports and entertainment industry. By working closely with NFL and ESPN, Accenture is streamlining operational efficiency and pioneering engaging ways for fans to interact with their favorite sports.
Infosys
Infosys is at the forefront of digital transformation in the sports and entertainment industry, leveraging its expertise in AI, data analytics, and cloud technologies to revolutionize fan experiences and enhance operational efficiencies across major global events.
Since 2015, Infosys has served as the Digital Innovation Partner for prominent tennis tournaments, including the Australian Open, Roland-Garros, the ATP Tour, and the International Tennis Hall of Fame. By transforming tennis through data-driven insights and enhanced digital experiences, Infosys has helped shape the future of the sport. In March 2024, Infosys extended its partnership with the ATP Tour for another three years, until 2026, reaffirming its role in providing technology solutions.
Infosys has introduced a range of digital assets, including the revamped ATP PlayerZone intranet portal, the ATP fan app, and AI-powered features in the ATP Stats Center. Notably, Infosys and the ATP are working together on the ATP Carbon Tracker, a sustainability tool that monitors and helps reduce the carbon footprint of players, aligning with ATP’s goal of achieving net-zero emissions by 2040.
Infosys, as the Official Digital Innovation Partner for Madison Square Garden, the New York Knicks, and the New York Rangers, has expanded its portfolio, focusing on fan engagement and enhancing digital platforms for live entertainment.
In May 2024, Infosys made a significant move into the world of motorsports by becoming the Official Digital Innovation Partner of the ABB FIA Formula E World Championship, a global motorsport championship for electric cars. Over the next three years, Infosys will provide in-race analytics and insights through Infosys Topaz, its generative AI platform, to enhance fan engagement and sustainability reporting.
Infosys plans to develop a new AI-powered Fan Customer Data platform aimed at engaging 500 million fans by 2030. The company will also implement a sustainability data management tool to help Formula E meet its target of reducing carbon emissions by 45 percent by 2030.
Baburajan Kizhakedath
