Why digital transformation is vital for Australian football

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Australian football should embrace digital transformation in order for it to succeed and grow into the future.

A simple definition of digital transformation is when businesses or organisations use digital technology to change the way that something is done.

Digital transformation in sport has a vast array of benefits, providing large opportunities for growth and enhancing fan experiences.

Australian football should be looking to provide constant connection with its fans, instead of just during the 90 minutes of a football game.

FAN EXPERIENCE & ENGAGEMENT

While the 2019/20 Hyundai A-League season did have a record amount of fan engagement with a 30% increase in digital followers and a 15% increase in engagements, there are plenty more opportunities to improve fan experience and engagement via digital transformation.

The FIFA 20 Hyundai A-League Tournament during the suspension of the A-League is a great example. It would be interesting to see a tournament like this played every year in the lead up to the season to attract younger fans and build some hype heading into the new campaign.

Social media allows for clubs to connect with fans easily, where press conferences could be live streamed or players could do Q&A’s on Facebook or Instagram Live.

There’s also opportunities at live events – digital activations at sporting events using data from the match can share information with fans at the game and at home.

The MLS and ESPN recently installed a big screen which nearly runs the length of the pitch at its recent ‘MLS is Back’ Tournament.

Tottenham Hotspurs’ new stadium is another example the digital transformation which Australian football should be looking to for inspiration.

The stadium features large video screens, wireless payment, has stadium wide connectivity with large amounts of Wi-Fi access points and has more bandwidth than any other stadium.

For NPL clubs, regular social media posting would allow the club to reach more Australian soccer fans. Branded content also allows clubs to provide more exposure to the sponsors. Clubs could also make money through these types of deals.

COVID-19

This becomes especially important during the COVID-19 pandemic, where some clubs are struggling financially due to seasons being cancelled or less games being played. Branded content could provide clubs with some extra income.

Borussia Dortmund recently signed a partnership with Indian Premier League club Hyderabad FC. Dortmund will be helping to improve Hyderabad’s fan engagement, which will now have to be done in a different way.

“We can’t even think about fans in stadium right now, so it has to be done in a very organic way. We will be doing it through digital means first and soon as we can travel, we’ll have the Fan Liaison Officer to come over to India to give Hyderabad FC an understanding of how the whole phenomenon of the Dortmund fan culture exists. It’ll be a long-stretched process, but I’m positive we’ll get there one day,” Dortmund’s Managing Director for Asia-Pacific Suresh Letchmanan said.

As fans cannot be present at games in the large numbers they’re used to, the fan experience has to be rethought.

Melbourne Victory’s pre-game show ‘Victory TV’  is easily accessible for fans being streamed live on YouTube and Facebook. It provides an easy way for fans to stay engaged with their team during the pandemic.

InCrowd is a fan experience platform and services agency. InCrowd’s Head of partnerships for Australia and New Zealand, Seb Lear, spoke to Ministry of Sport about digital transformation.

“I think this transformation was inevitable and we were already seeing significant progress, but the pandemic has driven many rightsholders to bring their digital plans forward,” Lear said.

“It was Microsoft who said recently that 2 years’ worth of digital transformation had happened in 2 months, and I don’t think sport is any different.”

Mobile-only ticketing is another example of digital transformation that should be considered. This could track when people come into stadiums where they sit allowing for people to be easily identified if there are outbreaks at matches.

OTHER LEAGUES/ORGANISATIONS ARE DOING SO AND FINDING SUCCESS

Other sporting leagues and organisations around the world have embraced digital transformation and are finding success because of it.

“We will be watching this sports content battle closely over the coming year, as well as the success/engagement from the Facebook MLB endeavour, as it could be a sign of things to come with streaming platforms playing a bigger role in global professional sports broadcasting rights in the years ahead and potentially shaking up this market, while adding a major notch on the content belts of Amazon, Facebook and other new tech entrants to this arena,” Daniel Ives, head of technology research at GBH Insights, told CNBC in March 2018.

This has now happened, the sports media landscape has changed and while it is still an option it is no longer absolutely necessary to go through the traditional media organisations.

The sports industry and technology has moved to allow for clubs and organisations to provide direct channels of content straight to consumers.

In the recent FFA online surveys on the XI principles, 72% people believed that the FFA/the leagues should create an on demand/live streaming football platform.

Having all Australian football available in one place would accessing content very easy for consumers.

At a time when A-League clubs are lacking free to air exposure and wanting to reach more fans free live streaming could also be an option.

The A-League in particular should look at having some games being broadcast on a service such as Twitch.

FFA CEO James Johnson recently spoke to NewsCorp about the future of the game.

“I didn’t come back here just to administer the sport. What was interesting to me was really transforming it,” Johnson said.

Transformation is on the horizon and the digital side of it cannot be forgotten.

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Signality: Revolutionising Sports Data with AI Technology

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Image credit: Signality

Signality was founded in 2016 with a clear vision to transform sports data. The company was driven by the ambition to make sports data as efficient and autonomous as a self-driving car.

With a rise in AI technology, the Swedish-based company are changing the way sports data is captured, analysed and utilised.

Signality have focused heavily on using their technology to create an extensive and complex soccer data system thanks to their automated cloud-based platform.

This platform processes thousands of live soccer games every year, delivering unparalleled data insights. It can ingest feeds from a single panoramic camera to multiple cameras, with more inputs resulting in richer data.

As the company continues to grow, it is expanding in the sports media landscape, after recently being acquired by automated camera and video production company Spiideo, another Swedish sportstech brand.

Signality’s Soccer API

The company’s prized product is their Soccer API which comprehensively tracks data sets from all different angles of the sport to help clubs, leagues and athletes perform at their best.

This is how it works:

Revolutionising Soccer Analytics with Automated Tracking and Event Data

A cutting-edge Soccer API is transforming the way soccer data is collected and delivered. Through fully automated tracking and event data collection, the platform leverages static video camera streams to derive accurate positional and event data without the need for manual intervention.

Automated Data Collection and Low-Latency Delivery

By connecting video streams to the platform’s system, users can initiate an automated process that generates real-time data feeds. These feeds, accessible via an open and user-friendly API, ensure low-latency data delivery, providing crucial insights for analysts, coaches, and broadcasters.

Comprehensive Tracking Data

The platform provides detailed positional data for all players, including the ball and referee. This data forms the basis for numerous Key Performance Indicators (KPIs) that can be easily derived, such as:

  • Total Running Distances
  • Speed Zones
  • Number of Sprints
  • Player Separation Metrics
  • And Many More

This positional data is presented with high accuracy and precision, allowing teams to analyse movement patterns and player performance comprehensively.

Rich Event Data

In addition to tracking data, the API delivers extensive event data, covering a broad range of on-field events. Each event is timestamped and linked to the respective team and player. The list of supported event types is continuously expanding and currently includes:

  • Kick-Off
  • Goals
  • Passes
  • Substitutions
  • Red Cards
  • Yellow Cards
  • Corner Kicks
  • Dangerous Free Kicks
  • Penalties
  • End of Phase

This comprehensive event data enables deeper tactical analysis and enhances the storytelling for media coverage.

Proven and Validated Technology

The quality of the platform’s services has been validated by Gothenburg University, ensuring reliability and accuracy. In addition, continuous in-house validation and collaboration with partners help maintain and improve the high standard of service. Interested users can request further details about the validation process.

How It Works

  1. Connect Video Streams: Users can connect their respective video streams to the API and optionally provide additional match information, such as team lineups, home and away teams, and kick-off time.
  2. Automated Processing: The platform’s AI models process the video streams, automatically extracting positional and event data.
  3. Access Data via API: The processed data is made available through an easy-to-use open API, enabling seamless integration into existing systems.
  4. Quality Assurance: Built-in QA services ensure data accuracy by continuously training and refining AI models based on feedback and new data.

Conclusion

Signality’s Soccer API offers a revolutionary solution for automated soccer analytics. By providing fast, accurate, and comprehensive data through a robust open API, it empowers teams, analysts, and broadcasters to gain unparalleled insights into the game. With proven technology and continuous improvement, this platform is set to become a key player in the future of soccer analytics.

First AFC football eSports Forum looks to the future

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Image credit: AFC

The Asian Football Confederation has looked to the future in the first ever AFC Football eSports Forum.

Hosted in Kuala Lumpur, Malaysia, over two days, the forum reiterated the AFC’s dedication to captivate and draw audiences across a range of different multimedia, especially through the hugely popular gaming industry.

The conference brought together key stakeholders such as AFC Member Associations (MAs) and eSports professionals to develop off the triumph of the AFC eAsian Cup, which was launched alongside the AFC Asian Cup Qatar 2023.

To begin the forum, event attendees participated in an introductory session to understand the AFC’s Football eSports strategy.

AFC Deputy General Secretary, Shin Man Gil, outlined the importance of adopting eSports into the AFC.
“Earlier this year, we marked the beginning of a new chapter in the Confederation’s rich legacy when we introduced the AFC eAsian Cup,” he said in a press release.
“It demonstrated the immense potential of eSports and opened the doors to welcome a whole new section of fans. We must embrace digital innovations to expand the reach of our sport and deepen our connection with fans, especially with our younger audience.”
Forum sessions presented by the Football Association of Indonesia, and United Arab Emirates Football Association, focused on identifying and growing Football eSports talent and sharing insights.
On the second day of the conference, game designer Konami showcased their latest updates to the eFootball game, highlighting the inclusion of the AFC continental tournaments. While in another session, attendees learned of ways to engage young people through digital mediums.
Pranav Jayachandran from the All India Football Federation, commented on the significance of the forum.
“Listening to the success stories of our peers has been incredibly inspiring and we will return from this Forum with a wealth of knowledge that will surely contribute to enhancing our respective football eSports initiatives,” he said via press release.
“The world of football eSports is continuously expanding and to be part of this process is really exciting. The AFC eAsian Cup was not only a thrilling experience but also signalled the immense potential of Asian teams, and we are all eager to see how this ecosystem evolves in the future.”
The AFC will next launch the AFC eChampions League Elite event in April-May 2025, signalling the organisation’s commitment to developing Football eSports.

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