Technology is powering the next big evolution in sport, transforming how it is played, organised and consumed. The sports technology space is vibrant, dynamic and multi-faceted, with a vendor ecosystem that comprises big tech, startups, and rights holders themselves.

Indeed, the digital transformation of sport is a megatrend that no one in the industry can afford to ignore. That’s why SportsPro created Ignition, powered by SportsInnovation 2024, a hub for the creative and tech-enabled disruptors driving the future of sports business.

The second instalment of Ignition in 2023 took place on 4th October, with a packed agenda showcasing the latest developments in the field, case studies of how these innovations are being used in the real world, and providing a platform for collaboration.

DFL explains Bundesliga’s ‘glass-to-glass’ vision of sports technology

The Bundesliga is widely viewed as one of the most innovative soccer leagues in the world. It sees technology as a crucial enabler for its sporting and commercial ambitions, supported by a dedicated unit developing innovations for both itself and its clubs, and for other competitions.

“The DFL is the only major football competition in the world that covers the entire value chain,” Alexander Altenhofen, director of product and technology at the German Football League (DFL), told Ignition.

“This is defined by our glass-to-glass strategy which starts with the glass of a camera lens and ends with the glass on a television or smartphone. In between [the glass], we cover the collection of data points within the stadium, the refinement of the television picture and the technical play out [of content] within our digital products.”

In a wide-ranging conversation, Alterhofen provided more detail on the DFL’s direct-to-consumer (DTC) strategy, how it embraces third-party digital channels, and how the shift from legacy technological infrastructure to more agile, intelligent cloud architecture had transformed its ability to serve its various stakeholders.

The most public facing of these activities are in-depth match statistics, AI-generated highlights, and digital content that gives Bundesliga fans around the world a more personalised digital experience.

Altenhofen said this deepens engagement, accelerates data gathering, and will ultimately lead to more revenues for the Bundesliga and its clubs in the future.

“We will further enrich our broadcast products for our media partners worldwide,” he said. “We’ll enhance our personalised fan experience and build rich fan profiles, we will leverage AI and machine learning to scale our content and we’ll further enhance the value of our DTC ecosystem through engagement tools and gamification services.”

From Apple to startups: Why MLS works with tech vendors great and small

Major League Soccer (MLS) has had an eventful 2023. However, its recent success has been the result of long-term planning and investment, with digital a key part of that process.

At Ignition, Chris Schlosser, senior vice president of emerging ventures at MLS, discussed the importance of technology to the competition, whether it be in achieving on-field goals, driving fan engagement, or transforming how matches are broadcast around the world. That final category is prescient given how Lionel Messi’s arrival at Inter Miami has elevated the global profile of the league.

Messi’s signing coincides with the first year of a decade-long, US$2.5 billion global broadcast deal with Apple that allows fans to watch every single MLS match anywhere in the world where there is a sufficient internet connection.

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