Sports Sponsorships: A Revolution with Wearable Technology and IoT

August 21, 2023

The integration of wearable technology and the Internet of Things (IoT) in sports sponsorships is revolutionizing how companies engage with athletes and fans.

Today, we will explore the effects of these emerging technologies, highlighting some real and successful examples.

Data Collection on Athletes: A Step Towards Excellence

Using wearable devices like Fitbit and Apple Watch, athletes can monitor data including heart rate, blood oxygen levels, and muscle performance.

For example, the NBA has partnered with WHOOP, a performance monitoring company, to gather data on athletes, helping them both optimize training routines and prevent injuries.

Fan Engagement: Creating Personalized Experiences

Companies are also utilizing IoT to create personalized experiences for fans.

This was the case during the FIFA World Cup 2018 when Adidas launched its smart ball Telstar 18 with an embedded NFC chip.

Fans could interact with the ball through their smartphones, accessing exclusive and personalized content.

Enhanced Sponsorships: A New Level of Interaction

The combined use of wearable devices and IoT enables companies to create more engaging and interactive sponsorships.

During the Super Bowl in 2020, the NFL used RFID technology to track player movements, providing spectators unprecedented access to detailed statistics and unique viewing angles.

The Future is Here: Ethical and Regulatory Considerations

However, these technologies also present challenges in terms of privacy and data security.

The collection and analysis of sensitive data require careful ethical and regulatory scrutiny.

European Union privacy laws such as GDPR, for example, impose restrictions on the use of personal data, requiring transparency and consent.

A Beneficial and Complex Revolution for Sponsorships

Wearable technology and IoT have brought tangible benefits to the world of sports, both for star athletes and enthusiasts.

But their implementation is not without challenges. Therefore, it is vital for companies to carefully consider the ethical and legal implications while leveraging these emerging technologies.

With a responsible and innovative approach, indeed, the digital revolution in sports can continue to thrive, enhancing performance and enriching fan experience like never before.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!