– Accelerate the digitization of major sporting events
Proposals for public remote access are not dated from the pandemic. But this hit the juvenile sector at its peak, which then had to force the digitization of experiences to replace, for a time, the possibility of uniting around the same passion.
In 2019, all the signs are green, and the events industry is growing and experiencing its golden age, whether in sports, shows, entertainment and even trade shows.
Of course, not everything was perfect, the GIMS had to revise its look, the watch show (SIHH and Baselworld) in order to respond to business developments and the concerts had to adjust their prices after the drop in singles. Sales and growth of broadcast platforms. All of these topics could make up for an article on their own, but let’s just say, in general, the event industry was at its peak.
In the world of sports, the number of events has grown steadily over the past decade. So much so that some sports have lost clarity, no longer knowing the most important events in the discipline: championships, championships, cups, circuits, etc. On a national and international level, teams, clubs, regions and countries face off.
We have also been able to note a great professionalism in the development of organization and marketing for these, which has led to the spread of higher education in sports marketing and the creation of many “new” professions and specializations, such as a growth hacker, data analyst or digital strategist to name just these three.
Ecology and democracy
It was also a period of great reflection on the digitization of events. On the other hand, the idea of being more ecological by reducing paper and emissions related to sending tickets and other media. On the other hand, to democratize, in a certain way, by making digital access to events (we will not deliberately discuss live broadcasts and OTT platforms).
Remember, in 2014, Meta, which was then Facebook, bought virtual headphone company Oculus for $2 billion. In 2016, it was launched From Oculus Rift With the ambition to revolutionize the way entertainment and especially sports are consumed. Being able to watch the Wimbledon final from your couch in Geneva, with a friend in Sydney and another in Buenos Aires, while feeling like you’re in the grandstands of the prestigious All England Loan Tennis club: that’s Meta’s ambition across the skylight.
Of course, the technology wasn’t yet available, and the bets surrounding television rights were still an uphill negotiation. However, the stakes have been raised and organizers of large events, whether sporting or not, can no longer ignore the importance of a review or consider digitizing their events.
Covid is accelerating the trend
March 16, 2020 – Federal Council The situation in Switzerland is described as an “exceptional case” within the meaning of the Epidemiological Act. All shops, restaurants, bars, leisure and entertainment establishments are closed until April 19, 2020.
No need to tell the rest, no one comes close to forgetting what happened and the situation we have been through for the past two years. Except for a few rare industries, all of them were affected by this unexpected shutdown. The fall was brutal, and some will never recover.
After that big kick, it’s time to come back to your senses, and like McGregor after a crushing low kick, you have to get up and adapt.
Some organizers have already taken the step in advance by offering a partially immersive experience, and others have only been in the beginning, not to mention those who simply refused this path. For the latter, the path is still long and winding today. For the first two, between survival and resolution, digitization was the answer. And if it is important to get up and start over, why not do so by taking advantage of the lessons learned from the Covid period by digitizing certain aspects and taking advantage of the efforts made before and during this period.
It’s the look of Zoom, Teams, Webex, Kmeet or Blue Jeans to name a few, but also the application of these practices in the field of large-scale events. Forced to invent and reinvent themselves, they show great initiatives and keep fans/customers engaged and engaged. This situation certainly could not last long without feeling bored, but it undoubtedly accelerated the digitization of major events.
can find a balance
A strong supporter of events that bring people together, I have always believed, even in the depths of crisis, that fans They will return to the stadiums. Whether in the stadiums, arenas, concert halls or exhibition centers, the public gathers again in great numbers, like the last golfers in Augusta, the Watches and Wonders fair in Geneva or even during the Australian stage of Formula 1 in Melbourne. And this is despite the advent of a high-quality digital display, for those who just can’t go there.
The public, at the time of the rediscovery of freedom, showed that he was fond of events. It lives perfectly, but digitally for those who can’t go there.
It’s up to today’s regulators to find the exact chemistry between the personal and the digital.
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