Sports injuries are a growing concern in India and worldwide, with athletes increasingly suffering from ligament tears, stress fractures, and other strains. According to industry reports, knee and ankle injuries among Indian football and cricket players have surged by 500% in recent years, while anterior cruciate ligament (ACL) tears have risen by 400%. These trends not only jeopardize players’ careers but also strain medical budgets and team performance.

To combat this, Indian sports organizations are turning to advanced injury-prediction technologies, ranging from AI-driven analytics to wearable sensors and video analysis, that can proactively identify risk factors and prevent injuries before they occur.

Predictive Technologies in Sports

AI and Machine Learning Analytics: Modern AI systems integrate vast data sources, such as training load, fitness tests, and medical history, to detect patterns that precede injuries. By analyzing biomechanics and performance trends, machine-learning models can flag athletes at risk.

For instance, AI algorithms can identify early warning signs, like subtle changes in running gait, which may indicate fatigue or injury risk. High-level sports federations use these insights to customize training programs. As one sports technologist explains, “AI can detect anomalies that even experienced coaches might miss.” Over time, this data-driven approach helps create personalized, injury-resistant training regimens.

Wearable Sensors and Trackers: Today’s wearables, embedded with GPS, accelerometers, and heart-rate monitors, track real-time metrics like distance covered, speed bursts, muscle load, and fatigue levels.

The Indian cricket team, for example, uses GPS-embedded compression vests to monitor players’ running distance, sprint effort, and heart rate. This data helps coaches intervene before overuse injuries occur.

Indian startups are also contributing:

• Footrax (Ahmedabad) is developing affordable GPS trackers for grassroots athletes.

• KIBI Sports (Pune) combines wearables with AI to provide real-time fitness feedback, helping athletes “push their limits while reducing injury risks.”

Video and Motion Analysis: Computer-vision tools analyze video footage to detect technical flaws that could lead to injuries. AI-backed systems can flag improper landing angles or asymmetrical movements, helping correct form before damage occurs.

This technology is becoming standard in elite sports, where even minor deviations in shoulder mechanics or running patterns can signal injury risks.

Case Studies and Industry Examples

Globally, sports organizations using predictive tech report dramatic results. In soccer, Spanish club Getafe partnered with an AI analytics firm (Zone7) to monitor players’ data. The club saw injury rates drop sharply: a 40% reduction in total injuries in the first year, and a 66% reduction in the second year using the system. As Getafe’s head of performance noted, players who would normally have had three injuries in a season now had only one on average. Similarly, NBA and NFL teams use Catapult and other analytics platforms to monitor player loads, and professional leagues (Soccer, Rugby, Cricket) increasingly mandate wearable vests. Even in India, top teams have begun adopting these tools. The Indian cricket team’s trainers report that the GPS vests give “a clearer picture on load monitoring,” helping them keep bowlers and batsmen fit over long series. All these cases underline that data-driven monitoring – from individualized algorithms to high-speed cameras – can prevent injuries before they happen.

Indian Startups and Initiatives

Several “Make in India” sports tech ventures are emerging to bring these capabilities to Indian athletes:

• KIBI Sports (Pune): Founded by ex-athlete Sagar Rai, KIBI offers a data platform linking with wearable trackers and smartphones. It provides AI-driven insights on fitness, recovery, and injury risk. Rai explains that KIBI’s system “integrates with existing wearable technologies,” enabling coaches to analyze dozens of metrics and identify overtraining. Olympian judoka Tulika Mann says KIBI’s insights “have been a game-changer” for her training approach.

• Footrax (Ahmedabad): This startup focuses on affordable wearable trackers for grassroots and youth sports. Footrax has developed GPS-enabled insoles and bands that measure speed, distance, step load and more. In 2022 it raised USD 100,000 to expand its product range and make such data accessible to amateur players. The company’s goal is to “empower everyone…with data” – guiding even young athletes to optimize their play and avoid injury through daily analytics.

• Stupa Sports Analytics (Delhi): Stupa offers AI-powered analytics and visualization tools to federations and broadcasters. Founded in 2020, Stupa claims partnerships with over 10 sports federations (tennis, table tennis, etc.) and is expanding into emerging sports like badminton and padel. Its platform ingests data (from wearables, match stats, video) and uses AI to highlight training load, technical weak spots and injury patterns. As Stupa’s co-founder notes, AI algorithms in their tool “can identify subtle changes in a player’s movement patterns that could signal an increased risk of injury”. Such analytics are being deployed by academies and state associations to level up training regimens.

Other initiatives include collaborations of Indian institutes on sports biomechanics and even government-supported AI projects for athlete health. Overall, a vibrant sports-tech ecosystem is emerging: the Indian sports technology market is projected to grow rapidly (to over USD 1.4 billion by 2033) driven by wearables, predictive platforms and data analytics. Major Indian leagues (IPL, Pro Kabaddi, ISL) are already integrating GPS vests and analytics dashboards, which paves the way for broader adoption at academies and training centers.

Why India Needs Injury-Prediction Tech

Adopting injury-prediction tech offers multiple benefits for Indian sports at all levels:

• Fewer Injuries and Less Downtime: By forecasting risk, teams can prevent injuries before they sideline players. Studies and case examples show dramatic impact: Getafe’s AI analytics halved its injury incidence. AI systems continuously monitor biomechanical and fatigue data, alerting coaches to adjust training loads and reduce strain. This keeps more athletes healthy and available, which is critical in Indian sports where player depth can be shallow.

• Optimized Performance: Data-driven insights let coaches tailor training and recovery for each athlete. Wearables and AI reveal hidden weaknesses or imbalances, enabling targeted exercises. For example, if analytics detect a bowler’s elbow is under unusual stress, his schedule can be modified to prevent an arm injury. Personalized training plans improve efficiency – players train smarter, not just harder. As noted above, AI can spot “subtle changes in movement” signaling fatigue and trigger corrective measures.

• Cost Savings: Preventing injuries saves substantial medical and rehabilitation costs. Research indicates high returns on prevention: one study in the U.S. found that every $1 invested in ACL injury prevention saved over $7 in treatment and rehab costs. Even a few fewer major injuries could save Indian sports bodies millions of rupees. These savings are especially important in grassroots and college sports, where medical budgets are limited.

• Extended Athletic Careers: By avoiding repetitive overuse, athletes can sustain longer competitive careers. Early intervention on tendinitis or stress fractures means players avoid chronic issues. In India – where promising careers are often cut short by injury – this could mean more players reaching their full potential.

• Enhanced Grassroots Development: Affordable tech (like Footrax’s devices) is democratizing performance data. Schools and academies can use wearables and apps to monitor budding athletes, instilling good training habits early. This builds a stronger talent pipeline, as young players learn injury avoidance from the start.

• Overall Competitive Edge: At the elite level, staying injury-free translates to more consistent performances. Teams leveraging analytics can field their best lineups more often and reduce performance dips due to unfit players. In the high-stakes environment of professional leagues, even small fitness margins can affect win-loss records.

In summary, predictive injury tools hold great promise for Indian sports. By combining AI analytics, wearable sensors, and video analysis, training centers can shift from reactive injury treatment to proactive injury prevention. The evidence is compelling: clubs using these technologies see significantly fewer injuries and better player availability. At the same time, studies show prevention is far cheaper than a cure. For India’s athletes, from school teams to national squads, embracing injury

Global sports technology firm Sportradar AG is charting new ground in the online sector, making use of its proprietary slot games and data-platform capabilities to meet growing market demand, including in Asia. Oscar Brodkin (pictured), Sportradar’s managing director for Asia Pacific, gave the insights in an interview with GGRAsia. He outlined the company’s strategic expansion in the online slot gaming segment, and the firm’s approach to the regional market.

Sportradar is known primarily for its sports data and trading services, collecting and analysing sports data for bookmakers, national and international sports federations, and media companies. The company is now turning its expertise toward digital gaming, namely casino games developed in-house.

“Traditionally, we didn’t do slots,” stated Mr Brodkin. “But we bought a company several years ago, and we have now integrated it into our Asia business development strategy.”

“The slot games we are making are taking off. We have about 40 of our own games now,” he added. He was speaking on the sidelines of SiGMA Asia 2025, a trade show and conference for the online gaming industry held earlier this month in the Philippine capital, Manila.

The company says its casino games – with a “mobile-first approach” – include “rich visuals and thrilling bonus features,” offering also customised themes to its clients.

Mr Brodkin noted: “If the Philippine market likes a specific type of slot, we have our own studio where we can make the game.”

“I’m quite proud of it because it’s not easy to get into the slots industry. We are starting to distribute it in Asia, which is a very competitive market,” he added.

The slot offering is described as a component of Sportradar’s strategy of diversification. The company has developed original games, including titles such as “Gold of Egypt”, a one-reel slot that Mr Brodkin said merges elements of crash-style games with classic slot mechanics.

“People are really enjoying this type of game,” said the executive, noting that the format reflected preferences for more interactive gameplay.

Mr Brodkin said the initial push would be done via existing slot games that have been successful in other markets, such as Europe. The company has been working to launch new titles developed specifically for Asian markets.

Sportradar’s slot offering “is already live with a licensed operator in the Philippines,” which the managing director said he could not identify by name.

Creating competitive slot content was no small task, observed Mr Brodkin. “It has to look perfect. You need to get to a place where people say: ‘it looks good, and I quite like playing it,” he explained. “It’s taken a long time to be able to compete with other companies in the market.”

A full-stack approach

Sportradar’s expansion is backed by what the group terms its end-to-end ecosystem that already supports major global sportsbook operators. The firm states that its approach spans the entire value chain, from user acquisition and marketing, to odds generation, platform integration, player retention, and data-driven personalisation.

“We offer betting solutions, media solutions, and sports performance analytics. Pretty much everything via our platform,” Mr Brodkin told GGRAsia. “There aren’t many companies in the world that do the whole value chain from start to finish.”

“We started off in the beginning with [compiling] pure data and the odds to go with that, but it [the business] has completely changed over the years,” noted Sportradar’s representative. “The bookmakers … now focus on marketing, live chat, and branding, and settling the payments, while we do everything else” on their behalf, he added.

The services include also developing customised platforms for Sportradar’s clients, as more services are outsourced, he explained.

According to Singapore-based Mr Brodkin, retention of customers “became massively important,” with a “need to give them the content they want, including bonusing at the right time”.

He added: “All of that is predictive, or as I like to call it, prescriptive. Artificial intelligence [AI] is prescriptive, telling you what to do.”

This infrastructure is being supported by tools such as Sportradar’s Managed Trading Services (MTS) framework, which allows the group’s clients to manage their sportsbook offering “with a range of integrated trading tools, analytics, and risk management features”. The MTS also supports the capability for operators to trade any third-party content, according to Sportradar.

Also central to the group’s ecosystem is “ad:s”, Sportradar’s marketing and advertising platform, which is said to use behavioural analytics to target specific player segments.

Last year, the company added digital audio channels to its “ad:s” offering, and extended its reach across ‘digital-out-of-home advertising’ – the latest generation of outdoor advertising screens.

“This enables betting operators to engage with more customers by serving relevant adverts via two of the fastest-growing media channels,” stated the firm.

“Alpha Odds” is another tool powering the group’s sportsbook offering: an AI-driven platform that the firm says “adapts to real-time liabilities, predicted changes, customer behaviour, and live market data,” helping to “increase turnover and boosts profit margins”.

In April, Sportradar announced that Alpha Odds was expanding to cover cricket.

Multifaceted strategy

Sportradar states that its approach to Asia is multifaceted, involving local partnerships, regulatory engagement, and targeted content development. The region’s diverse regulatory landscape presents both challenges and opportunities, but the company is confident in its ability to navigate it.

“We’ve grown from a pretty small business” in Asia, “to quite a large one,” stated Mr Brodkin. “We deal with licensed and regulated bookmakers, and we’ve taken on some massive projects. A big one was – two years ago – when we partnered with the Taiwan Sports Lottery.”

According to the executive, Sportradar also serves clients in Australia, in the Philippines, and is ready to make significant inroads into other jurisdictions.

“Asia is only partially regulated. So, when the rest come, we are nicely set up” to enter markets via use of “multiple languages, multiple product features,” Mr Brodkin told GGRAsia.

He added: “There’s been a lot of progress in laying the groundwork for legalisation across Asia. Some [jurisdictions] are going fast towards legalisation, and Thailand is definitely one, which is very encouraging.”

Mr Brodkin also highlighted Sri Lanka and India as markets to watch, though each country is advancing at its distinct pace.

The company’s Asia strategy also includes localised content development and third-party integration. The executive however said that Sportradar would “not develop odds” for every single sport, as that would “not be scalable”.

“What we’re starting to do is open up third-party odds. So, we let the professionals do their job and create the best odds, which we integrate within our platform, and distribute to our clients,” he explained.

Mr Brodkin added: “We are going to use third-party [providers] for some sports in Asia. You just have to know the trends, and … decide what are the right sports for the right customers in the right areas.”

The company aims to positioning itself as a one-stop provider for its clients. “We’ve studied and learned how Asia works,” Mr Brodkin concluded. “If someone wants to outsource their platform to us, we can do it with a personalised product.”

Gauteng’s gambling landscape is undergoing a dramatic transformation in 2025. As South Africa’s economic powerhouse, the province is at the forefront of both sports betting and casino trends. Let’s explore how these two pillars of the industry compare, what’s driving their evolution, and what the future holds for gamblers and operators alike.

The Growth Trajectory: Sports Betting Outpaces Casinos

Sports betting is the undisputed growth leader in Gauteng’s gambling sector. In 2024, sports betting accounted for about 61% of South Africa’s gross gaming revenue (GGR), while casinos contributed 29%1. This trend is even more pronounced in 2025, with sports betting continuing its explosive rise. The National Gambling Board projects betting to grow at over 20% annually between 2024 and 2027, while casino revenues are expected to remain flat.

This surge is driven by several factors:

• Widespread smartphone adoption (over 70% penetration in South Africa)
• The convenience and accessibility of online platforms
• A strong sports culture, especially in football, rugby, cricket, and horse racing

Why Sports Betting is Booming in Gauteng

Gauteng is South Africa’s sports betting hub, thanks to its vibrant sports scene and a wide array of licensed betting outlets. Major operators like Hollywoodbets, World Sports Betting (WSB), and Supabets dominate the market, offering both retail and online options. Online sports betting, in particular, is experiencing rapid growth, with platforms enhancing their offerings through live streaming, in-play betting, and personalized promotions.

Technological Innovations Driving Sports Betting

• Artificial Intelligence (AI): Empowers bettors with data-driven insights and predictive analytics.
• Blockchain: Ensures secure, transparent transactions, boosting user trust.
• Virtual Reality (VR): Creates immersive experiences, making betting more engaging.

These advancements are making sports betting more interactive, secure, and appealing to a younger, tech-savvy audience.

The Casino Sector: Adapting to a Digital World

While sports betting thrives, Gauteng’s casino industry faces new challenges and opportunities. Traditional land-based casinos remain popular entertainment destinations, but they’re under pressure from the growing appeal of online gambling. Younger gamblers (ages 18–34) increasingly prefer the convenience and variety of online casino games, accessible anytime via mobile devices.

Online Casinos: Growth and Regulation

Online casinos are gaining traction, thanks to:

• Seamless mobile gaming experiences
• A broad selection of games, including slots and live dealer tables
• Personalized gaming and AI-driven customer support

2025 marks a turning point for regulation. New laws, including the National Gambling Amendment Act, introduce a national licensing system, stricter operator audits, and enhanced player protection measures. These changes aim to create a safer, more transparent online gambling environment in Gauteng.

Land-Based Casinos: Reinventing the Experience

Physical casinos are not disappearing. Instead, they’re investing in luxury, live entertainment, and resort-style amenities to attract visitors. Operators like Tsogo Sun are upgrading venues such as Montecasino and Gold Reef City, focusing on delivering unique social and entertainment experiences that online platforms can’t replicate.

Economic Impact and Responsible Gambling

Gauteng’s gambling industry is a major economic contributor, generating nearly a quarter of South Africa’s gambling taxes and supporting thousands of jobs. Both sports betting and casinos are subject to rigorous regulation by the Gauteng Gambling Board, which enforces responsible gambling initiatives such as self-exclusion programs, awareness campaigns, and access to support services.

What’s Next? The Future of Gambling in Gauteng

Looking ahead, Gauteng’s gambling market will be defined by:

• Continued dominance of sports betting, especially via mobile platforms
• Growth in online casino participation, fueled by technology and regulatory clarity
• A hybrid landscape where land-based casinos focus on entertainment, while online platforms cater to digital-first players

Emerging trends such as esports betting and VR casino games are set to further diversify the market, promising more engaging and personalized experiences for all types of gamblers.

Gaming Future

In 2025, Gauteng stands at the crossroads of tradition and innovation in gambling. Sports betting is surging ahead, powered by technology and cultural enthusiasm, while casinos both online and physical are adapting to shifting player preferences and new regulations. The result is a dynamic, competitive, and increasingly regulated market that offers something for every gambler, ensuring Gauteng’s place at the heart of South Africa’s gaming future.

Related: The Rise of Sports Betting in Gauteng: Bet Safely and Responsibly

ATLANTA, June 19, 2025–(BUSINESS WIRE)–Katz & KO, a venture acceleration platform operating and investing at the intersection of sports, performance, and emerging technologies, is proud to announce that Dr. Edward Zuckerberg has joined the firm as a strategic advisor.

Dr. Zuckerberg—renowned dental technologist and early adopter of health tech innovations—brings decades of experience at the intersection of healthcare, technology, and patient experience. His unique lens will support Katz & KO and its affiliated investment arm, BrknPar Venture Fund, as they evaluate and support companies redefining health performance, recovery, and athlete longevity.

“Dr. Zuckerberg embodies the kind of forward-thinking, cross-disciplinary expertise we value deeply,” said Andy Katz, Managing Partner of Katz & KO. “He’s not just an innovator in clinical practice—he understands how technology can transform outcomes, markets, and lives. As we expand our engagements and investments into health tech, sports medicine, and performance-driven care, Ed’s insights will be invaluable.”

In this advisory role, Dr. Zuckerberg will provide strategic input on diligence and investment strategy related to health and performance technologies, and serve as a thought partner on select Katz & KO engagements. He joins a small, curated group of strategic advisors chosen for their impact, access, and alignment with the firm’s mission.

“The work Katz & KO is doing sits at an exciting inflection point,” said Dr. Zuckerberg. “From enhancing athlete recovery to exploring dynamic digital health platforms, they’re investing where technology meets real human performance. I’m looking forward to collaborating with the team.”

This announcement follows Katz & KO’s recent rebrand from VA2, marking its evolution into a bold, founder-first yet investor-friendly platform built to champion next-generation innovators. The “KO” is more than a nod to its Equity Partners – it’s a statement of purpose: to help founders knock out the obstacles that stand between vision and breakthrough.

Dr. Zuckerberg is also proud of his family’s legacy of innovation. He and his wife raised four accomplished children, including Mark Zuckerberg, the founder and CEO of Meta. That spirit of innovation—rooted in curiosity, experimentation, and a drive to push boundaries continues to shape Dr. Zuckerberg’s work across advisory roles and entrepreneurial ventures.

About Katz & KO

Katz & KO is a venture platform dedicated to identifying and supporting category-defining businesses across sport technology. Through its advisory practice and affiliated investment fund, BrknPar Venture Fund, Katz & KO integrates capital deployment with operational expertise and strategic networks to drive sustainable growth, scalable impact, and long-term value creation for both founders and investors. Learn more at Katz & KO.

In recent years, sports viewership has undergone a dramatic transformation. Traditional broadcasts, once the undisputed hub for watching games, are losing ground to digital platforms. Today’s audiences—especially younger viewers—are flocking to streaming services for live sports, replays, highlights, and even behind-the-scenes content.

This shift is not only reshaping the sports media landscape but also influencing what types of sports are capturing attention.

Interestingly, this change in behavior parallels the rapid growth of esports trends, which have demonstrated how digital-first platforms can fuel passionate global audiences. As traditional sports organizations take note, they’re rethinking how and where fans want to watch.

Changing Preferences in Sports Consumption

One of the most significant drivers of this shift is convenience. With smartphones, tablets, and smart TVs becoming household staples, fans no longer need to be glued to a cable subscription or be home at a specific time. Platforms like YouTube, Twitch, and dedicated sports streaming apps offer flexibility, allowing users to watch games live or on-demand, often with customized experiences like multiple camera angles, real-time stats, and social engagement features.

Moreover, younger demographics have shorter attention spans and are more selective with their screen time. For them, watching a full game might not be the goal. Instead, they consume bite-sized content: highlights, recap reels, or TikTok clips. This behavioral change aligns closely with esports trends, where rapid gameplay, instant replays, and audience interaction are the norm.

The Role of Social Media and Interactive Platforms

Another major force driving streaming adoption is the integration of sports content with social media platforms. Twitter, Instagram, TikTok, and Snapchat are no longer just for updates—they’re vital channels for delivering real-time game highlights, athlete reactions, and fan-generated content.

This interactive layer makes sports feel more personal and participatory. Streaming platforms now encourage real-time commenting, polls, and Q&A sessions, enabling fans to be part of the action. In some cases, these hyper-interactive environments can even trigger intense emotional responses—highlighting the need for tools and resources such as anger management therapy to help users regulate their reactions in competitive or high-stress digital spaces. This mirrors how esports trends have grown through platforms like Twitch, where fans don’t just watch—they chat, contribute, and sometimes even influence outcomes through voting or donations.

The Rise of Niche Sports and International Leagues

One unexpected outcome of the streaming revolution is the rise in popularity of niche and international sports. Before, only mainstream sports like football, basketball, and baseball dominated American screens. But now, with lower distribution barriers, fans can easily access international soccer leagues, MMA events, cricket tournaments, and Olympic qualifiers.

This accessibility has fragmented the viewership base but also enriched it. Fans have more choices and greater exposure to diverse sports cultures. It also brings to light the esports trends that have taught us how new sports categories—once seen as niche—can become billion-dollar industries when supported by the right tech and community engagement.

Esports and Traditional Sports: A Blurred Line

The growth of esports cannot be ignored when discussing the evolution of sports viewership trends. Competitive gaming has not only amassed millions of loyal viewers but has also pioneered formats that traditional sports are now adopting.

For instance, the NBA 2K League, FIFA eWorld Cup, and Formula 1 Esports Series have shown how sports and gaming can intersect. These formats blur the lines between athlete and gamer, stadium and screen, tradition and innovation.

Moreover, esports events are largely streamed, not broadcast, which gives them a technological edge in understanding and shaping consumer expectations. They have set a precedent in areas like real-time audience interaction, virtual sponsorships, and gamified viewer engagement—features that traditional sports are now starting to implement.

Implications for Advertisers and Brands

As streaming takes center stage, advertisers and brands must rethink their strategies. The 30-second TV spot is no longer the gold standard. Instead, brands are investing in integrated content: branded replays, virtual billboards in live streams, or influencer-style sponsorships with athletes and streamers.

Streaming platforms offer better data insights, allowing advertisers to target viewers based on behavior, location, and preferences. This level of personalization is far more effective than traditional broad-stroke TV advertising.

Again, esports trends provide a blueprint. Brands like Red Bull, Intel, and Nike have successfully entered the esports ecosystem by understanding its culture and deploying immersive, value-driven campaigns.

Challenges Ahead

Despite the benefits, there are challenges with the rise of streaming in sports. Fragmentation is a key concern. With games spread across multiple platforms—some free, some subscription-based—viewers can get frustrated navigating this patchwork.

There’s also the issue of latency. Live sports demand real-time delivery, and streaming delays can ruin the experience, especially when spoilers surface on social media before the feed catches up.

Finally, data privacy and ethical monetization of viewer data are growing concerns as platforms scale up their operations and personalization engines.

The Future of Sports Viewing: Hybrid and Hyper-Personalized

Looking ahead, the future of sports viewership is likely to be hybrid. Traditional TV won’t disappear overnight, but its role will diminish as digital takes the lead. Sports leagues will continue to diversify how they deliver content, from VR experiences and holographic replays to interactive fan metaverses.

What’s clear is that audience expectations have changed. Fans want control over what they watch, how they watch, and when they watch. The rise of esports trends has underscored this shift, serving as both a competitor and collaborator in the evolving ecosystem.

Sports streaming will not only become the norm—it will redefine what it means to be a fan.

Conclusion

Streaming has fundamentally reshaped the way we consume sports. From on-demand replays to global accessibility and personalized experiences, the transformation is both broad and deep. And as esports trends continue to inform the future of digital engagement, traditional sports have no choice but to adapt—or risk becoming background noise in a world of unlimited content options.

Whether you’re a casual fan or a lifelong follower, one thing is certain: the way we watch sports will never be the same again.

Attendance at a sports event these days means the smell of popcorn, the roar of a crowd and robust Wi-Fi connectivity in a stadium filled with tens of thousands of smartphone-carrying fans. The first two experiences are a given; the last one takes some work.

Ericsson’s Peter Linder and SAS Institute’s Jenn Chase talk with theCUBE how their companies have collaborated on tech solutions in the sports world.

The 5G connected venue is one of many solutions provided by Ericsson AB, in concert with data management software and services provider SAS Institute Inc. It’s a challenge that requires sophisticated technology and creative solutions in a continually evolving environment where fan interest and business operations place huge demands on the network.

“What has happened very much over the last five years since we first connected a stadium with 5G is to evolve the fan experience,” said Peter Linder (pictured, left), head of thought leadership-North America at Ericsson. “More recently, we have had a private network component of it, where you can also support payment terminals and all the different business operations that take place at the venue. It’s sophisticated networks growing pretty much year over year for new things.”

Linder spoke with theCUBE’s Paul Gillin and Scott Hebner at SAS Innovate, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. He was joined by Jenn Chase (right), chief marketing officer and executive vice president at SAS Institute Inc., and they discussed how Ericsson and SAS have collaborated on tech solutions in the sports world. (* Disclosure below.)

Maximizing data for sports

In April, SAS announced an expanded partnership with the Orlando Magic, a men’s professional team in the National Basketball Association. Employing the SAS Viya data and AI platform, the Magic intends to use data for optimizing ticket sales forecasting and identifying key factors behind successful fan engagement, according to Chase.

“They have one of the most sophisticated data warehousing strategies that we see and, as a result, they’re able to just bring on new use cases because they can leverage that data,” she said. “They do an almost Spotify-like year-end wrap-up campaign to their season ticket holders, so they get to see the Magic’s experience and performance for games they [attended]. That’s really sophisticated.”

In-stadium networks must also be able to accommodate the needs of television partners broadcasting to millions of fans around the world. Broadcast cameras are now 5G connected, which requires providers such as Ericsson to balance capacity at the venue for virtual private networks.

“We connect professional TV cameras so you don’t have two guys running around with a cable behind the cameraman,” Linder explained. “You can connect the cameras over 5G today, but that means you have to have a consistent bandwidth. When we talk about network slicing or the ability to provide a virtual private network, it’s that we take part of the capacity and use it so it doesn’t interfere with the fan traffic. There are … a lot of new capabilities that are introduced in the network.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of SAS Innovate:

(* Disclosure: TheCUBE is a paid media partner for SAS Innovate. Neither SAS Institute Inc., the sponsor of theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE