The author suggests that sports broadcasters eager for international audiences should pay attention to these technological shifts. They must see their sport from the perspective of fans around the world and use technology to make their content more accessible and engaging. The article concludes by emphasizing the importance of a measured approach to global growth, allowing sports brands to scale on their terms.
Key takeaways:
- AI and automation can help sports brands popularize their games and content with global audiences, with Natural Language Processing (NLP), Augmented Reality (AR), and Geogating being three key areas.
- NLP can be used for real-time machine translation of sports commentary, making foreign sports more engaging and easier to localize, though challenges with jargon and cultural idioms may persist.
- AR can deliver immersive experiences that transcend culture and enhance fan engagement, though broadcasters need to ensure it's not overwhelming and can be turned on or off as needed.
- Geogating, while seemingly counterintuitive, can enforce a measured approach to global growth and ensure viewers can only watch a sport when it’s officially licensed, though it may occasionally cause user frustration.