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21st Century Sports:

How Technologies Will Change Sports in the Digital Age
  • Explores the Transformative Impact of Artificial Intelligence, Robotics, Bioengineering, and Virtual Reality On Sports
  • Discusses the Evolution and Future Outlook of Technological Innovations in the Sports Industry
  • Examines the Technological Transformation of Athletes’ Performance, Sports Consumption, and Business Model in Sports

What the book is about

Since we launched the first edition of “21st Century Sports” at the end of 2020, the book has been downloaded or sold more than 65,000 times worldwide! We were able to translate the first edition into Mandarin, thanks to our partnership with Tsinghua University Press. Based on the book, we also developed the online course, "Transactional Technologies - Applied Lessons from Sports," together with MITxPro and inspired the MATCH exhibition on the future of design and sport that will be hosted by the Musée du Luxembourg in Paris as part of the Olympiade 2024 Culturelle program.

In this 2nd edition, we again embark on an exciting journey into the future of sports technology where innovations know no boundaries. Soon, technologies such as AI, blockchain, computer vision, edge computing, IoT and robotics will seamlessly connect the realms of physical devices, data and human interaction. They will enable us to traverse digital worlds with avatars that could open up new, unimagined business opportunities.

For this collection of essays, we have invited international thought leaders and technology experts to complement our team of academic authors from Massachusetts Institute of Technology, Queensland University of Technology, Stockholm School of Economics and the University of Cambridge. Together, my co-authors and I look ahead how technologies will change sport itself, consumer behavior, and existing business models in the next 5 to 10 years and we provide food for thought for what might lie even further ahead. 

Copies of the book can be ordered via  Springer or Amazon.

Man versus Machine

Together with "Athletic Interest", we have translated the main take-aways of the book into an engaging video essay: Why Football will End in 2049.

Meet some of the authors

Simon Chadwick, PhD
Simon Chadwick, PhD, is Director of Eurasian Sport and Professor of the Eurasian Sport Industry at Emlyon Business School, based in Paris. His research is positioned at the intersection of sport, business, digital, and politics. Simon has worked for some of the world's leading business schools, as well as for some of the most important and influential organizations in the world of sport. Once a regular athlete and sports participant, he constantly seeks to make sense of a complex world through the lens of sport. Nowadays, he walks a lot whilst thinking about sport.
Christina Chase
Christina Chase is the Co-founder and Managing Director of the MIT Sports Lab, which helps professional sports teams, global brands, and organizations tackle challenges at the intersection of sports, data, and engineering. She is interested in how new sources of data will unearth revolutionary insights around the game, performance, training, and the future fan. She has been an entrepreneur, starting her first company at the age of 18, and an athlete, having trained at the US Olympic Training Center. Now at MIT, working with those at the forefront of research and sport, her intention is to make a broad impact on sport and even global health and wellness. She hopes this book, with such diverse contributors, may shine a light on the possibilities at the intersection of sports and technology.
Dietmar W. Hutmacher
Dietmar W. Hutmacher is a Professor & Chair of Regenerative Medicine at the Institute of Biomedical Innovation at QUT, Director of the Australian Research Council Industrial Transformation Training Centre for Additive Biomanufacturing, TUM Hans Fischer Senior Fellow Alumni, and Adjunct Professor at University of Queensland. Over the last two decades, he has gained worldwide recognition in the field of biomedical engineering, biomaterials, tissue engineering & regenerative medicine. Clarivate Analytics lists him as highly cited interdisciplinary researcher. In his leisure time he likes to play badminton, walk on the beach and explore Australian wines.
Frank Kirchner, PhD
Frank Kirchner, PhD, is the Director of the Robotics Innovation Center, Executive Manager of the German Research Center for Artificial Intelligence (DFKI) Bremen and the Chair of Robotics at the University of Bremen. He is one of the leading experts in the field of biologically inspired behavior and motion sequences of highly redundant, multifunctional robot systems. In 2013, under Kirchner’s leadership and following the model of the DFKI, the Brazilian government founded the "Brazilian Institute of Robotics.” His section, focused on complex robots and AI, was inspired by testing his own control systems in difficult mountain terrain.
Tim Minshall, PhD
Tim Minshall, PhD, is the inaugural Dr. John C. Taylor Professor of Innovation at the University of Cambridge, Head of the Institute for Manufacturing (IfM), and Head of the IfM's Centre for Technology Management. His research, teaching, and engagement activities are focused on the link between manufacturing and innovation. In his early career, he worked as a teacher, consultant, plant engineer, and freelance writer in the UK, Australia, and Japan. Today, he is still actively involved in outreach activities to raise awareness of engineering and manufacturing among primary and secondary school children and their teachers.
Dr. Brianna Newland
Dr. Brianna Newland is the Academic Director of Undergraduate Programs and an Associate Professor of Sport Management in the Preston Robert Tisch Institute for Global Sport at New York University (NYU). Her research is focused on sport development, events, and tourism. Prior to working at NYU, she worked at the University of Delaware, Victoria University in Australia, and the University of Texas at Austin. In her free time, she has competed in three Ironman races and is currently training for her next race. Her section, focused on blockchain technology, is inspired by her interest in the consumer experience as it relates to mass participation sport.
Shelly Palmer
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media, and marketing. Among his sports clients are the NHL, NFL, LPGA, and Bundesliga, as well as many individual teams. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN, and writes a popular daily business blog. He’s a bestselling author, and the creator of the popular, free online course, Generative AI for Execs.
Sanjay Sarma
Sanjay Sarma is the Vice President for Open Learning and the Fred Fort Flowers (1941) and Daniel Fort Flowers (1941) Professor of Mechanical Engineering at MIT. A co-founder of the Auto-ID Center at MIT, Sarma developed many of the key technologies behind the EPC suite of RFID standards now used worldwide. He was also the founder and CTO of OATSystems, which was acquired by Checkpoint Systems in 2008. His research includes sensors, the Internet of Things, cybersecurity, and RFID.
Dominik Schreyer
Dominik Schreyer is an außerplanmäßiger (apl.) Professor of Sports Economics at WHU – Otto Beisheim School of Management in Düsseldorf, Germany. In his mostly empirical research, he explores the role of sociopsychological factors in individual economic behavior and decision-making through the lens of professional sports. However, he also takes a keen interest in analyzing sports demand (e.g., football spectator no-show behavior). He has published 30+ articles in international peer-reviewed journals, including European Sport Management Quarterly, Games and Economic Behavior, and Technological Forecasting & Social Change.
Ben Shields, PhD
Ben Shields, PhD, is a Senior Lecturer in Managerial Communication at the MIT Sloan School of Management. He studies the multibillion-dollar sports industry to identify broadly transferable management lessons in areas such as leadership communication, data-driven decision making, and innovation. He is the coauthor of The Elusive Fan: Reinventing Sports in a Crowded Marketplace and The Sports Strategist: Developing Leaders for a High-Performance Industry. Prior to MIT, he served as Director of Social Media and Marketing at ESPN. He is an avid athlete, fan, and fantasy sports owner and fascinated by the role of technology in the live sports experience.
Josh Siegel, PhD
Josh Siegel, PhD, is an Assistant Professor of Computer Science and Engineering at Michigan State University and the lead instructor for the Massachusetts Institute of Technology's "Internet of Things" and "DeepTech" Bootcamps. His research is focused on Deep Technologies including secure and efficient network connectivity, pervasive sensing and universal diagnostics, and enhanced automated driving. Prior to joining Michigan State, he was a Research Scientist at the Massachusetts Institute of Technology and the founder of CarKnow and DataDriven, two automotive technology companies. Josh is an avid fan of motorsport and he restores and "hacks" cars as well as participates in simulated racing events in his spare time. His section, focused on the role of robotics in sports of the past, present, and future, was inspired by observing how traditional sports enterprises—including some forms of organized motorsport—have begun to adopt bleeding-edge and Deep Technology to maintain or enhance competition, excitement and engagement, and scientific progress.
Rishad Tobaccowala
Rishad Tobaccowala is the author of Restoring the Soul of Business: Staying Human in the Age of Data and the weekly thought-letter The Future Does Not Fit in the Containers of the Past. He is also a speaker and advisor on change, future trends, and transforming workforces. Formerly, he was the Chief Strategist and Chief Growth Offer of Publicis Groupe.
Benno Torgler, PhD
Benno Torgler, PhD, is a Professor of Economics at the Queensland University of Technology and the Centre for Behavioural Economics, Society and Technology and leads the program “Behavioural Economics of Non-Market Interactions” that covers the sub-programs Sportometrics, Sociometrics, Scientometrics, and Cliometrics. Besides a strong passion for doing research in the area of sportometrics, he has been carefully following the literature on AI for many years and cites AI pioneers such as Herbert Simon, Allen Newell, Marvin Minsky, and Seymour Papert as strong influences. In his free time, he loves to surf (although he is not particularly good at it) and exercise.

Chapter overview

Chapter 1
How Technologies Impact Sports in The Digital Age
Schmidt introduces the relationship between technology and sports in the digital age taking time to outline improvements to athletic performance, sport consumption, sports management, and governance. He also describes how technology drives the development of new sports and enhancement of traditional sport. Finally, he outlines the process by which technologies were selected for 21st Century sports: How technologies will change sports in the digital age as well as the structure and chapters of the book.

Chapter 2
Taxonomy of Sportstech
In this chapter, Frevel, Schmidt, Beiderbeck, Penkert, Subirana provide a snapshot of the opportunities, challenges, and development of the sportstech industry and propose a sportstech taxonomy comprised of the definition of sportstech and the SportsTech Matrix. Their goal is to provide a common understanding and a useful tool for researchers and practitioners alike. In so doing, they define sportstech based on established understanding of sports and technology, introduce the SportsTech Matrix, and exemplify how to apply it with use cases for a variety of stakeholders. The SportsTech Matrix provides an all-encompassing structure for the field of sportstech along two angles: the user and tech. Together, the two angles capture how different types of technologies provide solutions to different user groups.

Chapter 3
How Thesis Driven Innovation Radars Could Benefit The Sports Industry
In this chapter, Sarma, Subirana, and Frevel look at trend and innovation radars, in general, and discuss how sports organizations and their management can benefit from a systematic approach to handling emerging technologies and innovations. They explain their understanding of a “corporate thesis,” which is required to steer an organization to long-term success given seemingly unlimited opportunities offered by new technologies under the constraint of limited resources. To respond to overwhelming amounts of news, innovations, and disruptions, they make the case for Thesis Driven Innovation Radars and demonstrate their application in the sports industry.

Chapter 4
How to Predict the Future of Sports

Schmidt, Beiderbeck, and von der Gracht start with a pair of intriguing questions: Is it possible to predict the future of sports in this digital age?  And, if so, what scientific methods can be used to forecast the impact of technology on the field? To answer, they first weigh the benefits and drawbacks of popular quantitative and qualitative forecasting techniques before outlining the Delphi method in some depth. They provide empirical results from a number of future studies in sports, concluding that with the right objective and participants, it is possible to predict the future.

Chapter 5
Robotics, Automation, and The Future of Aports
This chapter explores the growing influence of robotics and automation on sports and potential resultant future states. Siegel and Morris describe advances leading to broader deployment of robotics and automation and envision how these technologies may lead to new models for spectator experience by increasing engagement and interactivity. Next, they consider how robotics and automation create opportunities for improved athlete training and detail how robotics and automation have augmented sports by allowing new athletes to compete, creating new sports, and providing a playing field for intellectual athletes. Finally, they envision possible future evolutions of sports leveraging robotic advances and present a case study on how robotics might impact motorsport, closing by considering potential non-technical challenges and risks in inviting robots into sport.

Chapter 6
Robotics and AI: How Technology May Change the Way We Shape our Bodies and What This Does to the Mind

In this chapter, Kirchner explores some of the exciting recent developments in robotics and artificial intelligence (AI) and the barriers to control complex mechanisms. He also offers a solution that he terms “the hybrid AI approach.” Kirchner goes on to argue for using robots and learning as a way to achieve AI, an idea first touted by Alan Turing, and offers example cases of robots and AI in sports. Finally, he looks to the future and explores the possibilities and possible effects on the human body and mind of extensive physical interaction with intelligent machines.

Chapter 7
The Reach of Sports Technologies
Schlegel and Hill outline the megatrends of sport in Australia and introduce an additional megatrend, the use of sports technologies, which they explore in more depth. They then argue that sports technologies—wearables, internet of things (IoT) applications, media, and communications—can provide the basis for validation, technology transfer, and diffusion of knowledge into fitness, wellness and health, as well as occupational health, safety, and defense. They explain how sports technologies impact multiple verticals including insurances, stadium set up and maintenance, and broadcasting. Finally, they explore the challenges presented by use of sports technologies including the barriers to open standards, security, and privacy.

Chapter 8
The Future of Additive Manufacturing in Sports

This chapter highlights the present and projected impact of additive manufacturing technologies on the sports ecosystem. Beiderbeck, Krüger, and Minshall first describe the process- and product-related advantages that derive from additive manufacturing in general. Then, they introduce an Additive Manufacturing Sports Application Matrix, which serves as a grid to structure current use cases along their benefits for the sports industry. Next, they illustrate how the interplay between additive manufacturing and technological advancement in other fields like artificial intelligence, sensor technology, and robotics can create new products and business models. The chapter concludes with a discussion about future opportunities and challenges around additive manufacturing and innovation in sports.

Chapter 9
The Current State and Future of Regenerative Sports Medicine
Regular engagement in sports produces many health benefits, but also exposes participants to increased injury risk. Hutmacher offers an overview of the progression of currently available regenerative treatment concepts and a summary of the different modalities of platelet rich plasma treatments, bone marrow aspirate concentrate and precursor/stem cells, adipose-derived stem cells, and amniotic membrane products. General principles in the application of these treatment concepts are discussed. Finally, Hutmacher offers a critical, though visionary, view on how regenerative sports medicine technologies may lead to new treatment concepts and increasing engagement of both sports’ injury patients and physicians.

Chapter 10
Big Data, Artificial Intelligence, and Auantum Computing in Sports

This chapter examines the exciting possibilities promised for the sports environment by new technologies such as big data, AI, and quantum computing, discussed in turn. Together and separately, the technologies’ capacity for more precise data collection and analysis can enhance sports-related decision making and increase organization performance in many areas. Torgler also emphasizes technologies’ limitations—and considerations like privacy and inefficiencies—by reflecting on the nature of sport. Finally, it explores the factors beyond technology that influence individual’s deep involvement in and emotional attachment to sports and sports-related events.

Chapter 11
The Data Revolution: Cloud Computing, Artificial Intelligence and Machine Learning in the Future of Sports

Chase argues that data is the currency by which competitive advantage is won and lost. Those who find creative ways to unlock and harness it—largely through employment of Artificial Intelligence, Machine Learning, and Cloud Computing, which she discusses in turn—will be the champions of tomorrow. Use of these technologies will enable a waterfall of new abilities: Teams will better identify talent and optimize training protocols. Game strategy, team lineups, and player archetypes will be created and simulated in virtual “what if” environments. Fans’ experiences will be increasingly immersive. If these advanced insights could be properly unlocked, understanding that Artificial Intelligence and Machine Learning are tools with defined limits and biases, data will transform sport and push the limits of human performance.

Chapter 12
The Rise of Emotion AI: Decoding Flow Experiences in Sports

In this chapter, Bartl and Füller explore Emotion artificial intelligence (AI), which has the potential not only to radically change the way sports are trained, but also how they are experienced and consumed. Their chapter illustrates how affective states can be measured with the help of AI and how the provided analytics may impact the sports experience. Besides giving insights in the role emotions play in sports, the empirical case study shows how to measure the state of flow of biathlon athletes with AI. Their findings show that the analysis of psycho-physiological patterns allow classification of athletes’ flow states and prediction of performance. And finally, they outline how Emotion AI may add value to the sports activity of athletes, coaches, spectators, and researchers.

Chapter 13
Blockchain: From Fintech to the Future of Sport

In this chapter, Khaund gives an explanation of the oft spoken about but little understood blockchain. He walks the reader through likely applications of the blockchain technology on and off the sporting field taking time to outline the revolutionary power of smart contracts for athlete compensation, gambling, and even broadcasting contracts. He argues that anywhere transactions between multiple parties occur or privileged management of data exists, blockchain will become the de facto solution and even lead to new business models. In his view, the short-term benefits will be limited by the willingness of the incumbents to accept drastic change, but the long-term future of sports will be assuredly and profoundly impacted by blockchain.

Chapter 14
Blockchain, Sport, and Navigating the Sportstech Dilemma

In their chapter, Carlsson-Wall and Newland introduce the sportstech dilemma. They describe how sport is an industry driven by emotion and the importance of maintaining competitive balance, which distinguishes it from other industries. Then, they survey the blockchain tech landscape in sport and differentiate seven market segments depending on customer type and the type of impact sought. They propose three strategic questions—concerning the level of integration into the sports ecosystem, potential for a hybrid business model, and geographic footprint—to guide companies navigating the Sportstech dilemma. Finally, they look further into the future and see unexpected possibilities for blockchain in sport.

Chapter 15
Blockchain Innovation in Sports Economies

In this chapter, Potts, Thomas and Tierney consider sport as an economy and the impact of innovation, blockchain technology and its applications, on truth and trust in sports and business models and opportunities. They dedicate space and time to several of blockchains’ potential applications in sports—NFTs, DAOs, and web3 chief among them. Finally, with blockchain technology as their new foundation, they imagine the future of sports economies.

Chapter 16
Strategies to Reimagine the Stadium Experience

Despite the challenges presented by seemingly limitless sports and entertainment options, increasing ticket cost, and transportation issues, Shields and Rein argue that the in-stadium sports experience is important and worth fighting for. To persuade fans to spend their time and money attending sporting events, they contend that sports organizations will need to rethink their core proposition. They offer four strategies to solve the problem of fan attendance in the future: First, introducing scarcity. Second, eventizing the sports calendar. The third and fourth strategies, making the stadium experience frictionless and utilizing satellite stadiums, respectively, will require leveraging new technology including augmented reality and virtual reality. Embracing these strategies may not be easy, but they will be essential to preserving and reinvigorating stadium attendance going forward. 

Chapter 17
Virtual Reality & Sports: The Rise of Mixed, Augmented, Immersive, and Esports Experiences

In this chapter, Miah, Fenton, and Chadwick tell the story of how sports have become increasingly intertwined with the trajectory of the media innovation industries and how this extends particularly into the realm of computer-generated imagery and game playing. They consider how virtual reality, augmented reality, mixed reality, and extended reality are being integrated into the sports industries and discuss the innovation culture that operates around these experiences. They focus on how new, digitally immersive sports experiences transform the athletic experience for participants and audiences and create new kinds of experience that, in turn, transform the sporting world. Further, they explore what this means for the long-term future of sports.

Chapter 18
How Technologies Might Change the European Football Spectators’ Role in the Digital Age

Spectators play a vital role in professional sports. As such, it may not surprise that many football clubs continue to pursue stadium expansion and increase seat supply. Still, as new technologies like artificial intelligence, augmented reality, and blockchain technology enter the mass market, the question arises if the strategy of ever-increasing the seat supply will ultimately be sustainable. Accordingly, in this short chapter, Schreyer attempts to predict how such technologies might change the European football spectators’ role in the digital age, specifically focusing on the potential role of augmented and virtual reality in shaping stadium attendance demand in 2040. In total, he makes ten projections, cumulatively pointing to the European football spectators’ loss of significance.

Chapter 19
Video Games, Technology, and Sport: The Future is Interactive, Immersive, and Adaptive

While traditional sport spectator numbers decline, the number of viewers in interactive media such as streaming platforms, video games, and esports continue to increase. In response, Pirker offers a characterization of the new generation of consumers and the technologies opening up new avenues for engaging and immersive experiences. She demonstrates that with the help of virtual reality (VR), augmented reality (AR), and artificial intelligence (AI), among other technologies, traditional sports can follow successful strategies from interactive media. But the influence is not one-sided. Pirker also offers a picture of the two-way relationship between sports and videogames and how both industries might develop as technologies improve. 

Chapter 20
Sports in the Third Connected Age

In this chapter, Tobaccowala looks back on how sports were impacted by the first two connected ages and forward to the key changes expected to sports fan experience, the monetization of sports, and the nature of sports in the Third Connected Age.  He also explores the implication and ramifications of this new age for sports leaders. Finally, he outlines three key steps for success: changing thinking, investing in education, and focusing on partnerships.

Chapter 21
Navigating the Web3 Landscape: A Forward-Looking Perspective on The Future of Sports Business for Athletes, Consumers, and Management

As the world continues to progress into the digital age, sports are also evolving into the new landscape. Web3 technology is one of the most exciting developments in the digital realm and has the potential to revolutionize the sports business as we know it. In this chapter, Raveh explores the future of sports in the web3 era–focusing on future athletes, sports consumers, and management. He begins by introducing GenAlpha and community building in the sports business then dives into the fundamentals of web3 technology and its potential applications in sports. Finally, he discusses the impact of web3 technology on sports consumption, athletes, and management, as well as its potential for growth in the global sports technology startup scene.

Chapter 22
Imagining the Future of Fandom

In this guided exploration of the future fan experience, Palmer first offers advice on what should be prioritized—from the fan and the story to different levels of innovation. Next, he explores the technology available and possible to make the experience entertaining, seamless, and safe. Finally, he explores the data management systems necessary. “What’s next?” he asks. It’s up to you!

Chapter 23
Impossible Sports

To illustrate how future technologies will shape future sports, Subriana and Laguarta explore an imaginary future—following a fictional character and her family through a day in their lives. They highlight potential applications of technologies in the fields of the Internet of things, robotics and automation, information processing, communications, and legal programming in new sports. The chapter also explores potential sports that, beyond entertainment, could solve real-life problems or otherwise improve society with examples like improved human relationships with animals, increased safety from environmental dangers, and more efficient smart cities. 

Chapter 24
Beyond 2030: What Sports will Look Like for the Athletes, Consumers and Managers 

In this chapter, Schmidt and Stoneham look beyond the short- and mid-term impact of technology on sport through the eyes of the athlete, consumer, and manager. Combining the predictions offered by the authors of 21st Century Sports: How Technologies Will Change Sports in the Digital Age and their own findings, they present what sports will look like in the next thirty years. In the end, they dare to peek beyond the thirty-year mark, offering hope and a bit of guidance for the beyond.

The Autors

  • Dr. Michael Bartl
    Managing Director at TAWNY and CEO of HYVE
  • Daniel Beiderbeck
    Research Assistant at the Center for Sports and Management – Otto Beisheim School of Management
  • Dr. Martin Carlsson-Wall
    Director at the Center for Sports and Business at Stockholm School of Economics
  • Simon Chadwick, PhD
    Director of Eurasian Sport and Professor of the Eurasian Sport Industry at Emlyon Business School in Paris
  • Christina Chase
    Co-Founder and Managing Director, MIT Sports Lab
  • Alex Fenton, PhD
    Doctor of Digital Business at The University of Salford Business School
  • Nicolas Frevel
    Research Assistant at Center for Sports and Management – Otto Beisheim School of Management
  • Dr. Johann Füller
    Professor for Innovation and Entrepreneurship at the Department of Strategic Management, Marketing and Tourism at Innsbruck University and CEO of HYVE
  • Craig Hill
    Strategy & Partnerships Manager at Vald Performance and Special Projects at Australian Sports Technologies Network
  • Dietmar W. Hutmacher
    Professor and Chair of Regenerative Medicine at the Institute of Biomedical Innovation at QUT and Director of the Australian Research Council Industrial Transformation Training Centre for Additive Biomanufacturing; TUM Hans Fischer Senior Fellow Alumni, and Adjunct Professor at University of Queensland
  • Sandy Khaund
    Vice President Product, Ticketmaster
  • Frank Kirchner, PhD
    Director of the Robotics Innovation Center and Executive Manager of the German Research Center for Artificial Intelligence (DFKI) Bremen and Chair of Robotics at the University of Bremen
  • Harry Krüger
    Research Assistant at the Center for Sports and Management at WHU – Otto Beisheim School of Management in Düsseldorf
  • Jordi Laguarta Soler
    Researcher at the Auto-ID lab of Massachusetts Institute of Technology
  • Andy Miah
    Professor and Chair of Science Communication & Future Media in the School of Science, Engineering and Environment at the University of Salford, Manchester
  • Tim Minshall, PhD
    Inaugural Dr. John C. Taylor Professor of Innovation at the University of Cambridge, Head of the Institute for Manufacturing (IfM), and Head of the IfM's Centre for Technology Management
  • Daniel Morris, PhD
    Associate Professor of Electrical and Computer Engineering at Michigan State University
  • Dr. Brianna Newland
    Academic Director of undergraduate programs and an Associate Professor of Sport Management in the Preston Robert Tisch Institute for Global Sport at New York University (NYU)
  • Shelly Palmer
    The Palmer Group, S.I. Newhouse School of Public Communications, Syracuse, NY, USA
  • Benjamin Penkert
    Founder of Berlin-based SportsTechX
  • Dr. Johanna Pirker
    Assistant Professor of Games Engineering at Graz University of Technology and Director of Game Lab Graz
  • Jason Potts
    RMIT University Blockchain Innovation Hub, Melbourne, Australia
  • Irving Rein, PhD
    Professor of Communication Studies in the School of Communication at Northwestern University
  • Amir Raveh
    HYPE Sports Innovation, London, UK
  • Sanjay Sarma
    Vice President for Open Learning and Professor of Mechanical Engineering at MIT
  • Martin Schlegel
    Director of the Australian Sports Technologies Network (ASTN)
  • Sascha L. Schmidt
    Director of the Center for Sports and Management and Professor for Sports and Management at WHU - Otto Beisheim School of Management in Düsseldorf and Academic Director of SPOAC - Sports Business Academy by WHU
  • Dominik Schreyer
    Center for Sports and Management (CSM), WHU – Otto Beisheim School of Management, Düsseldorf, Germany
  • Ben Shields, PhD
    Senior Lecturer in Managerial Communication at the MIT Sloan School of Management
  • Josh Siegel, PhD
    Assistant Professor of Computer Science and Engineering at Michigan State University and the Lead Instructor for the Massachusetts Institute of Technology's "Internet of Things" and "DeepTech" Bootcamps
  • Katsume Stoneham
    Freelance editor and writer
  • Brian Subirana
    Professor and Director of the MIT Auto-ID lab and currently lecturer at Harvard University and at the MIT Bootcamps
  • Rishad Tobaccowala
    Rishad Tobaccowala LLC, Chicago, IL, USA
  • Benno Torgler, PhD
    Professor of Economics at the Queensland University of Technology and the Centre for Behavioural Economics, Society and Technology
  • Stuart Thomas
    RMIT Blockchain Innovation Hub, Melbourne, Australia 
  • Kieran Tierney
    RMIT University School of Economics, Finance and Marketing, Melbourne, Australia
  • Heiko von der Gracht
    KPMG Germany and Steinbeis School of International Business and Entrepreneurship, Herrenberg, Germany

What the media and others say

  • KornFerry: A Digital Home Run
    „Why are pro sports way ahead of the game in digital transformation?“
    read article
  • Harvard Business School: Digital Initiative
    „How COVID is pushing tech to revamp sports“
    read article
  • Professor Andy Miah
    „Can we predict the future?“
    watch video
  • SPONSORs Podcast
    „Wie Technologie das Sportbusiness verändert“
    listen to podcast
  • Revolution des Sports
    „Über Nanobots in der Blutbahn, Roboter-Wettkämpfe und Vereine, bei denen die Fans alles entscheiden“
    read article
  • Am Ende entscheiden die Sportkonsumenten
    „Wie technologische Neuerungen die Art und Weise verändern, wie Sport in Zukunft ausgeübt, konsumiert und gemanaged wird.“
    read article
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