21st Century Sports:

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 21^st 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 21^st 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.