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Digital transformation is no longer something that only affects Australian businesses. It’s something that has made its way onto our cricket pitches, ovals and tennis courts, writes Michael Horton, Country Manager for A/NZ at HCLTech.
Over the past decade, technology has greatly increased its presence in the lives of Australians. It is now shaping sports organizations across the country in exciting new ways that have the potential to unlock new experiences for fans and players of all levels.
why now Because digital is changing the way we play.
In the last century, sports organizations kept basic records using paper scorebooks and filing systems. Training programmes, player information and match results have all been archived and archived by hand, added to spreadsheets that can be shared with fans and players at the end of each season. But those days are long gone.
Digital transformation has revolutionized this process, providing teams and players at all levels with sophisticated tools for digital record-keeping and analysis.
The technology allows teams to post live scores and updates that players and fans can follow in real time. This includes live streaming games for friends, family and fans who cannot be there in person, connecting members of the sports community and increasing engagement and participation.
At the basic level
Above all, technology is having a profound impact on sports at the grassroots level, providing players and fans with the tools available to elite athletes.
We know first hand the impact this can have. Since 2019, HCLTech has been working in partnership with Cricket Australia to strengthen their digital transformation journey. This partnership has continued to improve data integrity management and the experience for fans and players of all levels, with the redesigned PlayCricket app now accessed over 150,000 times per minute during the summer cricket season.
Last month, Cricket Australia announced it was extending its partnership with HCLTech for the next phase of its digital transformation. As part of this partnership, HCLTech will implement automation, analytics, artificial intelligence and DevOps into the Cricket Australia Live and PlayCricket applications.
Our work will help provide immersive digital experiences for players, partners and fans around the world, enabling grassroots cricket fans to compare their stats with the best cricketers in Australia. It has the potential to inspire a new generation of cricketers and foster a closer connection with their sporting idols.
What the fans really want
Digital transformation enables organizations to better understand the wants and needs of fans and enables them to create more personalized experiences. Instant feedback through comments in sports apps and social media creates data-driven fan experiences that keep them engaged for longer.
Digital solutions like this can also be incorporated into venues to not only improve the fan experience but also increase profitability and security. This means engagement can be improved before, during and after games and in the off-season, supporting fan longevity.
Now that engagement has shifted from traditional broadcast media to a range of digital alternatives such as websites, apps, streaming and social media, organizations should consider how they can use this opportunity to diversify their revenue streams. Not only is it attractive to sponsors and investors, but it also allows organizations to get closer to fans and attendees.
Sports organizations can then use fan data to better understand their habits, preferences and demographics and personalize their fan experience. Combined with an increase in fans and grassroots participation, this increases the bottom line for sports organizations.
Technology can have a profound impact on those who play sport at a community level, improving the experience of participants to be on par with that of professional athletes by encouraging further growth and development.
Data, record keeping, the ability to stream matches live, and the availability of individual player and team statistics have modernized the sport. It allows organizers to streamline the entire process, engage a larger audience and encourage participation.
The combination of sport and technology is key to ensuring Australians of all ages, genders and backgrounds have the opportunity to play the sport they love at any point in their lives. It also means that the nation’s favorite sports will be enjoyed by generations to come.
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