NTT DATA shaping the future of sport | NTT DATA

NTT DATA shaping the future of sport

Data analytics has become fundamental to success across today’s sports businesses, teams and individuals.

While sports professionals and teams are now stronger, faster and more skilful than ever before, the ability to compile vast amounts of data and analyse it to deliver insights and improvements can be the difference between winning and losing.

But it’s not just performance which is benefiting from data. Fan engagement is becoming more personalised and therefore increasing – both in venue and at home – while operational improvements and new revenue avenues are increasing profit margins.

NTT DATA at The World Football Summit 2021

This month we are attending the World Football Summit - the international event of the football industry which gathers the most influential professionals in order to discuss the most relevant topics and generate business opportunities.

We’re bringing our expertise on how data analytics and innovative technologies are shaping the future of sport to the global business platform for the football industry.

During the two-day event, we’ll be hosting a panel discussion on ‘Digitalisation, innovation and the future of sports businesses’.During this session, attendees will learn more about the benefits of digital processes for sponsorship relationship management and game operations in COVID times.

As part of this discussion, clients who have undertaken this journey will share the challenges they faced and insights from their experience, and the discussion will also touch upon the future of sports businesses and the importance and impact of innovation.

Game changing innovation

NTT DATA has extensive experience as an innovation and technology partner for sports businesses and teams.

We have been partnering with, sponsoring and providing technological solutions for major sporting events around the world for many years, including the Tour de France, the Indycar Series, The Open, the Major League Baseball, and the BMW International Open.

Greater fan engagement

We bring sports fans closer to their heroes and the action – whether from home, online, or in the stadiums of the future.

Our data insights provide enhanced sports statistics which are analysed in real time to deliver engaging infographics. More personalised viewing is also enabled through offering fans the opportunity to constantly monitor their favourite athlete to deliver a deeper emotional connection.

Our ultra-reality viewing technology is advancing the way we watch and engage with sports by generating high definition and wide-angle visibility images that can’t be captured by typical cameras to synchronously transmit multiple videos and audios to different locations in real time. Similarly, our hologram technology projects such a highly detailed image that spectators feel as though they’re actually in-venue.

Greater performance

Through infrastructure, advanced analytics, robotics and AI, we generate deeper insights into sports strategy, tactics and decision-making.

We help sports professionals make the incremental improvements that allow them to reach the top of their game, from the smallest of changes in movements, to tactical team insights.

Greater operational insights and profitability

We use technology to transform how sports organisations plan, operate, make decisions, and compete in the digital world.

Our in-venue data insights and analytics alongside tracking technologies enable you to optimise crowd management, more adequately resource staff, control stock levels, create ecommerce opportunities, and increase sales within a venue.

We can help build new revenue streams through more tailored sponsorship packages, virtual advertising and through making more footage automatically available to fans.

Back2BigEvents from NTT DATA enables event organisers, sports clubs, sports associations and trade fair operators to secure their future through returning to live events safely, securely, efficiently, and within regulations.

Following the pandemic, there are still many restrictions in place across different regions, varying from restricted capacity at events, and social distancing within venues, to proof of vaccination or immunity alongside identity checks.

Back2BigEvents solves these challenges and helps to carry out and control large events with tens of thousands of visitors.

Indianapolis 500 wall

The new solution from NTT DATA combines three innovative technologies into a unique offering: BioBarcode, Indoor Navigation and Contact Tracing with Tracking. The main aim of Back2BigEvents is to protect spectators during their stadium visit and to respond when subsequently necessary – all while complying with data protection requirements.

The spectator is issued with a digital personalised ticket which they are asked to register a few days before the event. To do this, they scan their ID using an app, which compares it with the ticket data, and they then take a selfie to confirm their identity. This enables a digital ticket to be linked to health status, and those whose status is in accordance with the requirements of the respective health department are granted permission to attend.

A biometric access code is generated from this information, which enables quick admission to the stadium using face scanners. Once in the stadium, the system determines contacts in accordance with distancing rules, which the health department can use for follow-up in accordance with data protection regulations in the event of an incident. This gives the health department the opportunity to track the relevant contact chains at major events in a way that is manageable and needs-based, without having to contact all visitors after the event.


Related Insights



Outstanding Innovation for use of artificial intelligence in sport

Experiential Marketing Award at the Sport Industry Awards 2020


How can we help you

Get in touch