The recent widespread use of technology at the Olympics showcases how tech innovations can enhance sports in Southeast Asia if applied correctly. According to Statista Research, the total revenue from the Sports market in 2024 will be USD 709.70 million, rising to USD 787 million by 2029. Currently, the region is experiencing slow growth in the sector due to low disposable income among the populace, limited infrastructure, and competition from local popular sports.
In 2020, the demand for virtual fitness solutions in the Association of Southeast Asian Nations (ASEAN) increased because of the COVID-19 pandemic, leading to the trend of combining sports and technology. Younger people now lead the charge by engaging in sports and other fitness activities. There has also been a rise in eSports, where enthusiasts enjoy watching other gamers playing video games.
ASEAN companies embracing sports technology include Singapore's ONE Championship, which focuses on mixed martial arts (MMA), and AYO Indonesia, which enables customers to engage with various sports through a mobile app. Let's look at the technology deployed at the Olympics, consider its impact on global sports, and examine whether it is feasible in Southeast Asia.
Impact of technology on sports
A diverse range of technology was on display at the recent Olympic Games. Artificial intelligence (AI), which IOC President Thomas Bach said would help combat cyberattacks, was employed to create video highlights and deploy motion tracking for various disciplines like Canoe Sprint. Additionally, it could collaborate with World Olympic Partner Alibaba to generate 3D models to boost the competition replay quality.
Other advantages of using tech for innovations in sports:
Better engagement: The Paris Olympics used high-quality cameras, recorders, sensors, and smartphones to cover multiple stories at the event. This kept viewers engaged and yearning for more content. Social media allowed fans to follow their favourite athletes, comment on posts, and share clips of key moments in various sports such as Boxing.
Smart tech for efficient athlete tracking and training: Athletes at the Olympics used smart or wearable technologies to track their movements, measure their vitals, and provide training resources to help them improve. Data collection and analytics were possible through different types of tech, including:
- Smart Swim goggles
- Lactic acid monitors for runners
- Sensor vests for Taekwondo fighters
- Cycling and golf simulators
- Electronic scoring systems in fencing
- Motion analysis tech for improving performance
Sports infrastructure development: Modern sports infrastructure has many smart safety, security, and fan engagement features. For example, top-notch security features include facial recognition, real-time surveillance, drone tech, and more.
Sustainability solutions: In 2023, the Paris Olympics 2024 Organising Committee announced plans to reduce carbon emissions for the event and future games. From 2030, the Olympic Host Contract will contain binding requirements to reduce direct and indirect emissions and take action against climate change. The 2024 event was to be powered 100% through renewable energy. These initiatives could serve as a model for Southeast Asia, inspiring similar sustainability efforts in the region's sports events.
Organisers also pledged to prepare millions of meals sustainably and use plant-based containers and cutlery instead of plastic.
Adoption of sports technology in Southeast Asia
According to Statista Research, ASEAN is a preferred destination for many sporting events, including major ones like Formula One and the Southeast Asian Games. Customer preferences lean towards participating in or viewing competitions like eSports, which attracts many spectators.
With eSports becoming prominent in the region and potentially earning USD 79.7 billion in 2024, governments should encourage and support ASEAN players while enabling the rest of the citizens to access legal eGaming tournament streams. ESports' popularity and potential revenue could drive the adoption of sports technology, creating opportunities for tech startups and increasing the region's global competitiveness in the sports industry.
Even so, several potential barriers exist to adopting advanced sports technology in Southeast Asia. One is that infrastructure limitations prevent internet connectivity and enhance the digital divide between the rich and the underserved. Second, due to the world's economic headwinds, there have been funding challenges for emerging sports tech startups. The third challenge is the need for skills development and training to understand how to deploy sports tech innovations to their benefit.
Government support is critical to overcoming these challenges. It plays a crucial role in promoting the adoption of sports technology in Southeast Asia by empowering local organisations, developing grassroots structures to uncover and mentor young talent, and giving girls opportunities to participate in various sports. If they develop and broadcast sports, they can increase visibility and reassure the audience about their future.
Overall, the use of technology at the Olympics has shown the urgency for sports in Southeast Asia to evolve and embrace new ways of doing things. These changes bring convenience, payment options, delivery and transport services, meals and nutritional solutions, and virtual coaching. Furthermore, technology will help athletes avoid severe injury or diagnose a current one, ensuring they can remain healthy and continue to compete.
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