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Surrounded by sports

Mehul Kapadia, Managing Director of F1 Business, Tata Communications | March 11, 2016
Mehul Kapadia of Tata Communications discusses how sports organisations, leaders and associated companies are looking towards the use of innovative technologies in their race to capture audience attention

The numbers speak for themselves: with 210 million mentions for the hashtag #wonmoretime, it is evident that Mercedes' fans relished the opportunity to engage with the team in this way. And the team loved it too. Nico Rosberg summed up their feelings well, saying "Using this technology is a great way for everyone - drivers, team and fans - to celebrate the championship together. I'm very grateful for the enormous backing we get from our fans and I can't get enough of the messages in the garage!"

Transforming sport as we know it

It's evident that at the heart of many of these technologies is the ambition to elevate the fan experience, and what more and more companies are realising is that this often lends itself to a greater need for digital interaction between fans and their team.

While not all stadiums will have the resources to outfit themselves in incredible technology, the benefits of creating an environment - in the real world, virtual world or social media - to connect the individual and the team, the sport and the loyal fan base, should not be taken for granted.


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