Skip to content
MarketScale
‹ Back to IndustriesSports & Entertainment

How Sports Teams Improve Without Taking the Field

Some have compared athletes to machines, especially when they operate with extreme precision and endurance. The simile is becoming more accurate as technology is increasingly enabling athletes to optimize their performances. Technology is changing much in the world of athletics. Smart Equipment with Analytics Across many different sports, smart equipment is offering real-time feed for…

This story was produced through MarketScale. See how Sports & Entertainment teams put it to work with Events & Onsite Capture.

Share
How Sports Teams Improve Without Taking the Field

Get featured

Want to get featured in MarketScale Sports & Entertainment?

Create a free MarketScale workspace and get your company's expertise featured across our Sports & Entertainment coverage. No credit card, no demo required.

Request an invite

Some have compared athletes to machines, especially when they operate with extreme precision and endurance. The simile is becoming more accurate as technology is increasingly enabling athletes to optimize their performances. Technology is changing much in the world of athletics.

Smart Equipment with Analytics

Across many different sports, smart equipment is offering real-time feed for performance tracking and enhancement. For example, there are:

  • Smart sensor basketballs
  • Smart tennis racquets
  • Smart running shoes
  • Smart baseball bats

Equipment like this allows coaches and athletes to better understand what issues may be hindering performance, where risk of injury is greatest, and how to optimize players strengths objectively. Another benefit is that data is trackable, so professionals can follow their performance through different techniques and periods, making appropriate adjustments based on the analytics.

Wearable Technology

Fitness fans around the world are using wearable tech to track things like sleeping patterns, number of steps taken and an ever-increasing number of daily data points. For athletes, wearable tech reaches the next level. For example, some trainers require athletes wear sensors to deliver information about hydration levels, heart rate and more. This helps the trainers know when to push or pull back.

Protective, Preventative, and Restorative Measures

Injuries are a common problem among athletes. That is why many technological advances in the athletics field have been focused on adding protection and preventing injuries. Smart helmets for football, for example, can help prevent head injuries and provide insight to medical professionals regarding safety performance.

For injury prevention, smart tech includes injury risk analytics programs, like what Sparta Science has developed. The Pittsburgh Steelers have teamed up with Sparta Science to have athletes’ risk levels analyzed using software, a high-tech force plate for measurements, and basic exercises. Sparta CEO and Co-Founder Phil Wagner told Forbes of the results, “We generally have been able to save 18 percent of all injuries for a given NFL team.”

Some sports tech is even used for restorative measures. In the case of recovery from injury for athletes, tech like Trazer is being used to assess the rehabilitation of athletes. This tech has been used by the University of Alabama, among other college athletic programs.

Data Analytics Teams

As analytics’ use increases among athletes, teams and trainers, other groups are also employing data teams to sort through the immense amount of data received from training sessions, assessments, and actual games or matches. All 30 Major League Baseball organizations, for instance, now have analytics departments.

Technology for Training

To enhance players’ performances, technology is now being used in training. Senaptec LLC, for instance, has developed visual training technology that improves hand-eye coordination. Professional and collegiate sports team have employed the tech. It is used for the military and to train young athletes as well. Currently, virtual reality is also common for sports training, allowing the brain to practice and reflexes to develop without taxing the body.

Upcoming Athletic TechnologyUnveilings

Recent and upcoming tech for athletics are being presented at CES Sports Zone in early 2019. The Taipei International Sporting Goods Show is also likely to boast advanced equipment and tech changes for the industry in spring 2019. Japan has also recently invested in Sports Tech Tokyo, which offers sports tech companies exposure and funding opportunities.

For the latest news, videos, and podcasts in the Sports & Entertainment Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!

Twitter – @SportsEntMKSL

Facebook – facebook.com/marketscale

LinkedIn – linkedin.com/company/marketscale

Your experts belong here

Every story in MarketScale Sports & Entertainment starts with a company putting its venue operators, production crews, and partnership teams on the record. Buyers are already reading this topic. The only question is whose experts they find.

Rights holders and partners back the operators they know, and coverage is how they get to know yours.

Get your team featuredSee how it works15 minutes, straight to a calendar.

Follow Sports & Entertainment Insights

Get new expert content in your inbox.

Sports & Entertainment: are you visible to AI?

Before they reach out, Sports & Entertainment buyers ask AI engines which vendors to trust. See how AI describes your company today, and where competitors show up instead.

Free workspace

You just read one Sports & Entertainment expert. Your company is full of them.

This article was produced through MarketScale. The same platform turns your venue operators, production crews, and partnership teams into the articles, video, and social content Sports & Entertainment buyers are searching for. Create a free workspace and see it with your own people. No credit card, no demo required.

NPS +73 · 1,000+ creators · 38+ countries

What you get, free

Your own MarketScale Studio workspace
One video edit a month, on us
AI writing, editing, and publishing tools
In-platform coaching to learn the system

More Sports & Entertainment Insights

Snow League’s NBC, Peacock and YouTube plan makes Season Two a production workflow test

The Snow League and NBC Sports expanded their U.S. media rights agreement for Season Two, adding additional NBC windows, more than 50 hours of live Peacock coverage, and live simulcasts on The Snow League’s YouTube channel, according to Sports Video Group. The league said Season One reached 8.1 million viewers across five NBC broadcasts, putting more pressure on consistent execution across broadcast television, subscription streaming, and open platforms. SportBusiness previously reported the league raised $15 million to enhance event production and grow media properties, while Variety’s original 2024 rights announcement said the first-season prize purse would exceed $1.5 million and Sports Video Group later reported it as $2.2 million. For operations leaders in sports media and venue production, the practical takeaway is that Season Two will send one event feed into three distribution paths with different ad, rights, and measurement requirements.

  • 01A single live event is now expected to ship cleanly to broadcast (NBC), SVOD (Peacock), and free AVOD (YouTube) at the same time. That forces early decisions on master-control design, redundancy, and who owns the “truth” feed.
  • 02The best benchmark in the announcement is scheduling volume, not hype: Peacock’s live coverage grows to “over 50 hours” in Season Two (Sports Video Group), a workload jump that changes staffing models for graphics, clipping, and compliance.
  • 03Variety reported ahead of Season One that the prize purse would exceed $1.5 million, and Sports Video Group later reported Season One’s purse at $2.2 million. For sponsors and distributors, that contrast underscores the difference between early projections and what is reported after the season.

Sep 2, 2026

Turf equipment makers are selling less downtime

Turf equipment makers are selling less downtime

Turf Magazine’s 2027 Equipment Forecast, published Aug. 25, 2026, shows major turf equipment suppliers steering product roadmaps toward reduced maintenance time, easier operation, telematics, and automation, with input from Segway Navimow, Gravely, Bobcat, John Deere, Milwaukee Tool, and Toro. In parallel, Golf Course Trades is pushing turf managers to pair root-zone soil measurements with hyperlocal weather signals like evapotranspiration and growing degree days, using tools such as POGO sensors, the POGO Weather Pro+, and the TurfPro platform. Taken together, the operational change is that equipment purchases are increasingly being justified and tuned against measurable turf conditions, not just cut quality or horsepower, which raises the bar for data capture, zone mapping, and decision workflows across golf and sports turf properties.

  • 01The practical benchmark is no longer “does it cut,” it’s “can the crew prove it needed that water or that pass,” which is why soil moisture, EC, and ET are getting pulled into day-to-day maintenance decisions (per Golf Course Trades).
  • 02Manufacturers’ 2027 messaging is converging on the ownership experience, less downtime, simpler controls, multi-task capability, and more fleet visibility, which pulls procurement into software, batteries, and service commitments, not just iron (per Turf Magazine).
  • 03For facilities with strong seasonality, like Farm Neck Golf Club’s peak summer versus shoulder months pricing and demand, data-backed maintenance plans can support a wider operating window and more predictable playing conditions when revenue mix shifts (per Golf Course Trades).

Sep 2, 2026

SBJ Tech: Timberwolves’ reported “$5M-plus” ticket-revenue gain puts tech ROI under the microscope

SBJ Tech: Timberwolves’ reported “$5M-plus” ticket-revenue gain puts tech ROI under the microscope

Sports Business Journal’s SBJ Tech newsletter reported that the Minnesota Timberwolves saw a “$5M-plus” increase in ticket revenue. SBJ Tech also described teams and partners treating technology as a way to support revenue and operations, including EA Sports working with Texas on a branded “College Football Ultimate Tailgate” event ahead of a marquee game. Athletic Business reported that Next League co-founder David Nugent said “billions” are going into venues and outlined an operating reality in which tech stacks span media distribution, marketing systems and sports-ops tools, pushing teams toward an outcomes-first approach to vendor selection. SportBusiness argued that consistent PR and conference planning have become part of the go-to-market infrastructure for sports tech and venue suppliers, shaping how quickly products get shortlisted and adopted.

  • 01Minnesota Timberwolves achieved $5M-plus ticket revenue increase, offering finance teams a tangible reference point for justifying tech investments beyond soft metrics like app downloads.
  • 02Sports properties now require tech stacks spanning ticketing, identity systems, connectivity, CRM, and data capture—thousands of specialized vendors rather than one platform—making integration capacity the scarce resource.
  • 03Vendor credibility and public case studies increasingly influence procurement timelines; teams shortlist suppliers with clear narratives and media presence faster through stakeholder reviews.

Sep 2, 2026

Explore More Sports & Entertainment Insights

Read more expert perspectives from across Sports & Entertainment.

Browse Sports & Entertainment Hub

For B2B teams

Your experts could be publishing here

Stories like this one run on content MarketScale captures from real practitioners. See how your team's expertise becomes coverage in Sports & Entertainment and beyond.

Book a 15-minute demo

Or call us. No forms required. We pick up. 214-945-2512