Skip to content
‹ 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

Free workspace

Turn your Sports & Entertainment expertise into content.

Record interviews, organize footage, and write with AI on a free trial of the MarketScale platform for qualifying companies. No demo required, no credit card.

Try it Free

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.

Book DemoSee how it works15 minutes, straight to a calendar.
B2B Weekly

The week in Sports & Entertainment, and sixteen other industries, every Monday.

Ten stories, one-line takes, five minutes. Free.

Sports & Entertainment: are you visible to AI?

Before they reach out, Sports & Entertainment buyers ask AI engines which vendors to trust. Explore how your experts, customers, and partners can become useful content for buyers and AI search.

Free Trial

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. Start a free trial and see it with your own people. For qualifying companies, no credit card, no demo required.

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

What your free trial includes

Hands-on access to the MarketScale platform
Media requests to your crowd, remote recording, AI writing tools
No demo required. No credit card.
For qualifying companies. Company confirmation required.

More Sports & Entertainment Insights

American Express takes its NBA and WNBA partnership global and adds USA Basketball

American Express takes its NBA and WNBA partnership global and adds USA Basketball

American Express, the NBA and the WNBA announced the global expansion of their multiyear partnership on November 2, the first season of international activations across the NBA, WNBA and USA Basketball. American Express becomes an associate partner of select NBA Global Games, including sold-out games in Mexico City, Paris and Manchester, and presenting partner of select NBA Houses, and adds a new USA Basketball partnership. During the season the companies plan to launch a program letting eligible Card Members link their Card to NBA ID; no launch date or perks were given. Separately, eligible Card Members at select American Express Venue Collection arenas get 10% back, up to $250 a year, on qualifying concessions.

  • 01American Express becomes an associate partner of three NBA Global Games, including the sold-out Mexico City game this season and two in 2027: Paris on January 14 and Manchester on January 17.
  • 02A new USA Basketball partnership gives Card Members presale access to Showcase tickets, and American Express and the NBA plan to launch a program during the season that lets eligible Card Members link their Card to NBA ID.
  • 03At select American Express Venue Collection arenas, eligible Card Members who enroll get 10% back, up to $250 a year, on qualifying concessions, plus dedicated entrances and special ticket access while supplies last.

Nov 3, 2026

WTA and TikTok sign a global content deal, starting with a livestreamed Finals draw

WTA and TikTok sign a global content deal, starting with a livestreamed Finals draw

The WTA and TikTok announced a global content partnership on November 2 featuring tournament hubs, player-led storytelling, and a creator program, with the FAGE WTA Finals draw ceremony livestreamed exclusively on TikTok on November 3. The partnership builds on year-over-year growth including one million followers and 250 million combined views and engagements for the @WTA account.

  • 01The partnership has three components: TikTok GamePlan tournament hubs for eligible WTA 1000 events, select WTA 500 tournaments and the WTA Finals; player-led storytelling; and support for the WTA Creator Club, which is in development.
  • 02TikTok and the WTA said the @WTA account has passed one million followers, with more than 250 million combined video views and engagements year to date, up 41% on the prior year.
  • 03The FAGE WTA Finals draw ceremony is scheduled to be livestreamed exclusively on TikTok on November 3, ahead of the championship in Indian Wells from November 8 to 15; no term or financial details were disclosed.

Nov 3, 2026

Southern Nevada locals make up 76% of buyers in the A's sold-out top club

Southern Nevada locals make up 76% of buyers in the A's sold-out top club

The Athletics sold out the roughly 300-seat Athletic Club for their Las Vegas ballpark. Buyers are 76% Southern Nevada residents and nearly 70% individuals rather than businesses. The Diamond Club is next.

  • 0176% of Athletic Club buyers are from Southern Nevada and nearly 70% are individuals rather than businesses.
  • 02For venue operators, the sellout suggests a top-tier premium club can sell out before the building opens.
  • 03Roughly 300 seats is under 1% of a 33,000-seat building, so the Diamond Club, Dugout Clubs and Legends Lounge sales are the better read on deeper premium demand.

Nov 3, 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 Demo

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