Skip to content
MarketScale
‹ Back to IndustriesSports & Entertainment

Listen: Is Sports Tech Taking Away From The Fundamentals?

It’s no mystery that technology has virtually entwined itself into every aspect of our lives and sports is no exception. Of course, when something as significant as this evolves in the industry, the only option is to grow with it or eventually get left behind. With that being said, today’s modern sports are faster…

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

Share
Listen: Is Sports Tech Taking Away From The Fundamentals?

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

It’s no mystery that technology has virtually entwined itself into every aspect of our lives and sports is no exception. Of course, when something as significant as this evolves in the industry, the only option is to grow with it or eventually get left behind. With that being said, today’s modern sports are faster than ever with athletes running faster and playing at a substantially quicker rate to where officials can’t do their jobs effectively without some sort of assistance.

Of course, this is where technology is vital especially regarding statistics and analytics where it’s almost as crucial as the gameplay itself. Although technology has been said to help a ton, it also can be a breeding ground for controversy. For instance, the Polara golf ball is often cited as a case where it made certain sports easier or in other words, “de-skilling” the game itself. So, we can see that sometimes this innovation can do more harm than good considering that sports is meant to be played on a level playing field, however, this seems to be opening a new dimension not necessarily promoting the art of fair competition.

But before we see technology in sports as all bad, we must acknowledge that it has improved sports in cases like the addition of goal line technology in football and even instant replay options within virtually every sporting event. Overall, technology might be filling in the gap in various sporting activities, but those in the industry shouldn’t embrace it blindly as there are certain aspects that maybe should remain guarded.

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

BlackSun’s $1bn first close shifts more sports teams into funds

BlackSun’s $1bn first close shifts more sports teams into funds

BlackSun has secured $1 billion in its initial fundraising effort, targeting a total of $7 billion. This development highlights a trend where sports team ownership is moving towards fund platforms that integrate teams with media and technology.

  • 01BlackSun aims for a $7 billion target in its fundraising for sports team ownership.
  • 02The investment strategy indicates a shift towards incorporating sports teams with media and technology platforms.

Aug 31, 2026

24 million Spanish-language World Cup viewers are changing how sports content gets made

24 million Spanish-language World Cup viewers are changing how sports content gets made

Sports content production is evolving to accommodate Spanish-speaking World Cup viewers, emphasizing translation, clipping, and metadata. These elements are viewed as core production infrastructure rather than supplementary features. This shift aims to enhance market reach and monetize content beyond live events.

  • 01Translation, clipping, and metadata are now integral parts of sports content production to attract Spanish-speaking audiences.
  • 02Rights holders aim to monetize sports content beyond live events by focusing on linguistic and cultural accessibility.
  • 03Spanish-language World Cup viewers are influencing the strategic direction of sports content creation.

Aug 30, 2026

Nielsen’s sponsorship benchmarks may be harder to defend in TV budget talks

Nielsen’s sponsorship benchmarks may be harder to defend in TV budget talks

Nielsen's new sponsorship media value benchmarks coincide with significant changes in the way TV audience metrics are reported, potentially complicating how brands justify their sports exposure to stakeholders during budget discussions. The introduction of DASH recalibration for Gauge viewing shares adds complexity to evaluating sponsorship effectiveness. Companies may face greater challenges in defending their TV budget allocations during negotiations.

  • 01Nielsen has introduced new sponsorship media value benchmarks.
  • 02The recalibration of Gauge viewing shares through DASH adds complexity to sponsorship evaluation.
  • 03Brands may find it more challenging to justify TV budgets in sports sponsorship discussions.

Aug 30, 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