I am somewhat infatuated with the idea of how data can be shared with the public with the purpose of creating value for fans and teams alike. So when I received the press release below from Angus McNab at Opta, I was really excited. I think this type of partnership has so much potential for all parties involved:

• A strong brand fit for AIG highlighted around innovation
• Excellent integration for Opta around their data and analytical power
• Great value for rugby fans with the end-result being a valuable new app
• Puts more data into the hands of the fans and tapping into the  power of the crowd

I’m not a rugby fan, but I can’t wait to see what the end result it. Looking at Mark Cuban’s request for jersey designs and this innovation challenge, I think we will continue to see sports organizations reach out to the crowd more and more for the next big idea.

Here is a full profile of the campaign, courtesy of the press release from Opta:

The sport of rugby has experienced unprecedented growth in recent years and shows no signs of slowing down. As participation spreads into non-traditional areas and across demographics, new generations are playing and watching the sport, and emerging rugby nations are dominating the pitch. Rugby is everywhere – but fans can’t be!

Opta is collaborating with AIG, a leading global insurance company, New Zealand Rugby and USA Rugby to launch the AIG Rugby Innovation Challenge, a contest to harness rugby data into the hands of fans via useful, engaging apps. The developers of the winning apps will compete for cash and prizes totaling $85,000 and will have access to Opta’s live international data feeds for two years.

For the first time in rugby’s history, AIG is making Opta’s granular rugby data – including stadium location feeds, team and player performance statistics, match statistics, and a host of other rich data feeds – available to application developers free of charge. Participants will have access to all of the New Zealand All Blacks match fixtures from 2012 via the AIG Opta Rugby Dataset, as well as selected USA Rugby match fixtures, which will be available with every single on-the-ball action categorised, and logged with an x/y coordinate attributed to where it took place on the pitch.

Angus McNab, Opta’s Head of Pro Rugby and Sponsorship, said of the challenge, “Opta is delighted to work with AIG on such a unique, ground-breaking sponsorship activation. This challenge goes beyond supporting a single team or country – it is an opportunity to unify fans in a way that has never been done before, and shows a real commitment to innovation in sport and technology – something we at Opta are very passionate about as well.”

“This is a fantastic opportunity to show how we can really enrich the rugby experience for fans who we know have a real thirst for information on all aspects of the game,” said Nick Brown, General Manager, Public Affairs for New Zealand Rugby. “Opta produces a huge range of fascinating data from every moment of every top game, so we’re confident this competition will unlock many fun and exciting new ways to meet fans’ passion for their favourite game. We also thank AIG for providing another opportunity to help us reach more fans in more places as we work together to grow the game.”

Daniel Glantz, Global Head of Sponsorship, AIG, said, “We hope that with this wealth of information, participants are inspired to present the sport of rugby in new and interactive ways, while also sharing their passion. We’re committed to growing the game, and by bringing an informative, mobile app to fans around the world, we’re getting closer to that goal“.

Powered by ChallengePost (an online portal that hosts development competitions), the AIG Rugby Innovation Challenge officially kicks off on Tuesday, June 18. For more information or for any developers that want to pre-register, visit aigrugby.challengepost.com.

Today’s post is courtesy of guest blogger Scott Radecic.

The fan experience is evolving and no one can deny it. Survey after survey shows that fans are less likely to attend a game and more likely to enjoy it from the comfort of their couch, where they can keep their eye on their fantasy football statistics and other games at the same time. Why you ask? There are more NFL, MLB, MLS and NHL fans than ever before with more access points- including television, the internet, smartphones and tablets. To be a fan, you don’t have to have season tickets; you simply have to have internet access. While this accessibility has allowed many sports to reach a record-high popularity, it has also left architects, stadium managers and owners exploring how to entice fans to return to the stadium once again. And they’re finding innovative ways to do it.

Now, architects and teams alike are taking cues from what fans enjoy most about the in-home experience – the unparalleled access to information and the comfort factor – and finding ways to transform their live in-game experience accordingly. In response to the current conditions, a number of stadiums have recently undergone large-scale renovations or simply built new, with the primary focus of these facilities being creating an experience that is intimate, driven by access to technology and other fans and in turn, providing clear value for the ticket price.

One of the best examples is at Sporting Park, home of the MLS’ Sporting Kansas City. The facility has become a benchmark for how to create an experience worth leaving the couch …and they’ve done it quickly and for a reasonable price. When Sporting Park opened in 2011, the team’s average attendance per game more than doubled, they went from being last in new season ticket sales to first in the MLS and went from last in merchandise sales, behind even generic MLS gear, to the top five in the league. Part of the success can be attributed to well-contrived rebranding plan and part of the credit should go to a strategic new stadium that encompasses the best in sports technology and creates an environment that is far and above the experience you would get from your recliner. Fans in Kansas City are suddenly re-energized and Sporting Kansas City has sold out nearly every game in their new facility.

The lessons learned at Sporting Park are ones that carry over to every sport- from Major League Baseball to hockey. Stadiums, in many ways, present teams with the opportunity to re-define their organizations and set a clear path toward long-term sustained growth and success. Coupled with the impact of the power of technological innovation on the long-term success of a facility, it is easy to understand teams’ and cities’ desire to renovate or build. They are aiming to create awe inspiring experiences that set a new standard for the fan experience and re-energize their teams. And at the end of the day, we know the intangible quality of experiencing a game among an energized crowd in a facility that offers the best of the best can keeps fans coming back and revenue coming in.

But what does this entail? This conversation is a constant in the lives of sports architects. How do you create that intangible feeling and what do the coming years have in store for the sports stadiums of the future? Sporting Park is a great example of where things are headed and there are a number of key factors that will impact new builds and renovations over the coming decade, including:

1. Fan Engagement

Fan engagement and the evolving expectations of the modern fan are undoubtedly at the core of the innovations we’ve seen in professional sports. We ask ourselves how can we capture the fans’ attention when they reach the stadium? How can we engage them outside of the game? How can we provide a memorable experience that makes it worthwhile to attend a game? There are a lot of ways to answer this, but it comes down to providing exclusive content, exclusive access and exclusive experiences. Architects are planning for bigger scoreboards and videoboards with clearer pictures. Teams are finding ways to improve the WiFi availability within stadiums so fans can stream content, monitor their fantasy football team and share their experience via social media all without losing track of the game in front of them. In addition, fans are looking to feel like they are part of something more intimate. They want to be able to share that they’ve seen or experienced something no one else has, so teams are adding smaller neighborhoods of seats within the stadium, from loge boxes to club seating, and as time and technology progresses, those fans may have access to athletes and to exclusive locker room, pre-game or sideline coverage.

2. Technology

Beyond just the technology being used, the way a fan actually engages with a game socially is becoming essential to the design and renovation of stadiums. Part of this is allowing for an intricate, extensive WiFi system, but it doesn’t stop there. There has to be serious consideration given to the behaviors of fans and how they’ve evolved. Fans now want to share what they are doing simultaneously and there is no indication that this is slowing down; therefore teams will likely adopt systems like the one at Sporting KC, where they are able to share videos and pictures in real-time that stream on one of the massive video boards in the stadium. In addition, access to apps that allow for concierge style service, instant replays and loyalty programs will be key. Further down the line, augmented reality and technology like Google Glass will allow fans to overlay information and perhaps even feel like they are on the field. In turn, specific spaces may be designed to accommodate this and the access to stats and data that fans don’t get at home will be sure to draw fans to the stadium.

3. Social gathering spaces

By repurposing currently under-utilized areas of the stadium, teams can create unique experiences that rival and exceed what you may get at home. This is done in a variety of ways, but most prominently by creating social gathering spaces, branded environments, various premium seating options and engaging sponsor access points. These social gathering spaces become experiences in themselves functioning as destinations within the destination. This may include a full-service sports bar with clear sightlines and a close proximity to the field or a technology hub, where fans can stop in and check stats, plug in their phones, browse the web and monitor other games all without losing site of the game in front of them.

This, of course, is just the beginning. There are no limitations to what the stadium experience may become over the coming decade. One thing is for sure: finding ways to create high-quality, technologically advanced and unique experiences is a never ending quest for architects and teams. Whether through branded social gathering spaces or the integration of the latest technology, creating destinations that draw people together and provide exclusive access will make the in-stadium experience something worth leaving the house for.

Scott Radecic is a Senior Principal at Populous, a global sports architecture firm, and a former NFL linebacker with the Buffalo Bills, Indianapolis Colts and Kansas City Chiefs. He currently oversees collegiate and NFL projects for the firm, providing strategic planning, budgeting and project management services.

Inspired by this week’s On Deck Conference (for which I will hopefully have a full recap post next week), here are five recent sports business articles with an extra emphasis on technology:

An app grows in Brooklyn with Cisco’s StadiumVision by Kevin McCall on SportsBusinessNow.com

“With integration into the arena’s app and exclusive video feeds available on mobile devices at live events, Cisco’s StadiumVision could become the standard in new sports facilities. The technology was unveiled at Barclay’s Center two weeks ago and included views from cameras around the home of the Brooklyn Nets built in to the mobile app…”

Mobile Inside Out by Chris Dill on The Migala Report

“We especially want connectivity when we go to sporting events for texting, calling home to check on the babysitter, checking email and looking at scores around the league. If something crazy happens like the lights go out at the event we may even tweet about it. We certainly would have taken pictures at the half time show in New Orleans to send to friends. In fact, when it comes to the sports space the mobile usage is growing so fast that the bandwidth is being out stripped at arenas and stadiums across the country…”

Score Your Dream Job at the Voice of XFINITY Sports by Brian Gainor on PartnershipActivation.com

“XFINITY is looking for the next amazing individual to take over the reigns as the XFINITY Sports Guy / Gal and take fans behind-the-scenes of the biggest stories in sports and social media in 2013. The winner will inherit the @XFINITYSports Twitter handle (with 13,000 followers) and deliver unique access / vantage points to fans from the biggest sporting events nationwide…”

10 Technologies Transforming Sports By Amy Grossman on Discovery.com

“Nowadays, it’s hard to tell the jocks from the geeks. Athletes capitalize on advances from engineering, material science, biomechanics, communication and information technologies to maximize training and performance. And brainiacs develop technologies that are transforming every aspect of sport, including coaching, judging, even the design of sports arenas and spectator experience…”

How the Tech Industry is Transforming #SportsBiz by Dave Neff on ExactTarget.com

“An interesting trend has begun to take shape in the business of sports: savvy professional sports teams are tapping Silicon Valley for their top talent. Speaking as one who made the reverse move – from the team side to working for a software company – I find this shift to be quite fascinating…”

You can also check out the #ondeck13 hashtag on Twitter for some of the content from this week’s event. Have a great weekend!

It goes without saying that technology changes a lot every year, let alone every four years. Well, iProspect released a great infographic that shows how the adoption of mobile and social technology has exploded since the 2008 Summer Olympics in comparison to the 2012 London Games. Take a look below and click on the image to view the full blog post at iProspect.com. Thanks also to Bill Zachry at Turnkey for highlighting this in his “Sponsors, Social Media and London 2012″ blog post at TurnkeySE.com.

This summer, I have the opportunity to attend and speak at a couple of excellent conferences, one of which has already passed and two more that are right around the corner. I just wanted to take a minute to highlight each of them. Depending on your particular area of focus, I highly encourage you to attend one or more of these. In all cases, you will come away with new ideas and best practices that you can share with your own organization. And of course, the professional networking opportunities that these events offer cannot be undervalued!

- Sports Business Journal’s Facilities and Franchises & Ticketing Symposium

This event covers so many pressing topics for sports teams, leagues and venues, including ticket pricing, mobile, sales culture, social media, emerging revenue streams, facility management, corporate sponsorships and the fan experience.  I had the opportunity to speak about how teams can capture and convert data into ticket sales. While this event has passed, keep it on your radar for next summer, and in the meantime, enjoy SBJ’s blog recap of the conference here. I still hope to write some of my own session recaps in the coming weeks (time permitting).

- Association of Luxury Suite Directors (ALSD) Conference and Tradeshow / Venue Technology Group

For anyone working in a function related to premium seating (clubs, suites, hospitality, partnerships), this is probably the best resource to keep up with what the rest of the industry is doing. The conference offers deep dive sessions into all aspects of premium sales, service, retention, facilities and more, plus the tradeshow is full of new ideas for amenities you can add to your venue. In addition, ALSD has a dedicated IT track called the Venue Technology Group, which covers the infrastructure, application development, sales technology, CRM and more that any modern venue needs to deliver a quality customer experience.

The conference actually starts this Saturday in Minneapolis, so it’s not too late to attend. I will be speaking the last day on the value of CRM for premium sales and service initiatives. If you can’t attend, make sure to follow the #ALSD2012 hashtag on Twitter!

- Sports & Entertainment Alliance in Technology (SEAT) Conference

Finally, for those on the technology side of the business, SEAT is completely dedicated to the IT needs of any sports organization. Topics include digital signage, mobile access, venue infrastructure, data security, social media, application development and more. This year, the conference has also created a special full-day CRM and Database Marketing track, which over the course of the day will cover everything from project planning and vendor selection to leveraging analytics and social media integration. I will be talking as part of this track, specifically on short-term and long-term strategies to maximize the benefits of a CRM deployment.

SEAT takes place August 5-8 in Boston, so there is plenty of time to sign up and attend. In the meantime, you can follow them at @SEATConference on Twitter – I’m sure there will be a hashtag once the event starts!

If you are thinking about attending or going to attend either ALSD or SEAT, please reach out so we can connect at either event!

Earlier this year,  David Holland, Senior VP, Sports and Entertainment Solutions Group at Cisco, wrote a guest post called “You’ve Come a Long Way, Baby” that discussed how emerging technology continues to improve the fan experience. So when I received information about a partnership between Cisco and Verizon at AEG’s Staples Center, I thought it was definitely worth sharing.

The premise behind the Cisco StadiumVision partnership is to leverage digital video technology build by both Verizon and Cisco, to provide a more interactive experience for fans in the building, while making information on stadium amenities and services more visible. At  the same time, this technology can provide additional sources of revenue tied to targeted digital delivery of sponsor and partner assets across more than 375 interconnected HD displays in suites, stands and concourses.

Here are more of the details, courtesy of their joint press release:

• In the luxury suites, Cisco StadiumVision further personalizes the event experience by allowing fans to customize their view of the live game or show below, or switch to other channels of premium HD content, by simply changing the channel via the Cisco touch-screen Unified IP Phones in conjunction with Verizon voice-over-IP service. In the future, fans will also be able to order concessions and team merchandise for delivery to the suites using the touchscreen on the phones.
• With constantly changing games, teams and events, one of the keys for STAPLES Center is the flexibility of the technology being delivered by Verizon and Cisco. The entire color scheme, content and branding of the venue can be done with the push of a few buttons, and this is proving exceptionally valuable at the concessions stands where dynamic menu boards can easily be updated with new menu items and pricing.
• AEG is already seeing a strong return on its investment evidenced by results from the early deployment of digital and dynamic menu boards at the refreshment stands. For example, in March AEG saw a 9% increase in revenue (year over year) from concessions for Los Angeles Kings games. Even more impressive was the 400% increase in revenue (year over year) from select pilot promotions offered for the Los Angeles Sparks games this season.

According to James Timmons, vice president of global enterprise sales for Verizon Communications, “Designing and implementing technology solutions that cater to the individual consumer, as AEG has done with STAPLES Center, is a successful model for other venues to adopt.  Together with Cisco, we’re helping to create a game-changing experience for fans and new business opportunities for STAPLES Center partners.”

Technology partnerships like this one are a key component to maximizing the in-venue experience. With more and more advantages in digital displays, data delivery and interactive content, I expect you will continue to see teams and arenas implement similar programs, hopefully topping each other with more features and benefits for the fans each time.

It’s very easy to get caught up in all the technology options we have today when it comes to how we communicate with our customers. Whether it’s via the web, email, mobile, social media or all of the above, we have no shortage of ways to interact digitally. However, we cannot forget that this technology may not be as exciting or natural to use for many of our customers, and as such, it’s up to us to make sure that we do not overlook these individuals or provide a lower level of service to them.

The term “digital immigrants” was coined to identify people that have not grown up with technology (as compared to “digital natives”), and in turn, their comfort level with it will vary dramatically. Some people will refuse to learn at all and can get along quite comfortably without ever using a computer. Others will recognize the value of these digital services and attempt to teach themselves how to use them, but even in these cases, they often prefer to use more traditional means of communication.

Here are some ideas to make sure your digital immigrants receive the same level of service as your other tech-savvy customers:

• Make sure your customer service phone number is prominently displayed in all communications, both digital and print.
• Always provide the option to receive invoices and other important communications by mail or fax. We all want to be “greener” and more cost effective, but not at the expense of customer satisfaction.
• As you identify customers that don’t have email addresses, add them to a list and make sure that list receives phone calls from your service department after important notices are sent. This should include items that the customer finds important (pre-sales, on-sales, special events), not just payment information.
• Don’t assume that just because you sent an email that the customer actually received it or read it. Even those customers that you do have an email address for may not check it regularly enough (that’s why we don’t have 100% open rates on emails).
• Use a “robo-call” service as an option for important customer communications (opt-in only!).
• Where technology is absolutely required (e.g. listing tickets for resale online), create easy-to-follow video instruction and a video tutorial to try and make the experience as simple as possible.
• When surveying customers, don’t overlook those that don’t have an email. These customers could receive the option of completing the survey over the phone or by paper copy.
• Have regular walk-up hours at your box office, including at least one day per week with extended hours.

Today’s post is from guest blogger Brian Gainor, founder of Partnership Activation, a leading resource in sports business that showcases sports marketing and sponsorship trends, best practices, and creative activation tactics. Brian has also been featured as a guest writer for Darren Rovell’s CNBC SportsBiz column.

Sports leagues and organizations are turning to Facebook to offer fans more content, access, and interactivity than ever before. As sports entities begin to fully understand the value of social media, Facebook, Twitter, and YouTube have become critical channels in the marketing mix to promote messaging, drive participation and interest, and engage fans on a 24/7, 365 basis.

Teams can no longer rely on Wall posts, photos, and shareable videos to drive consumers to frequently visit their Facebook pages and stay for awhile. As a result, it’s important that teams identify and share best practices in the social media space both internally and externally.

Here are 50 creative ways that teams are engaging fans on Facebook outside the traditional elements:

1. Fans Map – FC Barcelona (Find FC Barcelona fans across the world)

2. Real Madrid Avatars – Real Madrid (Fans can create their own virtual avatar)

3. Arsenal “Like the Players” – Arsenal FC (Fans can easily like all the players on the team)

4. Spread the Word - Manchester United (Fans can easily invite their friends to join the Manchester United Facebook Page

5. Fountain Tire Shootout – Vancouver Canucks (Fans can play a virtual hockey game to win prizes and coupon vouchers)

6. 3-Point Play – Boston Celtics (Fans can compete in an interactive stats-related game to earn points)

7. Summer Salute – Team Lowe’s Racing (Fans can post a military salute or message to troops overseas)

8. Polls / Quizzes – NASCAR (Fans can test their NASCAR IQ via a number of quizzes and polls)

9. NBA Ball of Fame – NBA (Fans can click on basketballs to relive famous moments from the NBA Finals)

10. NBA Turnstile - NBA (Fans can “check-in” to NBA games on Facebook to chat with fans, win tickets and merchandise, and earn badges)

11. Support Your Team on Facebook! – NFL (Fans can scroll through an interactive tab to see where their favorite team ranks in popularity and intensity amongst all teams and within conference/division).

12. Shopping – Liverpool FC (Fans can quickly scroll through ultimate shopping ideas and can get easy access to the team’s mobile application)

13. JetBlue FaceOff – Boston Bruins (Fans can access game information, play games, win prizes, and more)

14. Mavs Spirit Photo Upload – Dallas Mavericks (Fans can submit their best photo wearing Mavericks gear for the chance to have it featured on the team’s Facebook page)

15. Fan Zone - New England Patriots (Fans can interact with polls, listen to live broadcasts, post comments, share virtual gifts, play trivia, and more)

16. Share Your Story – San Francisco 49ers (Fans can share why they are a Faithful Fan for the chance to be featured on 2011 season tickets or in a team commercial)

17. Tickets & Promotions – Philadelphia 76ers (Fans can closely follow current ticket specials and promotions using a tab integrated into the team Facebook page)

18. A Date with SFC – Seattle Sounders (Fans can watch video dating profiles of different players on Seattle Sounders FC and partake in a date auction via Ebay.

19. Guess the Kit – Tottenham Hotspur (Fans have to correctly guess what the team’s new kit (uniform) will look like)

20. Broadcast Schedule – Portland Timbers (Fans can easily see which networks will be carrying the team’s upcoming soccer matches)

21. Locker Room – Los Angeles Lakers (Fans can take a virtual tour of the Lakers locker room)

22. Flickr - Milwaukee Bucks (Fans can scroll through photos of the Bucks’ gameday experience posted on their Official Flickr page)

23. U-Stream – Golden State Warriors (Fans can watch a live webcast with a Warriors player each day during Training Camp

24. Trailblazers.tv – Portland Trail Blazers (Fans can watch exclusive interviews, shows, highlights, pre- and post-game shows, and more)

25. AC Milan Jersey – A.C. Milan (Fans can create their own virtual A.C. Milan Jersey (with a custom name and number) and share it on their Facebook wall)

26. Fantasy Manager – A.C. Milan (Fans can create and manage a virtual team of players and compete against friends for the chance to win team prizes)

27. Ice Dancers – Florida Panthers (Fans could vote on their favorite Ice Dancers in a bracket competition that gave away a free cruise!)

28. Stars Text Alerts – Dallas Stars (Fans can easily sign up to receive basic text alerts or student rush text alerts)

29. Leafs on YouTube – Toronto Maple Leafs (Fans can watch a series of YouTube clips directly within a tab on the team’s Facebook page

30. Photo Pick-Up – Phoenix Suns (Fans can have their picture taken by Suns personnel at a game and retrieve it for free on the team’s Facebook page)

31. Match of the Week – Sporting KC (Fans can receive in-depth information about a premier MLS game each week)

32. Meet the Team – Denver Nuggets (Fans can vote for their favorite players on the Nuggets by “liking” them on the interactive Facebook tab)

33. Letter to Fans – Buffalo Sabres (Fans can read a letter sent from the team’s owner Terrence M. Pegula thanking them for their support)

34. Which Cap Are You Like? – Washington Capitals (Fans can take a quiz to see what Washington Capitals player they are the most like and win an autographed jersey)

35. Foursquare – Tampa Bay Buccaneers (Fans can view the team’s Foursquare profile and access tips and insights on whose checked-in at Raymond James Stadium)

36. Draft Party Sweepstakes – Charlotte Bobcats (Fans can sign up on Facebook to win a VIP experience at the Bobcats Draft Party courtesy of Donatos Pizza)

37. Fan Forum – Dallas Cowboys (Fans can participate in an interactive forum where they can participate in a live discussion board)

38. Showcase – Sacramento Kings (Fans can scroll through to see all of the Kings’ hottest merchandise in their online team store up close)

39. Host UpClose Contest – Indianapolis Colts (Fans can upload a video of themselves hosting a sports segment for the chance to fly to Indianapolis and host a segment on Colts UpClose)

40. Scarf Yourself! – New York Red Bulls (Fans can add an official New York Red Bulls scarf to their profile picture and feature it on the team Facebook page)

41. Support – Atlanta Falcons (Fans can post questions/ideas/problems that they have and a Falcons customer representative addresses them for all fans to see on a live discussion board)

42. Give Your All – All Blacks (Fans can watch a series of vignettes where the All Blacks players talk about giving everything they’ve got when they enter the pitch)

43. Fan of the Week – Chicago Bears (Fans can submit a message/photo detailing why they are the biggest fan for the chance to be featured online)

44. A’s Kids Club – Oakland A’s (Fans can sign up for an Oakland A’s Kids Club Membership directly through the team’s Facebook page)

45. WTA Extra – WTA (Fans can easily scroll through high-res images of the top WTA players and also see information about their world ranking and Twitter feed)

46. Giving – Tampa Bay Rays (Fans can read about the Rays Baseball Foundation and make a donation)

47. Fanographies – Cleveland Browns (Fans can submit their Browns story for the chance to win 2011 season tickets)

48. Bulldog Club – University of Georgia Athletics (Fans can read about the Bulldog Club, make donations, invest in educational opportunities, and more)

49. Charity – PGA (Fans can read about the PGA’s new partnership with Darius Rucker and download a song which benefits PGA Tour Charities, Inc.)

50. UStream Live – Colorado Avalanche (Fans can watch broadcasts throughout the season and sign up to receive email alerts every time they take place)

Today’s post is from guest blogger David Holland, Senior VP, Sports and Entertainment Solutions Group at Cisco.

When Dr. James Naismith was trying to keep his gym class active during a rainy day in 1891, and invented a game with two hoops and a ball, no one outside that gym was able to watch this game (later named) basketball.

When the Boston American League baseball club was pitted against the Pittsburgh Pirates in the 1903 World Series, many fans had to wait until the following morning to learn from their local newspaper which team had come out on top.

When the first Super Bowl aired on television in January of 1967 from Los Angeles Memorial Coliseum, if you were away from your television set – you were completely removed from all of the action. Checking the score on the Internet or watching a video clip on your phone, were simply not possible.

Our lives today are evolving in almost every aspect, and technology is helping lead the way – from changing the way we work, to how we access information, communicate and interact. This is also true in the world of sports, where technology is having a profound impact on the way we play. Coaches, for example, use the latest video, training and visualization tools to improve their teams’ skills; referees depend on replay technologies to help them make the right calls; and off the field fans now expect ubiquitous connectivity to their sport’s most up-to-the-minute information – with no hassle.

An increasing number of today’s fans have not only become immersed with the sports information machine, but they also help drive it – from downloading applications on their mobile device to getting the latest score, to watching live streaming video of the hottest matchup – and debating it via social media. Fans live and breathe sports. Technology innovation not only has to keep pace with demands of sports fans, but increasingly is delivering new fan experiences that they may have never imagined possible.

With fan expectations rising, new and existing venues across the globe are upping their game in terms of delivering a memorable in-person experience – and this goes beyond what happens on the field of play. Venues in some ways are competing with ‘the couch’ for viewers. Fans today have a wide array of viewing options to choose from in the comfort of their home. High definition TV, digital video recorders, computers, and now even smart phones, tablets and other Wi-Fi devices provide viewers with high video quality, interactive information about the game, and in some cases more choice over viewing angles, etc.

To get more ‘butts in seats’ and provide fans with more intense sporting experiences, teams and leagues see to the imperative for upgrading the in-venue fan experience. They aim to bring fans closer than ever to all of the action and to have them benefit from real time, relevant information and promotions that make a great game even more memorable.

This next generation fan experience is not only creating and attracting a more loyal fan following, it also has tangible business benefits. Through customized promotional, marketing and branding capabilities, stadiums and arenas can increase profitability by attracting new business opportunities and adding new sources of revenue.

For example, technology today allows sports operators to host more and more varied events. With a few clicks, a stadium can change its entire look and feel on strategically placed digital screens – converting itself from a sporting venue during the day to a rock concert in the evening, to perhaps a trade show a few days down the road. From venue entrances to concourse displays to the clubs and all points of sale (i.e. concession), immersive video and other network-based amenities are delighting fans, and enhancing sports and enhancing the business of sports and entertainment.

The legacy of live sports and entertainment must also be protected. In other words, technology must be built into the fabric of the venue, in such a way that it doesn’t get in in the way of the live performance. Whether we are talking about uses of video, networking, fan security, or Wi-Fi connectivity, a successful technology provider works hand in hand with venue owners and operators to make their offerings integrated with the live experience, user friendly and complementary.

Looking into the horizon, fans expectations will continue to evolve. Technology will find even more ways to harness fans desires to be part of sports and entertainment communities. We can’t foresee every fan requirement today, but we know having a solid technology platform to drive this evolution is critical. Connected fans will decide what they want. Sports and entertainment properties must be ready to deliver it!

Sports have come a long way. Were he with us today Dr. Naismith would surely be amazed – and hopefully delighted – to see how his game with two hoops and a ball is having its impact on so many today.

David Holland serves as Senior Vice President and General Manager of the Sports and Entertainment Solutions Group (SESG) at Cisco. In his role, Holland has overall responsibility for accelerating development and adoption of Cisco solutions in the Sports and Entertainment market. Cisco has targeted the Sports and Entertainment industry as a $1B market opportunity, and it is one of the company’s top Market Adjacencies.