How Technology Is Changing Professional Sports
If you’ve watched NFL games, feeling your heart jump up and down, almost as if it were part of the crowd, when a player falls near the first down line isn’t new. The climax is when the people in striped shirts rest the chain next to the football for all to see. Almost immediately, the fans explode with cheers and boos while the referees make the call. For some fans, moments like this will be missed when the NFL replaces its system of using physical chains to measure first downs with the Hawk-Eye virtual measurement system.
The Hawk-Eye virtual measurement system will be the primary method for confirming first downs and will be used during the upcoming 2025-2026 NFL season. The NFL will use the traditional chains as a backup method. Why make the switch to the Hawk-Eye virtual measurement system? Implementing this technology should make games shorter without reducing the length of the quarters. Referees can measure a first down with the chains in 75 seconds on average.
Virtual measurement takes 35 seconds, according to the NFL. 30 seconds doesn’t seem like a lot until you consider how many times the chains get used throughout an entire NFL season. With shorter games, fans may find more time to enjoy other hobbies, such as gaming or exploring no deposit casinos. This isn’t the first time that technology has been used in a professional sports league to make games shorter. The MLB recently introduced a pitch clock to shorten its games.
Improving the accuracy of game calls and results
As a bonus to make NFL games shorter, the new Hawk-Eye virtual measurement system should help fans feel more confident in decisions about first downs. Sports betting is a huge part of professional sports right now, and every first down has an impact on hundreds if not thousands of bets. The right technology should help the NFL and other leagues to facilitate games. None of the leagues want their referees to be criticized for influencing the outcome of a big game. Using technology to measure first downs could give fans more confidence in the result of each game. Some NFL fans wondered how accurate the old measuring system was.
MLB is using spring training games to test an automated ball-strike challenge system that tracks pitches. Technology was created to accurately measure whether or not a pitch was in the strike zone. With this system, teams can challenge two calls. Teams will only lose a challenge if a challenge is unsuccessful. The automated ball-strike technology is being used to remove some human error from the game without completely removing umpires. Adding the system to MLB games could make some fans more confident in the officiating and the results of the games. There are fans who enjoy the human element of sports. Finding the right balance is something that MLB and other leagues consider when implementing new technology.
Improving the fan experience
Every league wants its fans to enjoy watching games from home and attending games live. Technology is a big part of that in 2025, no matter how you choose to enjoy the games. Last season NFL fans could watch full games on Amazon Prime Video and Netflix, one way the NFL has attempted to give fans a better viewing experience over the last decade. With the NFL’s Technology Innovation Hub, the league claims to be committed to applying tech to enhance play and the fan experience. The Technology Innovation Hub is a think tank with some of its goals being designing and testing emerging tech. The NFL hopes to be a leader for innovation in sports technology and the adoption of new technology.
The NBA has partnered with Sportradar to help improve its fans’ viewing experience with technology. Sportradar revealed a virtualized live match tracker that uses computer vision to transform real-time NBA data into 3D visualizations for a personalized stream. NBA advanced visualizations leverage real-time skeletal tracking data to create 3D animations, heat maps, and more. 4Sight Streaming uses data to generate animated overlays and actionable insights for your stream. These are some of Sportradar’s fan engagement solutions.
Sportradar is also working with MLB on AI-driven products to create hyper-personalized fan experiences. The AI-driven products are powered by player tracking data. Sportradar chief executive officer Carsten Koerl said Sportradar’s collaboration with MLB isn’t only about leveraging cutting edge technology and content. Koerl said the collaboration is also about creating innovative products that enhance fan engagement and bring them closer to the sport.
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