How are smart technologies and connected environments improving fan and player experiences in the sporting world?
To explore this question, Jeff Breaux, Cox Business Executive Vice President, spoke to Mark Feller, Vice President of Technology for the Arizona Cardinals, during a session at Smarter Arizona, an interactive event held June 6 and sponsored by Cox Business. The event featured local civic and business leaders discussing using smart technologies to enable more connected communities. The following is an edited and abbreviated transcript of their conversation.
Breaux: How is technology influencing player performance?
Feller: The differences over the last few years have really been amazing. One of the things that the NFL is very adamant about is player health and safety, so using technology to make sure that their systems are as safe as possible [and] tracking performance of the athletes on the field. And they want to make sure that all of the uniforms have safety as well built into them. So, things like shoe measurements are very important. Helmet measurements, as you'd imagine, are very important. So those are some of the things that they're now having technology help manage from a safety perspective for the players.
Breaux: So, is there telemetry that you guys will attach to the players as they do certain drills?
Feller: Yeah, there is. And in fact, we're upgrading the systems we use this summer both at our practice facility and at the stadium to gather more information when we start our training camp process in about six weeks. So, the players are wearing little transmitters that show their respiration rates, their heart rates, their speed [and] collision impact. There are a lot of measurements that are kept on these players now [for] health and safety, to make sure that they know that they're performing at their optimal abilities, and also to make sure that we know from a coaching perspective … when they start to exhibit signs of being tired or starting to wear down.
Breaux: What does a player's playbook look like right now?
Feller: It's essentially an iPad. There are several different apps that our coaching staff likes to use. There's a playbook app; there's a video app so they can watch the plays. For example, … the [Offensive Line] coach might have a group of plays that he wants the players to see. …So those all get downloaded to the player's iPad, so they can watch them prior to the next practice.
Breaux: How is technology influencing the fan experience?
Feller: From
the fans' experience … the technology leapfrogged about five years ago. And
especially as Covid took over, that's when the technology that we use
completely changed out. We went to everything touchless. So, from the time you
get to the parking lot and you show your digital parking pass, getting into the
stadium with your digital ticket, buying concessions — whatever it might be — inside
that building became touchless after that. So that was a major upgrade to all
of the systems that affect the fans.
The biggest one, of course, is the ability for the fans to get on the internet,
be able to use the WiFi systems powered by Cox and be able to use their 4G or
5G phone services as well to make sure that they could look up statistics on
their favorite player and, even more recently, to be able to do any gaming that
they might be interested in doing.
Breaux: Could you give us a glimpse into the future of the fan experience?
Feller: The integration of gaming, I think, will have a huge impact on what fans can do and how they can enjoy the game. …Having that kind of camaraderie going while they're enjoying the game, I think, will be a lot of fun.
The ability to actually serve everybody in their seats was discussed over and over, and each time that topic came up, it ended up being more of a logistical problem, not a technical problem. Because the people would all have WiFi service, they would all have the ability to order whatever they might want — Super Bowl shirts, food, beverages, whatever it might be. It was more of the logistical issue about getting the service and getting the people up and down the rows and potentially blocking views and things like that. So, all of those things are going to happen. I don't know if it's going to be in Las Vegas [Super Bowl LVIII, February 11, 2024] or if it's going to be the next one after that. Those are some of the things that they're doing.
