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If from time to time you feel like nobody really knows where technology will take us, you are absolutely right. That doesn’t mean, however, there is nothing we can do or know today. All of us at the forefront are in pole position to see transformation take place. The sports industry especially is a very good indicator of where we are all headed. Thinking and sharing with big players in the industry sure taught us a thing or two. So allow us to sum them up for you.
More Than Just A Logo
A brand is more than a logo. Your audience doesn't just see pixels, it sees a whole, built on values and purpose. Depending on the sport, clean-cut awareness may still be enough for a brand. But the bigger the fanbase, the more intense the tribe feeling, the higher the expectations rise. The audience wants interaction, and they want to connect with something human, not just ads. Moral of the story: brands better think hard about who they are and how they can carry out that personality to the people in a human, consistent and authentic way.
Fix The Gender Gap
Speaking of values, the one topping the charts is definitely equality. The gender gap is a disgrace and everybody knows it. Fixing it will be a long and delicate process with myriad stakeholders. While brands can’t force societal change on their own, they do have a role to play. Ask yourself if you allocate your attention, budget and efforts equally over all players when creating brand awareness. If the answer is no, do better. Because where you lead, fans will follow.
Distance Will Dissolve
Meanwhile, NFTs and web3 technology are turning things upside down. And as with all new technology, new business models emerge. For sports fans, it means their fan-ness will intensify dramatically. The distance between the game and the fans, the players and their following will dissolve, courtesy of immersive and interactive technologies, metaverse developments and blockchain technology. How exactly? Nobody knows. But with the 3D-fication of the internet, we promise you it’s going to be fun.
The Brave Ones Shape The Future
Sounds good? We know! Sounds sci-fi? That’s where you're wrong. ‘The future is now’ isn’t some hollow phrase. It’s developing as we speak and the brave ones out there, those experimenting and searching, will be the ones to shape it. So unless you want to go Nokia or Kodak, you’ve got work to do. And please, enjoy yourself while doing so!
We know we are.