We all know “Intel Inside,” but what does it mean for sports business brands, especially as teams, leagues, brands and athletes become more in line with analytics, and how that consumption of analytics can enhance the fan experience. At last fall’s Hashtag Sports Conference, every eSports panel talked about how Intel is the life blood of successful performance, as the company powered most of the highest levels of gaming. Where does it go from here, and what exactly does Intel have to do with sports? A few weeks ago at the Verizon Center in Washington I noticed an Intel logo on the dasher boards, but there wasn’t a call to action or activation associated with it, or the Caps or the NHL. Similarly you see Intel pop up in ads during games, but what is the clear line? It seems like much of that is coming into better focus as 2016 begins, and apparently a big piece of that focus of youth sports, action sports, media and engagement popped up on Tuesday at the Consumer Electronics Show in Las Vegas, where Intel has announced that it will be working with ESPN and Red Bull Media House for design Intel systems for athletes, with New Balance for footwear and smart sport watches and Oakley for smart sport glasses.
It’s partnership with ESPN will see the company use the X Games in Aspen 2016 to showcase the latest Intel technology. An Intel Curie wireless chip will be mounted on snowboards and transmit data about athletes’ performance, providing real-time data. The information will be displayed on TVs at home as people watch the broadcast, it will include data such as in-air rotations, jump height, jump distance, speed and force landing.
Its global partnership with Red Bull Media House will extend Intel Curie into multiple platforms and genres. It will see Curie technology integrated across a range of platforms from sports gear to TV broadcasts.
Intel and New Balance will develop wearable technologies that connect athletes with technology to improve their athletic performance as part of New Balance’s new Digital Division. As well as customized 3D printed midsoles enabled by Intel RealSense technology, the pair will develop a smart sport watch available for the 2016 holiday season.
Oakley smart eyewear, Radar Pace features a voice-activated, real-time coaching system. The eyewear is designed to provide runners, cyclists and sports enthusiasts with real-time feedback and analytics, helping tack progress and improve performance.
Intel is also working with Replay Technologies to deliver new viewing experiences for sports fans. This includes on broadcast, in the stadium and at home, using Replay’s FreeD technology. “Optimized for Intel” platforms fans will be able to re-watch key moments from nearly every angle and share a custom created clip. Freed uses 6th generation Intel Core processions and server technology.
Will also this enhance not just the viewing but the potential second screen experience for the unplugged generation, and will it be used as a great test model for better entrée into traditional sports? Probably, but one thing is for sure. Data, analytics and the fan and athlete experience are growing, and Intel, a brand consumers know, even if sometimes they don’t know why, appears to be stepping up their awareness and engagement.
