Euroleague Basketball’s 2016 Final Four is starting today in Berlin and it will be utilizing IoT solutions to generate some very unique content.
HEED, a joint venture between WME | IMG and AGT International, is an events operations company that uses “Social IoT” to engage consumers and build value for brands. At the Final Four they will be deploying sensors throughout the venues and with the teams, coaches and fans to record data that will be used to create automated content for fans in the stands and watching home.
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HEED’s Social IoT platform uses AGT’s big data and deep web social analytics capabilities and was actually first launched at WME | IMG’s New York Fashion Week in February. Similarly to what will be done with Final Four, New York Fashion Week connected individuals before, during and after events, and combined their online interactions with their physical, real-life experiences to combine the real and digital worlds. For example, HEED sensors were worn by stylists and hair and makeup artists to provide fans with an access into the making of a model behind the scenes. So even though this Social IoT platform kicked off in the fashion world, the similarities to sports are clear.
“Since inception we have been focused on systematically layering AGT’s IoT technology across WME | IMG’s incredible event portfolio to create a greater level of engagement among all event participants – from talent to brands to live audiences, and even fans at home,” remarked Danna Rabin, COO of AGT International. “Following February’s official fashion launch at NYFW: The Shows, we turned our focus to bringing that same level of enhanced engagement to the Euroleague.”
At the Final Four the sensor-generated data will measure the behavior of coaches and fans to see if they have implications on the outcomes on the games themselves. Fans watching from home will see this unique data on either digital or television viewing experiences, while the fans at the game will see on screen the actual support and excitement from the virtual fans. This will be done by using sensors that measure sound and heart rate levels of the fans who are not at the game. Each fan equipped the sensors will be assigned a “support score” that will contribute to the on screen excitement displayed at the games. The idea is to have the majority of Euroleague fans who are not attending the games in person, still be able to contribute to the in-stadium atmosphere.
The Euroleague also mentioned that future plans with the HEED sensors include getting athletes involved in the data recording while they play.
This IoT approach to the Final Four this year was put in motion when IMG and Euroleague Basketball inked a 10-year deal in November 2015 with the goal to enhance the league’s overall operations.
Ioris Francini, IMG’s President of Media, feels optimistic about the role of technology in helping grow the Euroleague. “Our commitment to the Euroleague is to elevate their overall competition structure while growing global exposure for Europe’s highest level of basketball. HEED presents an incredible opportunity to utilize the latest in IoT technology to create a more dynamic live experience for all participants.”
“Euroleague Basketball has always put fans at the center and has paid special attention to innovative ways to reach out to the young fans,” said Jordi Bertomeu, President & CEO of Euroleague Basketball.
“HEED will allow fans to experience the Final Four from a different perspective, right in the thick of the action on the basketball court.”