According to Hunter Atkins, in 2022, sports fans will be more mobile, consuming more content and embracing new technologies. While the Covid pandemic curbed some sports' growth in new markets, others continued to expand their reach. Netflix's Drive to Survive helped Formula 1 gain momentum in the US. TV audience for Formula 1 races has soared since the show was released. In fact, ESPN says that the average race viewership is expected to hit 928,000 in 2022.
Brands will be leveraging athletes in new ways. Sports brands are beginning to leverage athletes to tell their story. In addition to using athlete leverage to drive the narrative, brands are also tapping athletes as an ideal canvas for storytelling. This year, sports brands will focus on female athletes, using their fame to drive brand exposure and sales. Here are some of the top sports trends to watch in 2022. You may be surprised! And if you're a fan of your favorite sports, 2022 is bound to bring some new trends to your marketing strategy.
Technological innovations will continue to change the way we watch and participate in sports. While it might be easy to fall behind in today's digital age, it's imperative for athletes to stay ahead of the curve and use new platforms to their advantage. The blending of digital and physical worlds will continue to drive the need for new technologies in the sports industry. Using platforms like social media and digital platforms to promote yourself will be key to succeeding in 2022.
Hunter Atkins described that, the growing importance of sustainable practices is becoming apparent. More sports venues are promoting the importance of sustainable practices. Some will provide water stations for spectators and bins for recyclable materials. Another trend in sports is the increasing emphasis on energy conservation. Athletes are increasingly becoming a star in the industry, with their massive social media following and high net worth making them more valuable to advertisers. Also, carbon footprint is increasing and more brands are making environmental commitments.
Virtual reality has been creeping into our lives. As it advances, VR will become a staple of the sports industry. Rezzil, for example, uses virtual reality to give athletes hyper-realistic skills training. Virtual reality is already being used to improve player performance in sports, with athletes trained from wherever they happen to be. It's also expected that more companies will invest in VR as more users become aware of its benefits. If these trends are the norm for 2022, the sports industry will experience new forms of competition and improved ways of attracting new fans.
Digital media is quickly replacing traditional media, allowing Gen Z fans to express themselves through sports via various digital platforms. Many of these players may not even have a television in their homes. Increasing use of short-form video and photos for sports is likely to change the way we view sports. While traditional television is no longer a major source of revenue for sports, video games are the way of the future. Esports brands and sports teams are increasingly working together with gaming companies to provide fans with new experiences.
In Hunter Atkins’s opinion, as more fans embrace new technologies and become more social, sports teams are making use of them. A recent ad campaign by STATSports allows fans to purchase shares in their team and influence the decisions made by the team. The rise of Decentralized Autonomous Organizations (DAOs), or decentralized organizations, are also expected to transform sports. The recently formed Krause House is a prime example. In addition to new technologies and platforms, sports teams must look into custom co-branded content to maximize the value of their brand.
AI is also set to revolutionize the betting industry. The growth of artificial intelligence (AI) will allow sports teams to use sophisticated algorithms to improve their performance and predict the outcomes of games. The advent of AI will also create new job opportunities in the sports industry, requiring individuals with new perspectives and skills to make the most of this new technology. AI will help improve the efficiency of sports betting by enhancing the quality of predictions. Athletes will be able to access the information and insights from these algorithms.
In addition to new sports teams, streaming services have jumped into the live sports business. Amazon, HBO Max, and Twitch have invested in these new platforms. These companies have public valuations and can afford to renew sports rights in order to boost user retention. The new generation of fans can also access the action in a new and innovative way. It is expected that more than half of U.S. adults will watch live sports in 2022.