
Of course, there is a temptation to think of technology as something new in sport.
Anything but, according to Prof Steve Haake of Sheffield Hallam University, who says sport has always evolved with the tech of the day, with even the Greeks adapting the sprint race in the ancient Olympics.
“Right back from the very start of sports, it was a spectacle, but we also wanted it to be fair.
“That’s what these technologies are about. That’s the trick that we’ve got to get right.”
Technology is still adding to the spectacle of sport – think of the 360-degree swirling photography used to illustrate the dramatic conclusion to the men’s 100m final at this summer’s Olympics.
And while it is true that some traditional jobs, like line judges, may be disappearing, tech is also fuelling the creation of other jobs – particularly when it comes to data.
Take the example of sports analysis system Opta, which allows both athletes and fans to have streams of data to measure performance, a process which artificial intelligence (AI) is accelerating.
While it might not be the same as a tennis player’s emotional outburst at a line judge, its advocates argue it allows a more intense connection of its own kind, as people are able to learn ever more about the sports and players they love.
And, of course, the frequent controversies over systems like VAR bring plenty of scope for tech to get the heart pumping.
“People love sport because of the drama,” says Patrick Lucey, chief scientist of Stats Perform, the company behind Opta.
“Technology is kind of making it stronger.”
Source link
Khamrah by Lattafa for Men - 3.4 oz EDP Spray
4% OffGhost Sweetheart Eau de Toilette | Pineapple, Jasmine and Sandalwood | Perfume for Women 50 ml
50% OffMarc Jacobs Dot Eau De Parfum for Women, 100 ml
42% OffTed Baker W Eau de Toilette for Her, Fig Leaf, White Peony and Violet Top Notes, Pink Orchid and Raspberry Middle Notes, 75ml
£11.77 (£15.69 / 100 ml) (as of 26/10/2026 05:37 GMT +00:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)Ted Baker Woman Pink Eau de Toilette Spray Floral Green Feminine Fragrance, Opening Notes are Fresh Peach, Bergamot and Tangerine with Warm Musk, Vanilla and Vetiver Base, 100ml
11% OffVera Wang Princess Eau de Toilette - 30 ml
Choco Musk 50ml Eau De Parfum for men and women | Chocolate Musk by Jannat Aromas
17% OffChristina Aguilera Signature Eau de Parfum (50ml) Floral, Fruity & Exotic Scent, Luxury Fragrance for Women
9% OffCalvin Klein - Eau De Toilette CKIN2U - Calvin Klein Women, Ladies Perfume, Women's Perfume, Calvin Klein Perfume, Calvin Klein One - 150 ml
5% OffJimmy Choo Flash Eau de Parfum, 60 ml (Pack of 1)
3% OffFruit of the Loom Men's Heavy T Shirt, White, XL UK
Now retrieving the rating.
28% OffATNKE LED Lighted Beanie Cap,USB Rechargeable Running Hat Ultra Bright 4 LED Waterproof Light Winter Warm Gifts for Men and Women/Pink
Now retrieving the rating.
17% OffMen's 1/4 Zip Pullover UK Sale Clearance, Fleece Sweatshirt Casual Jumper Long Sleeve T-shirt Top Stand Collar Sweater Plain Pullover Sports Leisure Workwear Quarter Zip Sweater Lightweight Jumpers
Now retrieving the rating.
£5.88 (as of 11/11/2025 23:52 GMT +00:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
