51. An investigation into the evolution and future of digitalisation in elite sports : its influence within on-pitch decision-making
- Author
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Olaniyan, Olatunbosun Tirimisiyu, Dehe, Benjamin, and Bamford, David
- Subjects
796 ,T Technology (General) - Abstract
The sports industry has seen exponential growth in a number of areas (Heitner, 2015), the most evident of which is its capability to use data and technology to inform performance and decisionmaking (Agrawal, 2015; Hill, 2018). This trend has increased as a result of improved technological innovations and Horrocks et al. (2016) postulated that the sports industry is reaching a plateau in terms of physical fitness (measuring performance). There is therefore a need to better understand the acquisition of decision-making abilities and a need for players to make swift appropriate decisions in time constrained and high-pressured environments. However, a challenge present in sports is better informed individual and team decision-making skills. Although literature is published in this area, and has contributed to the understanding of the phenomenon (Williams, 2007; Horrocks et al., 2016), it has only really been explored with little reporting on how digitalisation influences the decision-making of coaches and players in a team setting (James, 2006: Richards et al., 2012, 2017). Consequently, the central purpose of this research is to investigate the utilisation of data and technology in sports, with a focus on how it influences decision-making of players and coaches. This research takes an evolutionary perspective by way of investigating the evolution and possible future of digitalisation in the sports sector. The research employed a qualitative approach using the learning organisation theory as a lens. 33 semi-structured interviews were conducted with various stakeholders from elite football (Premier League, Championship), cricket (First-Class County Clubs) and rugby (Rugby League). These included: Sport Directors, Managers, Head Coaches, Players, Performance Analysts, Medical Staff and also some Sport Data Companies. The findings of this study produced an account of the ways in which data and technology is being utilised in sports from training, performance management, injury prevention to on-pitch decision making and implications for team and opposition strategy. This research demonstrates that digitalisation influences the decision-making processes of players and coaches and goes further to show how and to what extent this occurs. Furthermore, this research demonstrates how sports teams are learning entities and how effective use of digitalisation enables the development of learning capabilities. The actual level of utilisation of data within sports is very varied, with football appearing to have higher utilisations and more initiatives. Challenges such as lack of resources and expert personnel have been underlined as issues still being experienced by sports teams. The findings are used to develop recommendations on how to best utilise data analytics and technology for on-pitch improvement of decision-making and how current methods can be improved. A conceptual framework is presented regarding the successful implementation and utilisation of data and technological tools. It is recommended that sports teams implement the framework and use it around their current team philosophy and strategies. However, it is equally important for sports teams to keep working and adjusting the framework. Moreover, the theoretical and practical contributions to the literature and the sports industry are highlighted. Finally, the limitations of the study are discussed, while also emphasising recommendations for future research.
- Published
- 2020