With their extensive experience in the sports industry, Ramakrishnan Subramanian, Director at Sports Mechanics India Pvt Ltd, and Deep Gathani, Ex-Audience Insights at ESPNcricinfo and Hotstar, are not just well-positioned but uniquely qualified to guide sports tech start-ups in a panel discussion titled ‘Working Magic with Numbers’.
Deep, with a strong research background, set the tone for the panel discussion by emphasizing the modern challenge of a consumer’s short attention span, as he believes that ‘everything starts with the consumer’, be it research, analysis, or other data-driven activities. “It all starts with the attention span of a consumer at the end of the day, which will keep them engaged and retained with a particular platform, a television show, or a match,” said Deep. So, how does one keep engaging a consumer or a fan with content on the platform, knowing that their attention span will eventually be less than five seconds? “What are the newer ways to retain them?” asked Deep.
Ramakrishnan, affectionately known as ‘Ramky’, is a seasoned professional with a distinguished career. He served as the initial performance analyst with the Indian Cricket Team from 2003 to 2007 and is recognized for introducing sports data analytics to the Indian sporting industry. He emphasized the need to use data for fan engagement and adapt to changing fan consumption patterns by providing snackable and contextual content through contextual channels, while also avoiding spam. “That’s where a lot of analytics comes into play, and the same data can be used for multiple purposes, including fan engagement. Data is the key to creating engaging content, and it’s a powerful tool in the sports industry,” he reiterated.
Ramakrishnan added how data is important to drive decisions in sports, especially in the areas of talent selection, performance evaluation, and opponent analysis. It highlights the need for accurate and standardized data collection, the transition to data-driven coaching, and the potential for using data to increase win probabilities.
Deep couldn’t agree more with him on the snackable content part and added, “Less is more—today, a snippet of information is all you need. However, engaging is key because attention spans are short. But the content has to be a little tactful for greater engagement.”
Ramakrishnan explained the roadmap on how to unlock new possibilities for the sporting community. “Interpreting the data is crucial. The last-mile delivery is the most important aspect, with 25% for research and analytics, 25% for embedding in the player’s subconscious mind, and 50% for execution. It requires separate expertise to interpret and translate data for athletes. Adoption is important,” he added.
For the budding entrepreneurs, the industry legend had a piece of advice. “Believe in yourself. Sports is becoming an industry like in the US and Europe. We are edging towards it, and I’m sure sports will explode in this country. Youth are going to get attracted to sports and entertainment. In entertainment, we are giving Hollywood a run for the money. But in sports, we are just beginning. I’m sure in the next ten years, we will rock the world.”
Their insights into the opportunities in sports analytics, how to tap these opportunities, and how to scale up provided a valuable head start for budding entrepreneurs.
