As the summer draws to a close, we've taken a look at how sporting organisations have used digital and awarded our own medals.
If you think we've missed any, let us know!
GOLD: Wimbledon’s digital ambition
The world’s oldest and most famous tennis tournament has charged ahead with its recent digital offerings, with a complete redesign this year resulting in a clean, well laid-out site, fully encapsulating the neat-and-proper values of the tournament itself. An app in the same design provided video and radio content, real time scores, and push play status messages, and the tournament's social media platforms, as well as being a shining example of best practice sports reporting, have used their 25-year relationship with IBM to revolutionise real-time data, providing exhaustingly detailed stats for fans. This year they also teamed up with Jaguar to create a ‘crowd biometrics’ hub on the site, measuring the atmosphere amongst spectators.
SILVER: Tour de France’s social channels
The Tour de France’s site, featuring interactive maps, analysis and video of each leg of the race, as well as a ‘History’ section reliving great moments, provides an exceptionally comprehensive log of any detail of a race fan could be looking for. This year it's been their social accounts, however, which have really shone. Their Instagram, through encouraging the riders and staff to use GoPros, has provided stunning aerial shots and scenic photography, and their Twitter made consistent use of Vines to display both live race footage and candid behind-the-scenes videos throughout the race, culminating in podium shots at the finish. They also made sure to seamlessly integrate both English and French copy in their tweets, so as not to exclude either language and neatly sidestepping the need for separate accounts, which served to unite rather than divide fans of the race.
BRONZE: The Ashes’ Test Tracker
The sponsor of the Ashes, Investec, (alongside design and technology agency Athlon), created the ‘Test Tracker’, a platform intended as a companion for those watching on TV or listening on the radio, which visually manifested data using moving infographics to give a run-by-run view of goings-on on the pitch. A ‘Gallery’ section of the hub featured video highlights, and ‘Player Profiles’ compared player stats and linked to current real-time match scorecards. The entire effect was seamless, simple and enjoyable to use.
The Premier League has done a nice line in building excitement and momentum during their summer break, particularly through their Instagram, where they showcased a different star player of the past each day and generated a lot of debate.
The Open Golf Championship installed WiFi points around all of their courses for spectators to live-tweet, and started an #OpenMoments hashtag as part of the build-up, asking fans for their favourite championship moment, and then using their archives to display images and videos of the moments with the most mentions.
Formula 1 used their modern, user-friendly site to encourage summer break build-up engagement, prompting their social followers to pick their ‘F1 Ultimate Dream Team’, and showcasing the most popular combinations, as well as the picks of past and present stars of the race track.
BetFair, although not themselves a sporting organisation, are still worth a mention for their formulating of a Grand National platform utilising extreme personalisation; users entered information about themselves, including hobbies and favourite football team, and a cross-matching algorithm was used to pair people with the most suitable horse, even offering them a Tinder-esque option to swipe left or right for more horses if they disagreed.