Personalisation in Sports

Many football clubs like Tottenham Hotspur are trying to make the match day experience more accessible. Photo: Adobe Stock

In sport, viewers and users of running, cycling and walking apps should be the centre of attention to keep us hooked in the activity. But how accessible are our sports teams? And are our sporting apps really all that?

How can we make the fans and viewers the centre of attention in sports?

Picture pulling on a custom-made T-shirt before going to play sports. Getting it off the hanger should be easy, accessible, and enjoyable. You have people to suggest which option looks best on you. If you need assistance, it's there for you in a heartbeat. The process is effortless. But sometimes it's not. When it comes to accessibility in sport, personalisation isn't just about having your name on the back of a top, it's about being able to go to a live game without the worry of being overwhelmed by loud noises, lights and the crowd. 

How does your sports team look after you?

Tottenham Hotspurs Football Club (my favorite and the best club) have made the correct and necessary steps to make a sporting day trip out for fans with disabilities. They offer a sensory space and quiet areas so that people aren’t overwhelmed by the loud crowd of football goers. 

Personalising an experience so that people are comfortable is a priority. Around 1 in 7 people in the UK have some kind of neuro difference, so having spaces for fans to go and watch a live game is integral for the popularity and growth of football clubs. 

Wimbledon has personalised the tennis experience for a digital audience. The use of shortform content on Instagram, Tik Tok, Youtube, Snapchat connects viewers with the players, creating a whole new group of fans. Online exposure makes the sport popular among celebrities who watch the matches with synchronised head turning movements. This adds to the excitement of the occasion with big personalities already on court. 

But it's not just about the sport we watch, it's how we play too. From likes on Strava or Instagram, to people tuning in online or the buzz after completing a difficult race - that’s the way we capture sports. 

How do your sports apps work for you?

Take Strava for example. It is reliable and the GPS works pretty well on your phone, even better on a watch. The app tracks where you are, what route you are talking and provides personalised routes based on your previous runs. Like Instagram, your home page allows you to follow others, like and share about your exercise, and predict what your fastest runs could be. Like Instagram, it’s easy to get lost in the scroll. It is personalised to you as the user. 

Similarly, Nike Run App and Runna give users the choice of running plans. Nike run has coaches that talk to you on the runs, guiding and building your confidence and trust in the app. Runna plans the runs to you, giving you a plan and building on each run. Making you a fitter and stronger runner each week.  

Personalisation isn’t just a want, it's a necessity to make users feel part of a community and cared about.