How technology is upending the sports fan experience
23rd Nov 2023 Sport
5 min read
From VAR in football and the rise of statistics to line-call technology in multiple sports, here's how technology is changing the sports fan experience—for better or worse
As their
new £105m signing slickly controlled a 96th minute corner and smashed the ball
passed a luckless André Onana, a nervous Emirates Stadium erupted. Arsenal’s
new fan-favourite Declan Rice had all but guaranteed the win in a rollercoaster
game against a historic rival, Manchester United.
The teams
were only a few weeks into their new seasons, and amidst the joy and
pandemonium was an all too familiar feeling creeping into the stands—doubt.
The
referees were replaying the action, ensuring the goal, and any incidents in the
build up to it, were legal.
Damaging the spirit of the game
Players are forced to wait while referees check slow motion replays on screens during VAR checks to see if a goal will stand or not. Credit: Werner100359
Adam
Willmott has campaigned against the existence of Video Assistant Referee (VAR)
since its introduction in 2019: "I can't lose myself in the moment. When
there's a goal now, I sit there as a fan and I think: 'Well, let's see. Let's
see if it's given.'"
That day
in September, the referee confirmed the Arsenal goal was indeed legal and
60,000 partisans celebrated for a second time. They would go on to win 3-1 but
for some, the "moment" was already lost.
"Technically
VAR worked and got the decision right, but it kills the moment. I think a lot
of people mistakenly think that I'm against VAR being bad, but even if it was
perfect, it kills football."
"Technically VAR worked and got the decision right, but it kills the moment"
Adam's
campaign, Fans Against VAR, has attracted 30,000 signatures to a petition
arguing that technology dilutes "the spirit of the game", regardless
of any improvement in the accuracy of decision making.
"If
you think about football as a sport, it's very instantaneous. I think that's
why people love football. The whole world loves football, and it's because of
that moment of a goal. You have it in other sports but it's not quite the same.
Some sports are very high scoring, like cricket, rugby... maybe American
sports. In football, one goal is everything. And that moment melts
people."
A shifting discourse around games, with fans feeling left behind
At the
Emirates that afternoon, refereeing incidents would go on to almost entirely
dominate the post-match analysis of a game that was both tactically rich and
thrilling on its surface.
"The
drama of VAR is good. We can talk about it in the media cycle, but don't take
the match-going fans into consideration. Match-going fans are rarely talked
about anymore in the Premier League."
The
Premier League has received mounting criticism from fans for rising ticket
prices and the scheduling of games which makes it more difficult for fans to
follow their clubs. Adam sees the introduction of VAR as merely another symptom
of football's transformation from community asset to profit-obsessed
business.
"Decisions
are always made in favour of money and the 'product' that they try to protect
in favour of TV deals. The absolute last thing they ever think of is the
supporter experience. No one was ever asked, no Premier League season ticket
holder was ever asked, ‘do you want that?’".
In the
lower leagues, some football fans are clutching on to what they see as a purer
experience. Players are more accessible, in-depth data is scarce and the
spectacle takes the front seat. Mason Hutchinson is matchday reporter at
Tilbury FC, in the ninth level of the English football pyramid. He also
supports and writes about Arsenal.
"I
love non-league football. The players are much more interactive with the fans,
joining them for a drink after the match, which creates a real sense of
community."
Data changes the game
While most
discussion of technology in football tends to focus on the outcome of
refereeing decisions, the experience for fans has been altered far beyond what
happens at the blow of a whistle. Ready at the disposal of any fan willing to
argue a point, especially online, will be a store of underlying data. From
expected goals (or xG) to average position maps and field tilt percentage, the
stats toolkit has never been more comprehensive. The prevalence of these
metrics has undoubtedly enriched the analysis of games and provided new avenues
through which fans can dissect tactical nuances. It does however change the
focus, and the lens through which experience the sport.
"At the lower leagues, I'm 100 per cent more able to simply enjoy the game at face value"
"At
the lower leagues, I'm 100 per cent more able to enjoy the game at face
value", Mason told me.
"Technology
in non-league is definitely starting to grow, with most games being filmed and
most teams having scouts and analysts, but there are a lot fewer stats in the
game, other than maybe clean sheets and goals. I think it’s a lot more
enjoyable being able to watch the players express themselves."
Technology drives a quest for perfection
Adam argues that the fan experience is being forgotten in favour of statistics and technology. Credit: Tembela Bohle
For Adam,
the obsession with data exemplifies a sporting culture that is increasingly
obsessed with results, to the detriment of the spectacle.
"It's
genuinely sad for football because, some of my favourite players, and there's
less of them because of the obsession with stats, are the maverick players.
Players who are just incredibly skilful entertainers. Maybe their xG and their
goals and assists weren't there, but as a fan, they get you off your
seat."
The
question posed by the prevalence of technology in sport is whether the focus on
numbers and accuracy comes at the expense of what generates interest in the
first place: vibes.
"When
you go to a game, you never think about statistics. When I go to a game, I look
forward to seeing my friends. I look forward to having a drink afterwards,
maybe before. I look forward to the art of football. The more statistics driven
football has become, the more robotic football has become, and the less of a
good experience it's become. We don't really view football as an experience
anymore."
Can the use of technology also elevate the experience?
It can be argued that line calls in sports like volleyball, tennis and football are good for the games. Credit: cdephotos
Proponents
of technology often point to the successful adoption of technology in other
sports. Electronic line calls are quickly becoming the norm across tennis and
volleyball, and football itself uses a popular goal-line technology. Jason
Haldane, a former volleyball player who competed for Team GB at the London 2012
Olympic Games and now coaches, says that the adoption of technology has
enhanced the game.
"As a
fan, it has made watching matches even more enjoyable. Not having to worry
about disputed line calls, I can concentrate on the incredible rallies, the
skill of the players, and the sheer excitement of the game. It's as though
technology has lifted a burden off our backs, enabling us to fully appreciate
volleyball's beauty."
"Line-calls are objective decisions, not ones subject to interpretation, so can shine a stronger light on the actual game"
Line-calls
are objective decisions, not ones subject to interpretation. They can
therefore shine a stronger light on the actual game rather than detract from
it, according to Haldane.
For many
fans in football stadiums, the concept of a clear-cut decision has always been
foreign. Adam Willmott insists that "we're judging subjective situations
with objective criteria."
Fandom can
take many forms. It can be elevated by data-informed analysis or diluted by a
fixation on metrics. Some prioritise accuracy, while others consider it to come
at the expense of the “moments”. In an October YouGov survey, 54 per cent of
Premier League fans said that VAR has made matches less enjoyable.
For Adam
and his campaign, simply reforming the technology is a futile exercise. "Life is not perfect and neither is
football. We're trying to turn an art into a science."
Banner photo credit: VAR at Arsenal's Emirates Stadium (Taymour Khashoggi)
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