As the Olympic Games draw to a close, the spotlight turns not only to the athletes competing for glory and honor, but also to the transformative role technology has played in shaping modern sports and training methods. In recent years, innovations such as wearable devices, performance analytics and virtual reality have revolutionized how athletes prepare for competition, improving their training schedules and optimizing their performance.

The intersection of sports and technology is dramatically changing the landscape. From sophisticated sensors that track physiological metrics to smart equipment that provides real-time feedback, technology has become an integral part of an athlete’s toolbox.

“The technology fits perfectly into the macro fabric of the modern sports performance analytics ecosystem. It empowers young athletes and coaches by democratizing access to professional-level analytics and tools. This helps nurture grassroots talent and instills a sense of competitiveness by providing insights that have traditionally been reserved only for elite athletes,” said Sudeep Kulkarni, Founder and CEO of Game Theory.

The sports industry is increasingly leveraging the power of artificial intelligence (AI) to transform the way performance is analyzed and outcomes predicted, he said.

Athletes can train against virtual opponents and simulate game situations using augmented reality (AR), which helps them make quick decisions under pressure.

Stupa Sports Analytics, a Gurugram-based sports technology company, recently provided analytical support to the Indian table tennis team at a preparation camp for the Paris Olympics, which included performance analysis, rally analysis and AI insights for players and coaches.

“The data helped in developing strategies for matches against the best players in the world. Prominent players like Sharath Kamal, Harmeet Desai, Manav Thakker, Manika Batra, Archana Kamath and Sreeja Akula benefited from these insights and improved their preparation and performance,” said Megha Gambhir, CEO and co-founder of Stupa Sports Analytics. Augmented Reality (AR) also improves the spectator experience. AR solutions allow fans to access additional information about players and statistics during live events.

A report by the Capgemini Research Institute found that nearly 70 percent of respondents (10,000) said that new technologies had improved their overall television viewing experience both inside and outside the stadium.

New technologies are undoubtedly the future of sports, and at the forefront of this golden age are technology startups. The integration of technology into sports through startups is changing the way athletes train, compete, and interact with fans.

These startups are driving innovation and setting new standards in the sports industry.

Mustafa Ghouse, founder and general partner of Centre Court Capital, a gaming and sports technology venture capital firm, said sports technology startups are increasingly becoming target sectors for venture capital due to the huge potential for innovation and growth in the sector.

“In India, interest is becoming more pronounced, especially in niche areas of sports technology. In the last three years, India has seen $1.2 billion invested in sports technology. Between 2018 and 2022, India is also the third largest country in sports technology funding after the US, followed by China,” he said.

Indian sports technology startups are starting to attract attention from international and domestic investors, Ghouse added.

“The increasing media rights allocation and rise in digital consumption of sports content are driving demand for advanced technology requirements. This, together with the proliferation of smart devices and internet connectivity, is creating fertile ground for sports technology startups to flourish and attract significant investment,” he said.