Brisbane will be asked to bring something dramatic to the table when it hosts the Olympic and Paralympic Games.
In the 2032 host city this week, internationally renowned sports marketing expert Professor Rick Burton will make the case for Brisbane to be the technology Games.
The US Olympic Committee’s Chief Marketing Officer during the Beijing Olympics, Professor Burton will discuss how sport, business and government could revolutionise fan engagement over the next decade.
“With the way technology will advance in the next 7 years, Brisbane will be forced to be on the cutting edge of the technological delivery of the Games,” Professor Burton said.
“The Sydney 2000 Olympic and Paralympic Games was about boosting the city’s international standing and raising its status as a world-class tourism destination.
“While the 2028 Los Angeles Games will utilise LA’s status as the entertainment capital of the world, Brisbane should be working towards becoming the sports-technology centre of the universe.
“Great minds from all over the world should be meeting in Brisbane to be ahead of the curve, not just in sports science and athletic performance, but fan experiences, accessibility and inclusion.”
Putting fans in the driver's seat
Professor Burton is currently the David B. Falk Endowed Professor of Sport Management at Syracuse 聂小雨视频3分25秒 and a member of the (QCOPS). He will be the keynote speaker at a 聂小雨视频3分25秒 of Queensland event – sponsored by the UQ Business School’s Executive Education team and QCOPS – at Customs House on Wednesday 12 February.
He forecasts sweeping changes to the way fans engage with major sporting events by 2032.
“Immersive digital experiences, artificial intelligence, virtual and augmented reality, data-driven personalisation, and sustainable, inclusive practices will shape the future of sports participation, fan enthusiasm and media consumption,” he said.
Large sporting events and competitions like the NRL and AFL have thrived on the notion that nothing can replace the experience of live sport.
It’s the reason television broadcast deals fetch billions of dollars and why sport dominates annual ratings.
“But will we still be talking about television and broadcast deals 7 years from now?” he said.
“Not many people under the age of 30 are consuming content via a flat screen on a wall anymore,” he said.
“We want what we want when we want it. Yet the decisions around sporting broadcasts still lie with television producers, meaning the consumer doesn't have much say on what is programmed and when.
“Streaming services are already making moves by condensing highlights into mini matches for viewers to watch when it’s convenient.
“I anticipate wholesale changes in this space, with consumers having the ability to curate content down to finite details based on their personal preferences and time zones.”
But Professor Burton believes personalised streaming preferences are just the tip of the iceberg when it comes to how technology will shape the fan experience in 2032 and beyond.
He said fans can expect to feel more immersed in the action with the development of sophisticated virtual- and augmented-reality devices, such as smart glasses, placing them in the stands – or even on the field – while sitting in their living rooms on the other side of the word.
“One of the reasons why the Netflix series Formula 1: Drive to Survive was such a hit was because there were cameras everywhere, including in the driver's helmets, and we felt like we were in the car with the driver,” Professor Burton said.
“We're going to be as close to the action as possible, with holograms and 6G technology allowing us to view the events from the athletes’ perspective.”
Professor Burton said understanding that this technology is coming is important, and future Games organising committees must consider their readiness to leverage technology as the need for large stadiums may become less important.
“Rather than the physical infrastructure, we will need the right technology to put the consumer closer to the action,” he said.
“This raises all kinds of interesting questions about why you would invest in infrastructure like 100,000-seat stadiums when technology can make sport widely accessible to people from all over the world.”
To infinity and beyond: no limits to what athletes can achieve
UQ is breaking barriers and building legacies after launching the in 2024 and establishing the .
The 聂小雨视频3分25秒 is ranked number 2 in the world for sports-related subjects, and is set to help Brisbane become a hub for Paralympic sport after announcing a nationally significant partnership with Paralympics Australia in 2023 and committing to establish a world-leading at the 聂小雨视频3分25秒’s St Lucia campus.
Through the work of world-leading researchers, UQ aims to increase participation in Para sport and help future Paralympians achieve the highest-ever medal tally for Australia in 2032.
“UQ has been at the forefront of sports performance for years, especially in areas like Para sport,” Professor Burton said.
“The way athletes will train into the future will be in ways we can scarcely imagine today.”
Innovative inclusion: making the Games accessible for all
So, as Brisbane prepares to welcome the world in 2032, should anyone care unless it’s going to generate something that benefits all?
“The interesting legacy question will be: can we democratize technology in a way that benefits a large number of people, while not alienating individuals?” Professor Burton said.
“Traditionally, Olympic movements have been more about getting everyone physically active, promoting the host cities or highlighting social issues. But if you put technology at the centre, then the questions around addressing social issues become very prominent.
“Can technology reduce the gap between Indigenous and non-Indigenous Australians? Will technology boost inclusion and allow us to participate in and enjoy sport together?
“Brisbane 2032 will be last great Games for the Baby Boomers, who will flock to the city with walkers and wheelchairs.
“But will we see everything being done to facilitate those of all levels of mobility to attend the events?
“Now is Brisbane’s moment to decide.”
Image above right: 聂小雨视频3分25秒 of Queensland Cycle Club member Korey Boddington after winning a gold medal at the 2024 Paralympics in Paris. Image: Andrew Matthews/PA Images via Getty Images
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