The Professional Triathletes Organisation (PTO) has taken a significant step towards revolutionizing the triathlon experience and enhancing fan engagement by investing in a new technology venture, Dataworks Technology. This collaboration, which involves the former creative data agency We Are Sweet, aims to centralize and analyze live performance data to create immersive broadcast visuals and second-screen experiences for fans.
The initiative is designed to improve storytelling in endurance sports, initially focusing on the T100 Triathlon World Tour. By leveraging real-time artificial intelligence, Dataworks will identify pivotal race moments, capturing metrics such as heart rate, power output, and speed. This data will be transformed into compelling narratives that enrich the viewing experience and help fans connect with the sport on a deeper level.
Enhancing Fan Engagement Through Technology
With the PTO’s equity stake in Dataworks, the partnership is set to expand the technology’s capabilities across a range of sports, not just triathlon. The potential applications span team sports, combat sports, motorsports, esports, and even traditional games like darts and snooker. James Haigh, Chief Technology Officer of Dataworks, emphasized the importance of this backing, stating, “We’ve been piloting live data with the T100 for two seasons and have made significant progress. Backing from the PTO now allows us to focus entirely on building a platform that transforms performance data into real-time stories for fans, not just in triathlon, but across any sport.”
The technology, which already powers the T100 Triathlon Live Data Dashboard, showcases essential race information, including lead changes, fastest discipline times, and penalty details. These insights are crucial for production teams and commentators, enabling them to present a more engaging narrative during broadcasts.
Transforming Viewer Experience
The PTO recognizes the importance of effectively communicating key moments in sports. Mark Bettels, Chief Operating Officer of the PTO, articulated this vision, remarking, “All sports have the potential to tell incredible stories of human performance, overcoming huge adversity and staying cool under unimaginable pressure. But sometimes these key moments are missed because no one’s pointed them out and really explained them.”
The Dataworks platform aims to bridge this gap by identifying and contextualizing significant moments for both casual viewers and seasoned fans. By making the action more relatable, the technology not only aims to enhance viewership but also inspire greater participation in endurance sports.
As this partnership unfolds, the PTO and Dataworks Technology are poised to set a new standard for how live sports data is utilized. The combination of real-time analytics and engaging storytelling has the potential to reshape the viewing experience, making it more exciting and accessible for fans around the world.
