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Sports Tech Highlights at CES 2025


 

Las Vegas Nevada, January 7-10, 2025 – D3 Sports Tech exec Scott Keith journeys to CES once again to uncover new technologies, build partnerships, and test out new (and old) golf equipment.

 


Only a few golf related companies ventured to CES 2025. Most are preparing for the PGA Show in Orlando next week.
Only a few golf related companies ventured to CES 2025. Most are preparing for the PGA Show in Orlando next week.

There’s no doubt that CES 2025 was excellent this year across the board. I always go in with an open mind, looking for breakthrough tech ideas in sports, music, and anything that's going to a difference. The role of AI dominated the pre-show dialogue, and the big tech names worked hard to share their work to stay relevant in the race to somewhere. In the Sports Tech, the media industry seems to garner most of the voice because, well, they control the stories. Their concern is how to get us to watch more so that they can control the ad dollars. Same old game, but with new technology.


With all due respect to the sports media, we want to be part of the action, not just watch it. We want to be in the game, not just hear about it.  And we want to play for something.


 

Three Key Highlights from CES 2025

 

1. Important AI-driven innovations:

IBM watsonx hopes to leverage data and predictive technologies to change how sports fans engage, how players perform/athletes compete, and how the "back office of an organization operates." In other words, how we use the data to make better decisions, responsively and predictively.  We can usually get a peek of what IBM is doing a the ATT Pebble Beach pro-am next month, or keep an eye out for D3 Sporst Tech partner TruGolf who has been working with IBM watsonX for some time now.

 

2. AI-powered Sports Analytics:

- CES 2025 featured discussions on AI strategies from leading sports brands, exploring how AI is being used to understand and target the "fluid fan" - consumers whose behaviors change with evolving technologies. As stated above, if we can get the ad-driven media to understand that part of being ‘fluid’ is that we want to be involved (active not passive), then the potential to monetize these engagements can be exponential. Link to Fluid Fan video below.

 

3. Virtual and Augmented Reality in Sports:

- New AR smart glasses, such as ThinkAR's AiLens and XREAL's One Series, were showcased, offering potential applications in sports viewing and training. Two honorable mentions go out to the Golf Simulator companies that showed up to CES 2025: Uneekor and PhiGolf. Both continue to work hard on hardware and software upgrades, and promise to bring their A-games to the PGA Show next week in Orlando. We'll see.

 


 

If you want to go deeper on Sports Tech highlights from CES, here is a quick summary of notable sports tech advancements shared at CES 2025, with help from one of my favorite AI search tools, Perplexity.

 

1. High Dynamic Range (HDR) for Live Sports

 

- HDR technology has become a game-changer for live sports broadcasting, offering viewers an unprecedented level of visual quality.

- Major broadcasters and streaming platforms demonstrated real-time HDR processing capabilities, allowing for instant HDR conversion of live sports feeds.

- New HDR standards specifically optimized for fast-moving sports content were introduced, reducing motion blur and enhancing clarity during high-speed action sequences.

- Several TV manufacturers showcased HDR-enabled displays capable of peak brightness levels exceeding 4,000 nits, providing exceptional contrast and color vibrancy for sports content.

 

2. AI-Enhanced TVs

 

- LG unveiled its "Neural Processing 5.0" chip, which uses machine learning to analyze and optimize sports content in real-time, adjusting contrast, color, and motion handling on a frame-by-frame basis.

- Samsung's "Quantum AI Pro" technology demonstrated the ability to upscale lower resolution sports broadcasts to near-8K quality, using AI to fill in missing details and reduce noise.

- Sony introduced "Cognitive XR 2.0," an AI system that mimics human visual processing to enhance the perceived sharpness and depth of sports imagery.

- These AI enhancements also extended to audio, with systems capable of creating virtual surround sound experiences from standard stereo sports broadcasts.

 

3. Augmented Reality (AR) Innovations

 

- XReal's AR glasses not only boasted impressive specs but also demonstrated practical applications for sports viewing, such as overlaying real-time player stats and tactical analysis onto live game footage.

- Other companies showcased AR solutions for in-stadium experiences, allowing fans to access instant replays, alternative camera angles, and interactive stats by simply looking at different areas of the field.

- Training applications using AR were prominent, with systems designed to provide athletes with real-time feedback on form and technique during practice sessions.

- AR-enabled smart helmets for various sports were introduced, offering heads-up displays for critical information like heart rate, speed, and navigation for cyclists and motorsports.

 

4. Fitness Technology

 

- Wearable technology saw significant advancements, with new devices capable of monitoring a wider range of vital statistics, including blood oxygen levels, stress indicators, and even hydration status.

- Home fitness equipment manufacturers unveiled AI-powered systems that can create personalized workout plans based on an individual's fitness level, goals, and real-time performance data.

- Virtual reality (VR) fitness platforms demonstrated more immersive environments and improved motion tracking, allowing for more engaging and effective home workouts.

- Several companies introduced smart textiles with embedded sensors, capable of providing comprehensive body metrics during workouts without the need for separate wearable devices.

 

5. Smart Arenas and Fan Engagement

 

- 5G-enabled stadiums showcased ultra-low latency connectivity, allowing fans to access multiple camera angles and instant replays on their personal devices in real-time.

- Facial recognition technology for seamless entry and personalized experiences within venues was demonstrated, albeit with discussions around privacy concerns.

- Interactive seat-back displays were introduced, offering fans the ability to order food, view stats, and participate in live polls and contests without leaving their seats.

- Holographic technology for bringing remote players or historical sports figures "into" the stadium for virtual interactions with fans was showcased by several companies.

 

6. AI and Big Data Analytics

 

- Advanced AI systems for real-time tactical analysis were demonstrated, capable of predicting play outcomes and suggesting strategic adjustments to coaches during games.

- Machine learning algorithms for injury prevention were introduced, analyzing athlete movement patterns to identify potential risks before they lead to injuries.

- Fan engagement platforms leveraging AI to create personalized content experiences based on individual viewing habits and preferences were prominently featured.

- Blockchain-based systems for secure and transparent handling of sports betting and fantasy sports data were showcased by several startups.

 

7. E-Sports

 

- New e-sports-specific gaming peripherals were unveiled, including haptic feedback systems that allow players to "feel" in-game actions for a more immersive experience.

- Advanced streaming setups for e-sports broadcasts were demonstrated, featuring AI-driven camera systems that automatically focus on the most exciting moments of gameplay.

- Virtual reality e-sports platforms that allow spectators to view matches from within the game environment were showcased, blurring the lines between physical and digital sports.

- E-sports training facilities incorporating biometric feedback and AI-powered performance analysis tools were presented, highlighting the growing professionalization of competitive gaming.


 

If you've made it this far down the page, well done. CES can be overwhelming, but there is no better place to immerse yourself in tech, see what's going on, talk to industry leaders, and stay keep an innovations mindset for your business. Since 2018, the team at D3 Sports Tech has pushed the limits on how to make the game of golf more fun, and how technology can enable new ways to play for more people.

We hope to see you at the PGA Show in Orlando!

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