Innovating the future of sport

NTT DATA is enhancing the experience and business of sports.

This month, the Northern Hemisphere is brimming with some of the world's most exciting sporting events. Fans will be on the edge of their seats watching intense cycling at the Tour de France in Italy and France, precision golfing at The Open in Scotland, the high-speed thrills of NTT INDYCAR SERIES racing and the prowess of Major League Baseball’s All-Star Game in North America.

Behind the scenes at these events, NTT DATA is playing a pivotal role:

• Tour de France: We’ve created the world’s largest connected stadium using a digital twin that spans over 3,500 kilometers. We use this innovative technology to deliver real-time information that lets fans everywhere immerse themselves in the race.
• The Open: The NTT DATA Wall and AI-driven platforms provide immersive experiences and comprehensive analytics that have changed how fans engage with golf’s most prestigious tournament. This year, we’re deploying a private 5G network that brings cloud to the edge for applications that require superlow-latency computing, storage and networking.
• NTT INDYCAR SERIES: Hundreds of sensors on each car and around the track gather and analyze millions of data points during each race. We apply AI to make prerace predictions about the winner and in-race predictions about strategy in real time. Fans can access these insights directly through the INDYCAR App by NTT DATA.
• Major League Baseball: NTT’s Ultra Reality Viewing has brought remote fans directly into the electrifying atmosphere of the stadium for an unforgettable experience.

The technologies driving transformation

We transform experiences and bring new insights for the next generation of fans through a backbone of sophisticated integration of Edge computing, Internet of Things (IoT), AI and machine learning, all supported by fast and reliable network connectivity. We’ve also turned Indianapolis Motor Speedway and Nationals Park in Washington, DC, into smart venues based on NTT DATA’s proprietary solutions which apply computer vision, AI and data science for crowd management, public safety and the delivery of key services.

In racing, our technology and solutions help track, analyze and predict athletic performance in real time and bring fans closer to the action than ever before.

And for golf, Professor Steve Otto, Chief Technology Officer at the R&A (which runs The Open), has said, "NTT DATA's partnership is crucial in harnessing the opportunities of modern golf championships. Their innovative use of technology and data doesn't just enhance the appeal of golf but ensures that The Open thrives for years to come."

Investing in a future of innovation, inclusion and sustainability

Sports transcend cultural and language barriers to unite people in a shared experience. That’s one reason we’re so active in sports: we use these events to build client relationships and enhance our brand visibility.

Equally important is how sporting events serve as a proving ground for our transformative technologies. At these world-class events, we demonstrate how our capabilities help prominent clients enhance the user experience, create operational efficiencies, increase profitability and support sustainability.

By enabling venues and teams to operate more efficiently, we help reduce their carbon footprints. With our Smart Sustainability solutions, any business can pursue net-zero objectives through carbon calculation and greenhouse gas (GHG) reporting, and developing optimization strategies.

Our actions in sports also demonstrate our commitment to diversity, equity and inclusion. That’s why we’re proud to be the Official Technology Partner of the Tour de France Femmes avec Zwift and sponsor the AIG Women’s Open. In India, we sponsored coaching clinics leading up to the T20 World Cup Cricket for the Blind. We support the education of student-athletes at India’s Inspire Institute of Sports (more than 20 already have qualified for the Paris Olympics). And just this month, we became a signature partner of Major League Cricket in the U.S.

In the Southern Hemisphere, we provide robust network infrastructure to help organizers manage South Africa’s Absa Cape Epic, a multistage mountain-bike race that tests human endurance and demands a relentless pursuit of excellence. We also sponsor the BMT Fairtree racing team of cyclists from disadvantaged backgrounds, supporting them to train and compete in this elite race.

The future of sports and business with NTT DATA

NTT DATA will continue expanding what’s possible in sports, working with iconic events, teams and venues. And these capabilities have direct applications and implications for almost any organization in any industry.

At the Indianapolis 500 race in May, for instance, we demonstrated a new technology from NTT Research called Embodied Knowledge. It’s like a flight simulator that pilots use for training, but even more true to life. We used sensors to record the physical sensations that professional drivers experience in a race, including the steering wheel’s resistance to vibrations and the impact of braking and acceleration. Beyond showing what drivers see and hear, Embodied Knowledge lets users experience how it actually “feels” to drive at high speeds on a real track. The potential applications for training and learning are immense. Surgical students could feel the tension and resistance of tissues and materials exactly as they would in an actual surgery, but without any risk to a patient.

Our work in the high-stakes world of sports shows why clients can feel confident in our ability to deliver exceptional outcomes for them regardless of industry. Join us on this journey of advancing technology for good in the digital age.

Learn more by visiting our Sports sponsorship page.

Play the video to see how NTT DATA's game-changing technology is transforming some of the world's most iconic sports events.