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  • Sports Sports

    Sports and technology: the winning duo driving performance, experience and sports management

Digital transformation is redefining Sports sector in all its dimensions

Technologies such as IoT, Big Data, Artificial Intelligence, Cyber Security, Cloud and 5G present the sports sector with the challenge of adapting to a new way of training, competing and connecting.

These technologies are reshaping athlete performance and competition strategies, the digitalization of facilities and sports equipment, and the way fans engage and experience sports broadcasts.

Athletes and coaching staff must turn millions of data points into real-time strategic decisions, while still tailoring performance to each individual. Sports venues, including stadiums themselves, face the challenge of integrating hyperconnected, secure, and sustainable infrastructures, while clubs must manage a fan base that is increasingly digital and demanding.

Delivering immersive, personalized and secure experiences at events and in broadcasts is no longer just an opportunity — it is an urgent challenge to remain relevant in the new era of smart sports.

OUR EXPERTS

  • “

    “In sports, as in any other sector, the value of data can be the key to success. A tenth of a second or a single point can be the difference between winning a medal or not. Telefónica Tech works with athletes, coaches, and clubs to improve digitalization, performance, rival analysis, competitive strategy, injury prevention, and more.”

    Rubén Granados

    Rubén Granados

    Senior Manager Data Science at Telefónica Tech

  • “

    "The rise of sports has made fan platforms, data, and broadcasts highly valuable targets for cybercriminals. Protecting them is not just a matter of technology; it also has to do with reputation, trust, and business continuity. At Telefónica Tech, we work together to protect this new ecosystem against cyberattacks and fraud, ensuring that the excitement and innovation of sport continue to flow with absolute integrity."

    Ester Bermejo Izquierdo

    Ester Bermejo Izquierdo

    Head of Threat Intelligence and Offensive Security at Telefónica Tech

SPORTS IN FIGURES

Figures on key trends transforming the industry

OUR VALUE PROPOSITION

The sport of the future is also played on the field of technology

Telefónica Tech is driving change in the sports sector with customized solutions for clubs, athletes, and organizers, ranging from advanced data analysis and injury prevention to immersive experiences, stadium digitization and smart management platforms.

Data-Powered Solutions

We provide valuable insights into the analysis of sporting events through our Smart Steps platform, combining telco data with external sources to enhance strategic decision-making.

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Sports Analytics

We support training planning and the development of analytical tools that provide additional insights into athlete and team performance during competition, thanks to advanced data analysis and the latest advances in Sports Science, Big Data, Artificial Intelligence, and Machine Learning.

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Generative AI

We are revolutionizing sports through Generative AI, which enables the creation of tactical simulations, personalized strategies, and automated content for fans. This enhances predictive analysis and improves decision-making for coaches and technical staff.

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Cyber Security & NaaS

We protect the sports sector against fraud, data breaches, and cyberattacks across stadiums, clubs, and digital platforms. We enable our clients to operate with confidence by safeguarding sensitive information and delivering secure experiences for fans, athletes, and staff.

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Smart Spaces

We transform stadiums and sports venues into secure, efficient, and connected environments through advanced solutions based on IoT, Big Data, and AI — enhancing operations and user experience.

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Private Mobile Networks

We offer private mobile networks that enable sports stadiums to ensure secure, stable, and high-capacity connectivity, even during peak attendance. This facilitates operational management, enhances the fan experience, and enables advanced services such as IoT, analytics, and real-time video.

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Business Applications

We help optimize sports management through business applications by centralizing data on members, ticketing, marketing, and finance. This improves decision-making, automates processes, and enables more personalized relationships with fans and sponsors.

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Hybrid Cloud

We drive real-time data processing, reduced latency, and greater efficiency through Cloud and Edge Computing. Their application in the sports sector enables advanced analytics, immersive experiences, and more agile, secure, and scalable operations both inside and outside the stadium.

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Learn more about our solutions

Success Stories

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USE CASES

  • We analyzed mobility during the final stage of La Vuelta 24 with Smart Steps
    We measure the economic and tourism impact of sporting events such as La Vuelta through our Smart Steps platform. We obtain insights into visitor numbers, visitor origins, and length of stay by analyzing anonymized mobility data, helping organizers and administrations to plan better, justify investments, and maximize the value of the event for the region
    More information
    We analyzed mobility during the final stage of La Vuelta 24 with Smart Steps
  • Optimized sports club management
    We optimize sports club management through enterprise resource planning (ERP), customer relationship management (CRM), and automation solutions. We centralize member, ticketing, marketing, and financial data on integrated platforms that improve decision-making, streamline operational processes, and enable more personalized experiences for fans, sponsors, and employees.
    Optimized sports club management
  • Smart stadiums for a complete experience
    We drive the digitalization of football stadiums through advanced connectivity, sensorization, video security, and data analytics solutions. We transform these venues into intelligent, secure, and efficient environments that enhance operational management, optimize resources, and deliver a more connected, personalized, and immersive experience for fans.
    Smart stadiums for a complete experience
  • Cyber Security for critical sports systems
    We isolate and protect critical systems in sports environments using secure LAN and IoT LAN infrastructures. We apply segmentation and microsegmentation to shield networks, control access, manage connected devices in real time, and protect essential systems such as CCTV, sensors, and access controls, ensuring operational continuity and the digital reputation of the venue.
    Cyber Security for critical sports systems
  • Enhanced sports broadcasting with Edge Computing
    Implementing edge computing in sporting events allows video and data to be processed close to where they are generated, reducing latency and improving real-time broadcast quality. This ensures smoother, more interactive, and personalized streaming for fans, optimizes bandwidth usage, and enables low-latency immersive experiences—even in high-demand environments.
    Enhanced sports broadcasting with Edge Computing
  • Immersive Basketball with 5G and Big Data
    We developed an immersive basketball experience by combining virtual reality and 5G connectivity with 360º on-court cameras. For Movistar Estudiantes, we also created a Big Data tool that deeply analyzes game statistics, supporting tactical preparation and the scouting of new talent.
    Immersive Basketball with 5G and Big Data
  • IoT and Data to empower young tennis players
    We combine IoT devices, advanced connectivity, and AI analytics to drive athletic development at the Rafa Nadal Academy by Movistar. We monitor key variables such as sleep and performance through a 360º platform and smart bracelets, integrating personalized data that helps optimize young tennis players' preparation and competitive potential.
    More information
    IoT and Data to empower young tennis players
  • eSports with High Precision Thanks to Edge Computing
    Minimal latency ensures delay-free eSports competitions, delivering a smooth and fair experience for players and spectators. It enables real-time reactions, which are decisive in environments where milliseconds make the difference. It also optimizes transmission and interactive streaming, enhancing competitive performance and boosting audience engagement.
    eSports with High Precision Thanks to Edge Computing

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