Sunday 2nd January 2011
15 Sport: ‘Broadcasts will use holograms’
Globalisation in sport will continue: it’s a trend we’ve seen by the choice of Rio for the 2016 Olympics and Qatar for the 2022 World Cup. This will mean changes to traditional sporting calendars in recognition of the demands of climate and time zones across the planet.
Sport will have to respond to new technologies, the speed at which we process information and apparent reductions in attention span. Shorter formats, such as Twenty20 cricket and rugby sevens, could aid the development of traditional sports in new territories.
The demands of TV will grow, as will technology’s role in umpiring and consuming sport. Electronics companies are already planning broadcasts using live holograms. I don’t think we’ll see an acceptance of performance-enhancing drugs: the trend has been towards zero tolerance and long may it remain so.
Mike Lee, chairman of Vero Communications and ex-director of communications for London’s 2012 Olympic bid