In Conversation with Innovation Spotter Daniel Marion

The SPOT – meet the guest speakers!​
Daniel Marion, UEFA’s Chief of Information and Communication Technology, in interview with iSportconnect, giving insights how his organisation aims to leverage innovation, artificial intelligence and machine learning.

Jay Stuart
In Conversation:

Innovation: Only Way to Stay on Top of the Game
 
For a big governing body of sport, the need for continual innovation is a fact of life. Daniel Marion, UEFA’s Chief of Information and Communication Technology, said his organisation sees innovation, especially new digital solutions, as important in several dimensions, for personnel and volunteers, for partner broadcasters and for sponsors and fans.
 
At the European Futsal Championships in Slovenia in February, UEFA experimented with putting mini-camera technology on the referees. “We can’t do much with that sort of thing yet, but there’s a lot to explore in that direction,” he said. “Imagine if we could see the heartbeat of the shooter taking a penalty and the goalkeeper. That would be very cool. And maybe other sports that are less regulated than football can make use of this kind of innovation already.”
 
Marion, who will be speaking at The SPOT in Lausanne on the eve of the UEFA Champions League Final, said artificial intelligence and machine learning are areas of particular interest when it comes to operations. “We want technology that helps us to collaborate more effectively internally and with all the people that we work with,” he said. “Look at the area of volunteers for example. If a machine can answer their questions, you can imagine how much more efficient that would make things when you’re dealing with thousands of people.”
One of UEFA’s key focus areas is the stadium during live events. “We’re aware that for many people it may be preferable to watch a match on TV than to actually go see it in person,” he said. “It is important to innovate to add value to the live experience and ensure that attending a match is something people want to do. That’s important for the fans and our clubs and associations, and it’s vital for our broadcasters and sponsors so the stadiums remain full. It’s not just about technology, big screens and replays in the stadium. It’s about the whole experience of being there.”
 
He said that innovation is not just a matter of embracing the latest platforms and solutions but innovating wisely, whether it’s using social media effectively or employing CRM systems.
 
Hospitality is another area of particular interest. Now that laws and regulations make it more difficult for companies to treat customers to a good time at a match, football needs to innovate in new ways to make corporate and other hospitality available and attractive.

www.thespot2018.org

In the same series:

• In Conversation with Innovation Spotter Brett Abarbanel
• In Conversation with Innovation Spotter Kim Blair
• In Conversation with Innovation Spotter Earl Crane
• In Conversation with Innovation Spotter An Dang Duy
• ​In Conversation with Innovation Spotter Olivier Glauser
• In Conversation with Innovation Spotter Jonathan Levene
• In Conversation with Innovation Spotter Daniel Marion
• In Conversation with Innovation Spotter Federico Winer