Sport Innovation and Technology Lab

The sport industry is at a critical stage of digital and technological transformation. The Sport Innovation and Technology (SIT) Lab collaborates closely with industry partners, helping them implement effective, research supported solutions that drive performance and growth. We support industry partners to reshape sport organisations and overall business practices.

Our research helps people to better understand the trajectory of sport, technology and innovation through:

• industry tracking studies
• end-to-end research projects
• research support for industry
• industry training and courses
• our SIT-Lab Student academy.

Our mission is to shape the future of the sport industry by advancing understanding and development of tools and strategies that leverage innovation and provide access to technology focused research methods and data-driven insights.

Value creation and technology adoption in the sport ecosystem

We undertake industry studies across traditional and emerging sectors of the sport industry to understand innovation capabilities and value creation from technology. This includes regular tracking studies to investigate how sport organisations are integrating and planning new technologies and innovations that impact on organisational efficiency, as well as exploration of how consumers and stakeholders are using technology in their engagement with sport.

Best in practice integration of technology and innovation in research

In addition to global best in practice traditional research approaches, we leverage techniques including network analysis, data analytics and machine learning, neuromarketing approaches and experimental designs to advance the capacity of organisations to utilise research and data within their projects and organisations. Whether in end-to-end projects, or as a single component of larger projects, we provide support and services that help organisations understand, measure and derive insights that shape organisation strategies.

Future issues in sport

We examine and support fostering sustainable practices in technology and innovation within sport organisations, ranging from sustainability, Environmental Social and Governance (ESG) initiatives, and social responsibility in sport to equitable and authentic use of technology. Balancing the opportunities of technology and its adoption, we work with organisations to understand how technology impacts consumer and stakeholder perceptions and their experiences within sport.

Professor Adam Karg is the Director of the SIT-Lab and has expertise in marketing, consumer behaviour, innovation and technology in sport. His work focuses on enhancing the application of technology in sport business to improve fan experiences, operational efficiencies, and business outcomes. Under his guidance, SIT-Lab is a key player in developing industry knowledge and advancing technological and innovative solutions for sport organisations.

Our members:

• Professor Pamm Phillips
• Associate Professor Steve Swanson
• Dr Jonathan Robertson
• Dr Jordan Bakhsh
• Ms Ellie Faulkner

We collaborate with industry to develop the capacity of sport and sport organisations to maximise their social and economic impact using technology and innovative practices and solutions.