Brave New Sport: Can Sport Empower Humanity To Tackle Some Of The Biggest Issues Of Our Time?

Sport has always played a major role in society and the importance of playful competition has been integral to humanity’s cultural evolution. How can it grow its role as a catalyst for technology, business, health and geopolitics?

Today, the sports landscape is embedded in a context of unprecedented change: rising health costs, technological disruptions, and climate change pose risks for society, economy, and environment. Can sport empower humanity to tackle some of the biggest issues of our time?

Infront are one of the leaders in the sports industry thanks to their vast network across the globe and work as one of the major sports marketing agencies in the world with a longstanding history. They also own Infront X, who specialise in helping sports, media, and entertainment organisations make deeper connections with their audiences through leading-edge technology, data-driven strategy, and impeccable design.

“We felt it was about time to look at the broader picture, to give a bit of guidance and what a desirable future for our sector is.”

Due to their position as a key player shaping the industry, Infront are able witness the developments in sport on a daily basis, which is why they have created the new book “Brave New Sport – Empowering 21st Century Society”.

Made in association with Swiss Think Tank W.I.R.E., Infront have explored some of the potential aspects of sport and its future development in the coming decades.

Joerg Polzer, VP of Strategic Communications at Infront Sports & Media, and Dr. Stephan Sigrist Head of the Think Tank W.I.R.E joined Infront X Lab’s podcast, The Mix Zone to discuss the project and some of the themes they took from it.

“We felt it was about time to look at the broader picture, to give a bit of guidance and what a desirable future for our sector is,” shared Polzer. “One of the central questions we’re asking in the book is ‘how brave do we want to be as an industry moving forward?’ You have to step out of your comfort zone and be brave to go to places where the magic happens.”

“The book really highlights the value of sport in society and the immense transformative potential it has. It really indicates that there is a next generation of sport that needs to be put on the radar and that can, if managed in the right way, have the potential to raise the importance of sport.”

“Especially with digital solutions there’s a change of hierarchy taking place in sport, giving much more power and responsibility to athletes, but it’s also putting pressure [on them].”

Sigrist added: “The book is really broad and for me it was interesting to understand that the world of sport is enlarging in so many ways and becoming much more diversified.

“Especially with digital solutions there’s a change of hierarchy taking place in sport, giving much more power and responsibility to athletes, but it’s also putting pressure [on them].”

In the book, Infront and W.I.R.E. have tried to envision how the future of sports may look and what it will be like in 30 years’ time.

Get your copy of Brave New Sport from this link – https://bravenew.sport/