The Professional Triathletes Organisation (PTO) has made a strategic investment in Dataworks Technology, a move aimed at transforming how live performance data is presented in sports. This partnership, which involves collaboration with the creative data agency We Are Sweet, seeks to enhance the viewing experience for fans of endurance sports, particularly triathlon.
The initiative focuses on centralising and processing live data to create engaging broadcast visuals and companion experiences for spectators. Originally developed for the T100 Triathlon World Tour, the technology will now expand its capabilities to offer real-time insights that highlight crucial moments in races, such as significant overtakes and sustained efforts under pressure.
Enhancing Fan Engagement Through Real-Time Data
The Dataworks platform captures essential metrics, including heart rate, power, and speed, which are analysed and visualised in real-time. This allows commentators and production teams to narrate compelling stories from raw data, enhancing fan engagement during events. With the PTO’s equity stake in Dataworks, the organisation aims to drive the adoption of this technology across various sports disciplines.
According to James Haigh, Chief Technology Officer of Dataworks, the technology has already been successfully piloted with the T100 for two seasons. He expressed excitement about the PTO’s backing, stating, “This allows us to focus entirely on building a platform that transforms performance data into real-time stories for fans, not just in triathlon, but across any sport.”
Transforming Sports Storytelling
Mark Bettels, Chief Operating Officer of the PTO, highlighted the potential of sports to tell extraordinary stories of human achievement and resilience. He noted that many significant moments often go unnoticed without proper context. “Dataworks will be able to identify and contextualise these moments for casual and veteran sports fans alike,” Bettels said. He emphasized that this capability will not only enhance the viewing experience but also inspire greater participation by making sports more relatable and impressive.
The foundational technology already powers the T100 Triathlon Live Data Dashboard, which provides comprehensive information on races, including lead changes, fastest discipline times, and penalty details. With this investment, the PTO and Dataworks Technology are poised to redefine how sports are experienced, starting with endurance events and potentially expanding to team sports, combat sports, motorsport, esports, and more.
The collaboration marks a significant step forward in the integration of technology within sports, paving the way for a future where real-time data storytelling becomes a standard feature across all athletic competitions.
