This article originally appeared on InnovationMap and was written by Natalie Harms.
Over the past decade or so, sports franchises have seen a boom in technology integration. The fact of the matter is that both the teams and the players need to tap into tech to have a competitive advantage on the field — and especially when it comes to the business side of things.
"Technologically advanced companies want to do business with technologically advanced companies," says Matt Brand, senior vice president of corporate partnerships and special events at the Houston Astros. "Old cats like me need to realize you have to stay current or else you're just going to get passed up."
Brand was the subject of a live recording of HXTV — the video arm of Houston Exponential — at The Cannon. He addressed several trends in sports technology, and shared how the Astros are approaching each new hot technology.
The Astros are pretty ahead of the curve when it comes to technology, Brand says, and the trick is keeping a pulse on potential game-changing technology far in advance of implementation.
"The things that we're developing now in 2019 and 2020 are the thing that are going to help us in 2024 and 2025," Brand says.
The approach to technology in sports is changing as younger players enter the scene.
"This generation of players want all the technology they can get," Brand says. "They want what's going on up to the day."
From esports to sports betting sites, here's what the hometeam has on its radar, according to brand.
The evolution of pitching technology
One aspect of the game that's been greatly affected by technology is pitching. Brand says that pitching coach, Brent Strom, is better able to do his job nowadays that there's better quality video and monitoring technologies. Brand cited the transformations of former pitcher Charlie Morton and current pitcher Ryan Pressly. Both saw impressive transformations in their pitching ability thanks to Strom and his technology.
"Brent has the ability to take technology and blend it with the craft," Brand says.
The players as industrial machines
One way the franchise thinks about its players is as machines — in the least objectifying way, surely. But Brand compares baseball players to major, expensive oil and gas machines, and in heavy industry, it's very common for a company to drop $30 million or more on a machine. Of course the company would schedule preventative maintenance and service appointments to protect their investments.
"We've got players now who are high performance machines," Brand says, citing players like Justin Verlander. "We want to make sure we have the best technology and the best care around them."
From doctors and nutritionists to the latest and greatest technologies, implementing the best practices is a good way to protect your assets.
Wearables and sleep technology
Another trend within sports is tracking sleep using technology. Wearable devices to track sleep and health are widely used, says Brand, but the Astros weren't comfortable with the constant monitoring.
"They feel like it's an invasion of privacy," Brand says. They feel like the data would be used against them when it came time to negotiate their contracts.
But prioritizing sleep is crucial in a sport where players travel across the country playing 162 games a season. Brand says investing in the players' sleep equipment is something they make sure to do.
Brand says, somewhat controversial, that esports is pretty low on the franchise's priority list, and there's one reason for that: Money.
Continue reading on InnovationMap to learn about a movement coming in marketing and betting within sports.
“Another one!”- DJ Khaled
That's the first thing that came to mind when I heard the news of Tytus Howard being shut down for the season because of a knee injury. They've had more injuries on the offensive line this season than Nick Cannon has Father's Day cards. Almost every member of the offensive line has spent time on the injury report. Howard went down in the same game in which Juice Scruggs was finally on the active roster. He missed the first 10 games due to a hamstring injury. The irony of next man up has never been so in your face.
The other thing that came to mind was the soap opera As the World Turns.
Howard had just signed an extension this offseason. So did Laremy Tunsil and Shaq Mason. They drafted Juice Scruggs, and signed a few guys too. Those moves, along with other holdovers, were expected to fill out the depth chart. Then a rash of injuries struck. At one point, only one of the original five guys expected to start was playing! In fact, they beat the Steelers 30-6 with that backup offensive line!
One can't have the expectation of backups to perform as good as the starters. They're professionals and are on an NFL roster for a reason. However, the talent gap is evident. One thing coaching, technique, and preparation can't cover is lack of ability or talent. The Texans have done a good job of navigating the injury minefield this season. While the Howard injury will hurt, I have faith in the guys there still.
As of this writing, the Texans are in the eighth spot in the AFC playoff picture. The Steelers, Browns, and Colts are all in front of them at the fifth through seventh spots respectfully. They've beaten the Steelers already. They play the Browns on Christmas Eve and their starting quarterback is out for the season. The Colts are relying on the ghost of Gardner Minshew to steer their ship into the last game of the season vs. the Texans with a possible playoff trip on the line. The Broncos and Bills are the two teams immediately behind them. They play the Broncos this weekend. Even though they're on a hot streak, this is the same team that got 70 put on them by the Dolphins. The Bills are the old veteran boxer who still has some skill, but is now a stepping stone for up & comers.
To say this team should still make the playoffs would be an understatement in my opinion. I believe in them and what they have going on more than I believe in the teams I listed above. That includes teams around them in the playoff race that aren't on their schedule. The one thing that scares me a little moving forward is the sustainability of this line. When guys get up in age as athletes, it becomes harder to come back from injuries. The injuries also tend to occur more frequently when it's a knee, foot, ankle, shoulder, elbow, or another body part critical to blocking for C.J. Stroud.
I know they just re-signed three of those guys and drafted one they believe can be a starter, but depth and contingency plans are a way of life in the NFL. We see how important depth was this season. Why not plan ahead? Don't be surprised if the Texans spend valuable draft capital on the offensive line. By valuable, I'm talking about first through third or fourth rounders. Those are prime spots to draft quality offensive lineman. Whether day one starters or quality depth, those are the sweet spots. The only guy on the two deep depth chart for this offensive line that wasn't drafted in one of those rounds was George Fant, who was an undrafted rookie free agent. While I highly doubt they spend any significant free agency dollars on the group, I'm not totally ruling it out.
The bottom line is, this team will be okay on the line for the remainder of this season. The only way that doesn't happen, more injuries. Stroud is clearly the franchise guy. Protecting that investment is a top priority. I don't care about a number one receiver, or a stud stable or singular running back if the quarterback won't have time to get them the ball. If the pilot can't fly the plane, you know what happens. So making sure he's happy, healthy, and has a great crew is of the utmost importance.