From betting options to TikTok: How Euro 2020 has been defined by tech
There is nothing quite like an international football tournament in the summer. The competitions can be a welcome distraction from the highs and lows of the domestic game, with countries battling it out for major glory. They are also packed with drama, including shock results and the excitement of penalty shootouts.
Euro 2020 has brought all of that and more so far, but it has also been defined by another thing. Technology has transformed how some fans have experienced the action, with fresh innovations bringing a new edge to proceedings.
Betting boost
One of the most obvious examples of technology’s impact on the Euro 2020 experience has been seen in the world of sports betting.
The move online has had a massive impact on the pastime, as it has removed the need for people to go to physical bookmaker sites. It also allows them to bet on a range of devices, from desktop computers to smartphones and tablets.
This page on England v Denmark betting also highlights how online services can offer a wide range of odds on the action. Betfair features data related to a vast array of markets, from match results and correct score to a host of other areas. These include specials on individual players, such as Harry Kane and Raheem Sterling. As an example, at the time of writing, fans can get 8/1 on Kane scoring a header in the semi-final.
Higher definition
Another major technology trend related to Euro 2020 has been the availability of improved forms of coverage.
This has been particularly noticeable with the BBC, as it has been offering matches in Ultra HD on the iPlayer as part of a trial. The broadcaster’s media pack for the tournament details how fans with compatible TVs and a quality internet connection have been able to see the action in the format and High Dynamic Range.
It's official. We're on TikTok! 🥳#EURO2020 | #TikTokEURO2020
— UEFA EURO 2024 (@EURO2024) February 11, 2021
Elsewhere, technology brands have also had a presence in the tournament as sponsors. TikTok was confirmed as a Global Sponsor of Euro 2020 back in February and the announcement outlined how it was creating features for the event. These included specific AR effects, as well as TikTok LIVEs and Sounds. Ed Sheeran also took part in the TikTok UEFA Euro 2020 show and the live music performance was the biggest ever on the platform. More than 5.5 million viewers watched the event, which was staged at Portman Road.
Transforming the fan experience
All in all, it is fascinating to consider how technology has transformed the fan experience in relation to Euro 2020. From betting to TikTok, it has definitely been a tournament where new innovations have come to the fore and had a major impact.
It will be interesting to see how such trends continue to develop – not just in terms of the international game, but also in relation to club competitions as well. Technology has become a crucial part of life for many of us, so it is perhaps not a huge surprise that its impact is being felt on the beautiful game too.