Soccer Datatainment

This is an email I pinged around the office today, and thought it would work as a quick and easy blog post. Boya- here you go:

Americans are the master of sports stats, and this is pretty cool from  Adidas and the MLS. They are going to try and bring a more interactive approach to watching soccer [football] in the States. Adidas are going to chip all the players in the MLS All Star v. Chelsea game this July with micoach tags [think Nike+], and provide real time performance data to coaches and fans watching at home:

Interactive Soccer

I don’t like the word ‘datatainment’ coined by wired [in fact it makes me want to vom in my mouth], but it’s a nice example of how watching TV is going to change and how people will be using their multiple screens. is currently developing several consumer digital products to incorporate the micoach data and bring fans closer the game…

 A few years back I remember talking to my mates about inventing an iPhone/iPad app that using augmented reality would provide performance data on players so you could point at individual player during the match whilst you’re in the stadium to get the stats which you have when watching at home on the TV. Maybe that might happen through this too?