Keynote at the 22nd enas conference at Trento/Italy on Nov. 6, 2019.

1. Andreas Hebbel-Seeger
What is digitalization
really about
and what does that mean
for university sports?
22nd ENAS Forum & Assembly:
Digital Innovation in University and College Sport .
Nov. 3-8, 2019 | Trento, Italy….

2. The digital transformation does
not end with the use of „Word“
instead of a typewriter or
Google instead of a lexicon.

3. It is not about "only"
transferring analog processes
into digital ones.
Digital transformation is both
an adaptation and a design
process…

4. Adaptation to a changing
media reality.

5. Development of new processes
and business models on all
levels;
from administration to
(sports) products.

6. „Digitalization touches the field of physical
activity and sport in many ways, with a
distinct impact especially on five macro areas:
management-organization, monitoring & self-
monitoring, new gamification and e-sports,
communication, employability.“
(ENAS, 2019)

7. Thats absolutely true.
But I‘ve my own five points…

8. Digitization makes sport
more informal.
University sports
has to face that.
1

9. Wearables measure our
everyday lives. The
technologies converge
on our smartphone
as a constant companion.

10. "RunTastic“ instead of
personal trainer - digital
assistants take care of
training plans and control
in sports.

11. "Joint" sports activities and
sporting comparisons
transcend spatial boundaries.

12. Informal platforms (like
WhatsApp etc.) must be
developed (also) as a
communication base for
formal sports and
movement offers.

13. eSports becomes
varsity sports
2

14. eSports is about the
simulation and adaptation
of game ideas but also of
organisation, marketing and
event management…

15. (Hebbel-Seeger,2012,S.140)

16. eSports is not a niche but
competes for resources and
target groups.

17. But eSports is more than a
simulation and adaptation of
sports.
Depiction of violence, addiction
risks and specific business
models call for a discussion
about the understanding of
sports and it values.

18. University sports
facilities have to
become media houses
3

19. The press release is replaced
by the own publication:
The "classical" print media are
losing reach.
The target group wants to be
addressed where it already
stays and in a way it seems
appropriate to it.

20. Owned media can be used to
set topics and develop
new revenue models.

21. Reaching the target group
with “owned media“ is one
thing.
Target group activation and
integration into one's own
communication in the sence of
„earned media“
is the other.

22. Which channels do you use to
communicate with your target
group; - Website, Facebook
and…?

23. But your target group is about
to leave Facebook...
And does anyone remember
Snapchat?
Online communication
must be agile!

24. Video is the most influential
medium in the context of sports.
This is what university sports
has to use.
4

25. The use of video technology
in the context of sports
is as old as the medium
itself...

26. … because a complex content
can be conserved and made
accessible for subsequent
(self-) viewing.

27. … because it can be reffered to
a situational context.

28. … because emotions can
be triggered.

29. Technological development
makes video an omnipresent
medium of reception
and production.

30. The idea of sports and
movement skills are at least
partially shaped by video.

31. Trivialization of video
technology increases
application possibilities
and target groups...

32. ...with substantially new
possibilities of visualization
(video drones and 360-degree
video)...

33. ...and options of use also
outside standardized sports
facilities.

34. Digital media are changing
the reality of sports.
University sports have
actively to accompany,
research and shape this
development.
5

35. Just the availability of
technologies influences
sports, for example by
affecting equal opportunities
(e.g. drones or mobile
technologies).

36. Technology leads to
adjustments/changes in the
rules and regulations
(e.g. assistance systems
for referees).

37. Sports and sporting events
extend in time and space,...

38. ...and achieve new and
different contact qualities.

39. The use of VR within sports
training has an impact on
the effectiveness and
the individual effort.
(Hebbel-Seeger, 2017)

40. VR and AR offers new
oppertunities for training as
well as for organizational
issues.

41. „Big Data“ has become the
central currency; for
prediction in sports
competitions as well as for
the users` or learners`
behaviour.
(Ebner et al., 2015)

42. In Summary…

43. … it is not only about making
contemporary(communication)
offers to "Digital Natives“
(Prensky, 2001)...

44. Varsity sports has the
opportunity to design and
influence the sports reality
from the highly innovative
environment of the
universities.

45. Cooperation between
university sports service
and faculty on
• the organisation and
implementation of sports
events,
• the organisation of scientific
congresses,
• the implementation of
research projects and
• the combination of theory
and practice.

46. Thanks for your attention!
Contact:
Prof. Dr. Andreas Hebbel-Seeger
Macromedia University, Campus Hamburg
Gertrudenstr. 3 | 20095 Hamburg | Germany
eMail: ahebbel-seeger@macromedia.de
Feedback (and slides):
https://speakerscore.com/ahs4ENAS

47. References
Ebner, M., Taraghi, B., Saranti, A. (2015). Seven features of smart learning analytics – lessons learned
from four years of research with learning analytics, in: eLearning Papers, January, 2015, URL: http://
openlib.tugraz.at/56a88cfaccea9 [17.10.2019]
ENAS (Eds.) (2019), “Digital Innovation in University and College Sport”. https://www.enas-sport.net/
fa-2019/ [14.10.2019]
Hebbel-Seeger, A. (2012). The relationship between real sports and digital adaptation in e-sport gaming.
International Journal of Sports Marketing & Sponsorship 1, 13, 132-143.
Hebbel-Seeger, A. (2017). 360 Degrees Video and VR for Training and Marketing within Sports. Athens
Journal of Sports 4, 4, 243-261.
Prensky, M. (2001). Digital Natives, Digital Immigrants. On the Horizon 9, 5, 1-6. https://
marcprensky.com/writing/Prensky%20-%20Digital%20Natives,%20Digital%20Immigrants%20-
%20Part1.pdf
Icons by „Vectto“ at Iconfinder.com (CC, BY 3.0)