From tracking speed and heart rate to real-time analysis of athletic performance, data is increasingly central to modern sports. According to the South China Morning Post (SCMP), technology companies are actively leveraging athlete performance data, not only to support training but also to provide new content for television and digital platforms.

Wearable performance sensors, new camera technology, and the power of artificial intelligence are attracting businesses to explore potential in the sports sector. *Photo: Shutterstock*.

In this context, running—especially marathon and long-distance races—is clearly benefiting from this trend. Thanks to wearables and biometric sensors, athletes can monitor details such as speed, distance, heart rate, and energy expenditure during training and competition. Camera systems at stadiums and on race tracks also record individual movements, even when athletes are not directly competing for positions.

Frank Imbach, director of French sports technology group SeeSports, stated that when a club or federation owns player data, businesses can analyze it and provide recommendations to optimize performance or prevent injuries. In running, this means adjusting training plans based on real-world data rather than solely on an athlete's subjective feelings.

Arnaud Santin, co-founder of UK-based startup SportsDynamics, mentioned that current technology allows for recreating "100% of what happens on the field," rather than just tracking the ball. For major matches, systems can provide up to 50 images per second, enabling highly detailed movement analysis. While this statement refers to sports generally, similar principles are being applied to analyze movement and running techniques of track and field athletes.

Sensors attached to football boots allow clubs to analyze player data. *Photo: SCMP*.

The growth of sports data analytics has been significantly boosted since the "Moneyball" era, a 2011 film recounting how manager Billy Beane used player statistics to gain an advantage for the Oakland Athletics baseball team. According to SCMP, data has evolved from a tool supporting tactical decisions to the foundation of an entire industry.

According to Lodovico Mangiavacchi, an expert at consulting firm EY, reports forecast that the European sports analytics market could reach several billion USD in the next decade. A Market Research Future study he cited suggests this market could reach USD 7,5 billion by 2032. Growth is driven by investments in wearables, sophisticated video analysis tools, and Internet of Things (IoT) devices.

Beyond training support, data also generates commercial value. Germany's Data Sports Group uses live television signals from sports like rugby and cricket to provide content for media partners, bookmakers, and fantasy sports platforms. According to Rajesh D’Souza, the company's business director, statistical data and long-term archives provide players with a stronger basis for decision-making. This model could extend to major running events, where real-time data and performance history attract fans.

The increasing volume of data also raises questions about control and security. In Europe, personal data must comply with the General Data Protection Regulation (GDPR). However, according to Santin, in most cases, professional athletes sign contracts allowing clubs and organizers to use their data.

Expectations of increasing demand are reflected in major industry deals. This February, Genius Sports—a US technology and data company—announced the acquisition of betting and gaming content platform Legend for USD 1,2 billion, according to SCMP.

From football fields to marathon courses, data is becoming the new "fuel" of modern sports. For running, each stride is measured not only by completion time but also by detailed metrics that optimize performance and expand the digital content ecosystem around the sport.

*By Hong Duy, based on reporting from the South China Morning Post*.