Beyond sponsorship, companies provide technology to sports

The integration of technology, particularly AI, into sports sponsorship reflects a shift from simple brand exposure to deeper engagement. Companies like SK Telecom and Hyundai Motor Group are leveraging their core capabilities to enhance athletic performance, providing tools for detailed analysis and improved training. This approach suggests a focus on measurable improvements and sustained relationships with sports federations, rather than just gaining exposure around major competitions.

SK Telecom's Fencing AI Nexus system, for instance, uses computer vision and sensorless motion capture to analyze match footage, tracking movements and identifying scoring moments. The company stated this system can reduce repetitive video-analysis work by up to 90 percent. This demonstrates a practical application of AI to streamline labor-intensive tasks in sports, allowing coaches and athletes to concentrate more on tactics and training.

Similarly, Hyundai Motor Group has applied its engineering expertise to Korean archery, developing AI-based motion analysis, personalized 3D-printed grips, and specialized shooting robots. These technologies aim to help athletes refine even the smallest details of their technique. Watson & Company also provided an AI-powered neuroscience training system to the Korean shooting team, using brainwave measurement and analysis to assess concentration and psychological states. These examples highlight how diverse technological capabilities are being tailored to specific sporting needs.