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Euro 2024 represents a milestone in the evolution of football, showcasing an unprecedented integration of technology and artificial intelligence (AI) into the sport. From player scouting to fan engagement, technological innovations are reshaping every aspect of the game, offering insights and efficiencies that were once unthinkable.
This tournament is set to be the most technologically advanced in history, leveraging the power of AI, data analysis, and digital connectivity to enhance the experience for teams, officials, and fans alike. In this article we will look at some of the interesting areas that AI, technology and analysis advancements have been used.
At the heart of Euro 2024's technological revolution is the advanced use of AI in scouting and player development. The Football Association (FA) of England, for instance, has partnered with Google Cloud to harness AI for digging deep into player data, providing insights that help in identifying and nurturing the future stars of the team.
Together Google Cloud and The FA, have been able to harness Google’s Vertex AI machine learning platform to turn historical scouting reports and data collections into shorter, more concise summaries of each player. This allows coaches and scouts to instantly review reports and gain quick overviews of the future English talent. Combining the subjective opinions of different scout’s over periods of time, means more consistent and reliable scouting reports can be produced.
Whilst this talent identification method is in its early stages of development, the England National Team and The FA are keen to stay ahead, and test all new forms of technology which could be the key to staying ahead of the competition in the years ahead. .
Euro 2024 also features technological advancements in the equipment used, particularly the official match ball, which is embedded with sensors. These sensors provide real-time data on the ball's position, speed, and trajectory during the game, offering both teams and broadcasters new layers of analytical data. This information is crucial for understanding the mechanics of shot accuracy, ball distribution, and even the aerodynamics of ball movement under various playing conditions.
Ball speed, spin speed and distance travelled are all interesting metrics that fans have been able to view throughout the tournament, all made possible thanks to the ball technology.
One other noticeable use of the ball technology has been in VAR, particularly in the deciding of potential offside or handball goals. SAOT (Semi Automated Offside Technology), combines the use of sensors inside the ball to detect the exact kick point, with data from ten specialised cameras that are installed around the stadium and are able to track up to 29 different body points on each player. These data sources, combined with the use of AI are able to provide more accurate and quicker decisions to the referees, greatly improving the quality of match officiating in the tournament.
The match officials are also supported by the sensors of Goal Line Technology to confirm goals, which has been an ever present technology used in top matches across the world since 2016.
All sources of technology, from the ball sensors, cameras, and goal line technology systems come together in ‘The FTECH’ Hub’ which is the centre of all technological operations in Euro 2024. From there they are distributed to different users.
Euro 2024 is transforming the football experience through advanced technologies, emphasising how cloud computing, AI, AR (Augmented Reality), VR (Virtual Reality), and IoT enhance both player performance and viewer engagement. This tournament showcases AI-driven analytics that predict game outcomes and player performance, delivering these insights directly to fans. Cloud technology supports a myriad of applications, from seamless live streaming in augmented and virtual realities to smart ticketing systems that ensure quick and secure access to venues for in-person supporters.
Additionally the connectivity enabled by 5G networks allows for real-time data sharing and enhanced interactive viewer experiences, promising an unprecedented level of engagement with the game.
In addition to improving the game's immediate aspects, these technologies also promote sustainability within the football ecosystem. For instance, cloud platforms can scale dynamically to handle vast amounts of online traffic during match time, ensuring a smooth experience for users whilst continuing to adhere to robust security standards. This technological evolution not only redefines how fans interact with the sport but also sets a new standard in the digital integration of large-scale sporting events, which is also set to also be seen in the Olympics later this summer.
Another interesting use of technology in this tournament has been by police across Germany who have also played a key role behind the scenes in the organisation of the championships. The German Police have been testing the ‘Escape Pro’ AI software, which works together with existing security cameras that are installed across cities. The AI powered software is able to calculate the number of people leaving and entering designated areas, and provide metrics such as the density of the crowd per square metre, and the flow rate of the crowd.
With this data, it can be monitored and early action can be taken in the event of overcrowding or an emergency. The software is able to simulate and support planning for evacuations plans in the event of emergencies. Whilst this software is also in its early stages of development, the use of it across Euro 2024 has been able to provide important experience and knowledge for future development and use in other major sporting events across the world.
UEFA's technical observers provide an important role as qualified coaches who produce in-depth analytical reports on every match at Euro 2024. Technology is becoming increasingly used to enhance their ability to analyse games and make decisions on player of the match, and tournament awards.
Their insights have been able to become increasingly more objective and accurate in Euro 2024 thanks to the increased availability of state of the art visualisation tools which support their video analysis and also more in-depth than ever seen player statistics.
A great example of the importance of video analysis was seen in England’s penalty shoot out with Switzerland in the quarter final of this year's tournament. Thanks to video analysis, the coaching team of England were able to look over previous penalties taken by the Swiss players and prepare a guide for Jordan Pickford on which direction each player was likely to shoot. This provided a big helping hand to Pickford, who was able to stop Manuel Ajanji’s shot providing a clear example of many victories in this year's tournament thanks to technology.
Euro 2024 is a testament to how deeply technology is woven into the fabric of modern football. With each tournament, the integration of technology becomes more profound, influencing all aspects of the game from tactical planning to spectatorship. This year's event not only sets a new benchmark for how football is played and viewed but also points toward future possibilities where technology and sports continue to combine, enhancing the beautiful game in ways we are only just beginning to explore.
