Tech on the field: Cloud technology enhances the Euro 2024 viewing experience

Over the recent years, we have witnessed a growing impact of technology on professional football to gain an advantage over competitors. An increasing number of football clubs are leveraging the latest technologies to understand players’ weaknesses and strengths and become more competitive in the market. For instance, wearable smart technologies offers coaches an opportunity to monitor players’ data during football matches and training sessions. 

On the other hand, with the rise of the cloud, digital platforms, predictive analytics, and the ever-evolving technology landscape of sports, sports organisations are leveraging the power of tech to provide their fans and customers with superior, immersive, and interactive user experiences. Some of the key trends shaping the future of fan experience include:

Interactive games — these kinds of games provide fans with an opportunity to enjoy real-life games in a virtual version of your team’s stadium

Cashless transactions — With new advancements in payment technologies, sports organisations are trying to get ahead of the curve by introducing contactless payments. 

Facial recognition and biometric screening — this technology significantly improves waiting time for fans and their safety. For instance, facial recognition can help automatically identify individuals and blacklist the suspicious ones. 

Football technologies at Euro 2024

EURO2024 is well underway, and we could not be more excited about it. It is one of the most significant football events happening at this very moment and a prominent showcase of the latest technologies, including Artificial Intelligence (AI), Machine Learning (ML), 5G, and IoT—all of which are powered by the cloud. 

To make things even more interesting, a much-awaited UEFA EURO2024 is not only about leveraging technological advancements to transform the experience for players, viewers, and visitors but also has a high potential to be a driving force for enforcing sustainability initiatives within the football ecosystem. 

In this blog, we will dive deeper into how the latest technologies at EURO2024 are transforming the viewing experience and focus on AI and Cloud as key tech enablers at this event. 

Augmented Reality (AR)

AR is one of the most transformative technologies of the new digital age. It transforms the viewing experience of EURO2024 viewers and visitors by providing real-time data on player and game statistics directly on their smartphones or through AR glasses. This enhances overall visitor engagement and helps them better understand the game results. 

Tech on the field: Cloud technology enhances the Euro 2024 viewing experience


The Internet of Things also plays an enormous part in this year’s UEFA. One of the most important technological inventions is surely the connected stadium, which ensures seamless connectivity for all visitors. Powered by 5G networks and Wi-Fi, high-speed networks enable a robust digital infrastructure that supports IoT devices and apps used at the event. 

Smart ticketing is another IoT-powered mechanism that allows contactless entry and significantly reduces waiting time. This system also enhances the overall security of visitors at the event. 

Virtual Reality (VR)

VR will allow viewers to feel the real atmosphere of the event from the comfort of their homes as if they were physically attending the championship. VR sets allow viewers to experience a 360-degree view of the stadium and have interactive experiences, such as experiencing the game from the player’s perspective. 

Artificial Intelligence (AI)

AI-powered intelligent analytics will give viewers and visitors invaluable insights into team performance and offers. Researchers from the University of Luxembourg have built an algorithm that predicts match outcomes and provides viewers with detailed forecasts and insights into team strategies and player movements. Again, these kinds of systems help viewers gain a much better understanding of the game. 

Generative AI (GenAI)

Generative AI also contributes to EURO2024 by offering viewers personalised content allowing them to emerge even more in the game. On top of this, GenAI is an integral part of media production during the championship. Wireless cameras and other relevant production systems enable high-quality live broadcasts, enabling broadcasters to deliver content to the audiences more efficiently. 


5G is another key player at this year’s UEFA. By providing high-speed connectivity and large amounts of data to viewers in real time, the enhanced connectivity will support different applications, from real-time data analytics to live streaming, thus creating a superior viewer experiences. 5G broadcast will allow livestreams directly received on smartphones and tablets without consuming individual data volumes. 


Cloud technology is significantly enhancing fan experiences at the EURO 2024 football championship in several ways:

Cloud-based platform

With cloud-based platforms, fans can access live streams, instant replays, and interactive content from anywhere. Cloud technology also supports augmented reality (AR) and virtual reality (VR) experiences, making the viewing experience more immersive and engaging.

Scalability and Flexibility

Cloud services can easily scale to accommodate the massive influx of online traffic during matches, ensuring a smooth and uninterrupted experience for millions of viewers globally.

Security and Compliance

Cloud providers offer robust security measures and comply with international standards, protecting sensitive data related to players, teams, and fans.

Innovation and AI Integration

Cloud platforms enable the integration of advanced technologies like AI and machine learning. These can be used for predictive analytics, performance monitoring, and personalised fan experiences.

Reimagining sports fan experience with Deployflow 

Deployflow brings its vast experience in cloud technologies and cloud transformation, helping global companies maintain and evolve their application landscape on the cloud. Deployflow is also responsible for securing and maintaining the underlying cloud environment and infrastructure and is focused on providing world-class cybersecurity services to support organisations’ business strategy and bring innovation to their IT environment for the benefit of their customers. 

Our teams utilise their expertise in cloud, cybersecurity, managed IT services, and digital workplace services to manage and modernise companies’ digital infrastructure, ensuring exceptional service and unmatched user experience. A new and exciting chapter in sports and technology begins today”, says Prakash Pilley, CEO of Deployflow 


Reach out to our team of experts to learn how we can help you navigate the complexities of the cloud. 

Explore our cloud consulting services to see how we can empower you to achieve the full value of the cloud. 



Published on June 26, 2024