The Australian women's team have sold more official jerseys ahead of the FIFA WWC 2023 than the men's team managed during the FIFA Men's World Cup last year. And they haven't even played a game yet. Nike is a major sponsor of the CommBank Matildas. It also sponsors Kerr individually in a deal worth as much as $1 million. "I think she is one of the biggest athletes in the world already," said the Nike Pacific boss, Ashley Reade about the Australian superstar Sam Kerr.

Read Also: In Pics: Lionel Messi's first training pictures for Inter Mimmi CF

Ashley Reade said the marketing potential for the women's team is now greater than the men's. A big part of that is due to the star power of Sam Kerr, the Australian skipper and Chelsea striker. According to him, She is arguably one of the biggest athletes in the world.

Nike gifted boots to Kerr when she was 16. She signed on with Nike as a contracted athlete three years later. Now at the age of 29, Kerr is the global face of Nike's Mercurial boots, alongside male star players Cristiano Ronaldo and Kylian Mbappe.

FIFA WWC 2023: "It's incredible, we haven't even got to the first game yet:" Ashley Reade is very happy with the progression of Women's football

"I think she is one of the biggest athletes in the world already," Mr Reade said. "She would be right up there, without question, as one of the most marketable athletes in the world."

Kerr also has a deal with EA Sports as the first woman to grace the cover of its premier sports video game. The Chelsea deal is reportedly worth more than $600,000 a season.

"The Matildas jerseys are made of recycled polyester with a marbled pattern. It draws on the golden wattle for their home strip. Nike sells them for $115 in adult sizes and $100 for children. Kids tops are far outselling adult kits," Mr Reade said. "The demand for jerseys has been unprecedented," he said. "It's incredible, we haven't even got to the first game yet."

Technology is quickly changing how players train in football and cricket, transforming conventional practices for these games and it is redefining human performance.

The role of technology in these two popular sports is visible, from relying on sensors which monitor all activity; to virtual reality simulations that aid decision-making, 

In recent years, technology has become smaller, more robust, and versatile, and thus new opportunities, especially in sports, have emerged. At the moment, updates are provided through smartphones, wearable functionality is used to avoid injury, GPS is used to track movement, and players are outfitted with sensors that send real-time information to a coach's device.

This article addresses the state-of-the-art equipment and approaches that are changing the paradigm of training, player development, and the game itself.

How Technology is Changing Cricket and Football Training

1. Wearable Technology

Trainers can invoke sensors wired to the body or some portion of "smart clothing" for measurement and monitoring in real-time. The real-time displays can be used to help the trainer determine what every sportsperson should push more. During training practice, trainers can use real-time measures to inform when to stretch, rest, or make training more challenging.

Laser and GPS are both being used more and more in different aspects of sports preparation. Instead of looking only at times and splits, coaches can measure athletes' exact position, distance, velocity, and acceleration, to better analyze their areas of improvement.

2. Video Analysis Tools

Modern-day football is becoming faster and more tactical. Athletes have to acquire both their athleticism and tactical awareness to enhance their decision-making process in the course of play. Video analysis is used for both individual and team tactical development.

In football, video analysis usually consists of a careful analysis and examination of game matches, practice, and player activity, to assess player performance, tactics, and strategies. Advanced technologies such as wearable tracking units and video analysis techniques are used in the process of achieving these things to capture and analyze critical elements of data, e.g., player location, combinations of teams, and player movements.

Video analysis can be used by coaches, analysts, and players to obtain a more complete picture of what goes on around the ball by giving a graphical representation of the game happening around them.

Video analysis can help a group of individuals to recognize the points of improvement, e.g., to enhance the winning approach and cope with different match situations effectively as the tool between the raw performance data and useful insights.

3. Virtual Reality (VR) Training

Virtual Reality (VR) applications have been of considerable interest in many high-performance and entertainment applications over the past few years with advances in technology, increased availability, and the mobility of VR systems.

More precisely, by embedding environmental constraints within an interactive virtual space, VR can also be used to train in motor, mental, and cognitive skills, strategy, and tactics.

VR offers promising novel solutions to many professional high-pressure, high-skill environments, especially for the training, and learning of difficult skills in otherwise expensive and/or hazardous settings. When properly used, VR provides complete control over the training environment, including cues and challenges, along with safe and reproducible training tasks. 

Because of this, it is designated as a promising instrument, which could help increase athletes' performance.

4. Biomechanical Analysis

The scientific study of biomechanics focuses on the physics and mechanics of how organisms move. In its general sense, it may include anything from knowing how a dancer entirely moves the whole body to the microscopic muscle cell-level response and observing the posture of an active horse.

Biomechanics is a narrower area in sports, which can offer helpful input to sportsmen, trainers, and sports medicine professionals who can help to enhance performance and decrease the chance of injury.

All of these biomechanical tests, including poor kinematics, rotational forces in specific joints, muscle imbalances, fatigue monitoring, and the quality of the movement being rehabilitated, may be detected.

5. Data Analytics

Data analytics has optimized athletes' performance by identifying previously unknown factors and related events. Those actions include, for example, leg motion, dive angle, rotational speed, and fluid motion.

Trainers can help players to successfully use this type of sophisticated movement tracking. If it is on the order of milliseconds, it can be the deciding factor for a race win or loss.

6. Recovery Technology

A significant reduction in injury levels and faster detection times demonstrates how technology greatly benefits sports training. Performance monitoring, movement processing, and improving communication are not only advantages but also contribute to making less susceptible environments.

Trainers and coaches can use training management software to monitor the specific training-based elements related to, for example, energy, nutrition, and sleep, that constitute the training process. Individualization of practices by trainers or coaches to optimize results helps prevent fatigue and self-inflicted injuries.

Besides the unavoidable external factors, injury-free sports may eventually be realized as a future scenario.

7. Communication and Collaboration Tools

Training communication has been enhanced by tools such as YouTube. YouTube contains millions of minutes of exercise and entertainment that are available to, and easily shared by anyone.

Physicists, especially in the area of sport and motor control, need to put much more emphasis on teaching sport and motor control with play debates or footage from films for their continuing education.1 Athletes and coaches can load and view the required films during sports practice or leisure time.

Other communication technologies have further been developed, namely My Fitness Pal, computer or mobile-phone journals on food and exercise, and personal digital health. My Fitness Pal enables trainers to monitor athletes' everyday diets, and players would be responsible for their training.

Artificial Intelligence has been improving the sports we watch and analyze for nearly the past 20 years, but the latest generation of ultra-modern AI tools is revolutionizing every aspect of sports, from improving player and team performances to ensuring safety along with fan engagement and the experiences.

AI can process and store large amounts of data, which allows us to gain insights that we couldn't see before. This capability is at the center of the revolution. For the players, this brings improved strategies, varied training methods, and a significantly lower risk of injury.

The fans enjoy a whole new level of engagement in the game, thanks to Al-powered platforms providing content tailored to them, such as virtual reality experiences and more.

The massive impact of AI in the Sports Industry

Artificial Intelligence is revolutionizing the Sports Industry rapidly by offering solutions to common problems such as individual performance, tactical requirements, injuries and recoveries, variations in training, etc.

The capacity of AI and GenAI tools to analyze complex data and provide instant insights is ushering in a new era of athletic performance and fan engagement as well.

From predictive analytics that improve player safety and performance to AI-powered viewing experiences for fans, the influence of artificial intelligence is setting the bar higher across the industry.

1. Player and team performance

GenAI can analyze team and player behavior to reach conclusions that would contribute to improved training and coaching. For example, they can monitor and analyze the movements of players with computer vision.

In this way, they can assess whether an athlete is moving wrongly or could be injured. Machine learning algorithms can watch game videos to identify patterns of the opposing team. Sports coaches can be made to develop wiser game plans and strategies by artificial intelligence.

Some techniques, including motion tracking and motion analysis, can capture changes in the posture, movement, or technique of a player that indicte fatigue or poor motor control.

According to a study by Grand View Research, the sports analytics market size was valued at $1.9 billion in 2020 and is expected to reach $5.2 billion by 2028, showcasing the rapid growth and demand for advanced analytics tools in sports.

The following two tools are widely applicable to player and team analysis:

• SportVU: This system tracks detailed player and ball motion in a game with computer vision and machine learning. It can analyze shot mechanics, accelerations and decelerations, speed, and distance.
• KINEXON: This system tracks positional and motion data in real-time by equipping players with sensors.

2. Injury Prediction and Prevention

Injuries occur regularly in professional sports. Identifying and preventing injuries before they even occur is likely one of the most thrilling applications of AI.

Teams can utilize AI algorithms to monitor an individual's motion as they move their joints and strain their muscles. It can search for patterns or instabilities that signify an injury before the symptoms themselves appear.

AI can recognize a slight deviation in the amount of strain a soccer player puts on their knee joint and warn the coaches or medical staff. Way before the injury became acute enough to cause the player to miss games, the team could either give them rest or do exercises to help them recover.

A report by MarketsandMarkets estimates that the global sports medicine market, which incorporates AI-driven health monitoring solutions, is projected to reach $9.3 billion by 2026, underlining the significant role of AI in athlete well-being.

The following two tools could be used in the AI-powered prediction and prevention of injuries:

• Sparta Science: It uses computer vision and motion sensing in analyzing movement patterns of an athlete. Based on motion data, biomechanical deficiencies, and especially risks of increased injury, machine learning models are able to identify those. 
• Zone 7: It measures injury risk using factors such as workload, degree of fatigue, and others through artificial intelligence and research in sports science. Their methods take age, position, body composition, and medical history into account. 

3. Training Through AI-Powered Analytics and Wearables

Smartwatches and fitness trackers are examples of wearable technology that have become essential for tracking many of the parameters mentioned earlier.

Wearable GPS devices that can track athletes' speed and location, overall distance traveled, and movement patterns are available to provide relevant information.

Wearable heart rate monitors use optical sensors to measure blood flow in real-time, tracking the heart rate. This is an important aspect of monitoring heart health, fitness levels, and recovery. It also helps in tracking blood oxygen levels, which is another important component of modern-day fitness trackers. They use optical sensors to track the oxygen saturation level of blood.

Since the 2010s, Inertial Measurement Units (IMUs), such as GPS tracking vests, have been commonly used in professional sports. Such vests are offered with discrete and effective GPS tracking and sensors located on the back and shoulders; they are typically worn as tank tops.

In football and rugby, the vest is mainly utilized to track the location and movement of a player and, thereby, report strengths and weaknesses.

4. Sports Commentary and Reporting

Sports commentary and reporting can automatically be generated from match events and live data by employing natural language processing (NLP) methods like GPT-3. Artificially intelligent commentary not only comments on a strategy but also summarizes the critical events of match play. 

Similarly, GenAI can create such highlights, summaries, and post-match data reportage for viewing audiences as well.

NLP methods can make the commentary more dramatic and interesting by taking into account the game statistics and situations in real-time data. With the use of generated personalities and tones, it is possible to accommodate various fan interests in the coverage.

Automated GenAI reporting enhances sports coverage and commentary without losing interesting and captivating stories.

5. Sports Officiating

The use of AI in sports officiating is not without controversy, including traditional backlash and concerns regarding technology's influence on the game. Yet, the improvements it introduces, such as real-time analysis and decision support, are dramatically enhancing the accuracy and fairness of officiating.

Its capabilities to review plays from multiple angles and analyze them in seconds are proving invaluable in high-level games where every call matters.

Despite initial doubts, the use of AI in officiating is increasingly being accepted, with many seeing its potential to eliminate human error and ensure a level playing field.

As the technology improves and its uses extend, its role in assisting fair play and accuracy in sports is poised to increase, ushering in a new era in the use of technology and sportsmanship.

6. Player Scouting

Team owners are using artificial intelligence to review the performance of the players. To determine the most skilled people to invest in, they use data analysis using artificial intelligence. It takes millions of dollars to find talent in the sports world.

So, team owners would like to ensure that scouting one player is the best decision. Artificial intelligence is used widely in scouting players for any sport, be it cricket, football, or basketball.

AI-powered Change in Fan Engagement and Experiences

1. Personalized Fan Engagement

To provide customised fan experiences, GenAI algorithms can model the preferences and behaviours of audiences. Sports teams and broadcasters can use these insights to optimize engagement across media channels.

For example, social media platforms can deliver tailored video highlights, personalized promotions, and AI-recommended content to resonate with each fan.

The NBA revealed 'NB-AI', allowing fans to activate "movie mode" and watch live games animated like popular films, such as Spider-Man

pic.twitter.com/zb2IYT2YBX

— Dexerto (@Dexerto) February 16, 2024

Based on their past interactions and activities, the Generative AI identifies what content types, sports stats, and topics each fan finds most appealing. It creates and sends personalized content for each person. This level of customization, enabled by GenAI in sports, helps sports organizations connect more deeply with their audiences.

2. Viewing Experiences

GenAI can process live video to generate augmented reality (AR) overlays and graphics that enhance broadcasts or live streams.

For example, shot trajectories, real-time player stats, and situational analysis can be visualized and overlaid onto the gameplay footage. For virtual reality (VR), GenAI can create real-world simulated environments for an immersive in-game perspective.

The key innovation is using Generative AI to dynamically generate and adapt AR/VR overlays and environments on the fly, customized to each moment. As the narrative and action of the game shift, the GenAI-powered augmented experiences shift with them, elevating viewing to multidimensional engagement. 

A survey conducted by PwC found that 65% of sports fans are interested in using AR or virtual reality (VR) devices to watch sports, indicating a growing appetite for immersive experiences enabled by AI-driven technologies.

Conclusion

AI collaboration with sports is making the place safer as well as fairer. Predictive modeling and algorithms in AI are becoming a must for injury prevention. AI guarantees that more accuracy and fairness can be introduced in the outcome of a game by enhancing officiating. Both the aspects of performance and integrity are vital components in ensuring the prosperity and popularity of sports continue.

The impact of AI reaches sports journalism, advertising, and the creation of next-gen sports equipment, beyond the field or court. These innovations create new revenue streams and provide more exciting ways for fans to engage with their beloved sports and teams.

In this sense, artificial intelligence in the sports field could be said to be, by itself, a change not only for the athletes or for the coaches but for the sports system in general. With AI, the sports of the future could easily be foreseen because technology would harmoniously mix with manly athleticism at its highest levels.

Women’s cricket is constantly growing, and matches are continuously being played on a bigger stage with larger crowds. 

There are female cricketers who paved the way for others and continuously tried to grow the game even when only the smallest spotlight was on the sport, and such players need commending for their efforts. 

So, let's dig into the incredible careers and achievements of some of the best female cricketers who are making history.

Top Female Cricketers

10. Chamari Athapaththu | Sri Lanka 

Chamari Athapaththu is the greatest cricketer from Sri Lanka to have played women’s cricket. 

Debuting as a 19-year-old, she was soon noted for her aggressive batting. 

She became captain of the Sri Lanka national team and has helped a not-so-strong team challenge much more formidable opponents on the global stage.

In 2024 she led Sri Lanka to an underdog win in the Asia Cup women’s T20I series and finished as Player of the Tournament. 

Chamari has also led Sri Lanka to its first-ever series wins over South Africa and England in T20Is and over New Zealand in ODIs. 

She holds the record for most runs for Sri Lanka in women’s ODIs and T20Is, and her nine women’s ODI hundreds are a Sri Lankan record as well. 

In April 2024, her unbeaten 195 helped Sri Lanka complete the first-ever successful chase of more than 300 runs in a women’s ODI.

In 2023, a seating zone at the Sydney Cricket Ground was named “Chamari Bay” in her honor.

9. Laura Wolvaardt | South Africa 

Laura Wolvaardt made her debut for South Africa as an opening batter at age 16, and by age 25 she became her country’s record holder for most ODI runs, most ODI hundreds, and most T20I runs in women’s cricket. 

Along the way, she became the youngest centurion, male or female, for South Africa in international cricket. 

In 2024 Wolvaardt became only the third woman to score a hundred in all three formats of international cricket, achieving the feat in a Test vs. India. 

After that, she was also named captain of the South Africa T20I team for the World Cup and captained her side to the final where it lost to New Zealand.

8. Heather Knight | England 

Heather Knight took over as captain of the England women’s team in 2016 when Charlotte Edwards retired and led it to victory in the 2017 women’s ODI World Cup at home. 

She was named a Wisden Cricketer of the Year that year and was also awarded an OBE. 

As of 2024 Knight has more than 5,000 runs in international cricket.

7. Amelia Kerr | New Zealand 

Amelia Kerr is a third-generation New Zealand cricketer who emerged on the international scene with a bang. 

At age 16, she was the youngest to earn a New Zealand Cricket contract and to debut for the national team in 2017. 

The next year, at 17, she became the youngest cricketer, man or woman, to score an international double century. During that innings, she beat the women’s ODI record held by Belinda Clark on her way to an unbeaten 232.

Not content with scoring a double, she also took 5 wickets while bowling in one of the all-time great all-round displays. 

Kerr has since been a consistent performer for New Zealand and in 2024 was named both the Player of the Final and the Player of the Tournament as New Zealand won the women’s T20I World Cup.

6. Hayley Matthews | West Indies 

Hayley Matthews is a cricketer from Barbados who plays for the West Indies women’s cricket team and became the team’s captain in 2022. 

Matthews is an all-rounder who has more than 4,000 runs in women’s ODIs and T20Is, as well as more than 100 wickets in each format. 

A natural athlete, she played both track and field and cricket in her youth, before focusing on cricket and making her debut for the West Indies. 

Her crowning glory was a Player of the Match performance in the women’s T20I World Cup final in 2016, as the West Indies beat favorites Australia to win its first title.

Matthews is a highly sought after player in franchise leagues across the world and was Player of the Tournament in the first edition of the WPL in 2023, when she helped her team, Mumbai Indians, win the title.

5. Nat Sciver-Brunt | England 

Nat Sciver-Brunt plays international cricket for England. She has scored more than 6,000 international runs with 10 centuries and taken more than 150 wickets as of 2024. 

She is credited with inventing the “Natmeg” shot, in which she hits the ball between her legs for runs. 

In 2013 she became the first England bowler to take a women’s T20I hat trick.

Nat Sciver was named a Wisden Cricketer of the Year in 2018 and won the ICC Women’s Cricketer of the Year award in both 2022 and 2023. 

She is married to fellow England cricketer Katherine Sciver-Brunt.

4. Ellyse Perry | Australia 

Ellyse Perry is one of the greatest all-rounders in the history of cricket based on sheer numbers: a Test batting average of over 60, a Test bowling average below 22, and women’s ODI batting and bowling averages of 50 and 25, respectively. 

In 2007, at age 16, Perry became the youngest Australian to play international cricket. 

She is also the first Australian to have appeared in cricket as well as football (soccer) World Cups, playing the latter in 2011 in Germany. 

She has won the ICC Women’s Player of the Year award twice, in 2017 and 2019. 

In 2020 she was named the ICC Female Player of the Decade. Perry is one of the most famous female cricketers in the world.

3. Harmanpreet Kaur | India

Harmanpreet Kaur debuted for India in 2009 but is best remembered for an unbeaten innings of 171, which helped underdogs India beat Australia to reach the final of the 2017 women’s ODI World Cup.

The knock made her a household name in India and helped take the popularity of the women’s game to the next level. 

She has also scored India’s fastest T20I hundred off only 49 balls. Harmanpreet has more than 7,000 international runs and more than 70 wickets. 

In 2016 she became the first Indian cricketer to sign a contract with the Australian Big Bash League, playing for Sydney Thunder. In 2017 she was awarded the Arjuna Award. 

Picked as captain by the Mumbai Indians in the WPL, she led them to victory in the inaugural season of the WPL in 2023. She was named a Wisden Cricketer of the Year the same year.

Harmanpreet has also captained the Indian women’s national team across formats since 2016.

2. Alyssa Healy | Australia 

Alyssa Healy is a wicketkeeper batsman who captains the Australian women’s national team.

She had a middling batting record until 2017 but has since remodeled herself into a formidable opening batter. 

In 2018 she was Player of the Tournament in Australia’s women’s T20I World Cup win; she was named Women’s T20I Player of the Year that year. 

Healy was also Player of the Match when Australia successfully defended its T20I title in the 2020 final. 

She continued her big-match streak with a Player of the Match performance in the 2022 women’s ODI World Cup final, scoring a mammoth 170 runs and earning the Player of the Series award. 

In 2020 Healy surpassed MS Dhoni’s record for the most wicketkeeping dismissals in T20Is by any keeper, male or female. 

1. Smriti Mandhana | India

Currently regarded as one of the best batters in women’s cricket, Smriti Mandhana holds several coveted records to her name.

She has scored more than 7,000 international runs with more than 10 hundreds across formats. 

Her nine ODI hundreds are an Indian women’s record. 

She captained her state team Maharashtra in 2013 at just age 16 and debuted for India the same year. 

Mandhana was the costliest buy in the inaugural WPL auction and was picked by the Royal Challengers Bengaluru (RCB) as captain for 3.4 crore rupees. 

She led RCB to victory in the second edition of the WPL in 2024. 

Mandhana won the ICC Women’s ODI Player of the Year award in 2018. She has also won the Rachael Hayhoe Flint Award for Best Women’s Cricketer of the Year twice, in 2018 and 2021.

USWNT Defender Naomi Girma has joined Chelsea Women for a world-record transfer fee for a female footballer. The Women's Super League leaders paid €1 million to San Diego Wave FC to secure the services of the 24-year-old defender.

Girma was officially presented on the pitch by the Women’s Super League champions before Sunday’s 1-0 victory against Arsenal Women at Stamford Bridge.

It's official. ✍️

Naomi Girma plays for Chelsea Football Club. 🔵 pic.twitter.com/hb7OMyhE06

— Chelsea FC Women (@ChelseaFCW) January 26, 2025

Girma signs for Chelsea for a world-record fee

The world record for the highest transfer fees paid for a female footballer was held by Bay FC, who paid €685,000 for Racheal Kundananji in February 2024.

Chelsea has broken the transfer world record and also surpassed the British transfer signing record as well, previously held by Mayra Ramirez, who signed for Chelsea for a €384,000 transfer fee.

Girma has also become the first-ever €1M signing in women's football.

Chelsea Women gaffer Sonia Bompastor has made her first January 2025 signing with Girma as she will enter the team roster after Chelsea defender Kadeisha Buchanan suffered an ACL tear injury in November 2024.

World-record signing Naomi Girma was presented at Stamford Bridge 🤩🔵 pic.twitter.com/vqT0XneC0C

— B/R Football (@brfootball) January 26, 2025

Naomi Girma played an integral part in USWNT's Olympic Gold-winning campaign in Paris last year and was also named the US Soccer’s female player of the year in 2023. She was also named the NWSL Defender of the Year in 2022 and 2023.

However, Girma has signed a huge 4-year deal until 2029 as Chelsea head of women’s football Paul Green affirmed his confidence in this signing.

Naomi is a world-class defender who is now coming into the prime years of her career.

Girma also expressed her excitement about joining the Blues as she stated to BBC Sport:

I'm so happy and really excited to be here. It doesn't feel real,

There are a lot of things about Chelsea that made me want to come here - the culture, the winning mentality, staff and players.

It's a top environment to learn and grow in. Right now, that's what I'm looking to do.

Record transfers in women's football

East Bengal commenced their Indian Women's League (IWL) 2024-25 season with a commendable 2- 0 victory over Kickstart FC at the historic East Bengal Ground on 10th January 2025. Two brilliant goals scored by Sandhya Ranganathan and Resty Nanzary are enough to take three points for the Red and Gold brigade.

The home side's first goal materialized by another regular starter for India Soumya Guguloth played a crucial role in that goal. She delivered a ball from the right for Sulanjana Raul, whose header struck the crossbar. The rebound was found by Sandhya Ranganathan, who netted it with a beautiful header.

Read Also | Exclusive Shreya Hooda: Best Goalkeeper in IWL & NFC, National team and the World Cup dream

Maintaining their momentum, East Bengal doubled their lead early in the second half. In the 49th minute, Ugandan recruit Resty Nanzari, made a beautiful run from the left side of the pitch and showcased her skill by delivering a precise low shot into the near post, and securing a goal. That was enough to start a season with a commendable victory for the home side.

Kickstart FC, originating from Bengaluru, attempted to penetrate East Bengal's defence but struggled to create promising opportunities in the attacking third. The host's defence was rock solid and effectively neutralized a clean sheet to start their IWL campaign on a positive note.

Read Also | Indumathi, Shilky, Shreya among the winners of IWL 2023-24 awards

The victory provided East Bengal with a solid foundation for positive progress in the IWL season, they were rock solid in defence and also offensively great. Conversely, Kickstart FC will aim to enhance their strategies in the upcoming matches to rebound from the initial setback.