Mapping Live Sport Media Technologies: Developing a Taxonomy

Abstract

This study presents a comprehensive taxonomy of media technology used in live sport, addressing a critical gap in the sport media and management literature. Despite the growing presence of media technologies in live sport contexts, conceptual clarity around their classification remains limited. Drawing on qualitative content analysis of media articles, this research identifies key technological characteristics and maps their manifestations across diverse sport media environments. As a result, the Live Sport Media Technology (LSMT) taxonomy was developed around three overarching categories: Core, Experience, and Smart technologies. These categories reflect the different roles technologies play in enabling, enhancing, and innovating live sport media. Findings reveal two key trends: the increasing technological convergence across media platforms, and the growing personalisation of the sport viewing experience through user-controlled and system-driven technologies. These developments are reshaping the boundaries between production and consumption. This study provides a foundational and structured framework for future research, offering practical guidance for sport media-related organisations navigating the complex media technology landscape and its rapidly evolving interplay between technology, content, and audiences.