Understanding the Intersection of Technology and Traditional Arts in Modern Sporting Events

Purpose: The general objective of the study was to look into the intersection of technology and traditional arts in modern sporting events. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to technology and traditional arts in modern sporting events. Preliminary empirical review revealed that technological advancements have fundamentally altered the presentation and reception of traditional arts within such contexts. Notably, studies examining augmented reality (AR), digital media, virtual reality (VR), wearable technology, and 3D mapping have revealed their positive impact on enhancing the spectator experience and attracting larger audiences. Additionally, research on the influence of social media platforms has underscored their role in promoting traditional arts performances, transcending geographical and cultural boundaries. The incorporation of VR and wearable technology has further enabled immersive experiences, enriching audience engagement with traditional arts. This research highlights the transformative potential of technology in preserving and promoting cultural heritage in sporting events, emphasizing the importance of ongoing innovation and collaboration between artists, technologists, and event organizers to create inclusive and culturally enriching experiences for global audiences. Unique Contribution to Theory, Practice and Policy: Social Construction of Technology (SCOT), Cultural Hybridization theory and Diffusion of Innovations theory may be used to anchor future studies on the intersection of technology and traditional arts in modern sporting events. The study provided valuable insights and recommendations for theory, practice, and policy. It emphasized recognizing and embracing the fusion of technology and traditional arts, advocating for their integration to enhance accessibility and engagement. Collaborative efforts between stakeholders were encouraged, along with policy interventions to support innovation while safeguarding cultural heritage. A holistic approach was recommended, considering socio-cultural implications and promoting inclusive and ethical practices. Continuous research and evaluation were highlighted for monitoring the evolution of this intersection. Overall, the study aimed to advance understanding and foster innovation in the integration of technology and traditional arts in sports events.