These days you can pick any sport and you're guaranteed to find examples of how online video is improving the fan experience. Beyond improved access, through live streaming to multiple devices, and post-event catch-up through highlight clips, another dimension of online video's value is now also emerging - fan engagement and interaction. A perfect example of this is the US Open tennis tournament's first-time use of Google Hangouts during its men's and women's finals matches.
Recently, I caught up with the two US Tennis Association executives responsible for the hangouts, Phil Green, senior director, advanced media and Peter Dopkin, director, strategic and business development, advanced media, to learn more. Listening to the strategy behind the hangouts, and how they were executed, what struck me is that in the digital age, forward-thinking sports executives are able to bring the fan, analyst and game together as never before.