Concussion and brain trauma are emotive subjects in sport. As research continues to uncover the problems that traumatic brain injuries seem to have, discussions about safety and the long-term health of players will only intensify. In the USA, as early as 1906 doctors were publishing papers highlighting the dangers of concussion linked to playing American Football. Ongoing research has identified a link between heading and dementia in football and has drawn significant attention here in the UK. Additionally, a recent legal case brought against the RFU, WRU and World Rugby alleging failure to protect against the risk of concussion will have serious ramifications for the game no matter what the outcome.
Stuart Hogg playing for Scotland against Italy in the 2022 Guinness Six Nations
New research, released in October 2022, has improved the understanding of the issues facing rugby and its players. Previously, the research group headed by Dr Willie Stewart had shown increases in the risk of neurodegenerative disease amongst retired footballers. Now the same group has produced similar findings amongst ex-Scotland international rugby players. Their data shows that when compared to demographically matched members of the general population, those that have worn the famous blue jersey are 2.67 times more likely to be diagnosed with a neurodegenerative disease later in life.
The starkest finding, however, was associated with the development of motor neurone disease (MND). Findings suggest MND is 15.17 times more prevalent among retired international rugby players compared to a matched control group. Although the authors do stress caution in drawing concrete conclusions from this finding due to the small sample size. Their response to the study has been to call for more research specifically looking at the link between MND and head trauma in sport.
Sports marketing has traditionally stayed away from the concussion conversation. Leaving player welfare and safety to the experts is always a wise decision. However, as the drive for more insight and data comes from fans and broadcasters the industry could find itself central to conversations about the technological innovations that pave the way for improved player care.
Wearables are increasingly common in sport. The demand for the data they provide is forcing international governing bodies to examine rules, allowing for greater access to player and performance data. These, often commercial conversations could act as a Trojan horse for medical teams, allowing them to push for the inclusion of welfare-based metrics into any new in-game wearables.
Issues are now arising as to the ownership of performance data. The obvious view is to see this through a lens of players versus the industry. However, with a more considered approach, both sides can work together in order to improve player safety while continuing to evolve in-game performance stats and therefore the sporting product.
If major governing bodies are serious about player welfare, the options for equipment partners, wearable providers and tech-based sponsors could lie in the additional technological approaches they can provide to improve player safety. Saliva testing has been shown to offer a major step forward in the assessment of head impact injury and the diagnosis of concussion. Instrumented mouthguards such as those developed by HITIQ and Prevent Biometrics, continue to be trialled across rugby and other major contact sports, so could saliva sensors within mouthguards be next? Gatorade recently released its own Gx patch which can be worn to assess sodium and other ions within sweat to help determine perfect hydration throughout play. Whoop, Oura and others claim that heart rate variability is the next big thing in terms of recovery and firms such as AWS and Vodafone (in collaboration with SSA in some cases) are contributing via their expertise in development, connectivity and data processing.
Now researchers have identified key biomarkers linked to concussion, the technological advancements could lead to continuous real-time medical monitoring of players. Such technology would allow coaches and medical staff to remove players from games if they see a spike or increase in biomarkers, therefore protecting them from a full concussive event. In combat sports such as boxing or UFC, it could remove the need for a knockout blow or referee intervention. Live data could be available to judges and referees with a threshold level set. If fighters pass that threshold then they would no longer be allowed to continue on safety grounds.
Concussion and head injury in sport will continue to be difficult subjects. New research such as that from Dr Stewart helps highlight the issues players, medics and those governing sport face. Authorities must try to reduce head impact injury and concussive events while balancing the physicality, tradition, health benefits and entertainment of playing and watching sports that millions love.
The sports marketing and technology industry has to play a positive role in this ongoing issue. Supporting research is a simple place to start either directly or indirectly. However, the bigger impact could be in driving the enhanced use of technology to support player welfare. If the industry wants to harness player performance data to drive broadcast and marketing opportunities it can do it while helping medical teams gain access to monitoring tools they need to protect players in the short and long term.
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