Simply watching a game of live sport might just be a thing of the past.
With developments in technology now providing fans access to player biometrics, real-time statistics and platforms for personal commentary, there is more demand on codes to deliver.
It's all about the experience for the user, and Dimension Data's New Zealand chief executive Wayne Yarr said that can sometimes be a complex thing to manage.
"People can't always be at an event, and what they want to do is interact with that event on the day at the time," Yarr said.
"What's important is that organisations are able to put a platform in place that can enable that, but gives the user the freedom to be able to do what they want. Then that data starts getting shared and you start to get intelligent data starting to come together.
"When you start to get the users adapting that for their needs, that's where the power is. We've had technology in sport for years and we've had devices put on people. We control that and see what guys are doing. But when you start to get that two-way feedback loop, it's dynamic."
Dimension Data have worked together with the Tour de France to provide real-time statistics of riders through a device placed under the athlete's seat, and are responsible for connecting the Volvo Ocean Race village in Auckland.
Working for two of three months before the fleet arrived in Auckland, Dimension Data installed about 5km of copper and 750m of fibre cabling to ensure connectivity in the area would be possible.
This included hiring divers to help install cables underwater to avoid creating two 'islands' either side of the raising bridge on Auckland's Viaduct Harbour.
The area was set up to allow the fleet's on-board reporter to deliver content readily, as well as delivering the live-stream and tracker from the Auckland stop-over to a worldwide audience.
"It is complex," Yarr admitted. "Everything's about the user experience."
The heights of that experience can be seen in Australia's Big Bash T20 cricket league.
Fans can communicate with commentators through social media, and the commentators are able to speak to players who agree to wearing headsets on the pitch.
And while the fans are being delivered that content, the clubs involved are able to learn about their audience.
Through monitoring data, clubs can design and tamper with their own marketing platforms to allow for a wider reach.
"There's an opportunity to take that content, not only do something with it in the actual stadium but start to work out a strategy to get that content and data out to the fans," Yarr said.
"Then you can start to understand what they're looking for and meet the needs of those fans."
During the Volvo Ocean Race's stop-over in Auckland, live data from Dimension Data will be visible on site, and they will also have an interactive piece on equipment to show just what they do with the Tour de France.
It's not just the fans and clubs that benefit from the technology available, by the athletes too.
"From a sporting perspective, you can make decisions from the real-time data that you've seen, Dimension Data's Diljit Bolla said.
"One of the unique things about the Tour de France is we're actually turning that whole viewing experience on its head. We're going to start see that more in terms of live sport.
"What we're starting to see is that whole shift towards us as sport fans engaging with live sport and engaging with the personal aspect of players and teams."
While managing the connectivity on-site during the Volvo Ocean Race's Auckland stop-over, the company were also working together with NTT Group in developing technologies to not only provide further data during the Tour de France, but also athlete-based NASCAR data that has not been readily available before. However, Bolla said while it was a work in progress, the exact details were "top secret" at the moment.