Game, set, glitch: why post-match press conferences are broken and how holograms could fix them

This commentary presents a speculative technological solution to the future of post-match press conferences, in the form of holographic technology. Current post-match press conference formats, whether it be in person, or through the use of Zoom, present challenges. To address these issues, this paper proposes a technologically driven solution to facilitate a transformation of the press conference, in order to reshape a format that has largely been the same for over a 100 years. In particular, the authors present holographic technology as an effective means of supporting the athletes’ voice whilst engaging with the press, sponsors and fans alike. In the tennis arena, holographic technology has been used by players such as Emma Radacanu and there is the potential to for it to be used more widely. This commentary identifies the benefits and challenges holographic technology presents and highlights its significance as a communications platform in a reimagined press conference.