When the World Cup comes If one thing’s for sure, broadcasters are intent on finding new ways to bring viewers closer to the excitement. Production technologies are also evolving to meet those expectations at home, with an estimated 5.8 billion people tuning in from around the globe. The FIFA World Cup is frequently the most watched sporting event in the world and, with the number of teams taking part, it’s expected to break records. “Looking ahead, AI will play an increasingly important role as the fan experience becomes more personalised and viewers are offered more ways to get involved,” says Stone. Scartozzi argues that the scale and complexity of global sporting events will continue to grow. “As audiences demand more personalised content, more camera angles and richer data overlays, broadcast infrastructures must evolve to support increasingly dynamic production models,” he says. Innovation is also transforming stadiums. “Sports venues see a major business opportunity to create more sustainable business models that also enable brand partners to push creative boundaries,” says Stone. “For example, interactive fan experiences and digital visual surfaces can support premium brand partnerships, generating significant new revenue opportunities. For those of us buying tickets, we are treated to enhanced sporting and entertainment experiences that live long in the memory. Done well, it’s a win-win-win for venues, advertisers and fans alike.”
Today’s fans arrive expecting more than a seat in the arena. This is particularly evident in the United States, where sports venues increasingly incorporate entertainment (music, halftime shows, fan cams, themed food, etc), technology and interactive elements to enhance the live event experience. As a result, the industry is shifting the dial on the quality and depth of immersion that venues can deliver. “It’s not just a matter of providing a space; fan expectation has shifted from passive spectatorship to active participation, where the venue itself becomes part of the storytelling and the crowd becomes part of the experience,” says Stone. Stone points to the example of stadium owners investing in large LED screens and visual canvases that allow fans to access detailed visuals and information from any seat in the venue. “Rendering technology is now also powerful enough to support high-resolution content at a large scale, wrapping around more of the stadium for an elevated visual experience.” According to Stone, there are several important innovations to keep an eye on this year, particularly in stadiums where owners are investing in broadcast-quality and fail-safe AV infrastructure. “This includes larger LED screens and jumbotrons capable of displaying high-res visuals at unprecedented scale and quality, supported by advances in rendering technologies, while projection mapping is making playing surfaces more dynamic and responsive than ever.”
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