UPSETS AND HIGHS The Euros 2024 demonstrated huge tech advancements in broadcasting, from innovative fan experiences to the integration of AR/XR
B y the time you pick up this copy of FEED , 2024’s spectacular summer of sport will be nearing its conclusion. From a dazzling Olympics hosted in France’s capital and a rip-roaring Formula 1 contest – to seeing Alcaraz and Krejčíková deservedly lifting the coveted Wimbledon trophies – sports fans have certainly not found themselves lacking when it comes to content. Of course, I have omitted one key example from that list: the men’s Uefa Euro 2024. Though still a fairly fresh and sore wound to us over here in the UK, Spain’s win against England in the nail-biting final triumphantly concluded what proved to be a trailblazer of a tournament. It was certainly a somewhat surprising contest when it came to the successful teams. Underdogs like
XR, AR, hybrid production and ad insertion – you name it, and this year’s Uefa Euro 2024 innovated it Words by Verity Butler
Turkey got as far as the quarter-finals, while hosts Germany (and also favourites to win) were pushed out earlier than anticipated – much to the dismay of its swathes of present fans. Major events like the Euros are crucial in shining a light on the copious technological innovations taking place within the broadcasting community. Live sports tend to be the most challenging forms of content to deliver – especially at the scale of a competition like the Euros. Suddenly, you are faced with delivering content to multiple new territories (and continents) – with networks battling varying signal strengths, differing rightsholders’ demands and growing variations of consumption models to answer to. Fortunately for you, we’ve been keeping an eye on the major trends, data reports and innovations from this year’s edition of the popular tournament.
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