FIH inks strategic alliance with Hero for five years

The International Hockey Federation (FIH) has announced a new partnership with Hero MotoCorp, the world’s largest manufacturer of motorcycles and scooters, for a period of five years.

With this agreement for hockey’s development, Hero MotoCorp becomes FIH’s Global Leadership Partner, and confirms its strong, long-term engagement with global hockey that has spanned over the past 15 years.

This strategic alliance aims to elevate the sport to new heights, drive hockey’s global growth and inspire future generations of hockey enthusiasts worldwide.

The partnership starts immediately and includes all FIH events for the next 5 years, including the FIH Hockey World Cup, the FIH Hockey Pro League, the FIH Indoor Hockey World Cup, the FIH Hockey Junior World Cup, the FIH Hockey5s World Cup or the FIH Hockey Nations Cup.

Commenting on the agreement, Dr. Pawan Munjal, Executive Chairman, Hero MotoCorp said, “as the world gathers for the Olympic Games, I am proud to announce the renewal of our partnership with the International Hockey Federation (FIH) for the next five years. This collaboration highlights one of the most significant international sports alliances. In India, hockey symbolizes national pride and heritage.”

“As champions of sports, we recognize its profound impact on transforming lives and communities. Hockey, our national sport, deeply resonates with our cultural values. I congratulate Tayyab Ikram, President of FIH, for the sport’s remarkable evolution through innovative tournaments and formats. These efforts have broadened hockey’s appeal and engagement with future generations.

“Hero MotoCorp is committed to elevating hockey’s prominence, with upcoming global events in India playing a pivotal role. We aim to inspire youth worldwide with values of respect, equality, diversity, sustainability, and fair play, ensuring hockey’s spirit shines brightly across the globe. 

FIH President Tayyab Ikram said, “this renewed partnership with Hero MotoCorp represents a tremendous support for the development of hockey – FIH’s number one mission – all around the world.

As we have embarked on a new path to grow and professionalise our sport like never before through our Empowerment and Engagement strategy launched last year, this agreement comes at a very significant time.

“Thanks to Hero MotoCorp’s support, we will be able to expand our ambitions and objectives, for the good of hockey.

“In my personal name and on behalf of FIH, I would like to express the sincerest gratitude of the global hockey community to Hero MotoCorp, and in particular its Executive Chairman Dr. Pawan Munjal, whom we had the pleasure to welcome at the Paris 2024 Olympics hockey events.

“This partnership confirms Hero MotoCorp’s trust in FIH, and in our sport’s potential. We share the same vision of sports, fostering physical exercise, uniting people and developing communities. Together, we will grow!”

Paris ‘Starts Up’ Games as Olympics Moves from Ceremonies to Sporting Celebration & Satisfaction

As the Paris Games approaches the weekend half-way mark, Olympic advisor MICHAEL PIRRIE evaluates the impact of global mega event. 

Mick Jagger may have missed the Opening Ceremony, but rock’s long-distance runner and Olympic fans have found satisfaction over recent days in Olympic venues that have resembled sporting concerts at the Paris Games.

Jagger has joined a cavalcade of celebrities at sporting venues across Paris as the Olympic vibe fills the host city with a soundtrack echoing songs from a Rolling Stones play list, making fans feel ‘Happy.’

Wild horses could not keep fans from filling equestrian and all other sporting venues across the city and regional areas.  

Moving like Jagger, athletes have started up the Games with epic performances to sellout crowds.

Shortly after London won the blockbuster battle to host the Olympic Games in 2012 over Paris, New York, Moscow and Madrid, Jagger sent a note to bid leader, Seb Coe, offering congratulations and support for London’s Games.   

While Jagger has been seen at fencing, the ‘Street Fighting Man’ is also a boxing fan and may attend some rounds.

His presence has also sparked speculation of a possible performance later at the Games in the Closing Ceremony.

France has fallen in love with the Games that has sometimes danced to a different drum beat in Paris.

A clearer view of the French version of the Games that has challenged Olympic traditions and expectations is emerging through the murky waters of the Seine just in time for the triathlon.

France is staging electrifying Games reflecting the nation’s spirit of revolution and creativity while building on the London and Sydney Games models.

While the opening ceremony was unconventional in its river location and, for some international audiences, its depiction of some aspects of French history and culture, subsequent polling has revealed overwhelming domestic support for the curtain raiser.

The domestic endorsement indicates Paris organisers have been able to replicate the success of Danny Boyle and Ric Birch, and the widely acclaimed London 2012 and Sydney 2000 Olympic opening ceremonies they directed respectively, and which set the stage for the success of both benchmark Games.

This heralds a major turning point for Paris organisers.

Opening ceremony success is essential to how cities and nations feel about themselves and about hosting and supporting the Olympics at Games time.

Walking down the exit aisles of the London Olympic stadium after the opening ceremony in 2012, I recall excited spectators expressing how they had ‘never felt so proud to be British’ as the ceremony ended.       

We knew we had passed the first major challenge to deliver the London Games we hoped would inspire a nation as well as a generation.  

Similar post ceremony momentum is now driving Paris and the wishes of French President Emanuel Macron for flawless Olympic Games. 

“Our organisation needs to be beyond reproach,” Macron said at the start of the year, referring to the Paris Games, which has become as much a landmark project in his presidential portfolio as the Eiffel Tower that anchors the Games.

As well as perfect organisation, Macron is also relying on the continued success of French athletes. 

If Paris landmarks were the stars of the opening ceremony, the athletes are now putting on equally compelling performances to full house audiences.

“I count on you not only to bring medals but to inspire the youth. Do your best,” Macron said in his New Year Games countdown speech. 

The athletes from France and other competing nations are inspiring the world and the host nation in different ways.

Like a Rolling Stones concert, there has been much rhythm and blues as the nation of ‘Les Bleux’ rallies around the Games.

France’s rapid rise up the medal table is a dream for Macron, who has championed the Olympic event and invested much time, resources, and national pride in the Paris project.

The host nation’s growing daily medal tally is creating a party atmosphere inside the Paris venues and in communities, cities and homes across France, a hallmark of triumphant Games.

This reflects the importance of host city sporting success and the targeted funding and planning that French authorities have put into long term high-performance training pathways to help athletes peak at the Games.

Paris, with packed venues and more than 8.6 million tickets sold, is also reviving the full Olympic Games experience lost in isolated and empty venues during Covid.

This is important for future IOC revenues and deals with commercial partners and sponsors and funding for future host and preferred cities.    

While Covid almost stopped the Games during the pandemic and still remains a lingering threat, the sporting atmosphere in Paris has been infectious.

The vivid blue, white and red colors of the French flag that formed a spectacular curtain of smoke across Austerlitz Bridge in the opening ceremony has  now enveloped the nation in the Olympics.  

The Games have returned higher, faster, stronger and louder in venues set at full volume for the first time since London.  

Like the high-end Opening Ceremony production values, Paris is also producing sporting masterpieces worthy of a place in the Louvre.

Every Olympic host needs a national hero and swimmer Leon Marchand has been a gold medal magnet for France, capturing the imagination of everyone and turning curious observers into Olympic super fans they did not know they were. 

In what may prove to be the performance of the Games, Marchand stunned the sporting world by winning two individual gold medals in breaststroke and butterfly in one surreal session of wonderous swimming

The Olympic spirit has also returned, with performances that did not win medals but deep acclaim and admiration instead from global audiences, which have become a ratings bonanza for host broadcaster NBC up almost 80 per cent from Tokyo.

These performances involved athletes who did not touch gold but who touched and reminded the world of the essence of the Olympic Games as a microcosm of life.     

Athletes such as Natalia Escalera, the young debutant gymnast from Mexico, who pushed herself through searing pain to complete a routine for her country down after rupturing a ligament in her foot 

 The distraught gymnast, who had to be carried in tears by her coach to a nearby chair and condoled, said on social media she was grateful just so she “could represent my beautiful country.”

“I am so grateful to God for giving me the strength to show up and endure my last routine.”

The young athlete’s determination to finish for her country would conjure memories of John Stephen Akhwari, the legendary Tanzanian long distance runner who struggled with cramp and injuries from a fall in the 1968 Mexico marathon, but still completed the event in a darkened stadium more than an hour after the winner.

When asked by stunned media why he continued after his fall, Akhwari famously said: “My country did not send me 5,000 miles to start the race, they sent me 5,000 miles to finish the race.”

Paris organisers are also putting in compelling performances dealing with the hidden complexity of keeping the all-important broadcast and competition schedules on track for 11,000 athletes from more than 200 nations across in 32 world sporting competitions.

This vast organisational challenge has been carried out while on full security alert for further possible attack from hostile groups and nations, including Russia, following a sabotage attempt of a central train system in the countdown to the opening ceremony    

Planning for Paris has been at a high level if perhaps not always impeccable as President Macron may have decreed.

The complaints have included concerns about conditions in the Athletes Village as challenging for some athletes to perform at their best

The organisers have responded quickly to the almost boundless array of venue and service operations and diplomatic and geopolitical issues that can impact the Games. 

Russia’s reduced presence at the Games, due to restrictions on athletes following the Ukraine invasion, has limited its impact on other teams and nations.

The spectre of doping involving Russia however continues to darken sports landscapes, with Olympic authorities stripping the super power of a figure skating gold medal from the Beijing Winter Games and presenting it to the US team in Paris  

Doping concerns and suspicions have shifted to China following a series of controversial drug testing irregularities involving Chinese swimmers, some of whom were selected for Paris.     

Ukraine’s first medal at the Games, by fencer Olga Kharlan, was dedicated to fellow Ukrainians defending the country against Russia.

The Ukraine team’s presence in Paris is a powerful symbol of its existence as a nation on the world stage.

Ukraine is also a symbol for other nations and groups in adversity who are invisible on the medal table but victorious just by having a delegation at the Games.

Paris has created a grand stage for athletes who are performing at awe inspiring levels as symbols of hope despite the war in Ukraine, Middle East violence, and other combat zones.

Pierre de Coubertin, the father of the modern Olympic Games, was born in Paris, and would be proud of how his home city is taking the world on a journey of hope from war to sport, as he dreamed.

F1 signs The Las Vegas Convention and Visitors Authority as official partner

The Las Vegas Convention and Visitors Authority (LVCVA) has become an Official Partner of Formula 1, strengthening the relationship between F1 and the city ahead of the second Las Vegas Grand Prix in November.

The LVCVA is the official destination marketing organisation of Southern Nevada, promoting tourism, conventions, meetings and special events – inviting everyone to experience the spectacle of Las Vegas.

Last season’s inaugural Las Vegas Grand Prix, of which the LVCVA were a founding partner, was the largest sporting event in Las Vegas history and attracted a global TV audience of 59.3 million, along with more than 316,000 fans in attendance and 145,000 unique visitors – a record for the city.

A positive economic impact of nearly $1.5 billion also demonstrated the economic value Formula 1 can bring to Las Vegas.

The partnership, which will run until the end of 2025, will see the LVCVA utilise the sport’s global platform to grow and sustain tourism in Las Vegas, while continuing to engage with fans globally at select races to demonstrate the synergies between the world’s most exhilarating sport and the world’s most electrifying destination.

Emily Prazer, Chief Commercial Officer of Formula 1 and Las Vegas Grand Prix, Inc. said: “We are constantly pursuing unique and exciting ways to showcase the destinations in which we race and to demonstrate the value that our sport delivers economically, culturally and for the community.

“The LVCVA were instrumental in bringing Formula 1 to Las Vegas as a founding partner of the race, and we are thrilled to be expanding our relationship with them to continue to position Las Vegas as the Sports and Entertainment Capital of the World.”

Steve Hill, President/CEO of the LVCVA, said: “We are thrilled to elevate Las Vegas’ visibility by becoming an Official Partner of Formula 1. In recent years, Las Vegas has made tremendous strides in becoming the Sports and Entertainment Capital of the World and partnering with the world’s premier motor sport organization to host the Las Vegas Grand Prix marked a major milestone in that effort.

“We look forward to working closely with Formula 1 through this new partnership and keeping Las Vegas top of mind for the millions of F1 viewers and fans around the world.”

“Our Olympic and Paralympic Partnership activities are global in nature, but managed locally in regions to create deeper connections”

With the ongoing Paris 2024, iSportConnect’s Taruka Srivastav spoke with Caitlyn Ranson, Senior Manager, Partnership Marketing, Bridgestone Americas to know more about Bridgestone’s global partnership with the International Olympic Committee.

What is the current strategy, vision and mission for Bridgestone in sports?


Our strategy for marketing needs to follow the strategy of our business. Right now, our business is complex and continues to evolve. In the past we may have focused on large ad campaigns that would push broad awareness to anyone who might want a tire. We have evolved to be much more targeted. This includes more deeply identifying the specific audiences and key markets we are trying to reach, the messages they can relate to, and the channels we use to connect with them. Increasingly through digital and social, we focus across multiple channels on the balance between the reason to buy our product and the reason to care about Bridgestone as a company to buy from. That’s the foundation of our “What Really Matters” brand platform, which focuses on making positive impacts on mobility, environment, and people.

Sports offer very dynamic and engaging ways for us to deliver this. Sports have the power to unite people across borders and backgrounds through inspiring journeys and personalities. They also have a passion for performance that links smoothly to our products. Through sports and partnership activation, we are creating content, experiences and campaigns that highlight both performance and the positive impact we can make on our customers and communities. A primary example of this is racing where we have a rich history with both the Bridgestone and Firestone brands. Motorsports are the ultimate proving grounds for our products, and increasingly they are a platform for advancing and showcasing sustainable materials and technologies that can help us create a better world for future generations. Similarly in golf, we focus on showcasing performance through our products, and we also drive community impact through partnership efforts to make golf more diverse and inclusive.

What is your (commercial / digital / marketing / content) strategy with regards to Paris 2024?


We think about someone’s first interaction with our brand and how to carry a positive experience consistently all the way through a potential purchase and then additional purchases. A consistently personal and positive connection through that journey builds brand loyalty, and we believe it creates a greater return on marketing investment. That’s why it’s important for there to be consistency in message, tone and visual identity whether we are talking about the inspiring athletes of the Olympic and Paralympic Games or the aspiring engineers in the Bridgestone World Solar Challenge.

With that in mind, our activities around the Olympic and Paralympic Games Paris 2024 have been focused on the journeys of our athlete ambassadors and as they prepare to perform on the world’s biggest stage. Our global Team Bridgestone roster includes 40 athlete ambassadors from nine countries who will compete in more than 20 different sports. While we have core global principles, the partnerships are activated locally in the different markets to best connect with target audiences. These efforts include social and digital media platforms, multimedia content, our owned websites and channels, sales and marketing collaboration, and a whole lot more. In Europe we are also broadcast partners with Eurosport for their coverage of Paris 2024.

On particular note, we are also excited about the authentic story we have built with several Team USA Paralympians using our rubber equipment to advance their performance. So many adaptive athletes still make their own equipment because what they need may not truly exist, and also because what exists may not be designed to fit their unique needs. That motivated us to explore how our materials expertise and product technology could help improve the equipment they use for training and competition. This journey has created a very meaningful “What Really Matters” story related to accessibility in sport, and we have built out content with each of our Team USA Paralympians connecting their performance to our core products and values.

Who are your delivery partners and what is the scope of the collaboration?


We collaborate with a wide range of partners across our different business units and geographies to deliver our product and brand marketing strategies. Our Worldwide Olympic and Paralympic Partnership activities are global in nature, but managed locally in regions to create deeper connections in each market. We work with a robust combination of digital, social media, public relations, sports marketing, paid media, and brand strategy agencies. They all have central connectivity through our core “What Really Matters” platform and brand identify while offering different ideas and expertise depending on the geography and business.

What are the expansion plans for you to support individual sports?

As our business strategy evolves, our general platforms of engagement will also shift to ensure we remain aligned with our objectives. Racing is our passion – always has been, and always will be. That’s why sustainable motorsports are an area we will continue to explore in many ways. This will include advancing our materials, products and processes to move toward our long-term sustainability targets. It will also include identifying more like-minded racing platforms that are focused on driving innovation that can help create a more sustainable future. Of note, we are very excited to start as the new tire supplier for FIA Formula E starting in the 2026-27 season. Through all of our partnership activations, we will continue to focus on our values, our business, and our vision – which all center around performance and making a positive impact on our customers and communities. Then we will keep collaborating with people and platforms that make the message authentic, personal, and relatable to our different audiences.

NFL names Sony as official technology partner

The NFL and Sony announced a partnership naming Sony as an official technology partner of the NFL, as well as the new official choice for headphones of the NFL.

Sony and the NFL will collaborate with coaches, players, teams and leadership across the organization to transform the future of football. This includes an expansion of Sony’s sports technology through Hawk-Eye Innovations to support officiating and the development of on-field and sideline technologies, including a new coach’s sideline headset that will debut in the 2025 season.

The NFL and Sony will work closely to develop this new headset supporting coach-to-coach communication on the field, powered by Verizon Business’ Managed Private Wireless Solution running on Verizon’s reliable 5G network.

Sony’s Hawk-Eye tracking services will be used to further enhance the accuracy of game-critical items like line-to-gain measurement. Sony’s Beyond Sports and its expertise in real-time visualization will help engage the next generation of NFL fans.

The new partnership is the latest example of Sony’s deep integration throughout NFL games, ranging from sideline photography and broadcast cameras and production to technology that supports officiating, enhancements for in-stadium fan experiences and more.

Sony’s extensive technology solutions capture some of the most memorable moments of the NFL, bringing fans the excitement and unpredictability of the game with world-class precision. Within the game itself, Hawk-Eye’s technology has supported the NFL Officiating Department to review and make critical rulings on plays. For the coming seasons, Hawk-Eye and the NFL will collaborate in the development of a next-generation officiating technology leveraging Hawk-Eye’s state-of-art line-to-gain optical tracking technology to review and make critical ruling on plays, helping to achieve the highest level of game integrity.

The technology and data captured by Hawk-Eye paired with player tracking data from the NFL’s Next Gen Stats powered by AWS and Sony’s Beyond Sports’ visualization technology will create new avenues for real-time content creation like ESPN, Disney and the NFL’s Emmy-award winning “Toy Story Funday Football” alternate game presentation during the 2023 season, which brought a younger and more global audience to the game as the biggest live event to date on Disney+.

Since 2020, Sony has been the exclusive imaging products and support provider for The Associated Press, a trusted global news organization and the definitive source for NFL imagery. Sony’s imaging ecosystem has been AP’s exclusive camera choice for all NFL coverage, producing many incredible images of the league’s most defining moments over the course of the last four years.

Sony cameras have also been used by NFL broadcast partners including CBS Sports, ESPN, FOX Sports and NBC Sports for decades, including coverage of the League’s biggest games and the Super Bowl.

Sony products and technologies are used extensively in many NFL stadiums across the country, with opportunities to expand further as teams and organizations continue to evolve their in-game experiences for fans. Additionally, the new NFL Network studios in Inglewood, California have recently shifted many of their key operations and cameras over to Sony technology.

With this new partnership, the NFL and Sony will continue to work together to create new opportunities within football through the power of technology. They remain committed to evolving the game to maximize engagement and enjoyment for fans, coaches and players alike.

Manchester City signs Betway as official global betting partner

Manchester City has announced a new multi-year partnership with leading global online betting and gaming brand, Betway.

As part of the Club’s pre-season tour of the United States, and to mark this significant deal, leading figures from Manchester City and Super Group were on-site for the iconic New York Stock Exchange bell-ringing ceremony. 

The agreement will see Betway become the Club’s Official Global Betting Partner from the start of the 2024/25 season, as Manchester City joins the brand’s extensive sports sponsorship portfolio which includes teams from across the Premier League, La Liga, NBA and more. 
 
On the occasion, Soriano said: “We are pleased to announce Betway as our Official Global Betting Partner today. 
 
“As a globally recognised brand, Betway has a strong pedigree and history of working with high-profile brands within the sports space and we’re excited to work together throughout the partnership.” 
 
Menashe commented: “We are absolutely delighted to become Manchester City’s Official Global Betting Partner. 

“This agreement cements our place in the top tier of Premier League partners, ensuring that out Betway brand reaches fans in all corners of the globe.” 
 
Throughout the duration of the partnership, Manchester City and Betway will collaborate on a number of activations and exclusive content opportunities, in addition to the brand featuring across digital and in-stadia assets.
 

The Strategic Value of Outsourcing Operations for OTT Platforms

Chris Pulis, Chief Technology Officer at Globecast shares his thoughts on the best next step OTT platform owners can take in the fast-paced era of media services.

We have been taking on this important service in the last few years managing platforms and high-value live content.  Our initial experience has been to also learn from big tech customers on how to run their platforms.  They were the first to recognize that platforms with live broadcasts at the core of their offering are not just easy IT environments to manage.  Our customers learned the hard way that more than a software product, the live content that comes at such an enormous cost to the business has unique acquisition, processing, and delivery challenges that pure software and IT teams are simply not equipped to handle.  That’s why they come to us. 

The stakes are simply too big for failure. With growing consumer demand for everywhere access to live sports, award shows, and other event-driven content where millions of concurrent subscribers are glued to the streams, the differentiation between broadcasters and non-broadcasters in terms of operational competence becomes starkly evident. This is why, given the intricacies involved, even the largest platform owners are turning to outsourcing as a strategic move to leverage specialized skills; particularly with industry veterans like Globecast, who have been at the forefront of video acquisition and distribution for decades.

Broadcasters vs. Non-Broadcasters: Competence in Specialization

The divide between broadcasters and non-broadcasters in managing OTT platforms primarily centers on their experience and expertise in video operations. Managing live broadcasts makes them inherently more attuned to the nuances of live video delivery—ranging from signal acquisition to distribution to the edge.  “Just do it over the internet” is a concept that has pitfalls unless you know what you are doing. This includes mastery of low-latency and redundant architectures as well as real-time failover capabilities along the entire value chain.

Although they are clearly some of the smartest product and content owners on the planet, non-broadcasters, such as pure-play internet companies or media startups, often lack the requisite deep-seated expertise not realizing how vulnerable they are to success for their subscribers. Although they may excel in other aspects of digital content, such as user interface design and personalized content recommendation algorithms, they frequently struggle with the real-time technical demands of live television. This gap in expertise can lead to frustrated and angry users burning you in effigy on social media or content partners upset their sports events failed to get to their fans.  Not to mention platform owner C-level executives wanting to understand why subscribers and revenue projections have missed targets due to churn and other signs of “anticipointment” by subscribers canceling their subscriptions.  Most of us who work in Media & Entertainment are also consumers too and we have zero tolerance for these same delays or interruptions.  The consumer experience is an “always on, always available expectation” ingrained in us by broadcast television. In the US, it’s almost an evolutionary law.

Stream Management is video engineering, not IT

Video stream management involves a complex set of processes and technologies designed to ensure the seamless delivery of content to end-users. Specialised skills in video encoding, quality assurance, media management, and distribution are essential. Unlike static video-on-demand content, live broadcast streams require real-time data processing and an extremely reliable infrastructure to handle sudden spikes in viewer traffic and bandwidth demands.  There are also the variables consumers encounter due to how they are connected – their ISP.

Outsourcing platform operations to specialists can mitigate risks associated with live event streaming. Specialists like Globecast not only possess advanced technologies and systems tailored for video management but also have experienced personnel who can anticipate and respond to potential issues swiftly. This expertise is invaluable, particularly when streaming high-profile events that attract large global audiences and where even a minor glitch can have significant repercussions.

The High Stakes of Live Broadcast Content

Live content, particularly sports, is the crown jewel of broadcast media. Sports broadcasting rights are incredibly expensive and represent significant investments for media companies. For example, broadcasting a major football event not only multi-millions to secure those rights, but in turn, requires also a robust infrastructure to ensure the live feed is uninterrupted and of the highest quality.

Leveraging Decades of Experience

Globecast has been a prominent player in the field of video acquisition and distribution for decades, providing a wealth of experience drawn from legacy broadcasting technologies to the latest in live streaming. This significant experience allows Globecast to innovate while maintaining reliability and quality in their service offerings. Their expertise encompasses everything from satellite and fiber optics for content acquisition to advanced encoding techniques and CDN management for distribution.

The value added by Globecast is not just in its technological capabilities but also in its understanding of the broadcast ecosystem. This includes regulatory compliance, rights management, and integration with existing broadcaster workflows, which are often overlooked but vital areas in live content delivery.

Accountability: Importance of KPIs for Vendors

For service providers like Globecast, adhering to strict Key Performance Indicators (KPIs) is essential.  Any customer is going to want their provider to be accountable.  These KPIs include metrics such as issue response times, resolution rates, system uptime, and viewer quality of experience. In an industry where viewers may switch services after a single poor experience, maintaining a high level of performance in these areas is critical.  That’s why KPI capture is key.

Effective issue response and resolution practices are particularly crucial during live events since issues must be addressed in real time. Globecast excels in this area by employing advanced monitoring tools and a skilled technical team that can quickly diagnose and rectify issues, often before they impact viewers.

Best Practices in Data Center Systems Deployments

The backbone of any OTT service is its data center operations. Best practices in data center deployments involve not only state-of-the-art physical infrastructure but also sophisticated software management tools that optimise the delivery of content across various networks. Globecast utilises top-tier data centers equipped with the latest in technology, coupled with redundant systems and robust disaster recovery protocols to ensure high availability and resilience.

Moreover, continuous improvement is the cornerstone of Globecast’s operational philosophy. By consistently maintaining systems and adopting innovative technologies, Globecast ensures infrastructure is not only healthy but also capable of meeting the future demands and growth of the platform.

Incorporating AI into OTT Platform Operations: Enhancing Behind-the-Scenes Efficiency

AI is revolutionizing various sectors, and the broadcasting industry is no exception.  It was the buzz all week at NAB. In the context of OTT platforms, where the focus is on delivering seamless content delivery experiences, the integration of AI can significantly enhance operational efficiencies while maintaining a seamless user experience that would have its own AI profile (or augmentation). This integration can be seen in several critical areas that improve the overall service delivery and operational robustness of OTT platforms.

Content Quality Control

One of the primary applications of AI in OTT operations is in the realm of content quality control. AI algorithms are adept at monitoring video streams in real-time to detect issues such as signal degradation, audio disruptions, or unsynchronised subtitles. These systems can then automatically initiate corrective measures or alert human operators to intervene. This not only ensures a high-quality viewing experience but also reduces the workload on technical staff, allowing them to focus on more complex problems.

Operational anomalies, such as unexpected system failures or security breaches, can have severe repercussions for OTT platforms. AI-driven anomaly detection systems can monitor network and application activity continuously to identify patterns or actions that deviate from the norm. These systems can provide early warnings of potential issues, from hardware failures to cyberattacks, enabling proactive responses that minimise downtime and protect platform integrity.

Resource Allocation

Efficient resource allocation is vital for maintaining the cost-effectiveness and performance of OTT services. AI can automate the allocation of computational resources based on anticipated or forecasted demand, which is particularly useful for live events and new content releases that typically see spikes in viewer numbers. By predicting these spikes, AI systems can allocate additional resources in advance, thus ensuring a smooth streaming experience without manual intervention.

For OTT platforms that deal with vast libraries of on-demand content, AI can streamline the process of content archiving, indexing, and retrieval. AI algorithms can tag and categorize content automatically, making it easier to manage and retrieve. This not only speeds up the process of content delivery but also helps in managing storage efficiently, thereby reducing operational costs.

Integrating AI into the operations of OTT platforms presents a formidable opportunity to enhance the efficiency, reliability, and scalability of broadcasting services. These AI applications work behind the scenes, optimizing network performance, improving content quality, and ensuring that the infrastructure is robust enough to handle the demands of modern-day broadcasting. For companies like Globecast, which are already at the forefront of broadcasting technology, leveraging AI is a natural next step in evolving their service offerings, ensuring that they remain competitive in an industry where operational excellence is key to success. This strategic use of technology not only enhances operational capabilities but also sets a foundation for future innovations in the broadcasting sector.

Conclusion

Outsourcing the operations of OTT platforms to a specialised service provider like Globecast offers broadcasters and media companies a strategic advantage. This partnership allows platform owners to leverage decades of industry expertise, ensuring that their extraordinarily valuable broadcasts meet the highest standards of quality and reliability as well as the high expectations of subscribers.  For companies with roots grown deep in software engineering and IT environments, the concept of “let’s just do it the way we’ve always done it” is a trap that is unavoidable without a broadcast services provider in your corner. As the OTT landscape continues to evolve into VR, AR, HDR, and other content-driven experiences, the importance of working with a strategic outsourcing partner will only grow, proving essential for those looking to lead in the competitive world of platform-based OTT broadcast delivery.

Premier Soccer League signs Betway as title sponsor

The Premier Soccer League (PSL) has named Betway, South Africa’s leading online sports and gaming brand, as the premier division’s new title sponsor.

The premier division of football will now be known as the Betway Premiership.

Chairman of the Premier Soccer League, Dr Irvin Khoza welcomed the new deal as a major boost to the sport: “This is a massive boost for every lover of football in this country. Our partnership with Betway confirms our league’s standing as one of the best in the world and heralds a wonderful future for our game. Betway’s energy and enthusiasm will have immediate impact across all facets of the game, and on behalf of the PSL, I am proud to welcome them on board as title sponsor and partner.”

Laurence Michel, Betway Africa, believes that the deal marks the beginning of a new era for the premier division, adding that Betway looks forward to help in writing a new chapter in the PSL’s rich soccer history.

“Football is a fundamental part of South African life. It really is in our blood and has been for generations. We are incredibly proud to be the title partner of the Betway Premiership. It further demonstrates not only our respect of the history of the league, but our vision for the development for its future. The PSL aligns with our values as a brand that commonly champions great South African success stories,” Michel said

Formally established in 1996, but with roots that go back nearly a century, the Premier Soccer League is indisputably the most popular sporting competition in South Africa, with legendary characters, dearly-loved clubs and rivalries that capture the essence of football and culture in this country.

Michel explained that the Betway Premiership will lean heavily on the legacy and rich history of a football league already entrenched as one of the top ten domestic league competitions in the world and is excited by what the future holds for football in South Africa.

“We appreciate how much football has done for people and for our country. As we begin this partnership, we want to acknowledge and celebrate what the game has accomplished in the past. We also want to enhance the game as it stands today and, most importantly, we want to help build an even better future for the next generation of footballing stars from this country,”

Michel added, “We are so excited by what this partnership will do for football fans in South Africa. As a brand, we are known globally for our sponsorships of the world’s biggest clubs and tournaments and that experience is going to play a huge part in driving the PSL forward.”

This partnership further reaffirms the brand’s commitment to the South African sporting industry. It is the latest addition to an enviable sporting partnership portfolio, which spans across a number of sports, which also includes the world champion Springboks, as well as the Betway SA20.

McLaren Racing joins forces with Mastercard

McLaren Racing and Mastercard have joined forces in a multi-year deal that will see the global payments leader become a major sponsor of the McLaren Formula 1 Team.

The deal marks the coming together of two preeminent brands known for their focus on innovation and for setting the standard in offering incredible experiences that bring people closer to their passions as well as each other. 

Mastercard Priceless Experiences provide cardholders unparalleled access to some of the most exciting properties in sports and entertainment, and this deal will allow Mastercard to extend that into the world of Formula 1 and the McLaren Racing team. Mastercard branding will appear later in the 2024 season. 

Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard: “We are constantly exploring new ways to bring value to our customers and cardholders. Getting them closer to their passions, what they love most, is central to this, and racing has become one of the most exhilarating, universal passions globally.

“For many people, McLaren is synonymous with racing – exciting, innovative, purpose-driven. We are thrilled to partner with them and to join our brands together in a meaningful way in the eyes of fans everywhere.” 
 

Zak Brown, Chief Executive Officer, McLaren Racing, said: “Mastercard is an incredible brand with the iconic red and yellow logo instantly recognisable wherever you are in the world. Mastercard shares our absolute passion for offering fans fantastic experiences and opportunities to truly feel part of our growing global racing community – and we are delighted to welcome them to the McLaren Racing family.” 

How data and analytics will transform athletics on the track and keep fans engaged

Data analysis in sport is already producing game-changing results, to the point that every decision now being made on the pitch, track or field is being driven by data in some shape or form. We see evidence-based insights continuing to enhance athletes’ performance and are now fundamental to revolutionising how we understand, enjoy, and engage with sports.

The impact of data has been witnessed on a global scale across multiple sports. In athletics, however, while we have seen huge technological strides in footwear, apparel, and training methods, the modern synthetic running track has remained largely unchanged since the 1968 Summer Olympics. It struck me during my career as a professional athlete, what if we could radically innovate the running surface and see if it could help athletes run faster?

I started working on the idea when a chronic autoimmune condition put an end to my track running career a few years ago. Though I can no longer compete professionally, it’s my belief that technology and bringing athletics into the digital age will empower the next generation of athletes to reach their fullest potential.

Our vision, put simply, is to transform athletics with the world’s first integrated smart flooring system by democratising data and enabling athletes to gain actionable insights from their performance, provide provision in measurement in order to make adjustments and potentially achieve faster running speeds.

According to Fortune Business Insights the global sports analytics market size was valued at USD 3.78 billion in 2023. The market is projected to be worth USD 4.81 billion in 2024. As levels of innovation – continue to reach new heights, we are incredibly excited about introducing Feldspar into this ecosystem and drive change and innovation to the next level. Against this background, I highlight how data will continue to transform and evolve the athletics industry to benefit athletic performance and make it more engaging and exciting for spectators watching in stadiums and at home.

Improving Athletic Performance

In the modern era, athletes and coaches are already using data to optimise their performance and data science also plays a crucial role in identifying potential risk areas of injury by analysing patterns in performance data. Traditionally, this information has been captured using camera-based methods at competitions or on smartphones during daily coaching sessions. There’s also very limited information on display on what happens on an individual level between the start and finish line, which makes it very hard to determine important metrics like stride length and frequency from cameras, as they lack a precise reference for distance. However, advancements in technology now offer the potential to capture athletes’ footsteps directly, transforming performance analysis through insights provided in real-time.

The way this information is collected by our next-generation, digital flooring solution will set the standard in the industry. The state-of-the-art materials combine advanced sensors and patented hardware technologies. The sensors will capture a wider range of running metrics that were previously hard to access such as stride length, stride frequency, ground contact time and max velocity. In addition, it will capture basic metrics but more accurately than before, helping runners potentially achieve faster running speeds.

Using a combination of camera-based technologies and data captured from the track will allow easier access for athletes and coaches to get valuable insight into their running in both training as well as before, during or after competition as well as for the fans who want to understand more about the sport.

How will technology be used to improve the fan experience in athletics?

Data is reshaping how sports fans interact and engage with sports. We expect that the huge amount of information we’ll be able to obtain through our digital running track will transform the fan experience even further. There is a lot to learn from what has already been achieved in football, Basketball and Motor Racing for example.

At Feldspar we plan to democratise the data available, which will bring fans closer to the action by bringing together what is happening on the track and connecting it to the spectators watching in the stands. For instance, data can be displayed on big screens at events, integrated into live broadcasts, and accessed via mobile apps, making the viewing experience more interactive and engaging. The adoption of new technology will not only enhance precision in measurement, but it also has the potential to elevate the profile of athletics by adding more layers to the athlete’s story, and it will create high energy live events for fans of the sport.

As we continue to develop and refine our offering, the goal remains clear: to ensure that athletics not only keeps up with technological advancements both on and off the track but leads the way in adopting new technology in the future that will likely see world records broken and also pave the way to an elevated fan engagement at global sports events.

The writer Alvina Chen is the founder and CEO of Feldspar, the UK-based technology company building the world’s first sensor-enabled high-performance running track that’s set to transform live sports entertainment in athletics.