And the NHL has filled its two bubble arenas with “mega screens” meticulously developed to serve an immersive visual experience with 12 new camera angles ( NHL). The MLB is serving digital display ads in foul territory and even the pitcher’s mound. A few months later the NBA followed with an even bolder auditory demonstration and virtual fans lining the (branded) courtside. When the Premier League returned in May, producers borrowed audio stems from the FIFA video game to add crowd noise to make broadcasts feel more natural (and drown out mouthy players). Professional leagues around the world have done everything in their power to prevent their products from appearing lonely and silent - most leaning into digital enhancements. And while look and feel may be different, the canvas for marketers to engage with fans and generate value for brands is now more expansive than ever. Just as in-game atmospheres have grown with the times (gone is the cigarette-smoke filled old Boston Garden where an NHL player once beat a fan with his own shoe), so too must the elements of broadcast. Whistles blow (then are quickly sanitized), sneakers screech an ex-ballroom-parquet, and broadcasters emphatically argue a holding call from thousands of miles away, but sports are back.Īs it has with many other industries, COVID has spurred innovation and creative problem solving this summer in the sports world, leading to the delivery of some atypical but surprisingly engaging broadcast demonstrations.
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