Tech Focus: Advancing Immersion in Sports Broadcasting with AR and Virtual Production By Michael Burns, SVG Europe
Thursday, May 8, 2025 - 11:10 am
Print This Story | Subscribe
Story Highlights
Immersive technologies are reshaping sports broadcasting with solutions that enable more dynamic and engaging productions. From AR graphics to live virtual production studios, advancements in these technologies are driving efficiency and enhancing storytelling.
Broadcasters are increasingly leaning into immersive sports experiences to capture the attention of digital-first audiences, says Yavuz Bahadiroglu, head of sales (EMEA) for Zero Density. This demand is growing across top-tier and regional broadcasters who see the potential of virtual and AR production.
The reason for the growth is because viewers want to be informed and entertained , says David Jorba, VP of business development, broadcast at Disguise. Younger audiences want to watch a gamified virtual experience because that is how they like to interact with the information they consume. However, older audiences might still want to see more traditional brick and mortar' spaces. What works best is to have hybrid spaces where you can mix traditional production with virtual storytelling. Fans are looking for deep information with enlightening data visualisation and analytics. This is only possible through virtual technology and immersion.
Disguise has seen a lot of deployment of its technology in sports, says Jorba, including XR productions using an LED volume, as seen in ESPN Studio C and DAZN in Italy. These are full virtual environments where the presenters and guests are immersed in the content and can interact with it to deepen the storytelling, he adds.
Fans are looking for deep information with enlightening data visualisation and analytics. This is only possible through virtual technology and immersion
Broadcasters constantly need to produce more and more content; they need to do more with less but with the best quality possible. LED XR environments bring the quality virtual production you see in film into highly dynamic multipurpose production spaces. A second factor is powerful data visualisation. You need the capability to build strong storytelling graphics that feel realistic and bring a new perspective to the presentation. And lastly, you need realism. The virtual environments that fly you over to the events or allow you to analyse the game from the inside with a unique virtual perspective need to be highly realistic to eliminate the barrier between reality and virtual immersion.
Sports broadcasters worldwide are integrating virtual production to transform their coverage by enhancing storytelling, increasing fan engagement, offering eye-catching sponsored content and optimising production workflows, agrees Bahadiroglu. Viaplay Group has used Zero Density's Reality to build sophisticated virtual studios that seamlessly blend real and virtual elements. This approach allows broadcasters to present pre-game analysis, halftime discussions, and post-match breakdowns with unparalleled visual depth, making complex game strategies easier for audiences to understand.
Then there's the virtual window' studio, a hybrid space that combines physical sets with immersive LED walls and floors. Jorba says ESPN Sports Center and ESPN NFL Studio exemplify this approach, where the camera can shift between a virtual set and a traditional video wall effect.
In my opinion, it's an adoption process that will not stop, he adds. Eventually, all green screen environments will end up being LED XR volumes. All traditional video walls will transform into virtual window spaces with high-resolution video playback and Unreal Engine graphics. If anything, the holdback has been waiting for the right occasion. Most broadcasters started looking at LED XR two years ago. They spent time understanding the technology, the efficiency it provided, and the costs associated with it. Today, as they build a new studio or replace an old one, they are moving into this technology.
A third application is augmented reality graphics, which are increasingly being integrated into live sports broadcasts. For example, the Portland Trailblazers have used AR graphics to enhance fan engagement, providing real-time data visualisation directly on the broadcast feed, says Jorba.
Alex Roriz, vice president, global partner business strategy & growth, wTVision, agrees that AR graphics make sports broadcasts more immersive, informative, accessible, and exciting.
wTVision is integrating applications such as real-time player tracking and other statistics into AR. We have two kinds of augmented reality, one is tied to the field, so might be, for example, the distance to the goal in a free kick, or the team logos on the pitch, or a virtual advertisement, says Roriz. We are using that in the Portuguese league, in the Belgian league, in the Spanish league and other major events. It's trackless and so can be used in any arena; we use video recognition and the lines of the field to generate the tracking.
The company's R Space Engine can power everything from simple statistical displays to complex, three-dimensional representations of sporting data, and Unreal Engine is also used for photorealistic productions.
Sports broadcasters worldwide are integrating virtual production to transform their coverage by enhancing storytelling, increasing fan engagement, offering eye-catching sponsored content and optimising production workflows
For data-driven AR applications in sports, our render engine provides real-time connectivity, says Roriz. We have integrations with data sets and scoreboards from at least 32 different sports, and integration with many data sources from different countries.
The technology is certified for FIBA'
Most recent headlines
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
08/05/2025
A sinister fairy infiltrates a desperate family in Kenneth Dagatan's In My Mother's Skin, which premiered at the 2023 Sundance Film Festival. Photo co...
08/05/2025
As expected, continued weak demand from key sales markets and declining economic...
08/05/2025
A new three-part series is coming to BBC iPlayer and BBC One
(Image: The Christie Archive Trust)
The BBC has announced Agatha Christie's Endless Night, a...
08/05/2025
For skyward-bound operators, training focuses on the unique aspects of flying ISR missions, including the management of onboard surveillance equipment and the e...
08/05/2025
The cable industry has told the Federal Communications Commission it supports the National Association of Broadcasters' proposal to allow broadcasters to us...
08/05/2025
WASHINGTON The Consumer Technology Association has continued its opposition to mandates requiring that NextGen TV/ATSC 3.0 tuners be included in new TV sets, sa...
08/05/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real time visualization, has named Paul Maroni as Vice Pres...
08/05/2025
This year's UK Pavilion in hall 5, once again managed by Tradefair, will provide visitors with the unique opportunity to discuss and be involved in cutting ...
08/05/2025
Rohde & Schwarz will showcase its latest energy-efficient transmitters and 5G Broadcast technologies, designed to support network operators and content provider...
08/05/2025
IRVING, Texas Nexstar Media Group has tapped Bill Nardi as vice president of station operations, responsible for overseeing the day-to-day broadcast operations ...
08/05/2025
SEATTLE LumaTouch is partnering with CNN Academy to improve mobile storytelling techniques and support training across all of CNN Academy's training simulat...
08/05/2025
WASHINGTON The Society of Broadcast Engineers has filed comments with the Federal Communications Commission that support a proposal by the National Association ...
08/05/2025
Senior adviser to the United States Agency for Global Media Kari Lake has announced that One America News Network (OAN) will provide newsfeed services for fre...
08/05/2025
EdMon Expands as AI-Driven Post Production Workflows Gains Traction in Sweden an...
08/05/2025
Using Luma Mattes in Adobe Premiere Pro
Graham Quince May 7, 2025
0 Comments
This very quick tutorial shows you how to take an RGB clip and apply its ...
08/05/2025
OpenDrives Unveils Free Your Data' Initiative with New Astraeus Cloud-Nativ...
08/05/2025
Student Spotlight: Grigori Balasanyan The Armenian composer, who was named Boston Conservatory at Berklees 2025 student commencement speaker, talks about his ...
08/05/2025
08 May 2025
VEON Shareholders Re-elect Board at 2025 AGM, Founder Augie Fabela ...
08/05/2025
Comedy and entertainment channel U&Dave bring back their #1 ranked programme of ...
08/05/2025
May 8th, 2025 Press Materials Available Here
Tribeca Festival 2025 Unveils New Premieres Spanning Film and Music
Slick Rick's Victory with Idris Elba a...
08/05/2025
May 8th, 2025 Press Materials Available Here
Tribeca Festival 2025 Announces Lineup for Inaugural Storytelling Summit
11-Day Industry Event Launches with Tal...
08/05/2025
SVG Sit-Down: Vizrt's Nicholas Jameson on AI in Workflows, Pushing Boundarie...
08/05/2025
Creating Alternative Brand Experiences: Live Sports in the Age of Fortnite, Meta...
08/05/2025
PGA TOUR's David Piccolo: Advanced Graphics and Virtual Production Tools are...
08/05/2025
Tech Focus: Advancing Immersion in Sports Broadcasting with AR and Virtual Produ...
08/05/2025
Expect even more chaos this July with Harriet Webb leading the returning cast, p...
08/05/2025
Back to All News
Now in Production: Comedy Action Film Husbands in Action'...
08/05/2025
TenneT relies on Arvato Systems for market communication
Energy industry: Impressive market communication know-how and system integration expertise
G tersloh...
08/05/2025
When Taiki Hamamoto, 22, came across a Hanafuda deck at his local game shop, he was intrigued. He had grown up playing the traditional Japanese card game with f...
08/05/2025
The Liveline is now open , said Joe Duffy earlier today, as he previewed this af...
08/05/2025
RT , in association with the BBC, Screen Ireland and Cineflix Rights has reveale...
08/05/2025
Artificial intelligence is helping identify and treat diseases faster with better results for humankind. Natural disasters like wildfires are next.
Fires in th...
08/05/2025
Calling all wiseguys - 2K's acclaimed Mafia franchise is available to stream...
08/05/2025
As AI use cases continue to expand - from document summarization to custom software agents - developers and enthusiasts are seeking faster, more flexible ways t...
07/05/2025
Discovering music should feel effortless and fun. That's why Spotify continu...
07/05/2025
SBS and NITV mark National Reconciliation Week with compelling premieres recogni...
07/05/2025
SBS commences search for a new Western Sydney production hub location
7 May, 2025
Media releases
SBS has today launched a Request for Expressions of Intere...
07/05/2025
Warsaw, Poland - April 28, 2025 - Nielsen, a global leader in audience measurement, data and analytics, has released its latest March All Screens Video Landscap...
07/05/2025
LONDON Movie fans hoping to save money by waiting until their favorite new films appear on streaming services will have to wait a bit longer now, according to a...
07/05/2025
MECCA, Saudi Arabia Saudi Broadcasting Authority (SBA) has selected Grass Valley to provide a major technology upgrade of its broadcast facility here....
07/05/2025
Sony and Nevion provide guidance on IP network architecture options for live pro...
07/05/2025
Media Pioneer Publishing AG Expands Editorial Capacity
Brie Clayton May 7, 2025
0 Comments
Pioneer 2 boat production environment powered by Blackmagic...
07/05/2025
LONDON Movie fans hoping to save money by waiting until their favorite new films appear on streaming services will have to wait a bit longer now, according to a...
07/05/2025
WASHINGTON The Federal Communications Commission's Media Bureau is seeking public comment on a Petition for Rulemaking from HC2 Broadcasting Holdings asking...
07/05/2025
WASHINGTON Following a decision by U.S. Department of Education to terminate its 2020-2025 Ready To Learn to the Corporation for Public Broadcasting, CPB has in...
07/05/2025
NEW YORK Fox's ad-supported streaming Tubi made a series of product and partnership announcements during IAB NewFronts in New York, including the launch of ...
07/05/2025
MOUNTAIN VIEW, Calif. Google Fiber (GFiber) has announced a redesigned app that the company said will simplify how customers set up service, manage devices, and...
07/05/2025
WASHINGTON NASAs on-demand streaming service, NASA+, has launched a FAST (Free Ad-Supported Television) channel on Prime Video....
Tech Focus: Advancing Immersion in Sports Broadcasting with AR and Virtual Production By Michael Burns, SVG Europe 
