Green Bay Packers Escalate In-House Video Production With New Content Studio

At 2,600 sq. ft., the new home of digital content houses a main studio, podcast space, and an auxiliary control room

NFL franchises are accelerating their production capabilities, launching new content studios at their respective headquarters. In Titletown, the Green Bay Packers are following suit with a new space housing the main Thrivent Studio, the Potawatomi Sportsbook Studio dedicated to podcasts, and an auxiliary control room located in Lambeau Field.

We've become a video-production house for the entire organization, says Kregg Shilbauer, director, broadcast, video production and game presentation, Green Bay Packers. Everyone has been excited about this new space.

Significant Upgrade: Larger, More Sophisticated Hub

The two-studio setup is thriving, where the Packers had deployed a run-and-gone approach for media shoots, interviews, and other endeavors since the broadcast department was born. The style of production forced Shilbauer and his team to be nimble, ready to go at a moment's notice, and willing to adjust schedules to find free space and time for the projects. For example, on the day of a shoot, the sets would be rolled in, constructed, used, and taken down all in one day.

If we got lucky, he says, we would have two away games so we could keep it set up in the visitor locker room. It was a struggle for about two years. Then, we were able to get a space that was originally going to be the IT workroom; we used it for about 10 years. That space was relatively small and required things to be moved around for certain shoots, which took time and effort away from the creative process.

Construction began during the 2025 regular season and was completed by the start of this past offseason.The new home for digital content has been a long time coming, and, with the support of Packers CMO Gabrielle Valdez Dow and other club executives, the wheels began to move toward constructing permanent space. The first priority was a location near the players and other personnel for easy access and to engrain the content team in day-to-day activities. The secondary priority was a prominent location, where players can easily identify where they need to go. The third priority was working with a partner that understands the Packers' philosophy, likes, and dislikes. After installation of 4K HDR videoboards inside the stadium, BeckTV was tapped for the project.

There were two years' worth of budget estimates and planning until it got triggered as an official project, says Matt Weiss, managing partner/VP, business development, BeckTV. We saw early floor plans to estimate equipment for the control room and studio support, and, once it got finalized, we were able to settle on everything.

The iconic G logo covers an LED panel, accessed by an outward-swinging door.The idea had gestating for many years while remodeling of football operations and stadium infrastructure took precedence. When the project finally received the green light, Shilbauer leveraged his relationships with other league organizations - particularly, the Minnesota Vikings, Baltimore Ravens, and Dallas Cowboys - to understand their workflows.

Nods to the fanbase are seen throughout the space, including the chant Go Pack Go The Packers' content team had to become accustomed to the additional space. In the previous setup, the footprint reached 400 sq. ft.; the new space, which had been a basketball gym, is 2,600 sq. ft. Ambitious projects of this size generally are completed during the offseason. With this project, since the studios are home to the content keeping fans entertained during the spring, construction began during the 2025 regular season and was completed by the start of the offseason.

When the season started, says Shilbauer, they started working on this space. We were dealing with trying to shoot while construction and demolition were going on. As soon as the season ended, we had to be done.

Shared Tech: Auxiliary Control Room, Videoboard-Control Room

The infrastructure driving the content is housed in an auxiliary control room. With the technological core positioned between this control room and the one reserved for in-venue productions, the spaces are linked, enhancing the firepower at the Packers' disposal.

In the past, live streams were pieced together in a cubicle within the team's office space. Now simultaneous productions in the auxiliary control room can handle a live or prerecorded show as well as a player or coach press conference.

The new Thrivent Studio inside Lambeau Field is the content home of the Green Bay Packers.Panasonic PTZ cameras are used in the two studios. The decision to use PTZs from the older studio and provide a video element to all podcasts was spurred by high viewership in previous seasons.

Other tech includes a Calrec audio console, an extension of the Grass Valley switcher in the videoboard-control room, live-streaming capabilities from QuickLink's StudioEdge, and routing from Imagine Communications' Selenio Network Processors (SNPs).

The auxiliary control room taps into the IP core of the main videoboard-control room.The Imagine SNPs enable the auxiliary control room to tap into the IP-driven backbone of the control room handling the in-venue show, which was the biggest tech challenge. Says Weiss, We wanted to bring signals back and forth from the core into a new studio space, maintain HDR [workflows], and make this an extension of the main control room upstairs. The typical challenges of HDR and UHD are that most streaming services are in HD, so conversion needs to be coordinated.

The first show from the main studio was the Packers' Virtual NFL Draft Party on April 22.The two spaces are designed for mobility and flexibility, but the team has customization at their fingertips. Housing LEDs and video displays from Daktronics,

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