AE Live Group renews Gold SVG Europe sponsorship

AE Live Group, which works with clients including Premier League Productions, BBC, ITV, Sky Sports, WTA Tennis, World Rugby and Fox Sports, has renewed its Gold sponsorship of SVG Europe.

The group consists of creative agency Ignite, AE Live, which specialises in capturing, processing and visualising live sports data using on-screen graphics and augmented reality, and Silver Spoon, leaders in innovative, real-time virtual production content on Unreal Engine, which the group acquired in July 2023.

According to AE Live, this acquisition “shows our US broadcast ambitions and further expands our foothold in the US broadcast market, adding to the global footprint of the AE Live Group in India, South East Asia, South Africa, Australia and New Zealand”.

Silver Spoon has been among the leaders in bringing immersive technologies, including virtual production, AR, and XR to major events, working with CBS Sports and Nickelodeon on multiple NFL alternative broadcasts.

Over the past two years, CBS and Nickelodeon have partnered with Silver Spoon on the now established ‘Nickified’ NFL simulcasts, with the goal of bringing football to a younger viewing audience. The three companies also worked together on the 2024 Super Bowl LVIII in Las Vegas, with the main aim of once again telling a cohesive creative story, developing flexible AR moments to keep viewers entertained, and pushing the technical boundaries of what had been done in live AR on TV. AE Live also provided support across both broadcasts with regards to camera tracking and data integration.

“Our acquisition of Silver Spoon has further enhanced the highly innovative and creative capabilities of the AE Live Group,” said Gavin Bunker, sales and marketing co-ordinator at AE Live. “We were proud of the way they moved the chains on storytelling, entertainment and technology at this year’s Super Bowl with Nickelodeon, breaking new ground in real-time broadcasting and built entirely in Unreal Engine 5.0.”

Ignite was purchased by AE Live in 2020. It serves the world’s biggest broadcast networks and live sporting events via a team of specialists that bring a unique mix of talent across creative, strategy, branding, design and graphic integration. Ignite delivers design solutions for broadcasters including branding, titles, in-show graphic packages as well as virtual and hard set design. Clients include World Rugby, with the agency delivering the entire graphic design package and title sequence for the Rugby World Cup France 2023, title sequence and entire match graphics package for Rugby World Cup Sevens 2022, and front end, open and titles for the Women’s Rugby World Cup 2021.

In terms of the sponsorship renewal, Bunker added: “We’re pleased to extend our relationship with SVG Europe, a key partner for the AE Live Group when it comes to distributing our news to the sports broadcasting industry. This year, we look forward to continuing our journey of strengthening our international presence and delivering industry-leading broadcast solutions to our global broadcasters, sports federations and production clients.

“It is going to be another exciting year, and we look forward to sharing all of our news, as it happens, with SVG Europe and its audience.”

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