Sponix Tech introduces new virtual advertising workflow at Kooyong Classic
The 2024 Kooyong Classic, a prominent tennis tournament held from 10-12 January 2024, witnessed a pioneering moment in sports broadcasting with Sponix Tech executing a new workflow for the first time in tennis broadcasting. This innovative approach featured virtual overlays at key court positions, executed remotely from Sponix Tech’s office without needing on-site hardware, staff, or even ISO camera access.
Partnering with Mediapro Asia, Kooyong Lawn and Tennis Club’s (KLTC) exclusive marketing agency for domestic and international broadcast rights as well as global sponsorship sales, Sponix Tech utilised its SPboard technology to transform the digital overlaying advertisements in the four corners of the court and the net sides. This was achieved through a seamless remote operation from Melbourne to Doha, then globally, utilising satellite and SRT streams. The entire 10-hour daily virtual feed reached over 30 countries across four continents, demonstrating the expansive reach of this technology.
Lars Heidenreich, managing director of Mediapro Asia, said: “Virtual advertising has become an integral part of Mediapro’s expansive marketing portfolio that provides innovative and tailormade sponsorship solutions for international markets. It adds vital revenue streams for rights holders and event organisers on top of the traditional income sources such as local sponsorships, broadcast and gate receipts. Mediapro Asia is proud to partner with the Care Wellness Kooyong Classic and to market and distribute the event into more than 50 countries around the world. Utilising the program feed (PGM) only, Sponix Tech helped streamline the process and make the entire workflow efficient for broadcasters and organisers.”
The 2024 Kooyong Classic stands as a showcase of virtual advertising’s evolving landscape in sports. Sponix Tech’s execution amplified the commercial appeal of sports broadcasts and streamlined the workflow for producers, broadcasters and rights holders with its hands-off, efficient approach.
Naz Majeed, head of production, Mediapro Asia, said: “The collaboration between Mediapro Asia and Sponix Tech led to an elegant solution to the requirements of the event – inserting virtual sponsorship into a tennis feed without disrupting the operations on-site. Jointly, a smooth workflow was devised which saw the completely successful integration of the virtual graphics into the world feed, without the need for dedicated ISO cams or additional complexity for the OB crew at the venue. This novel process has proven its worth in a fast-paced and dynamic setting such as live tennis.”