Case Study: STATS SportVU

Sport Business News

When World Sport Group (WSG), the exclusive marketing and media partner of the Asian Football Confederation (AFC), began preparing for the 2011 AFC Asian Cup " its focus was enhancing the viewer experience for fans and increasing the value for Samsung, a key partner and sponsor.

The AFC Asian Cup Qatar 2011, which was held in Doha, Qatar, between 7 and 29 January 2011, featured the top 16 Asian football nations competing for the championship title. The event is the Asian equivalent of UEFAs European Championship and CONCACAFs Gold Cup. World Sport Group understands that now, more than ever, it is increasingly important for major events such as Asian Cup to reach their target audience across multiple platforms. Likewise, event sponsors are continually seeking revolutionary and innovative methods to activate their brands and deliver greater ROI than traditional marketing and advertising campaigns. With its innovative SportVU player tracking technology, global sports information leader STATS, headquartered in the US, offered a solution that remedied World Sport Groups needs. STATS SportVU player tracking system utilises a sophisticated technology to collect X, Y positioning data of the ball and participants (players and referees) within the playing field in real time. All aspects of the data collection process are completely non–intrusive to game action. SportVUs ground–breaking and innovative content enriches the viewer experience and elevates the value sponsors receive with their connection to the event. SportVU adds a new dimension to the Asian Cup broadcastBy utilising the SportVU real–time tracking system, the AFC was able to leverage next generation statistics and present innovative broadcast graphics. This never seen before content is both engaging and enlightening for the home viewer. SportVU provides on–air statistics including team and player possession stats, player run comparisons (measures the distances and pace run by individual players), and player heat maps (illustrates the areas of the pitch where individual players spent most time). These innovative on–screen graphics were incorporated into the World Feed broadcast throughout the tournament. STATS and partner wTVision, an expert company in managing real–time on–air graphics during sports events, collaborated in developing these live graphic solutions that were displayed throughout all 31 matches of the AFC Asian Cup Qatar 2011. Graphics include: – Team and player possession stats – Player run comparisons – Player heat maps The new inventory of on–screen graphics from SportVU greatly increased the AFCs ability to create additional advertisement inventory. Sponsor activation on multiple platformsThe presenting sponsor across the AFC Cup Qatar 2011 product suite was Samsung. By sponsoring and activating across the tournaments multi–platform product suite, Samsung enhanced its ability to connect and reach consumers across the globe. STATS accomplished this by tasking its in–house developers to create a compelling match experiences across a multiple mediums, including web, broadcast, mobile and tablet devices – providing unique real estate for Samsung. Comprehensive data and editorial content from the Asian Cup was also made available at the official website of the AFC. A key component to the AFC multi–platform approach was providing engaging solutions on emerging platforms. The tablet marketplace is one of the fastest growing areas in sports consumption. STATS was able to develop an application leveraging the highly interactive environment enabled by the Galaxy Tablet device for Android. Samsungs Scouter App utilises engaging content to create an immersive experience for both users and brands (AFC and Samsung). Summary By leveraging STATS innovative player tracking technology and its in–house development capabilities, Samsung was able to activate its brand as a broadcast and application partner, reaching consumers with engaging and entertaining content. AFC president Mohamed Bin Hammam said he was delighted with the enhanced coverage of AFC Asian Cup Qatar 2011 around the globe. I am thrilled with this partnership as it will allow more TV viewers and website visitors in Asia and worldwide to experience a rich content beyond the standard TV and web coverage, he said. I would like to commend Samsung for being foresighted and able to appreciate the value of our product and also the platform that AFC can provide for sponsors looking for extra exposure beyond the standard methods, he added.

Additional information