Los Angeles Clippers Forge Direct-to-Consumer Path With ‘ClipperVision’ Offering

The franchise is serving up six alternative broadcasts on the digital platform

Few franchises in professional sports are wading into the direct-to-consumer (DTC) waters, but the Los Angeles Clippers of the National Basketball Association are diving in headfirst. ClipperVision, the organization’s brand-new digital platform, gives fans up to six alternative broadcasts for more than 70 live in-market games. At the halfway mark of its inaugural season, supporters of the club are enjoying the results of a process that began nearly a decade ago.

When former Microsoft executive and current Clippers owner Steve Ballmer announced plans to purchase the franchise in 2014, he was determined to turn every aspect of the team into a world-class operation. Several of his ideas targeted strengthening the team’s play on the hardwood, and, thanks to impressive trades, key free-agent signings, and sound decisions during the NBA Draft, the team became a presence in the postseason throughout the 2010s. Roster transactions also played a pivotal role in establishing the brand of basketball dubbed “Lob City”: an up-tempo style of basketball centered on precise aerial passing and high-flying dunks with players like Chris Paul, Blake Griffin, and DeAndre Jordan.

The L.A. Clippers’ BallerVision, a Manningcast-style live stream, has featured former players like Baron Davis, Paul Pierce, and Jamal Crawford as well as owner Steve Ballmer.

Off the court, with an extensive background in the tech sector, Ballmer pushed for increased activations and touchstones that would improve the overall experience for fans. This could be done with an enhanced game-day environment at Staples Center, the previous name of Crypto.com Arena, headlined by better customer service, detailed hospitality, and in-game elements through the game- presentation and marketing departments. Always focused on the next step, Ballmer oversaw development of Clippers CourtVision, a mobile-based application that would extend the team’s relationship with fans away from the venue.

Under Ballmer’s leadership, the Clippers have spent the past seven years conducting numerous offline tests to troubleshoot any arrears of weakness and bolster areas of strength. The franchise gradually saw progress after each season and, for the 2018-19 campaign, was confident enough to release the first iteration of the app to key stakeholders. Deploying the services of Second Spectrum, Clippers CourtVision was eventually given to regular fans. Based on their feedback, the team tweaked the app over the next three years.

“It has long been a dream of mine to use technology to transform the sports-watching experience,” said Balmer in October 2018. “When I first bought the Clippers, I met with [CEO/co-founder] Rajiv [Maheswaran] and his team at Second Spectrum. They understood what I thought might be possible and were ultimately able to make it a reality. The real-time video-visualization technology and big-data capabilities we’ve designed to power Clippers CourtVision are incredible.”

Korean broadcasters, working remotely from Korea, provide their voices to ClipperVision in Korean.

This program led to ClipperVision, but, prior to its launch, the Clippers released several versions featuring a different mixture of broadcasts that users could interact with. Aside from figuring out technological hiccups or finding the necessary collaborators that would make this product a success, one of the hardest parts of the new venture was condensing extensive lists of broadcast options into a package that would neither overwhelm or underwhelm the viewer. After the sweet spot was determined, the renamed ClipperVision was ready for launch for the 2022-23 season.

With the new platform, six choices are available for fans who opt for the DTC route. In a trend that has taken the business by storm, two augmented-reality–laden streams entertain those who want to experience a different side of the game. The first is CourtVision Mascot Mode powered by AWS, offering fun AR graphics of team mascot Chuck the Condor, along with other special effects in real time with machine learning. Most notably seen during the slime-filled NFL broadcasts by CBS Sports and Nickelodeon, the AR graphics are intended to draw in a younger demographic or present the game in a way suitable for the entire family.

The other version, CourtVision powered by AWS, relies heavily on advanced metrics and new-age thinking. Fans of analytics can access a wealth of real-time data and statistics like shot probability through overlays displayed on the court. The exclusive stream will also feature player identification for superstars like Kawhi Leonard and Paul George.

Francisco X. Rivera (left) and Roger Valdivieso are at the helm of ClipperVision in español.

Four options are built atop the video feeds seen on the linear broadcast, and fans can watch via television or live-streaming avenues with proper authentication. The team’s collaboration with the Clippers’ regional sports network, Bally Sports SoCal, and local broadcast affiliate, KTLA, enables users to watch the traditional broadcast on ClipperVision. Showcasing the diversity of the Los Angeles metropolitan area are two versions of the traditional broadcast: ClipperVision in español, with commentary by Francisco X. Rivera and Roger Valdivieso, and ClipperVision in Korean, with commentary by Yong-Gum Jeong, Tae-Sool Kim, Hyun-Il Cho, and Dae-Bum Son. The former is produced locally in Los Angeles; the latter, in South Korea. A third version is BallerVision, a Manningcast-esque production that taps former Clippers players and celebrities. During the season’s first half, guests have included Baron Davis, Paul Pierce, Jamal Crawford, Quentin Richardson, Matt Barnes, and Ballmer.

Ultimately, ClipperVision has immense potential for growth as the ever-changing media landscape continues to shift. The current edition promotes gamification to the forefront, but, if California legislation moves in another direction in the coming years, opportunities for legalized sports betting can be integrated into any and all of the viewership options.

Ultimately, the shared vision of Ballmer and President, Business Operations, Gillian Zucker is to strive toward trendsetting not only in the live-broadcast space but in everything they do at the Clippers. Despite being one of the first professional teams in the U.S. to create a DTC platform, the Clippers intend primarily to bring the entire sports-video–production community and broadcast industry together and put the sports fan at the heart of their efforts.

“The TV landscape is increasingly more competitive, oftentimes at the cost of the fan,” says Zucker. “Making ClipperVision available directly to consumers, combined with games on Bally Sports SoCal and free-to-air-TV on KTLA, means that we can put Clippers games back in the hands of our local fans.”