Ross Production Services Unveils Virtual Signage for Intersport APP Broadcasts
Story Highlights
Ross Production Services (RPS) has implemented a novel virtual signage solution using the PIERO system for Intersport’s APP pickleball broadcasts that could be a breakthrough for upcoming sports associations. This technology integrates adverts directly into the live feed, eliminating the need for physical banners and signage on the court or field.
Stephen Repass, Vice President of RPS, notes, “This is the first time where all the graphics you see in the court are virtual signage delivered through PIERO.” The move to virtual signage allows for dynamic advertising that can be updated and rotated quickly between matches, offering a flexible and cost-effective solution for event organizers.
Alex Boccard, a Senior Broadcast Production Specialist at Ross who played a key role in the project’s technical execution, explains the initial motivation: “One of the main issues for APP was the time and expense of painting sponsor logos on every court, for every competition. You couldn’t walk on the court while they were doing that during setup, and they had an ever-changing roster of sponsors.”
We’re taking virtual signage on APP Pickleball to the next level with Ross PIERO, supported by our amazing partners @IntersportBuzz and the @OfficialAPPTour! 🏆
Thanks to the power of virtual production, we’re bringing you an unforgettable experience with enhanced sponsorship… pic.twitter.com/66gYX5BzLp
— Ross Video (@ross_video) March 22, 2024
Working closely with Intersport and APP, Ross Production Services implemented a solution using the PIERO graphics system. It uses a fixed, lock-off end zone camera that feeds into PIERO, which undergoes a quick calibration (around 90 seconds) to align the virtual ads with field of play. Post-calibration, the operator sets the Chromakeys, imports and positions the sponsor logos using pre-agreed graphics templates into several effects groups, that vary depending on the event. With the cameras delaying to PIERO on around a 6-7 frame delay, these can then be changed or rotated during live broadcast without interruption to the feed.
Potential for Expansion
The solution has been a success, and Intersport plans to expand its use across pickleball and other sports. Tom Webb, APP Chief Marketing Officer, comments on the project: “We pride ourselves on leading America’s fastest growing sport and are constantly seeking ways to innovate. Using PIERO allows us to introduce new technology into pickleball and provide our sponsors with much-enhanced brand visibility on prime court real estate with sharp, highly visible logos. It’s a win for them, a win for the APP, and a win for pickleball overall.”
Boccard adds, “The APP has been thrilled so far. They really like the flexibility it offers and leaned into it once they realized the power that PIERO can bring. Any logo can be positioned anywhere they want. Certain logos look better in certain places, and now we can change that whenever necessary to get the best-looking broadcast.”
The technology has already been trialed on moving cameras. Ross Production Services has been leveraging the PIERO system for virtual signage in the Premier Lacrosse League (PLL) for the last two seasons, using a tracking system attached to the game cameras to adjust virtual graphics in real time, ensuring they stay aligned with the field during live action.
By reducing the need for physical advertising and allowing for rapid changes in sponsorship messaging, RPS’s virtual signage technology enhances the viewer’s experience and provides a scalable, cost-effective solution that could benefit a broader range of sports and events.
Repass emphasized this point, noting, “The other options available can be expensive and challenging to set up. This solution is very cost-effective for upcoming sports looking to grow their reach and sponsorships.”