Transforming Fan Experience
Posted on Oct 14, 2024 by FEED Staff
ZSC Lions in Zürich has created a dynamic environment for match-day fans with Ross Unified Sports Venue Control
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We are witnessing a growing trend across Europe and the Middle East for sports clubs and venues to take greater ownership of their match-day content production. Traditionally, this may have been outsourced to a service provider, perhaps with just a minimum level of game production as required by a rightsholder or a federation hosting a tournament at the venue.
However, change is afoot, with clubs keen to demonstrate commitment to excellence across the game, extending to greater fan engagement plus additional commercial opportunities for the venue. A case in point is ZSC Lions, a professional ice hockey team based in Zürich, which has been a cornerstone of the National League (NL) since its establishment in 1930.
ZSC Lions recently undertook a monumental project: constructing the innovative Swiss Life Arena with the vision of redefining the standards of ice hockey arenas across Europe. To create an immersive and dynamic environment for fans, they needed an advanced yet user-friendly system, versatile enough to cater to various events beyond ice hockey while maximising advertising opportunities during game days.
To help ZSC Lions draw fans deeper into the action, Ross Video partnered with AVC Group to design an end-to-end solution, including Carbonite Ultra, Mira, Ultrix, openGear, XPression, XPression Tessera and Dashboard Total Venue Control. This combination offers a versatile approach to video production and control, allowing for unified content management across the arena’s LED displays, including the impressive LED Cube – the largest in Europe.
“The clubs we speak with daily understand the importance of improving the fan experience as well as optimising advertising revenue and commercial partnerships,” says James Ransome, Ross Video business development manager, sports and live events EMEA. “Traditionally at a sports or live event venue, you would have a production control room with all the broadcast equipment required to manage video production on the big screens.
“Separately, you would have an LED content management system. This separation meant that synchronisation between the two systems was entirely manual, leaving room for error and making it more difficult to create impactful experiences. Ross’ Unified Venue Solution combines the two together, empowering operators with complete control of their productions while delivering that immersive experience for fans.”
Ross Video’s Unified Sports Venue Control Solutions provide game-day operators with complete control of their productions while delivering that immersive experience for fans.
“With any project like ZSC Lions, we also include training and commissioning as standard,” Ransome adds. The traditional control room workflow is now integrated with the LED content management system. Match-day operators have complete control over the environment, including video playback, lighting, graphics and audio systems. This integration empowers operators to trigger all these elements from one place, whether using a touchscreen or a control panel, depending on their personal preference.
FULL-STADIUM TAKEOVER
“In terms of ZSC Lions and other customers, there are two primary drivers as to why they are making this move,” Ransome adds. “The first is fan experience by utilising real-time, data-driven statistics and fan-generated content to drive engagement.
“The second is about commercial revenue; utilising this technology to offer partners or sponsors exclusivity across all of the LED real estate, whether that is the big screens you see from your seat, or perhaps the IPTV or digital signage you see around the venue. This includes exclusive moments linked to key match highlights, so when the star player scores a goal, you see a full-stadium takeover – where every screen is displaying the player’s name, the shirt number and so forth. That can then be linked to a partner message or sponsor advertisement.”
The live event space is hugely competitive, so venues must offer attractive facilities for federations and rightsholders to host events.
“ZSC Lions has created this immersive and dynamic experience – but with a user-friendly production system that caters to hockey or many other types of event – it’s compelling and helps to set them apart,” concludes Ransome.
This feature was first published in the Autumn 2024 issue of FEED.
