The Emaar Super Cup held in December 2024 marked a significant milestone for the UAE’s broadcast industry as the UAE Pro League introduced vertical production for the first time in Asia. This innovative approach utilized advanced technology to create a unique viewing experience, particularly tailored for mobile platforms. Jamal Abdulnaser Ali, the Broadcast & Television Production Director for the UAE Pro League, discussed how the championship’s broadcast employed a 9:16 format and the technology that enabled its success.

Vertical broadcasting is becoming increasingly popular among sports broadcasters who aim to deliver more engaging experiences to fans. The concept was first trialed during a Bundesliga match in 2019 and gained traction with a significant viewership increase during the 2021 DFL-Supercup, where 1.1 million viewers tuned in on TikTok. The technology, while available since 2022, saw its full potential realized in the UAE during the Emaar Super Cup, as the league positioned itself as a pioneer in this format in the Middle East and Asia.

According to Ali, the primary goals of implementing vertical production were to enhance fan engagement and improve the league’s marketability. This involved utilizing branded augmented reality (AR) graphics and unique replay packages, fostering stronger connections with fans. His Excellency Abdulla Nasir AlJunaibi, the chairman of the league, supported these initiatives to elevate the production quality.

The challenge of integrating vertical production with existing broadcast infrastructure was significant, as the current setup was designed for traditional horizontal feeds. The production team had to ensure that the new technology could deliver seamless streaming across platforms like TikTok and Instagram, which are inherently mobile-focused. The AI-powered adaptation for the 9:16 format had to maintain the fast-paced nature of football while capturing critical moments of the game, a task Ali described as essential to the project.

To facilitate this transition, the UAE Pro League partnered with Quidich Innovation Labs, which provided QuickFlip technology. This allowed the production team to convert standard widescreen footage into a vertical format in real-time while centering important actions such as goals and passes. This integration ensured that the quality of the broadcast remained high, allowing the team to concentrate on the primary feed while QuickFlip managed the vertical content.

The production also leveraged Sponix Tech’s SPov technology to capture player perspectives on key moments without additional stadium equipment. This approach allowed for realistic replay creation, enhancing viewer engagement while maintaining the integrity of the original broadcast.

To adapt to the vertical format, the production team rethought various aspects of the broadcast, including framing, lighting, and graphics. Custom graphics designed by wTVision catered specifically to the 9:16 format, ensuring clarity and visual appeal on smaller screens. Moreover, the number of cameras was increased from 22 to 25, enabling a more immersive experience and capturing the match’s atmosphere in greater detail.

The broadcast utilized drone and buggy cameras for dynamic shots, with certified pilots executing precise flight paths to ensure seamless integration into the live feed. These drone shots were meticulously coordinated with the broadcast team, maintaining high production quality throughout.

Digital advertisements were also innovatively incorporated through SponixTech’s SPboard, which added virtual ads to the live feed without requiring additional hardware or staff on-site. This method allowed ads to be integrated efficiently into the broadcast while being tailored for different viewing platforms.

Despite being the first in the region to adopt such technologies, the UAE Pro League faced challenges in navigating uncharted territory. The team engaged in extensive testing and collaboration with technology partners to ensure smooth integration and effective training for staff on new tools.

The results of these efforts were overwhelmingly positive, as viewer engagement rose significantly, particularly on TikTok, where the vertical format resonated with audiences. Ali noted that the content felt personalized and tailored for mobile users, transforming the Super Cup into a reimagined experience.

Emaar, the tournament’s sponsor, also benefited from enhanced brand visibility through digital advertising, reaching hundreds of thousands of fans and amplifying both the league’s and Emaar’s presence. The successful partnership highlights how innovative strategies can enhance viewer engagement and create opportunities for growth.

To evaluate audience engagement, the UAE Pro League utilized advanced analytics tools to track performance metrics and gather qualitative feedback. This comprehensive approach provided valuable insights that could inform future strategies.

The Emaar Super Cup exemplified how embracing modern broadcasting techniques can set new industry standards and create a template for other leagues to follow in enhancing viewer experiences.