His view runs counter to the belief that watching on
TV dissuades fans from attending live games. But Kirk
believes there are many reasons for falling attendances,
including competition from other leisure options as
well as dissatisfaction with the over-priced, poor
quality food and drinks. In light of the situation, clubs
know they have to compete by making the live
experience more appealing. At the San Francisco 49ers,
there is an emphasis on exploiting the latest
technologies. But to use them effectively, the 49ers have
had to lean heavily on corporate partners. “We’re not
technologists, but sports business people, so we need
their expertise,” says Schoeb.
Two years ago, for example, the 49ers partnered
with Intel to test its True View 360-replay at Levi’s
Stadium. True View uses multiple cameras and lenses
so operatives are able to zoom into any position. Intel
says shooting just one minute of a game gathers three
terabytes of data. “It’s revolutionary for the live
experience and goes a stage further than watching on
BROADCASTING
Intel’s True View technology
transforms data from dozens of
5K cameras into 3D replays that
broadcast the action in 360º
“It’s goes a stage further than watching on TV. We can
stop and flip the camera 180° on our replay boards as
it provides the vantage point of any player. So, we can
freeze a quarterback’s throw mid-pass and do a full loop
around to get the wide receiver’s view of the catch”
Brent Schoeb, chief revenue officer, San Francisco 49ers
38 www.stadia-magazine.com Showcase 2020
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