Poland’s Ekstraklasa and its production arm, Live Park, have signed a multi-year agreement with Hawk-Eye Innovations to implement AI-driven tracking, automated officiating, and broadcast enhancement tools. Starting in the 2026-27 season, the deal includes the deployment of SkeleTRACK for semi-automated offside technology, automated 4K tactical cameras, and HawkAR graphics.
The integration of skeletal tracking directly into the broadcast workflow marks a shift from manual officiating to data-centric production. By automating tactical camera operations and offside animations, Ekstraklasa reduces human error while simultaneously creating high-value data assets for betting and fan engagement. This move mirrors a broader European trend where mid-sized leagues adopt elite-tier technology to remain competitive in the global rights market. Success here will likely accelerate the adoption of similar AI-driven 'all-in-one' tracking and production suites by other secondary leagues. Watch for the 2027 Media Centre launch to see how this data is commercialized through personalized fan experiences.
The adoption of Hawk-Eye’s technology in Poland follows a significant precedent set by UEFA. Per SportsPro Media in June 2024, semi-automated offside technology was successfully utilized during Euro 2024 to reduce decision times and provide clearer visualizations for viewers. Similarly, the English Premier League confirmed in April 2024 that it would implement Hawk-Eye’s optical tracking system during the 2024-25 season to improve the speed of VAR checks. These deployments highlight an industry-wide transition where computer vision is no longer a luxury but a standard requirement for Tier-1 football broadcasting and officiating. Beyond officiating, the commercial value of tracking data is driving new revenue streams. Per SportBusiness, May 2024, leagues are increasingly bundling player performance data with betting rights and second-screen applications. This trend is supported by the technical evolution of platforms like HawkAR, which transform raw coordinates into broadcast-ready graphics. As leagues like the Ekstraklasa move toward centralized production models, as evidenced by their upcoming Media Centre, the ability to generate these assets without increasing on-site personnel costs becomes a critical component of their long-term financial viability and scalability in a fragmented media landscape.
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