Ekstraklasa Selects Hawk-Eye AI to Power Real-Time Data and Broadcasts
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.
Key Takeaways
- SkeleTRACK system will capture real-time skeletal tracking data for players and the ball for use by clubs and media partners
- Semi-Automated Offside Technology (SAOT) will generate virtual animations for broadcast and in-stadium screens shortly after decisions
- Automated tactical cameras will produce operator-free 4K video feeds specifically for coaching and performance analysis
- Deployment serves as a foundation for Ekstraklasa’s new Media Centre scheduled to open during the 2027-28 season
Why It Matters
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.
Additional Context
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.
Read full article at sportsvideo.org
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