Scott Gutterman, SVP of Broadcast and Digital Technologies at PGA Tour, offered a fascinating look into the complex technology ecosystem that powers golf broadcasting and digital experiences during the latest episode of "A Guy with a Scarf." Host Carlo De Marchis explored how the PGA Tour leverages cutting-edge technology to bring the sport to fans worldwide.

The PGA Tour's broadcasting operation has evolved significantly in recent years. Gutterman explained that in 2020, they took greater control of their production capabilities. "We actually took over the below the line production," he noted, describing how they now deploy eight trucks to each tournament site, setting up the compound, fiber networking, and camera equipment.

While maintaining an on-course production footprint, they've also embraced centralization. "For the ESPN productions and the PGA Tour Live productions, we manage them from top to bottom," Gutterman said. Much of this work now happens at their headquarters in Ponte Vedra Beach, Florida, where they operate from multiple studios with walking commentators on the course while desk talent works from their central facility.

The digital experience for golf fans has evolved dramatically since Gutterman joined the PGA Tour in 2005, when "it was just pgatour.com." Today, their digital ecosystem spans websites, mobile apps, AR/VR experiences, and emerging platforms.

"Our point of view has become more of really, we want to draw people into the owned and operated platforms, but we also now want to meet everybody wherever they are and however they want to consume golf," Gutterman explained.

For hardcore fans, the PGA Tour offers extremely detailed data through products like Shot Link and Tour Cast. "We have beautiful maps in there of every single hole. Our own teams, the ShotLink teams do mapping capture with lidar and radar across the course weeks and weeks in advance and capture every single object and tree on the course," he noted.

Perhaps most intriguing is how the PGA Tour is leveraging artificial intelligence to enhance storytelling. Gutterman described their innovative use of AWS Bedrock with Anthropic's Claude 3.5 Sonnet models to generate narrative commentary for every shot.

"We were actually able to get to a point where we are telling a story about every single shot, all 30,000 shots," he explained. "Every piece of commentary presents a fact and context."

This AI-generated commentary goes beyond simple metrics. For example, rather than just noting a player hit a drive 385 yards with 125 yards left to the hole, their system might say: "Rory McIlroy just hit a 385-yard drive on the 18th hole. It's his longest drive of the day... And at 125 yards out, he's got a 10% chance of putting it within 10ft."

Implementing this AI system required context services to understand golf in real-time and validation services to ensure accuracy. Gutterman emphasized the need for careful monitoring to maintain high accuracy rates.

The conversation also touched on how AI platforms like Perplexity, Claude, and Gemini are becoming new front ends for sports information. Gutterman noted: "What is that experience going to be like in 24 or 36 months if you're primarily using an Anthropic, if you're using Claude, or if you're using an AWS, Amazon Alexa or you're using a Google Gemini?"

These platforms are already incorporating sports data, with Perplexity launching a dedicated sports vertical. While the PGA Tour doesn't currently have partnerships with these AI platforms, Gutterman believes partnerships will emerge in the coming year.

The PGA Tour has institutionalized innovation throughout its organization. What began as a dedicated innovation program with specific budget and staff has evolved into a culture that permeates the entire organization.

This innovation mindset has led to creative solutions like "drone AR," which uses drones to present live shot trails during broadcasts.

The Evolution of VAR Technology: Democratizing Football Officiating

In the heart of modern football's technological revolution, Video Assistant Referee (VAR) technology stands as a testament to how digital innovation is reshaping the beautiful game. At SPOBIS, Tom Janicot from SportTech Solutions provided an exclusive insight into the intricate workings of VAR systems and their vision for the future of football officiating.

The Foundation: From Pitch to Control Center

The journey of VAR begins on the football pitch itself, where a sophisticated communication system connects match officials. As Janicot explains, their system captures both the officials' communications and multiple camera feeds from the television production. This data is processed through mobile data centers - specialized vans stationed at every Bundesliga stadium, while Major League Soccer (MLS) opts for permanent installations within their venues.

These mobile command centers serve as the crucial first link in the VAR chain, compressing and transmitting all captured data to central locations - Arlington for MLS and Cologne for Bundesliga operations. This centralized approach ensures consistency and efficiency in decision-making across all matches.

Inside the VAR Room: A Symphony of Technology and Human Expertise

The VAR operation center represents a masterclass in technological integration. Each video assistant referee's workstation features a dual-screen setup: a live feed on top for real-time match monitoring and a replay screen below, typically split into four camera angles for comprehensive incident review.

The communication system is equally sophisticated. VARs maintain constant audio contact with the on-field officiating team, though this connection is carefully controlled. While VARs can hear everything happening on the pitch, they only communicate with the on-field officials through a push-to-talk system, ensuring clear and purposeful communication during critical moments.

Working in tandem with each VAR is a replay operator, whose role is crucial in providing the right visual evidence at the right time. These operators have access to all broadcast cameras and can manipulate the footage through various controls - rewinding, fast-forwarding, frame-by-frame analysis, and zoom capabilities. This partnership between VAR and replay operator exemplifies the system's blend of human expertise and technological capability.

The Need for Speed: Balancing Accuracy with Efficiency

In the pressure cooker environment of professional football, where thousands of fans await decisions, the VAR system must operate with both precision and speed. SportTech Solutions has designed their software interface to be intuitive and frictionless, allowing officials to make informed decisions while minimizing delays to the game.

Transparency is another key feature of the system. The same images viewed by the VAR are simultaneously displayed to the on-field referee and broadcast to television audiences, ensuring complete transparency in the decision-making process. This approach helps maintain trust in the system among fans, players, and officials alike.

The Future: Democratizing VAR Technology

Perhaps the most exciting development in VAR technology is its evolution toward cloud-based solutions. This innovation promises to make the technology more accessible to smaller leagues and federations, potentially revolutionizing officiating at all levels of the sport.

"We're looking to bring all of the technology for video referees to run in the cloud," explains Janicot. "This makes it a lot more efficient and flexible for smaller leagues and federations to be able to do single games, tournaments, or whole league-wide implementation."

This democratization of VAR technology represents a significant shift in football officiating. What began as a tool for top-tier competitions is now becoming accessible to a broader range of competitions. SportTech Solutions is developing a range of solutions, from high-end service-focused systems for top-tier clients to simplified cloud-based options for smaller leagues and federations.

The Success Story Continues

The implementation of VAR in the Bundesliga serves as a testament to the technology's success. Starting with basic VAR capabilities, the system has evolved to include additional features in both Bundesliga divisions. This continuous development has allowed SportTech Solutions to transform their service-focused system into a more productized solution, making it accessible to a wider range of clients internationally.

Looking ahead, the future of VAR technology appears bright. As more leagues adopt these systems, the technology will continue to evolve, offering various use cases ranging from top-tier service solutions to simple cloud-based systems. This evolution ensures that the benefits of VAR can be enjoyed across all levels of football, from prestigious professional leagues to smaller regional competitions.

The democratization of VAR technology represents more than just technological advancement; it's a step toward ensuring fair play and accurate decision-making at all levels of football. As these systems become more accessible and efficient, they promise to enhance the integrity of the beautiful game while maintaining its natural flow and excitement.

In a significant move to revolutionize how fans access sports information, Perplexity has launched Perplexity Sports, marking one of the first direct sports-focused initiatives by a major AI platform. This new product aims to transform the way fans interact with sports data by combining AI-powered search capabilities with real-time updates and comprehensive coverage.

The latest episode of "A Guy with a Scarf" featured an insightful conversation with Paola Marinone and Bengu Atamer from BuzzMyVideos, revealing significant shifts in YouTube's landscape and its growing importance in the connected TV space.

In this episode of "A Guy with a Scarf," Carlo de Marchis interviews Josh Walker from Sports Innovation Lab about the evolving landscape of sports fandom, data-driven decision making in sports, and the future of the industry.

📚⚽ Special News: "Let's Kick the Rules: Rebel Soccer" - A Book for Young Sports Lovers! ⚽📚I'm embarrassed to announce the release of my new children's book, "Let's Kick the Rules: Rebel Soccer"!A mix of my own experience as a dad of a 9 years old player and innovation a-la Kingsleague.Available on Amazon in English and Italian links in the comment section.As someone who's spent years in professional sports, I wanted to create a story that captures the true spirit of the game for young players.🌟 What's it about? Written for kids 7 and up, "Let's Kick the Rules" follows a group of young soccer players who reinvent the game with wild and wacky rules. But it's more than just crazy soccer - it's a tale of inclusivity, creativity, and the joy of play.Key Features: 📖 Fun, imaginative story for young readers 🤝 Promotes inclusivity and teamwork 💡 Encourages creative thinking 😊 Reminds us all about the true spirit of sportsWhile written for children, this book is also a great read for: ✅ Parents looking for positive sports stories ✅ Youth coaches seeking fresh perspectives ✅ Educators interested in sports-themed literature ✅ Anyone who believes in the power of play!Let's inspire the next generation of soccer lovers. Get a copy for the young athletes in your life and join the Rebel Soccer revolution!hashtag#RebelSoccer hashtag#ChildrensBooks hashtag#YouthSports hashtag#Inclusivity hashtag#SportsStories

In this episode of "A Guy with a Scarf," I had the pleasure of speaking with Dave Lipp, who leads Business Development and Strategy for Direct-to-Consumer initiatives at Manchester United. Our conversation explored the club's evolving approach to fan engagement in the digital age, the challenges of global brand management, and the impact of emerging technologies on sports marketing.

🧠 As you may know i have recently started a collaboration with Ably for the Realtime Fan Engagement initiative, as I really believe that what they have is very useful to many of in sport and media tech.

The third instalment of Product Byte Live, held in London, brought together industry leaders to discuss the future of product development in media, sports, and entertainment.