UAE Pro League flips the field

Interviewed by Vijaya Cherian and written by Nusrat Ali.

Sports broadcasters are constantly exploring innovative technologies that offer more engaging and immersive experiences to fans. Among these, vertical broadcast is fast gaining traction. The first football match to be produced vertically was a German Football League (DFL) Bundesliga match between VfL Wolfsburg and SV Werder Bremen in 2019. Following the success of that trial, the DFL streamed the 2021 DFL-Supercup between Borussia Dortmund and FC Bayern München in the vertical format. Viewership soared: 1.1m people tuned in on TikTok over the 90 minutes. This was the compelling proof broadcasters needed that vertical broadcasting was the way forward.

Although the technology has been around for a couple of years, it reached the Middle East only in 2022, in a limited capacity. At the 2022 Qatar World Cup, FIFA distributed vertical format social media content captured via mobile phone to broadcasters, a first for a FIFA event. Only in December 2024, at the Emaar Super Cup (previously known as the UAE Super Cup), did vertical production truly arrive in the region. The UAE Pro League claims to be the first in the Middle East and Asia to leverage vertical production for broadcasting. It employed a two-pronged strategy.

“The first objective was to deepen fan engagement and foster a stronger connection between them and the league,” says Jamal Abdulnaser Ali, Broadcast & Television Production Director for the UAE Pro League. “The next was to increase the league’s marketability and unlock new revenue streams by offering features such as branded augmented reality (AR) graphics, unique replay packages and enhanced sponsor integration opportunities. The League’s goals were supported by its chairman, His Excellency Abdulla Nasir AlJunaibi, who encouraged the production and broadcast team to continually raise the bar.”

Since the UAE Pro League’s existing broadcast infrastructure was primarily designed for horizontal feeds, integrating it with vertical production tech presented a daunting task. Although the production team targeted seamless streaming over multiple digital channels, the vertical videos were optimised specifically for TikTok and Instagram, platforms that thrive on mobile-first content.

“The team had to ensure that the AI-powered 9:16 adaptation could keep pace with the high-intensity action of football matches while preserving the team-oriented dynamics of the game. It was essential to fine tune the AI to capture both individual players and the overall flow of the match, ensuring the vertical framing didn’t miss any critical moments. The scale of the event added another layer of complexity,” explains Ali.

The League collaborated with Quidich Innovation Labs to achieve these goals through its QuickFlip technology, which enabled the production team to convert a traditional widescreen 16:9 feed into a mobile-friendly 9:16 vertical format using AI. QuickFlip also automatically centred key actions – passes, goals, intense on-field moments – within the vertical frame. More importantly, it provided an automated adaptation process that seamlessly worked with the existing world feed, analysing and reframing it in real-time to ensure that the content felt natural and engaging on mobile screens. This allowed the production team to focus on the main broadcast while QuickFlip handled the vertical feed seamlessly.

Similarly, Sponix Tech’s SPov technology managed the Player Point of View Replay remotely. It captured key moments of the match, such as goals and tackles, from a player perspective. Using the live match feed, SPov created realistic replays without any extra equipment at the stadium. All of this was achieved without any major detractions to the 16:9 broadcast, and the original widescreen feed remained intact and high-quality.

Producing sharp vertical content required the UAE Pro League to rethink some of the fundamentals of production, such as framing and lighting. “To ensure that the action remained centred and engaging for the entire duration of the match, we decided not to include peripheral details in the vertical feed. For instance, a player off-screen making a run wasn’t always visible in the vertical stream,” says Ali. Additionally, the lighting had to be top-notch to ensure that AI could accurately detect and capture the action.

The production team also had to reimagine the graphics format. Since traditional overlays such as scoreboards and player stats don’t translate well to vertical screens, custom graphics were designed by wTVision for the 9:16 format. wTVision integrated AR elements into the graphics data to ensure they were both visually striking and easy to read on smaller screens. “Attention to small details such as these helped create a sophisticated mobile-first broadcast experience,” says Ali.

Besides this, the UAE Pro League also scaled up its camera count. “We increased the number of cameras from the standard 22 to 25, an enhancement usually reserved for finals or marquee events. The additional cameras enabled us to move beyond functional coverage to premium-quality production. The Super Cup’s gaming action was captured in immersive 180-degree video content using Canon’s RF 5.2mm f/2.8 L dual fisheye lens. We recorded the video in 8K resolution and then scaled it up to 12K using AI-powered enhancement technologies,” explains Ali.

The extra cameras also enabled the UAE Pro League to provide a more in-depth narrative that included elements such as the players departing from their hotel, the atmosphere in the changing room and detailed coverage of the match. Moreover, the captured video content was fully compatible with all major VR headsets across various platforms.

Action from the Super Cup was also captured via drone and buggy cameras. To achieve smooth and dynamic drone shots, professional-grade drones with high-resolution cameras, gimbal stabilisation and real-time video transmission were deployed. Backed by meticulous planning and advanced equipment including wide-angle lenses, interference-resistant controls and backup gear, the drone shots blended seamlessly with ground-based and fixed cameras.

“All the drones were operated by certified pilots with expertise in live events who executed precise flight paths in meticulous coordination with the broadcast team,” says Ali. “Then we integrated the drones’ live feed into the central broadcast system using real-time video transmission, ensuring it matched the quality and timing of other cameras. A dedicated operator communicated directly with the broadcast director, aligning drone movements with the overall production plan. The drones were constantly monitored in the control room to achieve precise timing and transitions, and all feeds were synchronised for smooth switching.”

Another notable feature was the inclusion of digital advertisements. SponixTech’s SPboard added virtual ads directly into the live broadcast feed. SPboard used a cloud-based setup for this, eliminating the need for any extra hardware or on-site staff. The ads were added to the broadcast feed remotely, requiring only the live match feed. This approach kept everything efficient for the production team.

“We placed the ads in key areas like the centre circle, offside lines and near the benches, and ensured they blended naturally into the match without distracting viewers. The ads were also adapted to match the requirements of different viewing platforms, making sure they appeared clear and appealing on TV as well as digital channels,” explains Ali.

Needless to say, the introduction of vertical production and its broadcast came with challenges. “Being the first in the region to implement these technologies, the UAE Pro League production team had no prior case studies or benchmarks to guide it. As pioneers of the tech, we had to navigate uncharted territory, from integrating drone footage into live feeds to synchronising innovative digital ads with the broadcast,” points out Ali.

The production team successfully addressed these challenges through extensive collaboration, rigorous testing and leveraging the expertise of its team and partners. “Our technology partners conducted tailored workshops and hands-on sessions to train the production team on new tools and their smooth integration into workflows. Such collaborative endeavours helped in fostering a culture of continuous learning and adaptability.”

The UAE Pro League’s efforts paid off: the viewer response was phenomenal, says Ali. On TikTok, for instance, the vertical format drew higher retention rates and sparked more engagement than traditional formats. “Viewers loved how the content felt personal, as though it had been designed just for them and their phones. The Super Cup wasn’t just another broadcast; it was a reimagined experience for a digital-first audience,” explains Ali.

In a similar vein, the virtual ads delivered excellent results for Emaar. “Viewer feedback showed increased brand visibility and the ads reached hundreds of thousands of fans across different channels. With ads tailored to specific inventories, the championship’s sponsors gained strong exposure. These ads were also successful in creating a fresh and engaging narrative that resonated with fans. By highlighting the UAE Pro League’s excitement and aligning it with Emaar’s brand, the ads successfully positioned the league as a dynamic and modern sports entity while showcasing Emaar as a leader in innovation and excellence. The synergy between the two brands in the digital campaigns amplified their visibility, reinforced their reputations and opened new opportunities for engagement and growth,” he adds.

To measure audience engagement, expert teams used advanced tools like Google Analytics and social media dashboards to track metrics such as impressions and shares. Surveys, focus groups and sentiment analysis gathered qualitative feedback, while broadcast teams analysed viewership data. This comprehensive, expert-driven approach yielded valuable insights for both brands,” notes Ali.

The Super Cup was a testament to how embracing innovative formats such as vertical production, drone footage and digital ads can set new industry standards. It also showcased how strong partnerships can amplify exposure and create mutual success, offering a model for other leagues to follow.