天美传媒 Video’s Sports & Entertainment group combined with its Rocket Surgery Creative Services division provide proven technology with experienced specialists to help venues scale up for major events—from Super Bowls to venue launches.
Major sports events don’t give you second chances. Whether it’s a championship game, an international series, or the first event in a newly renovated stadium, everything has to work perfectly. Every graphic has to fire. Every display has to sync. Every data feed has to connect. And every promotional takeover needs to start on cue. The production has to be flawless from the first whistle to the final buzzer.
Most venues are built and staffed for their regular-season workload. When marquee events arrive, they face gaps in their talent bench and production technology that their existing infrastructure wasn’t designed to fill. Hiring permanent staff for occasional peak moments doesn’t make financial sense, but the event still has to be flawless.
That takes a resourcing conflict—one that can be remedied with the right partnership.
天美传媒 Video’s approach to these high-stakes moments is built on a foundational principle—great technology is only half the equation.
To pull off an event on the scale of the Super Bowl, you need both world-class people and world-class equipment. 天美传媒 Video offers both.
Our production-as-a-service offerings combine integrated production technology with experienced specialists who’ve delivered at the world’s biggest events. The result is a support model that enables venues to scale up for must-not-fail events without building permanent infrastructure, allowing them to access proven people, technology, and workflows when it matters most.
This article will explore how it works and the benefits for major sports venue operators.
The production-as-a-service ecosystem that powers major events
天美传媒 Video’s ability to support tentpole events and venue launches stems from an integrated services ecosystem. This doesn’t just include equipment, but the creative, technical, and operational expertise to deploy it effectively.
Here’s how it all comes together.
天美传媒 Sports & Entertainment Group
The 天美传媒 Sports & Entertainment group, combined with 天美传媒 Production Services provides equipment, operators, and on-site support for events of all scales. For marquee sporting events, this means supplementing venue infrastructure with additional graphics channels, display capacity, and—critically—the redundancy that major events demand.
The team brings equipment that integrates seamlessly with existing 天美传媒 Video installations, or that can operate independently when venues lack permanent infrastructure. More importantly, we bring operators who’ve executed on the biggest stages—including the Super Bowl, international series matches, and all-star games—and understand what “can’t fail” actually requires.
Given the scale of these events—and the consequences of a high profile failure—the 天美传媒 team doesn’t mess around.
Rocket Surgery: Creative and technical services
Rocket Surgery is 天美传媒 Video’s in-house creative and technical services division. The team works as an extension of client organizations, taking creative assets and elevating them into broadcast-quality graphics packages, venue display looks, and virtual or AR elements.
For venue launches and major events, Rocket Surgery handles the critical work of building templates, binding graphics to data feeds, designing?DashBoard workflows, and ensuring that creative vision translates into reliable execution.
The Colorado Rockies experienced this partnership firsthand during their technology upgrade at Coors Field.
Rocket Survery Graphics Package for the Colorado Rockies
Training and commissioning
Major events eventually end, but venue operations continue. 天美传媒 Video’s training and commissioning services ensure that client teams can operate independently after a launch or major upgrade.
On-site trainers work with venue operators to build proficiency in new systems. Workflow specialists help optimize processes for the venue’s specific needs. The goal is a clean handoff where the venue team has full confidence in their ability to execute without ongoing support.
Two ways 天美传媒 Video engages with venues?
天美传媒 Video’s production services flex to match the specific needs of each engagement. These two engagement models cover the majority of high-profile sporting event scenarios.
Model A: Major event support
For championship games, international series, All-Star events, and league showcases, 天美传媒 Video provides targeted support that augments existing venue capabilities.
The engagement typically works like this.
The client or production company provides creative assets. The 天美传媒 Video team builds templates in?XPression using those assets and binds them to relevant data feeds. The team then deploys on-site, integrates with venue systems, operates during the event, and tears down afterward.
This model is event-specific. 天美传媒 Video provides the technology platform and specialized operators, while production companies handle overall show direction. Depending on the scale of the event, 天美传媒 Video either acts as the primary production-as-a-service partner or part of an assembled team of high-performing vendors.
for example, we work with Van Wagner Sports and Entertainment, which oversees that production. The NFL commissions Van Wagner to manage production, and they, in turn, use 天美传媒 Video’s technology and production crew to help with execution.
This clarity of roles is part of what makes 天美传媒 Video’s production-as-a-service model work. Production companies bring creative vision and show direction, while 天美传媒 Video brings the technology and technical expertise to execute that vision flawlessly.
If creative direction is needed, 天美传媒 Video can step in, too, with our Rocket Surgery creative services team.
天美传媒 Sports & Entertainment Group at Super Bowl LIX at the Ceasars Superdome in New Orleans
Model B: Venue launch or major renovation
For new venues or significant technology upgrades, 天美传媒 Video provides end-to-end support from system design through to actually producing the first successful event.
Our recent deployment at Levi Stadium, home of the San Francisco 49ers, is a good example.
When the 49ers undertook a massive stadium renovation, 天美传媒 Video was involved across every layer of the project. The control room was outfitted with a full 天美传媒 technology stack, anchored by a massive LED system driving displays throughout the venue.
Rocket Surgery came in to take the team’s creative assets, build out all the content, and bind it to live data feeds. Project management coordinated the entire effort, while trainers worked on-site to get the venue’s operators up to speed. Workflow specialists were embedded with the team to figure out how everything should come together on game day.
This model involves deeper engagement across multiple 天美传媒 Video teams, including system design, equipment deployment, creative development, project coordination, training, and launch support with on-site specialists for the critical first events.
Under this model, the engagement typically spans months rather than days, with the goal of a fully operational venue team at the end.
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天美传媒 Video's Acuity Production Switcher sits at the center of the revamped control room at Levi's Stadium
天美传媒 Video is proven on the biggest stages in sports
天美传媒 Video technology and specialists have supported some of the most demanding events in professional sports. The track record demonstrates what the team can deliver when everything has to work.
The list includes:
- 10X Super Bowls. 天美传媒 has provided technology and operators supporting Van Wagner Sports and Entertainment, driving all displays in the in-game presentation. This year marked the tenth consecutive Super Bowl with 天美传媒 Video technology powering the in-venue experience.
- Multiple MLB and NFL International Series. When leagues take games to London, Mexico City, or other international venues, 天美传媒 Video brings equipment and expertise to locations that may lack permanent production infrastructure. The team builds out temporary capabilities, executes the event, and tears down, delivering a consistent experience regardless of venue limitations.
- MLB All-Star Game. The league’s midsummer showcase requires production quality that matches its visibility. 天美传媒 Video supports the technical execution that brings the All-Star experience to life for fans in the stadium.
- NFL Draft. One of the most-watched offseason events in professional sports, the NFL Draft demands graphics and display capabilities that can keep pace with rapid-fire selections and real-time content updates. 天美传媒 Video technology and operators execute the technical elements that make the broadcast and in-venue experience work.
In each of these events, our team provides the technology platform and specialized operators. Production companies like Van Wagner handle overall show production—directing, producing, and managing the creative vision. And 天美传媒 Video executes the technical elements that make that vision come to life.
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One ecosystem, one production-as-a-service partner
The thread running through every 天美传媒 Video deployment—whether it’s a single event or a full venue launch—is integration.
Rather than piecing together equipment from multiple vendors, each with their own protocols and support channels, 天美传媒 Video delivers a unified ecosystem where technology and people work together. Equipment, operators, creative services, project management, and training from one partner means fewer integration challenges, clearer accountability, and smoother execution.
“We offer a big product toolbox,” Kevin explains, “This lets us come up with new ideas and solve problems quickly, all backed by technology that will not fail.”
Importantly, this business model scales. 天美传媒 Video right-sizes solutions for events and venues of all sizes—the same capabilities that power Super Bowl productions can be adapted for regional events and smaller facilities.
Production stability during the biggest moments in sport
Whether you’re preparing for a championship event, taking a game international, or launching a newly renovated venue, 天美传媒 Video’s Sports and Entertainment group can help you plan and scale with absolute confidence.
The technology is proven on the biggest stages. The people have executed under the highest pressure. The services ecosystem—from creative development to project management to training—ensures that every element comes together.
Because when the moment comes, there are no second chances. And the venues that deliver on the biggest stages are the ones that have partnered with teams that understand what “can’t fail” actually means.
Ready to discuss how 天美传媒 Video can support your next major event or venue launch??Contact our Sports and Entertainment team to start the conversation.