Hawk-Eye is the provider of the VAR-technology within the Dutch Eredivisie.
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Category: Live match
Hawk-Eye is the provider of the VAR-technology within the Dutch Eredivisie.
What?
Hawk-Eye is the provider of the VAR-technology within the Dutch Eredivisie. With the implementation of VAR (video assistant referee)-technology in the Eredivisie, there is a growing need for transparency about decision making done by the referee team and VARs.
Hawk-Eye has created two solutions to share more information with the spectators in the stadium. The first solution is an Information Graphic, that is directly controlled by the VARs in the Replay Center using a tablet linked to the VAR system. This means that the decision-making process can directly be shared with the audience in the stadium.
The second solution is in development. For this, a playout will be created based on the decision-making tablet used by the VAR. The decision graphic is mixed with the decisive angle used by the VAR. After an incident on the pitch is reviewed, a playout of the decision graphic in combination with the decisive angle can be shared with all relevant stakeholders.
Why?
Spectators inside the stadium are often completely unaware of the checks that are being done by the VAR. Neither is it communicated when a decision is made and, also very important: what the motives were behind this decision? Hawk-Eye gives direct insight into the decision process via the VAR, speaking with the spectators via the graphic.
How?
The first solution is an Information Graphic, that is directly controlled by the VARs in the Replay Center using a tablet linked to the VAR system. This means that the decision-making process can directly be shared with the audience in the stadium.
The second solution is in development. For this, a playout will be created based on the decision-making tablet used by the VAR. The decision graphic is mixed with the decisive angle used by the VAR. After an incident on the pitch is reviewed, a playout of the decision graphic in combination with the decisive angle can be shared with all relevant stakeholders.
Customers
Hawk-Eye can be used by all kinds of fans. They are all interested in the decisions of the VAR, because they are so important for the game. And also, they want to learn more about the team.
Fans feel more connected with the decisions of the VAR and by this connection they feel more satisfied.
In the most optimal implementation the design will be very basic, and suitable for everyone in the stadium. Maybe integration for people with disabilities (audio) could be added via a special application.
If might be possible to use Hawk-Eye outside the stadium, to engaged everywhere they are (second screen application).
VAR helps the referee check calls when in doubt. This data can maybe be used to optimize the experience for visitors and/or enhance the footage when watching at home. At home, people can now see partly what’s going on. They see reruns and slow-motion footage.
Hawk-Eye offers extra information that will offer a unique venue experience. (especially when you can only use it in the stadium). This solution adds to the fan experience in the stadium. Therefore, making the stadium attendance more interesting for fans.
If the VAR experience and data/statistics are shown before, during and after the match, this might enhance the overall experience and help to “accept” the VAR interruptions.
Hawk-Eye could offer information in a simple way to visitors in the stadium.
Target customers are all spectators inside the stadium, stakeholders, social media. The end-user of VAR Decision Information graphic are all spectators inside the stadium. They can use the service: Anytime
The technology must be compatble with the Johan Cruijff Arena broadcast infrastructure. This allows for an easy connection of the information graphics with the stadium big screen.
The service requires to collaborate with different business partners such as the clubs, stadium or experts in the sport ecosystem. For example the service needs integration with stadium big screen broadcast infrastructure
The service could be used to attract sponsors, to provides an extension for sponsors who want to engage with fans during halftime. By using branded voting cards and the big screen, sponsors get added exposure among the audience and an opportunity to capture data.
