CT Announces Strategic Partnership with SBG

4 augustus 2016

The partnership introduces the ‘Focus’ video adjudication (VA) platform.

Creative Technology (CT) announces a strategic partnership with SBG Sports Software (SBG). The partnership introduces the ‘Focus’ video adjudication (VA) platform to major sports events providing broadcast quality video resources for officials to refer to in their decision making process. Multiple ‘Focus’ systems, will be deployed in Rio during August, following its debut at the recent IAAF Diamond League Athletics event – the Müller Anniversary Games – which featured the return of Usain Bolt to London’s Olympic Stadium.

The quality of decisions made by officials, referees and umpires is under ever more scrutiny with the broadcast coverage of sports events often highlighting inconsistencies and human error. VA seeks to redress the balance by providing broadcast quality video resources for officials to refer to in their decision making process. Alongside line of sight adjudication options, CT can now provide VA solutions based on the SBG ‘Focus’ server to sporting events large and small that ensures officials’ decision making is backed up when it really matters.

Like CT, SBG has a passion for sports and technology. SBG delivers mission critical software for some of the highest profile sporting events. Their systems deliver data aggregation, real-time information display and analysis, pre-event planning and highly detailed post-event review. SBG has been working closely with CT to develop a scalable yet cost effective VA platform and video analysis server for sports federations and teams. The ‘Focus’ VA server is now ready for market and offers an intuitive operating interface and rich feature set.

CT’s first major deployment of the ‘Focus’ VA server was at the Müller Anniversary Games. The system managed all 24 incoming feeds (eight CT cameras and 16 broadcast feeds) routed to two operating stations.

The partnership enables the two companies to each further their businesses whilst providing mutual assistance and delivering unique operational benefits to all their clients.


Steve Purkess, CT’s Business Development Manager – Sport said: “We are proud to be working so closely with a company that shares our ambition in sport. SBG’s experience in video adjudication is second to none and it is important for CT to have a partner of such high quality, enabling us to expand our service offering in sport.”

Gareth Griffith, SBG’s CEO said: “Our decade of experience in elite motorsport, working with the dozens of track cameras, on-boards and broadcast feeds that are provided, has allowed us to develop a highly interactive and intuitive video adjudication system - using any number of camera angles. We are now seeing the demand for video review growing in many sports, and we are delighted to be working with CT to provide powerful new solutions and further push the boundaries in this exciting, developing arena.”