Inside FOX Sports’ Digital Workflow: Super Bowl, World Cup, & More

In the pressure cooker of live sports coverage, speed isn’t just a luxury, it’s the playbook. FOX Sports, LiveU, and Tagboard have rewritten the rules of production, proving that you don’t need a truckload of hardware or a massive crew to deliver championship-caliber content. From the Super Bowl sidelines to pitch-side soccer shows, it’s all about capturing the moment wherever it happens, and distributing it across every channel.

Tagboard CEO Nathan Peterson sat down with Ricardo Perez-Selsky, Senior Director of Digital Production at FOX Sports, and Dan Pisarski, CTO of LiveU, to unpack the stories behind some of their boldest digital wins, and how they’re powering the future of interactive content at record-breaking speed.

Jameis Winston & The Art of Real-Time Content

When your star is Jameis Winston, you move fast or miss the magic. During Super Bowl week, FOX Sports went all-in with a LiveU backpack feeding live content back to LA, where they could edit and distribute real-time clips like never before.

The results? A staggering 128 million views.

This wasn’t just about celebrity power. It was proof of concept for a lean, mean content machine where cloud tools, live capture, and real-time editing converge to deliver moments that cut through the noise.

Soccer Coverage with Alexi Lalas: A World Cup Test Run

FOX’s live soccer show from the pitch at SoFi after a U.S. Men’s National Team match may have started as post-game analysis, but it quickly became something bigger. Ric’s team ran the production through a LiveU 800, pulled in four camera feeds, ran IFB remotely from LA, and layered in real-time Tagboard graphics—all in sync, all in 1080p.

With the 2026 FIFA World Cup expanding to 104 matches across North America, FOX needed to know: Can we scale elite production with fewer boots on the ground? The answer, according to Ric: “Absolutely.”

This wasn’t just a one-off. It was a launchpad for the most ambitious World Cup coverage FOX has ever attempted, with LiveU and Tagboard at the core.

One Studio, Two Worlds: Vertical Meets Horizontal

Modern production isn’t one-size-fits-all. It’s one-size-fits-every-screen. FOX Sports’ revamped studio in LA is proof, designed for hybrid storytelling with dual control rooms—one dedicated to traditional 16:9 broadcasts, the other built for vertical-first content. “85% of our content last year was viewed vertically,” Ric said. “So we’re leaning in.”

Tagboard’s canvas powers the dynamic graphics across both outputs, from LED studio walls to mobile-friendly overlays. Whether it’s Caitlin Clark chasing history or Alexi Lalas calling out the USMNT, FOX can now deliver bespoke content optimized for TikTok, YouTube Shorts, Instagram Reels—and everywhere else fans scroll.

It’s not about shrinking a horizontal show. It’s about rethinking the format from the ground up.