AE Live Delivers Complete Redesign of On-air Graphics Packages for Major League Rugby

  • 10 July, 2023


Creative refresh and operational rollout equips the League with key tools for enhanced broadcast production quality
and fan engagement.

USA: AE Live, a leading global provider of graphics and data solutions, has completed a full creative redesign and operational roll-out of an on-air broadcast package for Major League Rugby (MLR), a professional sports league representing the highest rugby competition in North America. Ignite, AE Live’s internal creative arm, worked closely with the league and their production partners on the comprehensive refresh, including titles, bumpers, and in-game graphics, designed to elevate the quality of MLR broadcasts and increase viewer engagement in the emerging North American rugby market.

The new package is currently on-air on Fox Sports in the United States, MLR regional broadcast partners, and globally on The League chose AE Live for its proven expertise in delivering rugby broadcast graphics solutions and its knowledge of the global sports market.

“This new look is a perfect fit for our growing league in a country with an increasing passion for rugby - and a future host of the Rugby World Cup,” said Jimmy Cuddihy, Executive Producer, Major League Rugby.
“AE Live delivered for us in every aspect of graphics production, ensuring we were able to design a package that not only resonated with those passionate rugby supporters we talk to globally, but also the new rugby fan in the USA.”

AE Live Ignite worked with Ross Video’s creative teams to re-imagine the MLR creative, assisting with the build and development of the package within the Ross Xpression render platform.

"We are thrilled to have collaborated with AE Live on this project for Major League Rugby. This partnership marks the first time that Ross has worked with AE Live, and we are proud of the results that our XPression render platform has provided in supporting the redesign and rollout of the new broadcast package.
AE Live's expertise and dedication have resulted in a package that elevates the production quality and enhances fan engagement for MLR broadcasts. We look forward to future projects and continued collaboration with AE Live as we strive to deliver innovative solutions for the sports broadcasting industry," said Chris Bennell, AE Live’s Global Account Manger for RossVideo.

AE Live led the project from the initial creative development through operational rollout and delivery, providing its world-leading rugby control and operational applications as well as full install support
to MLR and its six production partners.

“Rugby runs deep in our DNA at AE and we wanted to bring that pedigree and expertise to MLR, whilst being mindful of the tastes and preferences of sports fans in the US. What is more, the suite of software control applications being used on MLR are the same ones being used across other world class rugby union tournaments, such as the Six Nations and the World Cup being held later this year,”
said Stuart Coles, CCO at AE Live.

“The league is a fledgling one, but growing fast, and we wanted to create an on air look that can help MLR create its own identity and give fans, old and new, a fresh viewing experience. This is just the beginning for AE Live and MLR, and we are looking forward to playing our part in growing a sport that we are very passionate about.”

MLR has experienced significant growth over six seasons, and the momentum continues as the League and rugby grow throughout North America on the road to the 2031 Rugby World Cup hosted by the United States. The League evolved from seven teams in 2018 to 12 teams in 2023, featuring 11 from the United States and one from Canada. The league has already announced expansion teams to debut in the forthcoming season.

The collaboration with MLR represents the latest high-profile sports organization to rely on AE Live’s graphics expertise. AE Live delivers a full range of production technologies and services, from traditional broadcast graphics to augmented reality and virtual solutions designed to resonate with global audiences.

The company’s graphics and data packages can also seamlessly integrate sponsorship opportunities
to create additional revenue streams for rights-holders and broadcasters.

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AE Live Delivers Complete Redesign of On-air Graphics Packages for Major League Rugby