Sports broadcasting isn't rocket science, but when you break down the process, you could argue it's a close second. It is a finely tuned operation and every millisecond counts. The expectation from broadcasters, federations and fans is seamless, real-time delivery. No glitches. No delays. No excuses. Behind every event watched by millions is a complex process at play.
At the centre of this is the Master Control Room (MCR), the nerve centre of live sports distribution. Later this year, Infront Productions will launch its new MCR in Milan, bringing even greater scale to the way we manage and distribute live content. But what actually happens in these facilities? And why are they crucial to modern sports broadcasting?
What happens inside a master control room?
A live sports event doesn’t just appear on a screen. The MCR is where raw feeds from events around the world are received, processed, and distributed to broadcasters and digital platforms. To give you the scale of how much content these facilities can deliver, Infront Productions’ own MCR handles over 1,200 signals per month for events, delivering more than 37,000 hours of live coverage. This includes our work with the International Ski and Snowboard Federation (FIS), Lega Serie A and B, the European Handball Federation (EHF), Badminton World Federation (BWF) and the European Volleyball Federation (CEV) among many others.
“We handle 400 plus [FIS] events per year, and we have been doing this for the past 20 years,” says Andrea Nadali, Head of Technical Services at Infront Productions. “We are acting as a bridge between FIS and our international broadcasters. We are delivering hundreds of feeds via SRT, satellite or fibre to our international audience. From our Master Control Room, we can manage to receive up to 60 signals coming from around the world.”
With the ability to receive so many live signals at any given moment, the MCR manages multiple feeds simultaneously. This level of infrastructure ensures a reliable and efficient distribution network, minimising the risks of disruption.
The process: From event to audience
Once a signal reaches the MCR, a structured process begins to ensure the best possible output:
- Signal reception – Feeds are received from various global locations via satellite, fibre, or SRT (Secure Reliable Transport), ensuring redundancy and stability
- Signal monitoring and production coordination – The MCR team manages technical quality control, format conversions, and signal adjustments, ensuring content is delivered in the correct specifications for broadcasters and digital platforms
- Distribution – Processed feeds are sent out via different delivery methods to traditional broadcast channels and over-the-top (OTT) streaming platforms.
“For our OTT distribution, we manage to organise also remote commentary, so that we can deliver a complete feed for the OTT platform to be used,” adds Nadali.
Beyond the live feed: Maximising content value
Live sports distribution hasn't been about just the main broadcast for quite some time. Broadcasters, federations and sponsors all need additional content to engage their audiences. This is where the MCR extends its role beyond simply transmitting a live feed.
Davide Pigazza, Post-Production Supervisor at Infront Productions, says this is obvious when working on events like the FIS World Cup. “For FIS we deliver a wide range of content, short clips in multiple formats, and the traditional 16:9 highlights, three minutes long,” he explains. “Once the signal has been downlinked from our MCR, our team starts working on the world feed.
“We have a big team, covering multiple races at the same time, and we deliver content for FIS, broadcasters and National Ski associations.”
With numerous events happening at the same time, the Infront Productions team is constantly managing different outputs for various rights holders, ensuring broadcasters, national ski associations and digital platforms receive tailored content that fits their needs.
Why it matters: Ensuring a seamless viewing experience
A well-run MCR is about ensuring fans — whether watching on a traditional TV, a streaming platform or a mobile app — get the best possible experience. The reliability of the feed, the quality of the stream and the availability of additional content all play a role in making sports coverage feel immersive and engaging.
While fans might never see the work that happens behind the screens, the impact is clear — more content, better quality, and a seamless experience from venue to viewer.
As technology continues to evolve, so too does the role of the MCR. With greater automation, enhanced cloud-based solutions, and the growing demands of digital platforms, the future of live sports distribution will only become more dynamic. One thing remains certain, though, to launch the rocket that is live sport, you need the best possible team to ensure a flawless take-off.
