Multi-year agreement to drive innovative experiences for fans, including Ultra Reality Viewing technology to be prototyped at games this fall
NEW YORK – September 4, 2019 – Major League Baseball (MLB) and NTT, a global technology and business solutions leader, have partnered on a multi-year technology partnership. NTT is the first Japan-based information technology company to be named an official MLB partner in the United States. The announcement was made today at MLB Headquarters in New York by Baseball Commissioner Robert D. Manfred, Jr., and NTT President and Chief Executive Officer Jun Sawada.
This unique collaboration will explore and leverage the most advanced technology platforms, highlighted by NTT’s Ultra Reality Viewing (URV), to create new experiences for baseball fans. Also, as “Official MLB Fan Experience Partner for Ultra Reality Viewing” and “Title Sponsor of MLB Network Ballpark Cam,” NTT will increase its brand awareness by utilizing MLB’s various distribution platforms including digital, mobile, social, offline and television.
NTT and MLB will collaborate to create an exciting new baseball fan experience using the highly advanced solution from NTT called Ultra Reality Viewing. MLB has a long-standing and successful history in building technology partnerships and emerging platforms to explore new ways for fans to consume a full baseball experience. This partnership with MLB is an excellent example of NTT's vision of using technology to help organizations and communities achieve their goals in the Smart World era and create impactful customer experiences.
INNOVATIVE FAN EXPERIENCE: ULTRA REALITY VIEWING TECHNOLOGY
Ultra Reality Viewing is NTT’s real-time, super high-definition, surround video synthesis technology that combines multiple 4K camera images into a super-wide image such as 12K in real-time and transmits them synchronously to remote locations. With the super high-definition surround videos, which cannot be captured by general cameras, audiences can view sports content as if they were watching it live in the stadium or on the field. This is a proven solution based on NTT’s unique R&D technology, “Kirari!.”* It has been successfully implemented in Japan to enhance audience viewing and fan experiences with very positive results.
MLB and NTT are in the planning stages for a prototype URV experience at select upcoming games. Specific details and preview media opportunities will be announced at a later date.
“We’re excited NTT has committed to building an expanded baseball technology portfolio and we eagerly anticipate what the partnership will deliver for clubs and fans,” said Commissioner Manfred. “Sharing, and executing on, a vision to leverage advanced technologies to benefit baseball fans will serve as the foundation for how our NTT partnership will explore and experiment with unique ways to create new baseball experiences.”
"NTT is proud to partner with MLB and accelerate the future of smart sports,” said Jun Sawada, President and CEO, NTT Corporation. “Technological innovations have the potential to change sport and fan experience drastically. Based on our heritage of innovation and successful implementation experience, we will contribute to MLB’s success by creating a new fan experience with our unique Ultra Reality Viewing technology. Through this partnership, NTT aims to establish the valuable technology solution that brings Smart Sports to life.”
NTT BALLPARK CAM
NTT also becomes the title sponsor of MLB Network’s award-winning Ballpark Cam technology. Controlled from MLB Network’s studios in Secaucus, NJ, NTT Ballpark Cam is a robust network of cameras installed across all 30 MLB ballparks, allowing MLB Network to capture unique pre-game and postgame on-field footage and live on-camera interviews for each of its eight studio shows. The Emmy-nominated tech also delivers live game content to MLB Network daily for use across its live and original programming, making MLB the only U.S. pro sports league to have this type of cross-organizational asset.
*For more information about NTT R&D technology “Kirari!”, please visit https://www.ntt.co.jp/activity/en/innovation/kirari/.
About NTT DATA
NTT is a global technology and business solutions provider. We help clients grow their business and improve their competitive market position by delivering fully integrated services, including global networks, cybersecurity, managed IT and applications, cloud and datacenter services combined with business consulting and deep industry expertise. As a top-five global technology and business services provider, NTT works with over 80 of the Global Fortune 100 companies and many thousands of other clients and communities to achieve their goals and contribute to a sustainable future. For more information on NTT, visit www.global.ntt.
Major League Baseball (MLB) is the most historic professional sports league in the United States and consists of 30 member clubs in the U.S. and Canada, representing the highest level of professional baseball. Major League Baseball is the best-attended sport in North America, and since 2004, MLB has enjoyed its best-attended seasons in the history of the game. Led by Commissioner Robert D. Manfred, Jr., MLB currently features record levels of labor peace, competitive balance and industry revenues, as well as the most comprehensive drug-testing program in American professional sports. MLB remains committed to making an impact in the communities of the U.S., Canada and throughout the world, perpetuating the sport’s larger role in society and permeating every facet of baseball’s business, marketing and community relations endeavors. With the continued success of MLB Network and MLB digital platforms, MLB continues to find innovative ways for its fans to enjoy America’s National Pastime and a truly global game. For more information on Major League Baseball, visit www.MLB.com.