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POV Video Production for Sports & Entertainment

POV Video for
Sport & Entertainment

The charge of a live crowd doesn't travel until you are in the seat. We film the journey from the gate to your seat, and the hours away from the game, through the eyes of the person who is there.

  • TikTok
  • Instagram
  • YouTube

Numbers

Nine days in ten there is no game.Fans watch on social,and what they follow is the club

345 days

Nine tenths of the year has no game in it

A J1 club plays about 17 home league games a year, or roughly 20 including cup ties. The rest of the year offers little direct matchday revenue

real-sports (from financial information published by the J.League)

57.3%

Six in ten fans watch on social

Share who view sports content on social media. Only 17.6% post anything themselves

Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (aged 15-69, n=2,000)

41.7%

What gets looked at most is YouTube

The platform people use most to view sports content. X follows at 30.4%, Instagram at 29.0% and TikTok at 14.5%

Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (aged 15-69, n=2,000)

19.9%

What they follow is the club itself

The account type social viewers most often follow: official club accounts. Individual athletes come in at 15.1%

Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (social media viewers, n=1,146)

30m views

Even a new league got 30m views in two years

Cumulative views on the official TikTok of a volleyball league in its second season, with 24,000 followers

TikTok Japan and SV.League partnership announcement, October 2025

9.01m

J.League fans fell 5% in a year

Estimated J.League fan base, down 5.4% year on year. Japanese professional baseball is flat at 22.18m

Macromill and Mitsubishi UFJ Research and Consulting, 2025 Sports Marketing Baseline Survey, September 2025 (aged 15-69, n=2,000)

Issues

Four things that actually get stuck when clubs and venues post

Illustration of a stand with obvious empty seats and only a scattering of spectators

01

The empty seats stay empty

Someone who has never been has no idea what the day feels like or what the view from the seat is.

The fixWe follow the gate to the seat through a spectator's eyes, so the atmosphere and the view travel.

Illustration of a ticket booth, with young people looking at their phones some distance away

02

It isn't reaching younger fans

The information sits on official channels. It never reaches the screens people actually look at.

The fixWe produce enough to post every week and put it where younger fans are, on TikTok and Instagram.

Illustration of older members holding membership cards, with a small group of younger people standing apart

03

No new fans coming in

It reaches existing fans, but there is nothing that lets someone who doesn't know the sport find a way in.

The fixWe film training, backstage and the rest — the way in for people who don't know the sport.

Illustration of a lone member of staff carrying chairs and equipment behind the scenes at a stadium, with an empty rack of staff bibs on the wall

04

You can't hire operations staff

Most of the job is sponsor liaison and running the venue, and the hours are the inverse of everyone else's. None of that appears on a job posting, so people leave once they arrive.

The fixWe film one video from set-up to load-out and put it in your job ads.

Results

POV video we have produced in sport and entertainment

Football Club / POV

Reilac Shiga FC

Home games and open training sessions filmed in POV. From the turnstile to the touchline, the matchday experience shown through the eyes of someone there.

Attendance +1,500 during the engagement
Followers +5,000 on social

The atmosphere in a stadium doesn't survive a wide shot.
Filmed at eye level, it reaches people who have never been.

Process

From concept to delivery: how POV video works in Sport and entertainment, step by step

Workflow

Concept and shoot plan, filming, editing and delivery, the lot. All you provide is the time to film

Illustration of the planning phase, where the scenes to show and the shooting order are decided

Phase01

Concept and shoot plan
  • Taking stock of what can be filmed
  • Designing the first five seconds
  • Setting the order and the number of videos

What each video shows is decided before we film.

The route from the gate to the seat, training and travel, community work, backstage before the doors open. We line up what can be filmed, then set the order and the number of videos.

Illustration of the filming phase: shooting POV footage with an Insta360

Phase02

Filming
  • Eight to ten videos in a six-hour day
  • POV filming (Insta360)
  • No talent, no faces

Filming is a camera added to what you already do.

Our crew can come to you, or we can lend the equipment for your press officer or your players to wear. The second option turns time on the road into material too.

Illustration of the editing phase: producing captions and thumbnails

Phase03

Editing
  • Cuts of 0.8 to 1.8 seconds
  • Captions and sound design
  • The club or agency review process

We build it at a pace people watch to the end.

Cuts of 0.8 to 1.8 seconds set the pace, and crowd noise and footsteps stay in as material for immersion. The club or agency reviews before anything is published.

Illustration of the analysis phase: reading post data and iterating

Phase04

Delivery and reuse
  • As little as 7 business days
  • Secondary usage rights
  • Into ads and sponsor pitches

Delivery is where it starts. The one that took off gets worked hard.

Delivery takes as little as seven working days from concept. Secondary use is included, so it works in paid social, on ticketing pages, on venue screens and in sponsor pitch decks.

FAQ

Questions we are often asked in sport and entertainment

Does it work as video without any footage of play?

It works without match footage. Honestly, what reaches people who don't know the sport is the time away from the game. The matchday experience from the gate to the seat, plus training, travel and community events seen through the athlete's eyes, carry it.

Can you make it without our players or performers appearing on camera?

Yes, without faces. POV puts the operator's field of view on screen, so nobody has to be the subject. If you want to mix in ideas that do show faces, we propose those as a separate format alongside.

How many videos come out of one shoot? We can't interrupt training.

Eight to ten videos in a six-hour day, and up to twelve videos' worth in a two-hour slot. Training never stops for filming; it's a camera added to what you already do. We agree what can be filmed together at the first meeting.

Can we borrow the equipment and film ourselves?

Filming it yourselves is an option. We lend the Insta360 equipment and show you on site where to mount it and how long a cut should be, then your press officer or the players film. Editing and delivery stay with us.

How long does delivery take, and can we use the video elsewhere?

As little as seven working days from concept. Secondary use is included, so it works in paid social, on ticketing pages, in sponsor pitch decks and on venue screens. Swap the translation and it works overseas too.

Have you produced POV video in sport and entertainment?

We have. We filmed home games and open training for Reilac Shiga FC in POV, and over the engagement attendance rose by 1,500 and social followers by 5,000. We have also produced first-person vlogs for talent. Work across other industries is collected on the POV Studio service page.

Services

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POV video for
sport and entertainment.
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