Sam Leadsom joins the company as VP for global business development in sports.

Sam Leadsom, Pixotope

Virtual production company Pixotope has hired Sam Leadsom as its VP for global business development in sports.

Leadsom arrives at the business after 30 years in the industry, including positions at IMG, Fox Sports, and Sky Sports. Most recently, he was broadcast director for SailGP, where he oversaw the media strategy and commercialisation of the sports championship, leading broadcast content, sales and the distribution operation.

At Pixotope, Leadsom will be responsible for driving global and integrated new business opportunities in the sports broadcasting marketplace, as the company aims to grow its new vertical in the sector. It has already made strides in the area, working on the Super Bowl and with Major League Baseball.

Pixotope offers broadcasters graphics that can be modified in real-time and broadcast live on-air, and a standalone tracking server - which connects it with real-time camera and object tracking systems. These solutions can be used for features such as CG crowds filling empty stadiums to interactive visuals detailing the routes of extreme athletes.

Leadsom said: “This new role opens up a whole new business vertical for Pixotope focused on sports broadcasting and showcases the company’s commitment to delivering outstanding solutions to partners and distributors in the live sports industry.”

David Dowling, Pixotope’s chief revenue officer, added: “Augmented reality and real-time game engines are transforming how audiences engage with and consume live content, particularly broadcast sports. These modern content production tools are expected to impact ticket sales and create new revenue streams exponentially. By opening up this new business vertical, we position Pixotope’s software at the forefront of the revolution.”