StreamGuys Boosts Ultra-Low-Latency Streaming For In-Venue Sports

StreamGuys will introduce major upgrades to its Ultra-Low Latency Streaming (ULLS) at NAB Show 2026 (19–22 April, Las Vegas Convention Center), extending the in-venue simulcast experience for sports fans while unlocking fresh revenue options for clubs and broadcasters.

Launched in 2024, ULLS removes typical streaming delays to keep live game action precisely aligned with radio commentary and video feeds. Built to revive the classic in-stadium AM/FM simulcast on modern devices, it lets attendees listen to live play-by-play in real time via a team or broadcaster's mobile app — now supported across both Android and iOS.

New for 2026 is dynamic pre-roll ad insertion within the ULLS experience. Before the live simulcast begins, teams and broadcasters can run sponsor-backed audio pre-rolls coordinated with in-venue promotions, on-air advertising and digital sponsorship packages. Monetisation is preserved without interrupting gameplay, as ads only run at stream start.

Organisations can prioritise their own direct-sold sponsors in the pre-roll position, creating a new, in-stadium sales opportunity. If no sponsor is booked, publishers may opt into the StreamGuys Ad Network Marketplace, allowing StreamGuys to fill the slot and share revenue — effectively turning the service into a direct income channel.

ULLS uptake is accelerating across sports and broadcasting. StreamGuys now supports deployments with professional clubs, minor league organisations and international sports broadcasters, reflecting growing demand for synchronised in-venue streaming. The addition of native iOS support widens audience reach and simplifies rollout, enabling sports organisations and broadcasters to integrate synchronised listening into their apps with less development effort and broader device compatibility.

Beyond recreating the radio tradition, ULLS underpins a wider digital strategy for teams and leagues. Delivering the experience within official apps helps drive downloads, deepen engagement and build direct fan relationships. Benefits for franchises include live push notifications, merchandise promotions, concession offers and other targeted messaging throughout the season.

"Our strategy is simple," said Eduardo Martinez, Executive Vice President of Technology at StreamGuys. "We are replacing the legacy AM/FM radio experience inside stadiums with a modern mobile solution that is perfectly synchronized to live game action. At the same time, we’re giving sponsorship teams new inventory they can monetize, providing a built-in revenue opportunity through our Ad Network Marketplace, and helping organizations strengthen direct relationships with their fans through their own apps. It’s about preserving tradition while enabling smarter digital growth."

The ULLS workflow ingests streams into StreamGuys' Contribution Network, an enterprise-grade media ecosystem that transports self-produced, locally originated and third-party content onto the public internet for end users. Within this chain, widely supported low-latency protocols remove output delay, and the HTML5-based SGplayer presents a perfectly synchronised live audio or video stream. The system has been validated with market-leading, standards-based audio-over-IP encoders commonly used across the broadcast sector.

StreamGuys will showcase the enhanced ULLS in a 17 March webinar and at NAB Show 2026 at long-time business partner ENCO's booth (C2116). The company will have a dedicated branded presence where attendees can experience the ultra-low-latency synchronisation first-hand.

streamguys.com