Globecast and Synamedia have launched a cloud-based distribution workflow for the Emirates FA Cup on behalf of London-based sports marketing agency Pitch International, enabling broadcasters to receive matches via IP or satellite for the first time.
The deployment uses Synamedia’s Quortex Link cloud distribution platform integrated with Globecast’s managed services infrastructure. The combined workflow supports delivery of FA Cup matches across western Europe, the Middle East and North Africa, where Pitch holds broadcast rights. Broadcasters in those territories can now opt to receive feeds over IP using secure cloud transport or continue with traditional satellite distribution, all managed through Globecast’s platform.
The FA Cup, the world’s oldest domestic football competition, attracted nearly 100 million viewers during the 2023 to 2024 season. The new distribution model was implemented during the current tournament, including the high-profile third round, which featured several lower-tier clubs advancing against higher-ranked opponents.
Pitch selected Globecast’s Connect Live SRT platform, powered by Quortex Link, to enable high-quality, low-latency IP delivery to affiliates across multiple territories. The SaaS-based Quortex Link platform is designed to support dense match schedules while maintaining broadcast-grade performance. It also allows Globecast to tailor outgoing feeds to individual broadcaster requirements, including specific video formats and frame rates.
By combining pay-as-you-use cloud distribution with satellite services, the companies said they are offering a hybrid model intended to provide flexibility while maintaining redundancy and predictable performance. The workflow is designed to ensure security and operational resilience, particularly during complex competition rounds with multiple simultaneous fixtures.
“The FA Cup has a magical quality, with incredible drama, such as non-league Macclesfield’s victory last month,” said Alex Mehrer, the Head of Live Production and Distribution at Pitch International. ” “Our new partnership with Synamedia and Globecast gives broadcast rights holders more choice with the option to receive FA Cup match streams over AWS cloud using Quortex Link or to continue with satellite. Interest in switching to the cloud-based stream has already exceeded our expectations.”
Steve MacMurray, the Head of Digital Media Development at Globecast, said Quortex Link enables a transition toward IP-first distribution without compromising reliability.
“The real success of this project is that the delivery was entirely predictable, despite the complexity,” MacMurray said in a statement on Thursday.
Edward Allfrey, the Executive Vice President and General Manager of Video Network at Synamedia, said the FA Cup adds to a growing roster of sports properties adopting cloud-based distribution models. He said the collaboration demonstrates how cloud services can operate alongside traditional infrastructure to meet the demands of high-profile live events.
Quortex Link is positioned as a multi-tenant SaaS platform for secure video distribution, eliminating the need for always-on infrastructure and reducing setup time and capital expenditure for live events, news and pop-up channels.
