Rufus Hack, Sony Sports CEO: ‘From The Makers of VAR; Is Tech Making Sport Better? (Ep73)

This week we’re delighted to welcome Sony Sports CEO Rufus Hack to the show. Strap in, this is a reveal on how technology is changing sport, from the man that brings us Goal Line Technology, VAR, TMO, DRS and much more. Sony have been elevating their proposition, developing on the established Music, Entertainment and Playstation divisions to influence sport and deliver crossover value as sport converges with the modern entertainment industry.

Through their ownership of Hawkeye, Rufus oversees the company that is implementing some of the most important changes in sport; the decision review systems aimed at increasing accuracy and elevating sporting products. As you know, this doesn’t come without its challenges.

What this conversation reveals is a fascinating perspective on how this tech is created and then implemented by the various sports with varying degrees of success. How do we ensure the tech delivers what we need it to via ensuring it is properly applied, because it’s rarely a fault of the tech; normally a fault of the operator. On top of this, leveraging Toy Story IP in an NFL environment and an assessment of the crazy golfing landscape completes a truly unique and different show.

On today’s show we discuss:

Sony’s Role in Sport:

• How Sony’s global footprint, spanning India, the UK, and South Asia, gives it a unique vantage point in the sports broadcasting world.
• The strategic importance of local relevance in international rights and how Sony tailors its offering to cricket, football, and combat sports fans.
• How Sony’s sports business sits within the broader Sony Group and the advantages (and limitations) of operating within one of the world’s most diversified media companies.
• What is the acqusition strategy of the company looking to make moves in a new environment?

VAR & Decision Review:

• How VAR is implemented differently across sports and the importance of education supporting accurate usage.
• The global standardisation of officiating technology and what federations need to get right before adopting tools like Hawk-Eye.
• The importance of a move to fully automated offside and broader decision making, removing the chance of human error.
• Is 95+% VAR accuarcy reliable enough when the cost is so great on fan emotion and experience?
• The evolution of decision review systems (DRS) in cricket and the growing fan expectation for accuracy, transparency, and speed in officiating.

Changing World of Sport:

• How fans’ media habits are fragmenting, and why that makes sports content more valuable, not less.
• The tension between global streaming consolidation and the regional nuance required to serve true fanbases.
• Why leagues and federations need to rethink rights packaging, data usage, and storytelling in a world of short attention spans and instant feedback.
• The role of AI and automated production in driving cost-effective coverage, and how Sony is investing in next-gen workflows.
• What Rufus sees as the biggest challenges and opportunities for sports media businesses over the next 5–10 years, and why the traditional broadcaster vs. streamer narrative is missing the bigger picture.

A huge thank you to our amazing partners on the show:

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