Boost for brands

The growth potential is reflected in Paris, where Chinese tech companies are leveraging their cutting-edge cloud computing and AI tools to enhance live broadcast experiences and athletes' performances.

"For Chinese companies with global strategies, having a marked presence at the Olympics can be a vital accelerator to boost brand influence and international development," said Jiang Han, a senior researcher at the Beijing-based think tank, the Pangoal Institution.

"This is a once-in-a-four-year opportunity for Chinese companies to showcase their latest innovations to the global audience, and mirror their technological prowess," Jiang added.

Chinese tech giant Alibaba Cloud, for instance, is replacing traditional satellite methods by using its advanced technologies to support over two-thirds of the event's broadcasts. These technologies are improving internal workflows, enhancing the viewer experience, enriching storytelling, and helping better explain some sports.

Alibaba Cloud has provided a record number of multi-camera replay systems with AI-powered, high-quality reconstruction in the cloud, to create three-dimensional models and mapping of additional viewpoints of 21 sports and disciplines. This helps deliver more compelling replays from more camera angles.

The "bullet time" multi-camera replay system, an AI-enhanced broadcasting technology developed by Alibaba Cloud, provides viewers with cinematic effects, including slow-motion and freeze-frame views, offering an immersive experience. This technology is deployed at 12 venues, covers sports including beach volleyball, tennis, judo, and rugby — and delivers high-quality replays from multiple angles.

Yiannis Exarchos, CEO of the IOC's subsidiary Olympic Broadcasting Services, oversees the distribution of event coverage. To improve efficiency for broadcasters, Alibaba Cloud launched OBS Cloud in conjunction with OBS in September 2018, and supported the broadcast coverage of the Tokyo 2020 Summer Games and the 2022 Beijing Winter Olympics, he said.

For media rights holders and host cities, OBS Cloud is a more cost-effective alternative as Olympic Games-related content can be transmitted over the cloud, which also helps reduce an event's carbon footprint, Exarchos added.