United Rugby Championship (URC), Cricket Australia (CA), and WPALive.TV by Foresense, the exclusive broadcast distributor for The World Pool Association (WPA), tap Eluvio for next-gen OTT video distribution for over 500 live events, deep archive AI, and direct-to-fan monetization
Eluvio Content Fabric and Application Suite providing transformational D2C streaming, live broadcast feed distribution, monetization, and dynamic video AI to be showcased at IBC2025 in Hall 8, stand MS5 and the IBC Future Tech Zone in Hall 14

BERKELEY, Calif., Sept. 4, 2025 /PRNewswire/ — In advance of IBC2025, Eluvio today announced that leading sports organizations, including United Rugby Championship (URC), Cricket Australia (CA), and WPALive.TV by Foresense, the exclusive broadcast distributor for the World Pool Association (WPA), have selected the Eluvio Content Fabric and Application Suite to power their next-gen video distribution in D2C OTT streaming, deep archive AI, and direct-to-fan monetization for fans across the globe.

D2C Streaming with Direct-to-Fan Monetization
Collectively, Eluvio will power over 500 new OTT live D2C streaming events with advanced features on browsers, mobile devices and connected TVs; monetization to fans globally with built-in subscription, per match, and ad supported sales; and dynamic, seamless broadcast rights enforcement. Streaming is provided at full source resolution, including HD and 4K, with dynamic automatic adaptation to the user’s available bandwidth with low latency HLS/DASH delivery, unlimited multi-view, and “zero-copy” live-to-VoD and DVR playback– all powered by Eluvio’s groundbreaking Content Fabric. In addition, Eluvio Content Analytics provides complete source-to-viewer audience, QoS, and sales analytics.

Live Broadcast Feed Distribution
The same live match source feeds are recorded and distributed (sub-second) as transport streams with SRT/RTP output to broadcast affiliates (secure, multi-path, and fully-reliable) using the Fabric’s new live broadcast streaming (ST 2110/2022). Outputs are available on-demand, with no cloud roundtrips or egress.

AI Archive Exploitation
Collectively, Eluvio will ingest, host, and process over 20,000 hours of archived video content with multi-modal AI tagging and indexing, search, and dynamic highlights generation, making the content streamable, downloadable and monetizable with no egress or re-transcoding.

End-to-End Security
For each of these experiences, Eluvio provides end-to-end content security and anti-piracy protection including strong encryption, DRM, forensic watermarking, and dynamic authorization per-offering including geo blocking and rights control. All features are built in allowing for a hyper-efficient, tamper-proof distribution and on-screen authenticity proofs for the viewer.

“We are deeply honored that these amazing organizations have each chosen us,” said Michelle Munson, CEO and co-founder of Eluvio. “On the top line, the Content Fabric helps to maximize monetization through expanded global distribution, content sales, and AI personalization. And, on the bottom line, it breaks down the cost and efficiency boundaries that have held back video over IP for many years.”

The United Rugby Championship is a global club rugby league where 16 teams from five powerhouse nations– Ireland, South Africa, Wales, Italy and Scotland–compete across two hemispheres for the coveted championship. URC TV (https://urc.tv) is their new streaming platform for fans, launching for the 2025/26 season, powered by Eluvio. Last year, Eluvio was selected by URC’s partner, European Professional Club Rugby (EPCR), to power EPCR TV (https://epcrugby.tv), a next-gen streaming subscription service for live and archival viewing. Together URC and EPCR will stream over 280 live games in over 90 countries on the Content Fabric this season with desktop, mobile and TV properties; automatic, zero-copy recording for live broadcast transmission and archiving; season pass and match sales; and broadcast rights enforcement.

“URC is dedicated to bringing our passionate rugby fans around the globe the best possible viewing experience and easy access to our matches in territories where broadcast offerings are not available,” said Adam Redmond, Head of Broadcast & Communications at United Rugby Championship. “We are thrilled to be partnering with Eluvio to bring the most advanced streaming capabilities with a highly cost efficient delivery model. Eluvio has a proven track record with our partners EPCR TV and we believe URC TV will allow us to both serve and extend our fan base worldwide.”

Cricket Australia (CA) is the governing body for professional men’s and women’s cricket and amateur cricket in Australia, and has a deep archive of over 15,000 hours of matches. Cricket Australia successfully piloted Eluvio’s Fabric for archive and live-game streaming with inline AI, match-tagging, and AI-driven highlights and has selected Eluvio to deliver a next-generation platform that will combine these features for Cricket fans worldwide. Eluvio’s Video Intelligence Editor (EVIE) provides a single pane of glass for self-service, and AI exploitation of the archive and live matches. It includes automatic additions of AI and play-by-play tags to the game content with frame accuracy, an inline tag editor, clipping, and multi-modal search of all content. The novel AI pipeline generates personalized highlight reels for streaming, download, and publishing on digital properties with zero copying, re-transcoding, or additional distribution.

“Cricket fans are some of the most passionate fans in the sporting universe. They have high expectations – and it’s our duty to deliver on those expectations,” said Dan Allan, Senior Content Manager – Broadcast at Cricket Australia. “We are excited to be working with Eluvio to leverage their cutting-edge video and AI stack and maximise the value of our deep archive and live matches. More broadly, the Eluvio Content Fabric offers up some unique opportunities – and we feel like we are just scratching the surface of what’s possible.”

WPALive.TV (WPALive) by Foresense is the exclusive licensee for digital streaming of the World Pool Association, the international governing body for pool (pocket billiards), dedicated to promoting and regulating the sport of pool worldwide. Eluvio was selected to power the new WPALiveTV (https://wpalive.tv), a 24/7 digital broadcast and streaming platform designed to elevate pool to new heights of visibility and engagement including live matches, replays, interviews, and more. WPALiveTV is streaming over 250 live matches in 10+ global tournaments on the Eluvio platform including locations throughout Southeast Asia, Eastern Africa, and Europe, using free and paid models. Eluvio’s self-serve CMS Creator Studio is integral to manage content publication, front-end customization and all match/media metadata and multiview at this scale.

“Building on the Eluvio Content Fabric has enabled us to launch this new truly global streaming platform for the millions of fans of professional pool,” said Glenn Weiland, CEO Foresense Technologies. “Their decentralized and highly-efficient global protocol and dedicated 24×7 customer service, in combination with our digital broadcast team, has allowed us to deliver high-quality, low latency viewing experiences from far reaching corners of the globe–from Mauritius to Malaysia–while adapting fast to varied production environments, audience groups, and match types.”

Key Features

The Eluvio Content Fabric and Application Suite provides transformational advantages for content distribution and monetization including speed; hyper-efficiency with 10x savings over CDN/media clouds; security; content provenance and verification; and AI native personalization—all based on innovation rather than brute force. With Eluvio, distribution is achieved with no file copies, no egress, and infinite re-monetization options for premium video and media.

Eluvio provides the core Content Fabric with global streaming and static distribution APIs and a full app stack on top for delivering OTT experiences and live broadcast streaming with ease. Key features include:

Low latency D2C streaming and global live feed distribution (MPEG-TS/SRT out) B2B with no additional redistribution/egress, fully-multipath and sub-second latency, SRT/RTP/UDP/SMPTE 2110/2022/JXS;
No code, configurable OTT sites and APIs for use across browsers, mobile, and connected TVs;
Built-in subscription, transaction, ad-supported and rewards/loyalty based monetization provides slick and scalable purchasing and entitlement APIs;
Self-verifying content (C2PA) with on-screen content authenticity verification;
End-to-end analytics for audience, QoS, and media sales; and
Inline AI stack with benefits including automatic generation of highlights during and post-match (also zero-copy); multi-modal semantic and textual search/clipping of key moments in live matches, discovery/monetization of the VOD library; dynamic compositions comprised of live, VOD and hybrid content; and new micro-transaction offerings to embed in social and fan engagement upsells.

Eluvio Showcased at IBC2025

Eluvio has opened registration for one-on-one meetings, demonstrations, and presentations at IBC on September 12-15 at https://wallet.contentfabric.io/ibc.

At IBC2025, Eluvio will demo the entire Bangkok release and Application Suite at its main stand in Hall 8, stand MS5. CEO Michelle Munson will deliver keynote demonstrations on Friday, September 12 at 2:00 p.m. and Saturday September 13 at 1:00 p.m., and the team will offer live demos/meetings continuously at the Eluvio Stand. Eluvio will also be showcased in the IBC Future Tech Zone in Hall 14, 14.A78, and Munson will deliver an additional keynote demonstration from 12:30–1:00 p.m. on Sunday, September 14 on the Future Tech Stage at the AI and Innovation Main Stage in Hall 14.

About Eluvio
Eluvio (https://eluv.io) is solving the generational problems of video over the Internet with its Content Fabric Protocol, a next-generation content distribution and storage protocol transforming the distribution and monetization of premium video and digital media–in contrast to legacy cloud workflows and CDNs. Recognized as NAB Streaming Product of the Year in 2024 and 2025, Eluvio customers are innovative sports and entertainment brands such as Amazon Studios/MGM, Cricket Australia, European Professional Club Rugby, Red Bull, SONY, Telstra Broadcast Services, UEFA, United Rugby Championship, Warner Bros., WPALiveTV, WWE, and others. Eluvio is led by Michelle Munson and Serban Simu, founders and inventors of Aspera. Based in Berkeley, California with a worldwide team of 40 engineers, scientists and commercial leaders, Eluvio has won the Seicon Grand prize, and the prestigious Engineering Excellence Award by the Hollywood Professional Association and holds 15 issued US patents. On X: @EluvioInc; On LinkedIn: Eluvio https://www.linkedin.com/company/eluv-io/.