How do you tell a three-week tactical story on live TV?
The Tour de France is a tactical sport disguised as an endurance one. Every breakaway, every bonus sprint, every team strategy decision shapes the race — but most of it is invisible to viewers watching at home. Riders 200 metres apart in the peloton can be playing completely different games.
NBC Sports came to Promotheus with a challenge: how do you give analysts a tool to actually show what's happening in the race? Not in post-production. Not with prebuilt graphics packs. Live, on-air, while the stage is unfolding.
A live AR environment, synced to the race.
Sandbox ingested live tracking data from the race — rider positions, gaps, speeds, gradients — and rendered a fully manipulable virtual version of the stage. NBC's analysts could enter the AR environment on-air, move riders around, draw paths, run what-if scenarios, and explain decisions in real time.
For TV2 Denmark, the same platform supported a different commentary style and a different audience — without rebuilding the technology. One Sandbox, two broadcasts, two languages, two storytelling traditions.
Six seasons. One Emmy nomination. A new broadcast vocabulary.
NBC's Tour de France coverage was Emmy-nominated for sports broadcasting excellence. Sandbox has now powered six consecutive seasons of Tour de France coverage, becoming a core part of how the race is explained to American and Danish audiences alike.