Host Broadcast Services (HBS), the television production company owned by international sports marketing agency Infront, has announced the launch of its digital content creation arm, skroller.

Skroller will serve as a dedicated structure for HBS digital creative services to support sports organizations, athletes, sponsors, and broadcasters to deliver cross-platform campaigns that leverage social media trends, data and analytics, and immersive experiences.

The new venture will focus on creating “high-quality, original content that spans a diverse range of genres and formats, including video, infographics, and interactive media,” according to HBS.

Dan Miodownik, chief executive at HBS, has said: “As leaders in content creation, consultancy, and innovation, skroller represents the next phase of growth for HBS. The development of skroller responds to the fast-moving world of sport and will help our partners to engage, evaluate, and retain audiences like never before."

‍Tim Stott, executive digital producer at skroller, added: “With the right fit, for the right platform, skroller takes content from the sporting venue to the superfan, and understands that a compelling moment could come from a specialized broadcast camera or a mobile phone.

“We are pushing the boundaries of what is possible in production, optimizing interactive branded content and enabling the integration of biometric and skeletal data into media. Our creative and agile team has an intuitive understanding of what will resonate with viewers, and it is this perspective that delivers truly exciting and authentic content.”

In April HBS was appointed by South American soccer’s governing body Conmebol for the most recent Copa America national teams competition.

HBS served as the host broadcaster for the tournament taking place in the US, adding to its soccer portfolio.

The company has tie-ups with several soccer bodies including FIFA, Europe's UEFA, and North and Central America's Concacaf.

In January 2023, meanwhile, HBS launched a US-based subsidiary to expand its business into North America. The entity - known as HBS LLC - is based in Miami, Florida.

The division manages the current projects HBS is working on in the US, including the extended contract with Concacaf.

HBS provides host broadcast services for several other major sporting events including the Rugby World Cup, and tennis’ French Open grand slam.