United Cloud, the Serbia-based innovation center arm of European operator United Group, has extended its contract with the Kudelski Group for continued use of Nagra NexGuard forensic watermarking technology, covering seven European markets. The deal is not a net-new development, nor is it a groundbreaking innovation. So why are we bothering to cover it? Brownfield extensions with existing customers rather than greenfield wins are especially valuable in today’s tough media climate, so perhaps technology contract extensions should be treated similarly to news outlets giving airtime to sports clubs after nailing down key players for significant contract extensions. Like basketball superstar Shai Gilgeous-Alexander putting pen to paper this week for the NBA’s Oklahoma City Thunder, Nagra’s NexGuard forensic watermarking has proven…