Bundesliga greenlights Supponor’s virtual ad technology for league-wide use

April 8 – Virtual advertising specialist Supponor has been given German league-wide approval to supply software-based virtual advertising, via its Supponor AIR solution, from the Deutsche Fußball Liga (DFL).

DFL’s subsidiary Sportcast oversees the production and distribution of all video signals of the Bundesliga and Bundesliga 2 and is a key partner in the process due to the interface of virtual advertising with the transmission signal for the live match.,

Sportcast has been testing over the Supponor technology over the past few months at several Bundesliga club stadiums.

Having been given the green light, Supponor can now implement the technology on a club by club requirement. The flexibility of the AIR solution is that it does not need specific LED boards nor integration.There is no physical integration with the live broadcast production and personnel on site as virtual operations can be delivered remotely and are part of the distribution workflow.

Supponor AIR relies on Artificial Intelligence (AI), Machine Learning (ML) and computer vision to deploy virtual advertising on any surface, in any sport, and in any weather condition. This gives clubs and leagues greater advertising flexibility and the ability to target different advertising messages to different audiences.

James B. Gambrell, CEO, Supponor, said. “This approval by the Bundesliga is a significant milestone for us, and also underlines the progressive nature of the DFL and its focus on innovation – including with virtual advertising technologies.

“We look forward to continuing to work with the DFL, by leveraging AIR’s superior cost and simplicity which will allow this leading  innovation to more democratize the adoption by more clubs due to cost savings, which will support the DFL’s ongoing efforts to increase the value of its media and marketing rights, generate commercial opportunities and attract new brand partners and sponsors for all of its clubs.”

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