Virtual advertising specialist Supponor and Telstra Broadcast Services (TBS) have announced a partnership to offer “virtual-advertising-as-a-service to sports properties, federations and rights owners worldwide”.
According to the companies, the collaboration will enable rights owners and their partners to target global audiences with new technologies, such as customised virtual signage [Supponor AIR], which can now integrate within the existing broadcast infrastructure required to produce and distribute live top tier sports events.
The collaboration is born from the parties’ successful recent league-wide solution for the National Hockey League (NHL).
“The extension of our partnership with Telstra to bring virtual advertising to more rights owners, their partners and fans worldwide is just part of our continuing strategy of working with global partners,” said Supponor CEO, James B Gambrell. “Together we hope to change the way properties and broadcasters interact with global brands in any sport where virtual advertising can form an integral part of the fabric of live sports production and distribution. Having already covered over 1,300 games for the NHL this season, and nearly 1,500 events in other sports from soccer to rugby, we have proven the quality, scalability and agility of our innovation. That, combined with the expertise of partners like Telstra, enables rights owners to potentially generate substantial incremental commercial returns and allows advertisers to connect with audiences in a new and meaningful way.”
TBS CEO, Andreas Eriksson, added, “We’re thrilled to be partnering with Supponor to bring virtual advertising to a wider audience. The success we’ve seen with the NHL, its teams, partners and audiences demonstrates the potential of this technology, and we’re excited to explore its possibilities in other sports around the world.”