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Virtual advertising coming to 2.5k live sports events

Virtual advertising specialist Supponor will be deploying its Supponor AIR® technology in over 2,500 live sports events in 2022/23 

The quad split shows virtual ad (re)placements on a live broadcast

Virtual advertising specialist Supponor has announced that it is to double the deployment of its software-based technology Supponor AIR® technology across 2,500 live sports events in Europe, North America, and Australia.

The company said that the expansion underlines the rapidly increasing demand for virtual advertising in the sports industry. The deployment for the 2022-23 European football season began with the German Supercup and the English Community Shield on 30 July, followed by several UEFA Champions League qualifiers.

Throughout the forthcoming season, the AI-based technology will be used in several elite domestic football leagues in Spain, Germany, Italy, France, US, Canada, and Australia.

“We’re looking forward to the start of the 2022-23 season with great excitement,” said said James B Gambrell, CEO of Supponor. “We are proud to support our partner clubs, leagues, and sports federations by providing flexible, sustainable, and cost-effective virtual advertising solutions through our innovative Supponor AIR® technology.

“With Supponor AIR® we are enhancing the value of marketing rights significantly and offering new commercial opportunities to rights holders in live sports.”

Supponor AIR® is a software-based technology platform that uses artificial intelligence and machine learning approaches to deliver authentic virtual placement or replacement advertising in live broadcasts, “on any surface, in any sport, at any venue, and in any weather condition”. Its aim is to make virtual advertising easily accessible to sports clubs, leagues, or federations due to remote production capabilities, lower deployment costs, increased flexibility, multiple supported applications, and more sustainable practices.

Away from football, the platform is able to serve as a host for sports such as ice hockey, rugby, basketball, and more.