Page 23 - Spring 2024

TRANSFORMING FOOTBALL

ADVERTISING WITH

AUGMENTED REALITY

Historically, advertising in football has been By utilising advanced algorithms to recognise
largely static, with pitch-side billboards and specific areas within the live broadcast feed where
logos on kits, but modern digital technology has advertisements can be inserted or replaced, the
changed all this with virtual advertisements and system overlays digital images or videos onto
LED boards now offering brands more visibility. these predetermined spaces such that they
Now, digital marketing specialist Supponor is appear as natural parts of the playing field or
taking this a stage further with the introduction stadium.
of augmented reality, potentially revolutionising
the way brands engage with audiences The technology notably incorporates advanced
particularly in areas such as football, where analytics that allow brands to accurately measure
digital images can be overlaid seamlessly onto the impact of their advertisements.
live broadcasts.
Reference: Fowle, H., ‘The Augmented Reality of Advertising in
Augmented reality in sports advertising integrates Football’, Electronic Specifier, 22nd. February
digital information with the live broadcasting
environment, allowing for a more immersive
viewing experience. Broadcasters can replace
physical advertisements in the stadium with virtual
ones that can be tailored to different audiences
watching the same match. This provides the
ability to segment and target advertisements
based on factors such as geographical location,
language, and even individual preferences.
Supponor, with its proprietary AR technology,
has enabled real-time digital replacement of
existing advertising boards in sports broadcasts.

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