Sports business agency Sportfive and virtual advertising technology firm Supponor have extended their agreement by a further three years.

The two companies, which currently offer the only virtual advertising solution approved and licensed by the German Football League (DFL) for commercial operations in the Bundesliga, first teamed up in 2017.

Over the past two seasons, the virtual perimeter advertising was implemented at 60 matches in 10 different stadiums, with more than 50 brands having taken the opportunity for targeted communication in international markets.

Supponor’s virtual advertising technology provides sponsors and advertisers with greater worldwide reach during broadcasts of major sports leagues. The technology allows for digital overlay of advertising boards and enables individually targeted ads depending on which country viewers are watching in.

The focus markets for addressing target groups and playing out individualised feeds are the US, China, Thailand, Japan and the EMEA region. In Germany, Austria and Switzerland, the LED boards are seen as they are in the stadium, while advertising spaces outside these countries are overlaid with individual content.

Sportfive customers are able to book one, several or all feeds and therefore play out their advertising offers to a global television audience, depending on the virtual advertising feeds booked.

As part of the extended agreement between Sportfive and Supponor, virtual advertising will continue to be present in the production of all home Bundesliga matches of Borussia Dortmund, delivering five different feeds as well as selected home matches of other cooperation clubs such as Hertha Berlin, Augsburg and Borussia Mönchengladbach.

Philipp Hasenbein, chief operating officer of Sportfive, said: “We are proud that together with our partners we have been able to pave the way for further innovations in the industry.

“This technology enables brands and rights-holders to create real, additional value. The novel use of the cam carpets underlines our role as an innovation driver in this field. We thus support our partners in further positioning themselves in the respective target markets and in reaching their target groups with country-specific advertising messages.”

Supponor chief executive James B Gambrell added: “We are thrilled to extend our partnership with Sportfive as a testament to the powerful collaborative relationship we have built.

“The announcement of our extended cooperation comes at a time where engaging with audiences is more important than ever and virtual advertising technology can be the key to this improved fan engagement and interaction with sponsors, leagues and clubs. We look forward to working with Sportfive as we continue to grow our partnership beyond Germany by expanding virtual solutions in live sport across the globe.”

Image: Валерий Дед