A groundbreaking development in augmented reality technology sees an innovative firm partnering with LaLiga to revolutionise pitchside advertising.
This technological leap allows football broadcasts to feature virtual advertisements that respond dynamically to their environment, enhancing audience engagement.
Supponor, a company based in London and Helsinki, has unveiled its latest innovation in sports advertising through augmented reality.
The firm collaborates with LaLiga, integrating advertisements onto perimeter LED boards that adapt to environmental changes during football broadcasts.
Thanks to its partnership with Mediapro, Supponor’s technology has been successfully integrated into various sports, including football matches featuring Barcelona, Real Madrid, NHL ice hockey, NFL American football, and Formula One.
Through these collaborations, advertisements can dynamically adjust to lighting, weather conditions, and movement—ensuring maximum visibility.
A key feature of this technology is its ability to change pitchside advertising behind the goals, presenting new opportunities for international brands like ManbetX.
ManbetX can now target international markets during LaLiga matches while domestic audiences continue to see existing physical advertisements supported by brands such as Stihl.
As Gregory Bolle from LaLiga states, this provides exclusivity to premium partners, tailoring the audience’s viewing experience.
Jon Collins of ManbetX views this first-of-its-kind technology as pivotal in cementing their partnership with LaLiga, effectively reaching core audiences using LaLiga’s influence.
Collins highlights the seamless match between LaLiga’s prestige and ManbetX business strategies, symbolising a modern approach to sports sponsorship.
CEO Jay Gambrell of Supponor highlights the strategic significance of partnering with Mediapro to drive technological advancements within LaLiga.
Gambrell envisions the rollout of Supponor’s technologies beyond Spain, capitalising on its unique ability to adapt virtual advertisements for diverse markets.
This expansion is anticipated to broaden sponsorship opportunities, aligning with sponsors’ targets to engage more effectively with global sports audiences.
This virtual 3D carpet solution exemplifies the potential of augmented reality in transforming sports marketing.
By personalising ad content to suit different markets, this innovation enriches viewer experience and offers brands a competitive edge.