The German Bundesliga has given the green light to Supponor AIR technology for ‘Carpets over Carpets’ advertising, making it the first of its kind to receive league-wide approval. This means that Supponor can now overlay physical Cam Carpets with virtual ones using its fully software-AI-based Supponor AIR technology in all Bundesliga stadiums. The decision on the use of the new marketing spaces will be evaluated and taken individually by each club.
This approval is a game-changer, as it opens up new commercial opportunities by enabling virtual, customisable advertisements for international broadcast feeds. Massimo Magrì, EMEA Managing Director at Supponor, expressed his delight and pride in this achievement, highlighting the significant commercial milestone and revolutionary change in the league’s advertising capabilities.
The testing of Supponor’s AIR system in Bundesliga environments, including more than five different venues and different kick-off times, preceded the approval by DFL. The technology met all the necessary criteria, including image quality, reliability, and seamless integration into the Bundesliga’s production framework, independent from venue and light conditions (day or floodlight).
Launched in 2021, Supponor AIR is a fully software-based end-to-end platform that relies on Artificial Intelligence (AI), Machine Learning (ML), and computer vision to deploy virtual advertising on any surface, in any sport, and any weather condition. It has been commercially and technically proven to provide football leagues and clubs with a flexible and powerful marketing tool to enhance their commercial inventory and provide valuable sponsors and brand partners with targeted and global reach into local markets. As a result, Supponor AIR enhances the value of media and marketing rights for mass-audience sporting events for sports rights holders, their brand sponsors, and broadcast partners.
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