Article posted on March 17th, 2017
Is virtual perimeter advertising ready for the Bundesliga? ADI and Supponor, with Lagardère Sports, will be showcasing the issue in a major roadshow at many Bundesliga clubs. The roadshow will start on 21 March in Hamburg’s Volksparkstadion.
The roadshow will start on 21 March in Hamburg’s Volksparkstadion. Dates will follow in Wolfsburg, Hanover and Berlin. Then it goes through the west to the south of the republic. The aim of this series of events is to present the power of the technology to Bundesliga clubs in Germany at their own stadium.
Virtual advertising by Lagardère Sports and the technical service provider Supponor was successfully used in Germany during the 2015 Telekom Cup. The global sports rights agency Lagardère Sports is also working closely in the roadshow with Supponor and ADI, the LED technology provider. Supponor specialises in virtual superimposed images in television broadcasts at various sporting events such as football, hockey or American football. ADI’s perimeter systems are one of the leading technologies in Europe. The roadshow is meant to give an impression of the interaction between the LED-band system and specifically the virtual replacement of perimeter advertising.
There has been a technical breakthrough in the development of virtual advertising for LED installations by ADI and Supponor in the last two years: A stable, commercially ready to deploy marketable product has been developed for playing out to video perimeter systems, which are to be presented to club representatives and sponsors during the roadshow. Virtual advertising means that different brands can occupy the same advertising banner space and advertise with meaningful advertising messages in different countries via the TV broadcast or via different digital channels.
For Lagardère Sports, the new technology offers particularly great opportunities in terms of the internationalisation of the Bundesliga. Philipp Hasenbein, Managing Director of Lagardère Sports Germany, explains: “Global companies think globally. Previously untapped potential can be accessed with the new technology: sponsors cannot only steer their campaigns towards specific target groups and countries, the rights holders also offer additional international marketing opportunities. Lagardère Sports’ global network makes us perfectly placed to bring this new technology to the market and develop tailor-made marketing concepts.”
“High quality, authentic virtual overlay technology for which Supponor is already known is now well and truly up and running on LED systems”, comments Jay Gambrell, CEO of Supponor. “Building on our fruitful collaboration with ADI over the past two years developing hybrid LED / virtual technology solutions, Supponor is very excited by the opportunity to go ‘on the road’ and take the technology to clubs across Germany to showcase and engage with key stakeholders on the opportunities available right now to deploy the next generation of augmented reality technology in top tier sport.”
“Our first Virtual Hybrid digiBOARD system was installed in a Premier League stadium ahead of the 2016/17 season. This has given us opportunity to showcase the technology in a live match environment. The results have been extremely encouraging and we’re delighted to be able to share them with clubs throughout the Bundesliga and across Europe”, added ADI’s CEO, Geraint Williams. “The roadshow is unlike anything anybody has ever attempted before. We’re planning to create a real experience for clubs and demonstrate the full value of the technology which is about more than just the hardware. The solution we’ve developed with Supponor is a complete end to end offering, which combines the best of everything we do, from LED manufacturing, connected stadium networks, content management, and broadcast engineering. The response from clubs and federations who have already seen the technology in action has been overwhelming and we’re incredibly excited about the potential of the platform to transform revenue opportunities for clubs.”
Specialists in large audience communication, ADI has been established for 26 years and are one of Europe’s leading names in sports venue fan engagement platforms. Having installed some of Europe’s first stadium LED screens in 1997, the company has gone on to dominate the stadium LED market, whilst also providing similar services to retail and leisure markets. ADI’s LED installations can be found in venues across the globe, including FIFA World Cup stadia.
ADI’s perimeter LED technology is the most popular in the Premier League, and is used by more than 20 clubs in English league football, responsible for delivering over £30million in media value every season.
In addition to in-stadium technology, ADI provide venue broadcast connectivity. Their Live Venue broadcast fibre network connects over 100 venues, allowing them to deliver content to and from the stadium, including live match feeds to both domestic and international rights holders.
In the rental market, ADI provide large screens and production to some of the world’s leading events, including The Tour de France, The Virgin London Marathon and Royal Ascot; for global brands, including Coca Cola, Nike and BMW; and for hundreds of smaller events each year. Famed for their mobile LED screens, ADI’s iCONIC family is not only the Europe’s largest fleet of mobile LED screens, but also the widest, offering screens from 12m² to 120m² (the world’s largest).
For further information please visit www.adi.tv/sport
Supponor pioneered and is the market leading specialist in virtual replacement technology of TV-visible signage for real-time broadcast and streaming of in-venue sports advertising. Our advanced technology delivers the most powerful and impactful brand activation in broadcast sport by integrating powerful augmented reality overlays with traditional broadcast quality solutions. This dramatically enhances the value of media and marketing rights for mass-audience sporting events for sports rights holders and their brand sponsor and broadcast partners.
As a pure-play technology solutions provider, Supponor has over 15 years of experience in research, development, testing, integration and commercial deployment. Supponor has commercially deployed its virtual advertising replacement solutions at hundreds of live broadcast events across 10 major broadcast territories in co-operation with a broad range of market stakeholders in Football, Ice Hockey, F1, American Football, Basketball and others Tier 1 Sports.
Supponor is based in London and Helsinki, and is backed by leading VCs and institutional investors and is co-funded by the European Union under the programme H2020 SME Instrument.
About Lagardère Sports
Lagardère Sports is a leading sports marketing agency with a global network of local experts dedicated to delivering innovative solutions that meet our clients’ needs. We believe sport inspires emotions and passion that are essential to enriching people’s lives and generate powerful collective experiences. At Lagardère Sports, we dedicate our expertise and passion to providing our clients with privileged access to the infinite opportunities of sports. Lagardère Sports is part of Lagardère Sports and Entertainment, a company with more than 1,600 employees worldwide and 50 years of experience.
Kristin Podewils – Manager Corporate Communications
T +49 (0)40 37 67 71 48
Nadine Otto – Associate Corporate Communications
T +49 (0)40 37 67 71 41