Reduced spreading loss for advertisers, increased income for rights holders

This technology serves both advertisers and sports rights holders:

The former can place their advertising in a much more targeted manner, meaning their sponsorship contribution is used much more efficiently. In addition, the possibility of brand presence in international tournaments finally becomes an interesting option for national and regional brands as well because ads are only shown in regions where the advertised products and services are effectively available.

At the same time, the sports rights holder, such as a club or a federation, can increase their sponsorship income by selling the same inventory multiple times or creating additional inventory by virtual insertions into empty spaces.

Going bigger and better

What was first implemented for more minor sports like table tennis is now ready for major sports like football. The technological complexity impacted the development roadmap. While the setting in racket sports is relatively easy, in football, the software must recognize many fast-moving elements, such as players and the ball, to ensure they’re not overlaid with the virtual ads. Then there are the referee, the linesmen, and various other factors that need to be considered, such as camera movements down to tiny details like goal nets.

«We knew from the beginning that football is commercially the most interesting sport for us but also the most technologically demanding to implement. To get ready - which we are now -, we needed constant innovation,» explains Lukas Gysin, Founder and Board Member of uniqFEED. «To win a big football client, like an impactful football club, or a federation such as FIFA or UEFA, would be our next highlight. The chances are good because the technology and the successful customer cases prove that.» uniqFEED has reached a level where they can talk about their solution at eye level with top-tier rights holders UEFA or FIFA.

uniqFEED SA

Virtual advertising for live sports