Swiss advertising solutions and sports rights firm, uniqFEED, has received league-wide approval from the DFL German soccer league to deploy its AI-powered AdApt virtual advertising technology across the top-flight Bundesliga. This marks a significant milestone in the integration of advanced technology into sports broadcasting.
The approval covers both the virtual replacement of LED boards and the insertion or overlay of goal-side carpets within live match broadcasts. This follows extensive testing conducted by DFL and its host broadcaster Sportcast involving several Bundesliga club stadiums.
As a crucial part of the broadcast signal, any virtual advertising technology approved for use in the league must undergo rigorous evaluation to ensure it can deliver a seamless viewer experience. Technologies are evaluated based on image quality, reliability, technical integration, and their ability to perform in a fully remote live production environment. uniqFEED’s AdApt software met all required criteria and is now one of two software-based solutions approved for use in Bundesliga alongside UK-based technology company Supponor.
Tom Huston, chief commercial officer at uniqFEED, said:
“Our goal is to work alongside the clubs as partners to develop virtual advertising strategies that unlock new, recurring commercial revenue streams that are both sustainable and profitable across seasons and markets.”
Supponor's involvement
Supponor was granted league-wide approval by DFL to supply its software-based virtual advertising in 2022 with Borussia Dortmund becoming the first team to deploy it. The inclusion of these two companies signifies an increasing acceptance towards integrating innovative technologies into mainstream sports broadcasting.
Virtual advertising allows 18 Bundesliga clubs to offer their sponsors region-specific advertising opportunities by creating localized broadcast feeds with different advertisements for international audiences. This not only enhances viewer engagement but also opens up new revenue streams for clubs through targeted marketing strategies.
The Bundesliga approved this revolutionary approach towards advertisement back in 2018 which has since then been gaining traction among other leagues as well due to its potential benefits both from an audience perspective as well as commercial standpoint. uniqFEED’s AdApt software's approval for use in Bundesliga marks a significant step forward in the integration of AI and virtual technologies into sports broadcasting. It not only enhances the viewer experience but also provides clubs with new avenues for revenue generation through targeted advertising.
