How augmented reality tech firm plans on boosting football’s commercial profits

Augmented reality tech firm, Supponor could be about to expand the commercial profits of football clubs, by tailoring the pitchside advertising boards for different markets.

The technology which was utilised in the Bundesliga last season, transforms a physical signage asset ‘into a virtual digital asset, which can be targeted with different content for different audiences.

Describing the technology to SBC, Supponor COO, Charlie Marshall said: “People watching around the world see the game as it’s taking place live, but the advertising they see in the stadium is actually delivered virtually.

“There are a few things that this technology enables, you can have regional brands associated with your club and you can effectively carve out those regions, so give exclusivity to one betting partner in Europe, or exclusivity to one betting partner in Asia and so on and so on.

“It doesn’t just have to be by geographical audiences, it can also be by platform, so you can give exclusivity to a sponsor for mobile streams or for tablet streams or clubs could have one partner for the live and one for the delayed or highlights content, you slice and dice it a number of different ways.”

“Another use of the technology, especially relevant for betting is the fact that this content is now all rendered digitally and instantaneously into the broadcast room, so when it comes to things like odds and being responsive to things that are happening during the game, this opens up loads of opportunities.”