Through virtual graphics superimposed on the LED perimeter boards positioned at the sidelines of the stadium, the FIGC, in collaboration with UEFA and the support of RAI, has guaranteed visibility in the Italian market for its commercial partners.
Federazione Italiana Giuoco Calcio, Sunday 5th September 2021
This Italy-Switzerland match will be remembered because it was the debut of Virtual Advertising in a European Qualifiers match. The Azzurri were the protagonists in a first for national football teams.
The FIGC, in collaboration with UEFA and the support of RAI, relied on Supponor’s Virtual Advertising technology during the match. This ensured visibility in the Italian territory to FIGC’s commercial partners, and to those of UEFA, through real-time, superimposed virtual graphics on the LED perimeter boards positioned at the sidelines of the stadium, within the free-to-air television signal.
This innovative technology is based on artificial intelligence software that has been ‘trained’ to distinguish movements and objects in front of the boards in real time, without the need of hardware in the perimeter boards or TV cameras. This activity underlines the FIGC’s dynamic commercial strategy, which has already recently driven a net growth in TV rights revenues, sponsorships, and licensing.
Furthermore, the Virtual Advertising technology deployed today is a technical revolution that can be leveraged by other European Federations, in agreement with UEFA, to guarantee the visibility of their respective commercial partners; and increase the relevance of advertising messages to domestic audiences.
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