PTF Lab claims it is the first to launch multiregional AR virtual ads in a live MMA event. (PTF Lab)

Across the global sports landscape, nascent properties and rightsholders live and die by the sponsorship inventory that they can offer, the value of which is predicated on its visibility. For promotions that center on smaller fixed locations, like the ring or cage in combat sports, this is compounded by the need to maintain a constant focus on a limited area.

Without the benefit of pitchside LED hoardings like in soccer, or digital dasherboards like in ice hockey, to name a pair of examples, how then do combat sports promotions leverage the inside of the cage area to the same level as other properties?

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The answer could lie in digitalization. Although most promotions already plaster the ring in sponsorship branding, technology firm PTF Lab attests that advancements in broadcast and digital AR technology mean that leveraging branding presence internationally is easier than ever.

PTF Lab is a partner of MMA promotion Lights Out Sports and provides AI-enhanced graphic overlays onto the product, allowing it to enhance the visibility of existing in-ring branding, but also change the branding to different partners depending on the viewership market.

Recently, this partnership took the next step when PTF Lab applied this technology to multiple different camera types, including jibs and handheld cameras, ensuring continuity across the entire broadcast.

PTF Lab claims it is the first to launch such virtual ads in a live MMA event, and similarly, the first to do so with handheld and job cameras. Now, the firm’s chief marketing officer, Anton Smagin, speaks to Sportcal to explain how the technology could revolutionize the sport.

How important is in-ring/on-field advertising to sports properties, and how is PTF Lab aiding those promotions in growing their revenue streams?

“In-ring or on-field advertising is a key revenue channel for any rights holder, whether it's a major league or a smaller local promotion. It not only generates sponsor income but also increases the commercial value of the broadcast.

“PTF Lab offers flexible models tailored to the needs and scale of each partner. Our technology supports customizable sponsorship formats, making it easy to adapt to different goals and workflows.”

How does the offering scale between elite sports properties and smaller promotions?

“For smaller promotions, this could mean per-minute sponsorship, branding by round, or simply increasing the number of sponsors per event. This creates accessible opportunities for local businesses to advertise in live sports and measure results without committing to large budgets.

“For larger properties, the focus often shifts to region-specific sponsor feeds. For example, the same event can display Budweiser branding in the U.S., Heineken in Europe, and an energy drink in the UAE.

“Virtual advertising changes how inventory can be sold. With our system, rights holders can choose the format that fits their strategy, giving them more flexibility and unlocking new ways to grow revenue.”

How do live graphic enhancements benefit sports properties in securing new/more lucrative rights agreements?

“Virtual overlays give rights holders something traditional signage cannot provide: flexible, measurable, and localized sponsor inventory that adapts to different platforms, regions, or formats.

“This added layer of value becomes a strong argument in rights negotiations. Properties can offer custom sponsor feeds for broadcast, streaming, and social media highlights. For example, one brand can appear during the live match, and another in post-game recaps or ‘top moments’ compilations.

“We also support animated graphics and AR elements, not just flat logos. That means sponsor activations can be more visible and engaging. A 3D logo or animated placement at key moments makes the brand stand out while remaining integrated into the action.

“The result is a more dynamic and adaptable content package that increases the commercial value of media rights and makes the property more attractive to broadcasters and sponsors alike.”

How does PTF ensure the smooth operation of logo placement without additional equipment/extra servers?

“Our system is designed to integrate seamlessly into existing broadcast workflows, without requiring any additional hardware on-site or new servers from the partner. We process the signal in real-time and apply virtual elements directly within the feed.

“What makes this possible is the combination of several core components. We use advanced tracking systems that support a wide range of camera types, from handheld to jib. Our object segmentation engine accurately detects fighters, ropes, the cage, and other elements.

“We also developed a proprietary shadow and lighting module that applies natural depth, glare, and shading to virtual objects. This creates a highly realistic look, helping virtual ads blend seamlessly into the live scene.

“It is a tightly integrated system that brings together computer vision, AI, and real-time graphics — operating as one unified engine built specifically for live sports.

How different/similar are the offerings requested by the likes of combat sports promotions versus major team sports leagues?

“The core technology behind our platform remains the same, but the approach and implementation can vary significantly depending on the sport and production setup.

“Combat sports like MMA or boxing involve more unpredictable camera work, including handhelds, jib shots, and quick cuts, which demand advanced tracking and real-time rendering. These are the conditions where we built and stress-tested our platform.

“At the same time, the available advertising surface, for example, the canvas or ring, is much smaller and often already fully booked. Our virtual system addresses this by expanding sponsor inventory digitally without requiring additional physical space.

“In contrast, team sports like football or basketball typically rely on static or semi-static cameras that operate within predictable ranges. This makes the technical side of integration more straightforward, and we have already started active development in this direction.

“While the core engine remains consistent, creative formats and production constraints differ. That is why we adapt our approach for each partner based on the specific sport and broadcast environment.”

As more and more tech companies in the sports industry embrace AI affordances, how does PTF intend to set itself apart?

“At PTF Lab, we use AI not just for automation or generative tasks. The uniqueness of our approach lies in using AI in real time to track handheld cameras, adapt to unpredictable environments, and maintain stability even under jitter, occlusion, or lighting changes.

“What sets us apart is our ability to render virtual ads live without requiring special hardware and to integrate seamlessly into any production setup, from local broadcasts to top-tier leagues.”

Moving forward, how do you expect the sports advertising industry to change as new technologies such as this become available?

“We believe sports advertising is approaching a major transformation. Just as digital ads evolved from static banners to context-aware, real-time bidding systems, a similar shift is coming to live sports broadcasts.

“Virtual advertising unlocks the potential for greater personalization. In the future, we expect broadcasts to show different ads not just by region but for much narrower audience segments such as language, viewer behavior, or device type. This will bring the logic of contextual and programmatic advertising into live sports environments.

“We also anticipate the rise of SSP-like platforms for live sports inventory. These systems would allow sponsors to book campaigns for a specific match, round, or moment in just a few clicks, reducing overhead and opening the door for more brands to enter the space.

“Technologies like ours make this level of flexibility possible. What used to take weeks of planning and fixed ad space can now become dynamic, measurable, and adaptive to changing demand.

“This shift also supports the growing trend toward globalization in sports. As leagues and teams expand their reach internationally, virtual advertising offers a scalable way to monetize diverse audiences around the world with localized and relevant branding.”