uniqFEED, the Swiss advertising solutions and sports rights firm, 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.
The approval covers both the virtual replacement of LED boards and the insertion or overlay of goal-side carpets, within the live match broadcasts. It follows extensive testing conducted by the DFL and its host broadcaster Sportcast involving several Bundesliga club stadiums.
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As a key 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, and technical integration, and must also prove themselves 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 the Bundesliga, alongside UK-based technology company Supponor.
Supponor was granted league-wide approval by the DFL to supply its software-based virtual advertising in 2022, with Borussia Dortmund becoming the first team to deploy it.
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By GlobalDataVirtual advertising allows the 18 Bundesliga clubs to offer their sponsors region-specific advertising opportunities by creating localized broadcast feeds with different advertising for international audiences.
The Bundesliga approved the use of virtual advertising in 2018.
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.”
Dominik Scholler, vice president product management and innovation at DFL, added: “With the Bundesliga-wide approval of the uniqFEED system, Bundesliga clubs now have access to another powerful, software-based technology for virtual perimeter advertising.
“We are delighted to welcome uniqFEED as a new, certified provider for the Bundesliga. This gives clubs an additional opportunity to implement perimeter advertising and cam carpets in international Bundesliga productions with the high quality they have come to expect.”
