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Virtual Advertising: AIR® technology used for the first time at the DFL Supercup


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At the DFL Supercup on Saturday, 30 July between RB Leipzig and FC Bayern München, which FC Bayern München won 5:3 in regulation time, virtual advertising was implemented with the new AIR® technology by Supponor and SPORTFIVE.

Global sports business agency SPORTFIVE and Supponor, the global leader in virtual advertising technology and solutions for live sports broadcasting, used Supponor AIR® technology for virtual advertising for the first time at the DFL Supercup last Saturday. Various brands used the technology, which had also been used in isolated cases in the 1st Bundesliga at matches of Borussia Dortmund and FC Bayern München.

The new Supponor AIR® technology is a fully software-based solution that is based on artificial intelligence and machine learning and is also fully controlled remotely via computers, without the need for staff or additional hardware to be deployed in the stadium. In this way, it meets the demands of the market to make virtual technologies more efficient, flexible, scalable and cost-effective. The new AIR® technology has been approved by the DFL and SPORTCAST for the DFL Supercup and the Bundesliga since March 2022.

 “The Supercup is a first-class start to the new football season. We are proud that we were able to successfully use our Supponor AIR® technology together with our partner SPORTFIVE,” says James B. Gambrell, CEO of Supponor. “With our fully software-based solution, virtual advertising is taking the next step. Thanks to the completely remote use of Supponor AIR®, it becomes more flexible, more efficient and also more sustainable. We look forward to the new 2022/23 season and to continuing to drive virtual solutions in live sport with our partners in Germany.”

Hendrik Schiphorst, Managing Director at SPORTFIVE Germany, adds: “For SPORTFIVE, virtual advertising creates additional, highly effective and high-quality TV-relevant advertising inventory at the DFL Supercup and for the upcoming Bundesliga season. We are proud to be able to offer AIR® not only at all 17 of Borussia Dortmund’s Bundesliga home games, but also at other away games involving BVB and FC Bayern München, including the opening of the Bundesliga season next Friday at the match between Eintracht Frankfurt and FC Bayern München. Our thanks go to Supponor for the successful cooperation over the last five years, as well as to the DFL for the trust placed in us.”

With virtual advertising, sponsors and advertisers benefit from the reach and global exposure of one of the biggest leagues in the world. Currently, SPORTFIVE and Supponor offer the only software-based virtual advertising solution with a league-wide approval from the DFL for commercial operation via AIR® technology. Customers can book one, several or even all feeds via SPORTFIVE and thus play out their advertising messages to a global TV audience (depending on the virtual advertising feeds booked). The global fan community of the DFL Supercup and the Bundesliga can thus watch unique moments in sport on TV while relevant and region-specific advertising messages are displayed for them on the advertising spaces.

In addition, companies such as Vodafone, Mitsubishi, Tipico, Einhell, NOCO, Huk24, 11880.com, Elten and Obi advertised extensively during the DFL Supercup. Other TV-relevant bookers included Marc O`Polo, SoftwareOne and SmileEyes.

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By ticking the box above, I agree that SPORTFIVE may use the data provided by me to contact me and send me further information and interesting insights as well as offers for sponsoring and sports marketing. I am aware that I may revoke my consent at any time with effect for the future by clicking on the link at the bottom of any e-mail sent by SPORTFIVE or by sending an e-mail directly to newsletter@sportfive.com. SPORTFIVE will collect, process and store my data with the utmost care and in accordance with the relevant data protection regulations. | Further information can be found in our data privacy policy at the end of this website.