Sports Technology Awards Success for Virtual Hybrid LED Technology

Virtual Hybrid digiBOARD Wins at the Sports Technology Awards!

11 May 2018

Dan Gray

Marketing Officer

We’re very happy to share news that our Virtual Hybrid digiBOARD has been named Best Technology for Sports Commerce at the 2018 Sports Technology Awards!

Over recent months we’ve been lucky enough to pick up a hattrick of industry honours for our game-changing virtual advertising platform. This trophy will sit alongside silverware from the Football Business Awards and the Sports Technology Awards, which all recognise the ability of our Virtual Hybrid technology to transform the commercial landscape in sport.

Virtual Hybrid LED is a game-changing technology, developed by ADI and Supponor, which combines visible LED with virtual overlay technology. The solution makes it possible to change the perimeter LED board content seen by different audiences watching the same match around the world.

‎€60m Commercial Impact

Recently approved for use in Germany’s Bundesliga, the technology has huge commercial potential. Research by Nielsen Sports estimates the adoption of virtual advertising is worth ‎€60m to Bundesliga Clubs.

Lagardere Sports, who have invested in a new Virtual Hybrid LED system, will deploy the technology in Germany’s top football tier from the start of the 2018/19 season. The move will make it possible for brands to use Supponor’s virtual overlay platform to change the content targeting specific international regions or localise their message for different countries.

Here’s a snapshot of it in action in the Bundesliga

Market Penetration

Dortmund will be the first German club to deploy the technology, with live modified versions of match feeds being delivered to international territories from the start of the 2018/19 season. A number of English clubs in the Premier League and Championship have also invested in ADI’s Virtual Hybrid technology, with six systems now installed which are either fully capable of delivering virtual content, or have the ability to be upgraded.

Sports Technology Awards judges commented:

The ability to specialise advertising to each platform, in real time, is a tremendous innovation, opening up great opportunities for the future

Geraint Williams, ADI’s CEO, Geraint Williams added:

It’s really pleasing for us to receive an award that not only recognises Virtual Hybrid LED for it’s impressive technical capabilities but, also, for its commercial impact. The Bundesliga has been incredibly progressive in its move to adopt virtual advertising technology and the impact for media rights holders and clubs will be huge. The sponsorship market in sport is hugely competitive, but we very much expect to see clubs using Virtual Hybrid technology strengthen their commercial proposition by creating real value for brands.

Multi-Award Winning Technology

This latest award is the third such honour for our Virtual Hybrid technology in the last few months.  The Sports Technology Award trophy joins other silverware picked up at the Sports Business Awards and the Football Business Awards, which all recognise the quality and impact of the solution developed by ADI and Supponor.

Learn more about Virtual Hybrid and our wider solutions in sport here.

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Article author

Dan Gray

Marketing Officer

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