Most stadium advertising during live sport is virtual and targeted: How tech is changing on-field ads

The days of large three-dimensional murals expertly painted on sports fields, and even static advertising boards surrounding tennis courts and other sporting pitches, are numbered.

In their place, are an increasing number of virtual ads superimposed onto stadiums for television viewers. Broadcasters do this using technology so slick that at-home spectators are unlikely to realise.

The impact of this technology is far-reaching for advertisers and broadcasters, particularly given busy stadium schedules. It's also useful for multi-sport facilities that may host a soccer match on a Friday and a rugby match on a Saturday, each with its own headline sponsor. But it's the revenue and targeting that are getting most tech companies in this space excited.

Soon, advertisers will likely use this technology to directly target at-home viewers with content tailored to their specific locations and profiles, much like how online advertising works today.

Tom Huston, chief operating officer of Swiss-based uniqFEED, says the technology unlocks opportunities for brands and sponsors to take advantage of the "TV-visible space", and the potential is limited only by their creativity.

"Virtual advertising technology is already being used worldwide in football, rugby, baseball, racket sports, basketball, cricket, motorsports, winter sports and more," Huston told News24.

Empty stadiums during Covid-19 helped accelerate the technology

A basic form of this technology has actually been around for some time, and South Africa led the way in the build-up to the 2010 FIFA World Cup.

FIFA, scared of the impact painted ads would have on the stadium grass and the associated risk of annoying high-profile sponsors, instructed SuperSport that Super 14 rugby fixtures