Virtual advertising for live sports 

uniqFEED’s software-based augmented reality solution can replace TV broadcast- and live-stream advertisements and produce multiple output feeds, for example, for different countries or regions, with targeted advertising. For this, Computer Vision technology is required, which for example, 

● ensures that the foreground does not interfere with the fade-in of virtual advertising that overlays the physical brands in the background

● that the camera angles or the different positions of the sun and shadows are maintained

● that the images’ authenticity is thus guaranteed

Virtual advertising also makes it possible to take country-specific guidelines and advertising bans into account without excluding an advertising brand completely.

Reduced spreading loss for advertisers, increased income for rights holders

This technology serves both advertisers and sports rights holders: 

The former can place their advertising in a much more targeted manner, meaning their sponsorship contribution is used much more efficiently. In addition, the possibility of brand presence in international tournaments finally becomes an interesting option for national and regional brands as well because ads are only shown in regions where the advertised products and services are effectively available. 

At the same time, the sports rights holder, such as a club or a federation, can increase their sponsorship income by selling the same inventory multiple times or creating additional inventory by virtual insertions into empty spaces. 

Going bigger and better

What was first implemented for more minor sports like table tennis is now ready for major sports like football. The technological complexity impacted the development roadmap. While the setting in racket sports is relatively easy, in football, the software must recognize many fast-moving elements, such as players and the ball, to ensure they’re not overlaid with the virtual ads. Then there are the referee, the linesmen, and various other factors that need to be considered, such as camera movements down to tiny details like goal nets. 

«We knew from the beginning that football is commercially the most interesting sport for us but also the most technologically demanding to implement. To get ready - which we are now -, we needed constant innovation,» explains Lukas Gysin, Founder and Board Member of uniqFEED. «To win a big football client, like an impactful football club, or a federation such as FIFA or UEFA, would be our next highlight. The chances are good because the technology and the successful customer cases prove that.» uniqFEED has reached a level where they can talk about their solution at eye level with top-tier rights holders UEFA or FIFA.

Maturing with a senior team and a strong network

In addition to the advanced technology, the team of seasoned people brings a wealth of commercial experience, credibility, and maturity. With Roger Hall as CEO and Tom Huston as CCO, they have strengthened the management team with competent people and an extensive network in the sports market and broadcasting sector. 

Also, Peter Baumgartner, former CEO at Etihad Airways and Chairman at uniqFEED, is exceptionally well connected, which has been very valuable for uniqFEED regarding customer access and fundraising. 

«Our vision for uniqFEED is bold and transformational. Having built a world-class team around a leading technology position us with a promising outlook as we enter new markets and scale the business. We are grateful for the trust and support of our shareholders who believe in our potential», Peter Baumgartner says. 

Another influential Board Member is Severin Lüthi, former coach of Roger Federer and thus the door opener to all tennis tournaments. Severin Lüthi: «Sports marketing is highly saturated – thanks to uniqFEED, the potential increases exponentially, which benefits all stakeholders from rights holders, sponsors to athletes and viewers.»

High potential is unquestionable

SEF.Growth experts like Peter Balsiger find the vision captivating and confirm the enormous potential of the technology and its use cases. uniqFEED’s primary market is the sports sponsorship market which has a current volume of 48 billion Swiss Francs. This market is expected to grow at an annual growth rate of 18% from 2021 through 2026, significantly faster than global GDP. This year, uniqFEED has gained a foothold overseas, providing its services at scale for one of North America’s most significant sports leagues. Roger Hall, CEO of uniqFEED, says: «This project is transformational for our business and an excellent reference for future clients. A major step towards a promising future.»