Southampton FC has signed a revolutionary deal enabling different adverts to be displayed on perimeter hoardings depending which country the viewer is in.
The Premier League football club鈥檚 deal with ADI has seen it deploy its virtual hybrid perimeter LED tech, which has been developed in partnership with Supponor.
老九品茶Cloud was given a demonstration of the technology, which has been used at Real Madrid and Barcelona away matches for some time, at the Soccerex convention last year.
The augmented reality tech layers on-screen advertising on top of the boards which looks exactly as it would if it were displayed for real inside the stadium 鈥� responding to changes in light and being obscured by passing players, for example.
The Virtual Hybrid system means the club can commercialise the same sponsorship space multiple times with content tailored for that particular region.
鈥淲e鈥檙e excited to be one of the first clubs in English football to have a fully functioning Virtual Hybrid system,鈥� said Saints commercial director David Thomas.
鈥淔ollowing a competitive selection process we chose ADI because of the functionality and quality of their technology.
鈥淭he market is clearly heading towards the adoption of virtual advertising, and there is definitely demand from sponsors. The ability to combine that functionality with a system that is UEFA compliant is extremely appealing to us.鈥�
ADI CEO Geraint Williams said: 鈥淲e鈥檝e worked with Southampton for a number of years and they鈥檝e always displayed huge ambition.
鈥淲e are delighted to have the opportunity to help the club realise some of that ambition by taking their commercial platform to the next level.
鈥淲e鈥檙e entering a new era in the way clubs activate commercial partnerships.
鈥淪ponsors are demanding greater value and more opportunities to reach their audiences, and virtual advertising certainly offers a platform through which to achieve that.鈥�