The augmented reality of advertising in football

22nd February 2024
Harry Fowle

In the dynamic world of sports, the fusion of technology and marketing has opened up new vistas for innovation, especially in football, where augmented reality (AR) advertising is revolutionising the way brands engage with audiences. Supponor, a trailblazer in this domain, is at the forefront of transforming football advertising through its cutting-edge AR solutions.

The evolution of advertising in football

Historically, advertising in football has been predominantly static, with pitch-side billboards and logo placements on kits. However, as technology evolved, so did the opportunities for more interactive and engaging advertising methods. The digital era ushered in virtual advertisements and LED boards, offering brands more visibility. Yet, it was the advent of augmented reality (AR) that marked a significant leap forward, enabling advertisers to overlay digital images onto live broadcasts seamlessly.

Augmented reality: changing the game

Augmented reality in sports advertising integrates digital information with the live broadcast environment, allowing for a more immersive viewing experience. This technology enables broadcasters to replace physical advertisements in the stadium with virtual ones that can be tailored to different audiences watching the same match. The implications for advertisers are profound, offering the ability to segment and target advertisements based on geographical location, language, and even individual preferences.

Supponor: a specialist in augmented reality advertising

Supponor, a company specialising in virtual advertising technology, has been instrumental in driving this innovation. With its proprietary AR technology, Supponor allows for real-time digital replacement of existing advertising boards in sports broadcasts. This AR technology utilises advanced algorithms to recognise specific areas within the live broadcast feed where advertisements can be inserted or replaced. This could be along the sidelines, behind the goal, or any area that is prominently visible throughout the game. The system then overlays digital images or videos onto these predetermined spaces, ensuring that they appear as natural parts of the playing field or stadium to viewers watching the broadcast. This not only enhances the viewer's experience by providing more relevant and engaging content but also maximises the value of advertising space for sponsors and rights holders.

Key features and benefits

  • Tailored advertising: Supponor's technology enables brands to deliver region-specific messages during live broadcasts, ensuring that advertisements are relevant to each viewer's context.
  • Increased engagement: By leveraging AR, advertisements become more than just peripheral visuals; they are integrated into the viewing experience, leading to higher engagement rates.
  • Cost-effectiveness: For advertisers, the ability to digitally overlay advertisements reduces the need for physical ad placements, leading to significant cost savings.
  • Analytics and measurement: Supponor's solutions come with advanced analytics capabilities, allowing brands to measure the impact of their advertisements accurately.

Supponor and football: a perfect match

Football, with its global audience and prime advertising spots, presents an ideal platform for AR advertising. Supponor has already partnered with major football leagues and clubs, demonstrating the technology's potential to revolutionise how football advertising is conducted. From the Premier League to La Liga, Supponor's technology has been deployed to deliver targeted advertising to different regions, enhancing the commercial value of football broadcasts.

The future of AR advertising in sports

The future of AR advertising in sports, particularly football, is bright. As AR technology continues to evolve, we can expect even more immersive and interactive advertising experiences. Supponor's ongoing innovation and partnerships with football leagues around the world are a testament to the potential of AR advertising to not only enhance viewer engagement but also open new revenue streams for clubs and leagues.


Augmented reality advertising, exemplified by Supponor's pioneering work, is set to redefine the landscape of sports marketing. By blending cutting-edge technology with the universal appeal of football, Supponor is leading the way in creating more engaging, effective, and valuable advertising opportunities. As this technology matures, it promises to deliver unprecedented levels of personalisation and interactivity, heralding a new era in sports advertising that benefits brands, broadcasters, and fans alike.

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