This week has seen the group stage of matches at the World Cup of Hockey, in Toronto. For the first time in North America, the television coverage features digitally enhanced hockey dasherboards (or DED) in games, powered by Supponor’s augmented reality technology.

Check out the video highlights to see the DED in use:

Viewers have been quick to notice the changing dasherboard ads enabled by Supponor’s technology and its adoption by the NHL and its broadcast partners including Rogers and ESPN for this event.  Most fans and have been by turns amazed, impressed and ‘loving it’!  For some the jury is still out, which is to be expected when something so new bursts onto the scene.  It’s a big change for hockey, its broadcasters and sponsors – but we think the sharpness and impact of the full rink takeovers, and the opportunities for brands to experiment in respectful and authentic ways, are the way forward.