England vs Ghana

Fans watching the friendly on television in Africa saw completely different perimeter advertising boards to those watching in the stadium and on televisions elsewhere across the world.

At the invitation of the English Football Association (FA), Supponor had installed more than 100 metres of specially prepared billboards along one touchline and integrated its technology with the host broadcast team.

This allowed replacement billboard images to be digitally inserted into the live feed of the match, delivered in a separate production feed to the African market, and identical in all other aspects.

The ability to separate broadcast feeds by territory enables sports leagues and teams to sell the same pitchside advertising space to multiple brands. Rights holders can multiply revenue streams and advertisers can tailor their adverts by territory.

Stuart Turner, the FA’s Group Commercial Director, said the FA was “extremely pleased” with the commercial possibilities the England vs Ghana feed opened up.

“We have been monitoring Supponor’s development closely for some time and saw this game as the perfect opportunity to fully test the technology,” he said.

“Replacement technology provides us with an opportunity to create additional value from our fixtures which is an exciting prospect and one we want to explore in more detail.

“We are now looking at the potential of working with Supponor at future events.”