Supponor is gearing up to introduce DBRLive technology to the southern hemisphere – at the high-profile Brazil v England game at the newly-revamped Maracanã Stadium this weekend.
The friendly international on Sunday June 2 will be Brazil’s first match at the iconic Rio stadium since it re-opened after three years’ renovation work.
Worldwide interest in the clash means rights-holders are keen to take advantage of the billboard advertising opportunities and, thanks to DBRLive, there will be three separate live TV feeds, each carrying separate billboard ads.
Domestic fans watching the match via Brazilian TV network Globo will see natural-looking pitchside advertising, promoting products relevant to them.
Viewers watching in the UK will see advertising aimed primarily at UK consumers and the rest of the world will see another feed carrying a different set of adverts suitable for a global market.
Meanwhile, those watching the game in the 85,000-seater stadium will see the original billboards.
Supponor CCO Tony Ragan said: “This is the first time DBRLive has been used in the southern hemisphere and we couldn’t have asked for a better stage to showcase its commercial potential.”
The use of DBRLive at the game further strengthens Supponor’s relationship with sports marketing agency Pitch International, who promote and commercialise Brazil’s international friendly games.
Ragan added: “Brazil’s first game at the Maracanã is a massive opportunity and we’re looking forward to working with Pitch to demonstrate the added value it brings to a whole new territory of rights-holders.”
The match also gives DBRLive’s development team the chance to demonstrate the latest improvements to the product, as well as the adjustments made to deliver the same high broadcast quality, no matter where the venue.
For one person the setting, at least, will be familiar. Our Technical Product Manager, Francisco Socal, is from Brazil and will be returning to his native country to work with our operations team and newly-established production crew.
Sunday’s match is being treated as a warm-up for the 2013 Confederations Cup at the stadium from June 15 to 30. The Maracanã Stadium will also host the final of next year's football World Cup and the opening and closing ceremonies of the 2016 Olympics.