Pitch International, the UK-based sports marketing agency, has signed an agreement to use billboard advertising replacement technology developed by Supponor, the London-based technology company, at major soccer matches around the world.

Pitch has signed a two-year deal with Supponor to use the ‘DBRLive’ technology at sporting events represented by the agency, including international friendly matches of Brazil and England and the FA Cup, English soccer’s top knockout clubs competition.

Supponor has developed technology allowing targeted billboard advertising to be shown on television in different countries, enabling different branding to be shown on television from that on display in a stadium, particularly beneficial in countries where advertising of brands in certain sectors, such as alcohol and gambling, is prohibited.

Jonathan Rogers, Pitch’s managing director, said: “We are delighted to be working with Supponor and utilising ground-breaking technology that can generate new revenue streams for brands and rights holders by offering regionalised advertising across the world.”

Tony Ragan, Supponor’s chief commercial officer, said that the agreement with Pitch will take Supponor to a new level and “will see digital billboard replacement coming of age as a way of generating new revenue streams for rights holders.”