The World Cup of Hockey have retained Supponor to provide augmented reality digital advertising replacement solutions for the two-week tournament. Global television coverage of the World Cup of Hockey 2016 will feature digitally enhanced hockey dasherboards (or DED) in games, powered by Supponor’s technology, for the first time in North America.
The dasherboard advertising in the Air Canada Centre is being transformed through Supponor’s powerful augmented reality technology into highly engaging brand communication and TV production enhancements. Brands and broadcasters are able to ‘take over’ the rink-side signage to deliver engaging advertising and promotional messaging that is seamlessly integrated into the gameplay in order to ensure an authentic on-screen experience for viewers. The messaging includes localized brand promotion for sponsors and advertisers and in-game production elements such as promotional messaging by the broadcasters and World Cup of Hockey 2016 service providers.
Four different versions of the dasherboard messaging are being created and distributed live, allowing messaging to be individualized and targeted by broadcast feed. The messaging is being tailored for Canada’s English and French speaking populations — through World Cup of Hockey broadcasters Sportsnet and TVA, respectively — the U.S. market via ESPN and the international feed through the tournament’s global broadcast partners.
Jay Gambrell, Supponor’s CEO, commented, “The launch of Supponor in North American ice hockey is a testament to the strength of our partnership with the World Cup of Hockey and our undisputed market leadership in this highly innovative and growing technology space. I’m also excited about further transformational news to come from us later this year.”
“Our partnership with Supponor and the launch of digitally enhanced dashers for the World Cup of Hockey is a major commitment to technology innovation from the NHL and its broadcast and brand partners,” said Keith Wachtel, NHL Executive Vice President of Global Partnership. “Digitally enhanced dasherboards gives the NHL and partners the ability to take fan engagement to another level.”
“Partnering with Supponor allows us to work with our partners, giving fans a more dynamic and unique experience when watching the best players in the world on this international stage,” said Sandra Monteiro, NHLPA Chief of Global Business Strategies. “The players are excited about this opportunity to elevate their partnerships with so many great brands through digitally enhanced dasherboards at the World Cup of Hockey.”
Supponor’s technology is already in use in La Liga in Spain, where soccer matches featuring Barcelona and Real Madrid have carried regionalized virtual signage for a number of years. Rights holders, broadcasters and brands are benefiting from transforming real world mass-audience TV-visible signage into targeted virtual content.
“Supponor has developed amazing technology,” said Scott Moore, President, Sportsnet & NHL Properties, Rogers. “We are looking forward to working with them to use the digitally enhanced dasherboards not only for sponsors, but to enhance our storytelling and the viewer experience.”
“I am delighted that our dedication and belief in the power of augmented reality technology to deliver the most powerful, engaging brand and broadcaster communication medium available in sport is shining through,” said Charlie Marshall, Supponor’s COO. “We have worked hard for many years to ensure that we can deliver a solution of the quality required in this kind of top tier broadcast environment,” he added.