Supponor AIR® First to Receive Bundesliga Approval for “Carpets over Carpets” Advertising

Supponor, the world’s leading sport virtual advertising technology provider, announced today that the Deutsche Fußball Liga (DFL) and its host broadcaster Sportcast have granted Supponor league-wide approval for deploying “Carpets over Carpets” in all Bundesliga stadiums. The pioneering Supponor AIR® technology is the first technology to receive such a certification, encompassing all stadia in Bundesliga. The decision on the use of the new marketing spaces will be evaluated and taken individually by each club.  

This approval allows Supponor to overlay physical Cam Carpets with virtual ones using its fully software-AI-based Supponor AIR® technology. The introduction of “Carpets over Carpets” provides a new commercial opportunity by enabling virtual, customisable advertisements for international broadcast feeds, a first for the market.   

 “We are delighted and proud that our Supponor AIR® technology is the first to receive the approval for “Carpets over Carpets” advertising in the German Bundesliga. This marks a significant commercial milestone for Supponor and a revolutionary change in the league’s advertising capabilities,” commented Massimo Magrì, EMEA Managing Director at Supponor. “This development not only underscores the ongoing evolution and improvement of Supponor AIR® but also opens new opportunities for clubs and advertisers in Germany, ensuring fans across the globe experience relevant and localised content.”  

The approval by DFL was preceded by stringent testing of Supponor’s AIR® system in Bundesliga environments including more than five different venues and different kick-off times. The technology met all the necessary criteria, including image quality, reliability, and seamless integration into the Bundesliga’s production framework, independent from venue and light conditions (day or floodlight). 

Launched in 2021 Supponor AIR® stands for efficient, reliable and sustainable virtual advertising. As a fully software-based end-to-end platform, Supponor AIR® relies on Artificial Intelligence (AI), Machine Learning (ML) and computer vision to deploy virtual advertising on any surface, in any sport, and any weather condition. Commercially and technically proven, Supponor AIR® provides football leagues and clubs from a variety of sports with a flexible and powerful marketing tool to enhance their commercial inventory and provide those valuable sponsors and brand partners with targeted and global reach into local markets. As a consequence, Supponor AIR® enhances the value of media and marketing rights for mass-audience sporting events for sports rights holders, their brand sponsors and broadcast partners.