Supponor Air receives league-wide approval for ‘Carpets over Carpets’ advertising in the German Bundesliga 

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 Supponor Air technology is the first to receive such a certification, encompassing all stadiums in thhe 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 the 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 relies on artificial intelligence, machine learning and computer vision to deploy virtual advertising on any surface, in any sport, and any weather condition. It provides football leagues and clubs from a variety of sports with a marketing tool to enhance their commercial inventory and provide sponsors and brand partners with targeted and global reach into local markets.