Supponor provides AR sports solutions for World Cup of Hockey 2016
The World Cup of Hockey has 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 localised 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.”
“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.