uniqFEED partners with Swiss-Ski to bring virtual advertising to the 93rd International Lauberhorn ski races
Swiss-Ski is blazing a trail for new technologies in snow sports, having partnered with virtual adtech company uniqFEED to deploy virtual advertising overlay technology at the 93rd International Lauberhorn Races on 14 January.
During Saturday’s Lauberhorn Downhill race, uniqFEED replaced physical signage with virtual logos of some of the main event sponsors, Brack.ch and Sunrise. The virtualised feed was broadcast live on Swiss television channel SRF zwei. The event also allowed Swiss-Ski to showcase the commercial opportunities enabled by the technology to its sponsors and advertising partners.
Now in its 93rd edition, the Lauberhorn Ski Races is one of the biggest events in the annual snow sports calendar. The downhill course is the longest in the world at over 4.4km, offering considerable sponsorship real estate to Swiss-Ski and its partners. This year, the live television broadcast on SRF zwei attracted 1.09 million viewers in German-speaking Switzerland.
Hannes Hofer, head of World Cup marketing at Swiss-Ski commented on the deployment: “We were delighted to partner with uniqFEED for this event. The team at Swiss-Ski has always been keen to take advantage of new and innovative technologies that enable us to break new ground and offer even more value to our commercial partners.”
Tom Huston, CCO of uniqFEED, said: “It is clear that our client Swiss-Ski recognises the huge commercial and operational value virtual advertising technology can bring to the sport. This event was the perfect opportunity to showcase this value. We very much look forward to our continued collaboration with Swiss-Ski and to working together at future events.”
With the addition of winter sports to its product portfolio, 2023 is off to an exciting start for uniqFEED. Having established itself as a market leader in racket sports over the last few years, the company is officially launching its first full LED overlay product for football this month.