The Rise of Ad Tech within Football

Measurably Daring™

In recent times, football clubs have received an increasingly high amount of revenue from television broadcasters. Within the Premiere League alone, the current deal which expires in 2019 is worth £5.14bn in the UK market and £1.07bn a year from all overseas deals combined between 2016 and 2019.

These lucrative deals for football clubs increase the number of football matches aired domestically and internationally. Consequently, the increased airtime for football clubs in a variety of countries leads to a higher visibility for their brand partners. With the growing trend of football clubs having more than one kit sponsor or a sponsor for match kits and training kits, the promise of visibility for brands is at the forefront of most Marketing Directors within football.

To explore this further, teams are increasing the brand visibility of their partners/sponsors through geo-location targeted advertising to their partners. With this kind of technology in hand, football clubs will have the potential to offer new marketing rights to global sponsors.

But how is this done?

Using cutting-edge broadcast, network, production and giant display technology; clubs are overlaying augmented reality technology to produce virtual adverts on the display boards that surround individual stadiums. Allowing clubs to change the advertising on LED screens as and when, these advertisements utilise technology such as geo-location messaging for different international TV broadcast markets to take advantage of.

What does this mean for brands?

This technology offers a new marketing stream to global sponsors of prominent football clubs and provides new opportunities to advertisers that are focused on regional advertising. Also improving the visibility of brands, international messaging is now able to be tailored to local markets meaning that a broader audience can be reached. Allowing fans, individuals and households to relate to different advertisements being served, the new technology also lets teams leverage additional advertising space on the LED screens around their home ground. Different brands are allowed to occupy the same space whilst still advertising to different markets.

Leading to specific brand messages being broadcast to geographically separate audiences, this technology will also help to create opportunities for local sponsors to advertise to their local markets; something that would have been achieved with much difficulty previously.

Below is an example of how this capability works, when Paris Saint-Germain used it in their match against AS Monaco. Paris Saint-Germain as well as its partners (beIn Sports, Ooredoo and QNB) were able to broadcast unique, tailored messages in Arabic, Bahasa and English.

Overall it’s clear that ad tech, particularly with visuals and sound is dominating the marketing space and it’s presence within sport only continues to grow. I’m not sure what’s next for the world of advertising, but in terms of football, it only looks bigger and brighter.

Article by Tolu Odeneye @inbtwnthelines