Digital billboard replacement company Supponor has extended its deal to bring targeted pitch-side advertising to global audiences from some of the key games in La Liga. Starting next season, Supponor will show a guaranteed 20 minutes of its DBRLive digitally-replaced billboard advertising in agreed televised games. The new deal was secured by sports advertising agency Umedia. Umedia, which controls much of the signage in La Liga, and Supponor will be able to guarantee non-domestic TV publicity to brands (Supponor). INSIDE WORLD FOOTBALL reported "La Liga is the latest of Europe's big leagues to embrace the technology available." The DBRLive technology works by "replacing existing perimeter systems (such as LED) with specially manufactured billboards which appear normal to fans in the stadium itself," but can be replaced with digitally-generated graphics on the broadcast feed. Optics within the broadcast camera are "combined with Supponor's software to identify the physical properties of the billboards and integrate virtual billboard content into live TV feeds" (INSIDE WORLD FOOTBALL, 3/18).
