Davis Cup Will Use Virtual Replacement Ads During Broadcasts
The Davis Cup is "implementing a new sponsorship strategy that will make tennis’ top team competition look different to television viewers," as it will use "virtual replacement advertising during broadcasts," according to Tales Azzoni of the AP. This means that sponsors’ logos and banners will be "superimposed digitally on the courts." A viewer in the U.S. will see "something different than one in Asia or one in Europe." The strategy from new Davis Cup partner Kosmos Tennis "adds flexibility to sponsors and will allow organizers to sell different sponsorship packages worldwide, widening revenue possibilities." Instead of having one presenting sponsor for the whole tournament, organizers "can sign deals with multiple companies." Global companies could "take advantage of the new model, as they can promote specific products in different markets." A car company could "advertise one vehicle in Europe and another in Asia." The technology, called “DBR,” or digital board replacement, is "already being used successfully" by La Liga, a sponsor and partner of the revamped Davis Cup. Kosmos Tennis would like to "have at least three separate regions with specific feeds in this inaugural season, expanding it to more territories and new sponsors in the coming years." The plan to use the new technology was "already in the long-term plans for Kosmos," but it was "fast-tracked after longtime Davis Cup sponsor BNP Paribas decided last month not to continue investing in the competition" (AP, 4/1).