The European Cup introduces virtual real-time advertising technology for the first time

The 2024 European Football Championship was held in Germany from June 14 to July 14. During the broadcast, a large number of Chinese advertisements appeared in the camera, which aroused the question of fans: Are these advertisements "specially provided" for Chinese fans?
It is known that this is indeed the first time that virtual real-time advertising technology (VBR) has been used in the European Cup. UEFA's marketing director said that they can use this technology to show local and international sponsors' advertisements to local sponsors and operate two large projects at the same time.


According to Geek Park, virtual real-time advertising can display specific content on LED screens, such as replacing the LED screens in the stadium with special advertisements for the target market. This technology is not only applicable to the live broadcast signal when Chinese fans watch the game, but also to the signals in other regions (such as Germany, China and the United States) that can set different special advertisements.

It is reported that the concept of "virtual reality" can help expand brand influence and is becoming more and more important in this digital age. The application of this technology in sports events has also received more and more attention.