The Sports techie (via SBJ) reports that the UFC will begin a pilot program with company 4D which will display a digital overlay of sponsors during UFC broadcasts on UFC Fight Pass. The UFC will be one of the first sports properties to utilize this advertising. Previously, the company did work with esports.
The ads will begin this Saturday with the UFC 278 PPV’s Spanish telecast. Stake.com, the UFC’s sports betting sponsor in Latin American and Asia, will have its image overlayed in the Octagon Saturday.
The move will be an interesting foray in the use of digital advertising into a live broadcast. This method can help the UFC optimize the number of sponsors and ads its shows on a broadcast. While the UFC has sponsors on its mat, it also has sponsors in different regions. The use of this program could make it possible for the UFC to show sponsors on the mat and then overlay regional sponsors of the UFC in order to ad more space and sell more inventory.
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