Davis Cup Greece 2023
In September 2023, uniqFEED partnered with agency Taf Media, to deliver virtual advertising for the first-round tie matches between Greece and Slovakia for the Davis Cup from September 16th to 17th in Athens. These games were played in the Panathenaic Stadium, also known as the Kallimarmaro.
This was the first time that a Davis Cup event was held at the Panathenaic Stadium. Because of its historic significance, there are strict regulations around corporate advertising within the stadium itself. In an effort to manage these restrictions while still offering brand exposure to sponsors, local organizers elected to bring in uniqFEED to insert virtual advertising content within the stadium for the television audience. uniqFEED’s computer vision and AI-based virtual advertising solution, AdApt, requires no hardware installations or other equipment in the venue, making it the ideal solution for the Davis Cup.
uniqFEED operated on-site at the venue, creating a virtualized duplication of the world feed with sponsorship content inserted digitally, which was broadcast to all markets. uniqFEED provided its virtual insert solution for all 4 matches throughout the two-day event. For this event, virtual branding from the Davis Cup sponsors was placed onto 360° LED boards around the venue and onto the court surface.
The Panathenaic Stadium is a major historic attraction in Athens and is the only stadium in the world built entirely out of marble. The stadium was originally built on the site of a simple racecourse by the Athenian statesman Lykourgos in around 330 BC, primarily for the Panathenaic Games. It was rebuilt in marble by Herodes Atticus, an Athenian Roman senator, by 144 AD and had a capacity of 50,000 seats. After the rise of Christianity in the 4th century, it was largely abandoned. The stadium was excavated in 1869 and hosted the Zappas Olympics in 1870 and 1875. The stadium is now a multi-purpose sports venue with a capacity of 50,000 as well as a major tourist attraction in Athens. It was used as an Olympic Venue in 2004 for the first time since 1896.
The event at the Panathenaic Stadium demonstrates one of the key value points of virtual advertising – the potential to insert sponsorship content without any hardware installations within the venue itself. In the case of these Davis Cup games, restrictions were in place on physical installations within the venue, in order to protect the historic structure, meaning that sponsors would have missed out on an important brand exposure opportunity. By using virtual advertising, contractual obligations to event sponsors could be upheld while still adhering to advertising restrictions.
uniqFEED was thrilled to partner with Taf Media for this exciting event and we look forward to collaborating with them again soon.
See below for some images from the event.
How it Works - Virtual Overlay at the Davis Cup first-round tie in Greece
Virtual advertising on the back wall at the Davis Cup in Greece