Swiss Ski – Lauberhorn Ski Races 2023
uniqFEED partnered with Swiss Ski to bring virtual advertising to snow sports for the very first time at the 93rd International Lauberhorn Ski Races in Wengen on January 14th, 2023. During Saturday’s Lauberhorn Downhill race, uniqFEED replaced physical signage with virtual logos of some of the main event sponsors Brach.ch and Sunrise. The virtualized feed was broadcast live on Swiss television channel SRF zwei. Swiss Ski’s motivation for utilizing virtual advertising technology is to pioneer the use of innovative new solutions in skiing and other winter sports. This event also allowed Swiss Ski to showcase the commercial opportunities enabled by the technology to its sponsors and advertising partners.
The Lauberhorn Ski Races is one of the biggest events in the annual snow sports calendar, now in its 93rd edition. The downhill course is the longest in the world at over 4.4km, offering considerable sponsorship real estate to Swiss Ski and its partners. This commercial opportunity can be maximized with virtual advertising, which not only enables the replacement of existing signage with virtual content, but also the placement of new virtual content onto an otherwise empty surface which is not visible to the racers, spectators or anyone on-site at the event.
Swiss Ski were interested in blazing a trail for new technologies like adtech in snow sports and were keen to demonstrate the potential commercial and operations value to its commercial partners and other stakeholders.
Check out our video below to see uniqFEED’s virtual advertising solution, AdApt, in action. You can also read about our recent work at the Audi FIS World Cup skiing event in Jasna, Slovakia.