Champions League matches have been using incredible hidden technology all season… have you noticed it?
CHAMPIONS LEAGUE matches have been using incredible hidden technology all season long.
But have you noticed it?
Viktor Gyokeres fired home his second penalty of the game to round off the emphatic 4-1 victory in Ruben Amorim’s final home game as Sporting boss.
After blasting to Ederson’s left with his first penalty, he switched it up and opted to go low to the Manchester City goalkeeper’s right and completed his Champions League hat-trick.
With the regular TV camera angle, the advertising hoardings around the pitch all showed Qatar Airways on a purple background as the striker stepped up and fired home.
However, replays of the goal shown on TNT Sports, photographers’ snaps and videos taken inside the stadium did not show the Qatar Airways advertising.
Instead, the screens displayed adverts for FedEx with the iconic blue and orange writing on a plain white background.
And that meant the adverts on the boards showing the goal live on TV were different from what was actually in the stadium.
The discrepancy was clear to see in a video uploaded from Gyokeres’ Portuguese actress girlfriend Ines Aguiar, who filmed the goal and put it on her Instagram story.
The time, 21:38, was consistent across both her footage and the TV footage – but the adverts were not the same.
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When the TV feed cut back from a fan in the crowd, there appeared to be a momentarily flash of white at the top of the advertising screen – possibly covering the FedEx ad.
And Uefa confirmed to SunSport the adverts were indeed being changed for the main broadcast feed.
Explaining the phenomenon, a spokesperson said: “Uefa’s virtual board replacement (VBR) concept has been implemented at selected men’s club competition matches across the 2024-25 season.
“VBR replaces advertisements displayed on the in-stadium LED boards in selected markets with alternative advertisements and messaging on the main global broadcast feed.
“This approach ensures compliance with local advertising regulations while maintaining visibility for sponsors on the global broadcast feed.
“This replacement is visible only on the main broadcast camera (camera one) during live play.
“No replacements are made on any other camera during the live match feed or on any camera, including camera one, during replays.
“VBR can be implemented either remotely or on-site and can be implemented over any LED boards.
“Uefa has appointed several VBR suppliers to manage this process and produce the dedicated feeds.
“Uefa has been testing VBR technology for the past six years, with its first official implementation during the 2021–24 cycle of Uefa men’s club competitions, starting with the 2021 Uefa Super Cup in Belfast.
“VBR was also used throughout Euro 2024 in Germany this summer.”
One of those VBR suppliers could possibly be tech company Supponor, “the world’s leading AI software delivering supercharged virtual advertising in live broadcast sports”, or similar rivals.
The firm specialises in using AI to transform live feeds to specialise and adapt advertising for different languages and broadcast regions.
Their website says: “Supponor provide a virtual advertising technology solution that replaces and creates in-venue brand placements with real time authentic digital overlays. Developed for any sport, any surface, from anywhere in the world with infinite possibilities.”
That can include editing the pitchside advertising hoardings, virtual carpet-style banners next to goals, tunnel coverings and other LED screens around stadiums.
This can often be used to exclude betting adverts where gambling is prohibited.
The FA, Bayern Munich, LaLiga, Argentina, France, Borussia Dortmund, Italy, Spain, Brazil, Germany, Serie A, the Rugby World Cup and the NHL are all clients of Supponor.
Tennis’ cinch Championships – aka Queen’s – also used the tech during the 2024 tournament to change up the screens behind the court for various TV viewers.
SunSport reported in 2018 that Southampton were planning to become the tenth Premier League side to launch the new augmented reality hoardings at St Mary’s.
Owen Hargreaves Season Predictions
HARGREAVES ON BELLINGHAM
“I SAW the Super Cup and Jude Bellingham played the best game of his life.
“He’s playing a bit more in his natural position, a little bit deeper. He’s the perfect midfield player.
“Jude is just going to get better and better with Kylian Mbappe and Endrick.
“I know a lot of people have not seen much of Endrick but to go with him and Rodrygo, Valverde, Modric, Courtois and Alaba, Rudiger, Carvajal . . .
“That is some collection of players, it’s amazing.”
HARGREAVES ON CHAMPIONS LEAGUE DARK HORSES
“PARIS SAINT-GERMAIN, just in the way Luis Enrique plays. He plays such aggressive football and they’ve got so many really good ball players.
“I’m happy to see they’re focused on young French players. That’s probably what they should have done long ago.
“Inter are really good. They’ve got a clear identity to how they play under Simone Inzaghi.
“Marcus Thuram came on a free, it’s amazing no one else picked him up.
“They’re not the most offensive team but often those teams do really well in the Champions League.
“They don’t make mistakes in silly moments.”
HARGREAVES ON PREM CONTENDERS
“MANCHESTER CITY have the best squad and they’re using four centre-backs so defensively they’re a bit more stable.
“Arsenal need a little bit more experience in the Champions League.
“To win the Champions League might take a little bit more time in the transfer windows. But they’re going to win trophies, it’s a question of when.
“Liverpool have crazy firepower. Federico Chiesa is an amazing player and he’ll suit the Premier League because he’s crazy explosive.
“I’m excited for Aston Villa as Villa Park is going to be one of the best atmospheres in Europe this season.”
HARGREAVES ON PLAYERS TO WATCH OUT FOR
“MICHAEL OLISE is going to be great at Bayern Munich.
“Playing at Crystal Palace he probably didn’t get the notoriety he deserved but he’s such a good finisher and technically really good.
“Endrick at Real Madrid is cool because people don’t know a lot about him. He’s still so young but he’s just got it.
“Florian Wirtz at Bayer Leverkusen is an amazing player with a really unique style. His numbers from last season were crazy.
“As a young kid, putting himself in the Ballon d’Or conversation is rare. He’ll be playing at Real Madrid or Man City in a couple of years.