NHL introduces virtual graphics and advertisements on scoreboards during 2022-23 season

The NHL on Monday announced a multi-year partnership with Supponor that the league says will transform the way we watch hockey on TV and streaming.

The NHL is launching Digitally Enhanced Scoreboards (DEDs) that give broadcasters the ability to put dynamic graphics on arena scoreboards. This will allow in-arena ads to be replaced with things like live stats, betting odds, goal celebration graphics, and dynamic ads on local, national, and international NHL game streams .

We could see never-before-seen things on the boards like URLs, social media, and NHL QR codes.

“Digital-enhanced scoreboards will revolutionize the way properties and broadcasters interact with brands around the world, not just in the NHL, but across all sports,” said Keith Wachtel, chief commercial officer and executive vice president. principal of the NHL, in a press release. “This has been a significant undertaking for the League, which has included years of developing, testing and preparing the technology for League-wide implementation. We are delighted to partner with Supponor to give bring this breakthrough technology to life this season and deliver increased opportunity and value to our business partners.

Greg Wyshynski reported that the league spent tens of millions and spent seven years on this project. He added more about what the consumer can expect in a feature for ESPN.

There are five different “zones” sold to sponsors: behind the two nets and the three zones. Ads are sold as ads, with brands buying in 30-second increments, based on the game clock. Each game, teams have 120 increments to schedule. Each broadcaster and the NHL itself get 90 seconds of institutional time for their own ads.

Sometimes the boards will resemble those traditionally seen in the arena. Other times, a single announcer will support panels for a particular area or even the entire rink.

Supponor has partnered with other top sports leagues in football (UEFA, La Liga, Bundesliga, Serie A and Ligue 1) and the NBA.

Here is the NHL press release:

National Hockey League launches first-of-its-kind dynamic signage initiative, beginning 2022-23 season

League Announces Multi-Year Partnership with Supponor as the NHL’s Digitally Enhanced Scoreboard Technology Provider

NEW YORK (October 3, 2022) – The National Hockey League (NHL®) today announced the launch of Digitally Enhanced Dasherboards (DED), an advanced approach to dynamic dashboard advertising that will launch for the 2022-23 season. The DED system enables the digital replacement of camera-visible arena scoreboards in local, national and international NHL game broadcasts, ushering in the next wave of innovation to create new opportunities for the League, its clubs and their media and business partners.

The NHL has partnered with Supponor, a world leading technology provider focused on raising the standards of innovative business strategies through digital signage, to develop the DED technology solution which uses remote input technology based on artificial intelligence (AI) to schedule dashboard advertising during match broadcasts. by placing dynamic graphics on camera-visible arena dashboards. DED graphics can be displayed during games in a market-specific manner wherever the game stream is broadcast, resulting in dynamic and targeted branding and promotional messages that were not previously feasible.

“Digital-enhanced scoreboards will revolutionize the way properties and broadcasters interact with brands around the world, not just in the NHL, but across all sports,” said Keith Wachtel, chief commercial officer and executive vice president. main of the NHL. “This has been a significant undertaking for the League, which has included years of developing, testing and preparing the technology for League-wide implementation. We are delighted to partner with Supponor to give bring this breakthrough technology to life this season and deliver increased opportunity and value to our business partners.

“Our long-term collaboration with the NHL has resulted in a landmark league-wide signaling solution. With up to 15 concurrent games in one night and 40 game broadcasts per week during the NHL regular season, this is an ambitious large-scale deployment,” said James B Gambrell, CEO of Supponor. “Working closely with the NHL to develop, test and implement digitally enhanced scoreboards has been the most complex implementation of Supponor’s AIR® AI software solution. Our system will meet the requirements and needs of the NHL and set a new benchmark for other sports. We thank the NHL for its vision and commitment to innovation and collaboration and look forward to many more groundbreaking initiatives that will together shape the future of sports advertising.

The NHL’s DED solution will enable never-before-seen dynamic branding and dashboard messaging including URLs, in-flight marketing campaigns, co-branded official designations, social media integration, QR codes and more. Additionally, the DED display will be programmable in multiple formats, from a full takeover of a single advertiser’s dashboard to a split zone format with ten advertiser brands. Among other benefits, the DED system enables clubs to provide their commercial partners and advertisers with this valuable exposure both in their home and away match broadcasts for the first time. Supponor will also manage the league’s Slot Virtual advertising starting this season and has developed an NHL Content Management System for use by the league and its clubs to manage their playlists for every game broadcast in their market.

About the NHL

The National Hockey League (NHL®), founded in 1917, has 32 member clubs. Each team roster reflects the League’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup®. Each year, the NHL entertains more than 670 million fans in the arena and through its partners on national television and radio; more than 191 million followers – league, team and player accounts combined – on Facebook, Twitter, Instagram, Snapchat, TikTok and YouTube; and over 100 million fans online at NHL.com. The League broadcasts games in more than 160 countries and territories through its rights holders, including ESPN, Turner Sports and NHL Network™ in the United States; Sportsnet and TVA Sports in Canada; Viaplay in the Nordic region; and CCTV and Tencent in China; and reaches fans around the world with games available to stream in all countries. Fans are engaged through the league’s digital assets on mobile devices via the free NHL® app; on nine social media platforms; on SiriusXM NHL Network Radio™; and on NHL.com, available in eight languages ​​and offering unprecedented access to player and team statistics as well as all regular season and playoff scores since the League’s inception, powered by SAP. NHL Original Productions and NHL Studios produce compelling original programming providing unprecedented access to players, coaches, and league and team staff for distribution across NHL social and digital platforms.

The NHL is committed to building healthy and vibrant communities by using the sport of hockey to celebrate fans of all races, colors, religions, national origins, gender identities, ages, sexual orientations and socio-economic statuses. The NHL’s Hockey Is For Everyone™ initiative reinforces that the official policy of sport is one of inclusion on the ice, in locker rooms, boardrooms and bleachers. The NHL expands access and opportunities for people of all backgrounds and abilities to play hockey, fostering more inclusive environments and growing the game through a greater diversity of participants. To date, the NHL has invested more than $100 million in youth and grassroots hockey programs, with a commitment to invest an additional $5 million in diversity and inclusion programs over the next year.

About the Sponsor

Supponor has been the market leader in the replacement and insertion of multi-stream TV displays in Tier 1 sports for a decade, already proven in live broadcast environments at over 2,500 annual top-tier sporting events in the world. Using its innovative Supponor AIR® technology, Supponor delivers authentic virtual placement or alternative advertising on any surface, in any sport, at any venue and in all weather conditions. Supponor AIR®, launched in 2021, is an all-software technology platform that leverages state-of-the-art artificial intelligence (AI) and machine learning (ML) approaches. It is the only fully software-based technology with league-wide approval in the German Bundesliga. Supponor AIR® is able to work entirely remotely, making it the most efficient, flexible and sustainable solution.

Supponor’s virtual advertising solutions have been trusted by rights holders in the top sports leagues of soccer (UEFA, La Liga, Bundesliga, Serie A and Ligue 1), hockey (NHL), basketball (NBA) and many other top sports. Supponor is headquartered in London and has its R&D base in Helsinki, with regional offices in Barcelona, ​​Milan, Cologne, New York, Toronto and Sydney, and is backed by leading VCs and institutional investors. For more information: http://www.supponor.com.

Title photo courtesy of NHL

Norma A. Roth