4D Sight’s cloud-based computer vision technology allows sports leagues and broadcasters to seamlessly display static and dynamic brand imagery inside the playing field, with no limitations on specific camera angles or placement location. In the case of UFC, 4D Sight’s technology has been specifically designed to manage virtual advertisements in a dynamic and fast-paced environment, opening up unlimited new opportunities for integrated partnerships at the local level.
“UFC is a global brand that has become one of the most sought-after marketing platforms in all of sports,” said Paul Asencio, UFC Senior Vice President of Global Partnerships. “4D Sight’s technology will now allow us to localize brand exposure to meet the needs of our partners, while creating greater local relevance and engagement with our viewers.”
“Right now there’s a lot of technology out there trying to shoe in brands that want their logo to digitally explode on screen at a big sporting event,” said Erhan Ciris, Founder and CEO of 4D Sight. “The problem is that the quality control isn’t there with constant things like glitches and screen tearing when someone on screen is near a logo. What we really fact is to create a way to enhance the viewer experience, presenting brand opportunities that are native but not intrusive to the viewer.
“The UFC tried and found that we couldn’t use any of the traditional, mature technologies to digitally place our partners’ logos on our shows,” said Alon Cohen, Senior Vice President, Research and Development, UFC. “These technologies are upstream and use sensors attached to cameras. For various reasons, this was not a viable solution for us. We needed a downstream solution – one that could place logos on the Octagon Canvas using a broadcast-level solution. 4D Sight is the only platform that could provide us with this technology, and we are proud to work with them to produce this first-of-its-kind deployment in IRL sports.
