uniqFEED is Providing Virtual Advertising for the Audi FIS World Cup in Jasna, Slovakia
Swiss virtual advertising provider uniqFEED is jumping back into winter sports in 2024, providing its virtual advertising solution, AdApt at the Audi FIS World Cup in Jasna Slovakia, on the 20th and 21st of January 2024.
The Audi FIS World Cup stands as a key highlight in the international skiing calendar, drawing top athletes and a global audience. The World Cup comprises two events, the Giant Slalom and the Slalom, each featuring two runs.
Across the two-day event, uniqFEED will create one additional virtualized broadcast feed for local broadcast on JOJ SPORT. This feed will integrate virtual content onto existing signage along each run.
This event underscores one of the key points of value of virtual advertising solutions – the ability to insert sponsorship content without any hardware installations or additional physical signage requirements, Ski runs can be many kilometers in length, providing ample advertising space to sponsors. However, athlete safety is top priority for Audi FIS World Cup, and physical advertising on the run must be limited. Virtual advertising solutions like AdApt enable the use of existing physical signage by multiple different brands and provide an avenue to leverage prime advertising real estate without encroaching on the physical landscape or compromising athlete safety.
Lukáš Donoval, Managing Director at EVENT’S ON agency, who is acting for the Ski Association of Slovakia in this matter, expresses enthusiasm about the partnership with uniqFEED, stating, “The vision of EVENT’S ON agency for the Audi FIS World Cup and the Ski Association of Slovakia is to continuously raise the bar for excellence and innovation in snow sports. Partnering with uniqFEED provided us with a fantastic opportunity to showcase the vast potential that virtual advertising can bring to the sport, ensuring athletes’ safety, respecting the environment and increasing creative exposure possibilities for brands”.
Tom Huston, Chief Commercial Officer at uniqFEED, shares his thoughts on the collaboration, saying, “Our new partner, EVENT’S ON agency understands the considerable commercial and operational value that virtual advertising can bring to winters sports. This event in Jasna is an ideal opportunity to shine a spotlight on this value. We look forward to our continued collaboration with EVENT’S ON and Ski Association of Slovakia and to working together at future events.”
This is not uniqFEED’s first foray into the world of winter sports, having worked with Swiss Ski at the International Lauberhorn Ski Races in January 2023. The event was a huge success, broadcast on SRF zwei and attracting 1.09million viewers in German-speaking Switzerland alone. Virtual advertising presents a real opportunity for brands and sponsors to unlock untapped revenue potential from sponsorship, not just for skiing but for all winter sports.